The study aims to investigate and analyse the social media, precisely the Instagram activity of several hotels in the city of Yogyakarta, Indonesia. Having been the second most popular destination besides Bali, it is mainly dominated by domestic tourism. Although several governmental institutions exist, the study focuses on the hotel’s activity only. The main purpose was to find, that after the classification of the posts, whether there is a more positive effect of one as opposed to the other type of posts. In addition, it was also important to see if with the time advancing positive effect of likes and comments appear and the relation of hashtags, likes and comments. Data was collected between 1st of January 2023. and 15th of July 2024. The first step was to collect posts done by the suppliers and then the posts were classified. Also, the number of hashtags used were collected. Second step was to collect the response from the demand side by gathering their likes and comments. Data then was analysed with SPSS 24 and JASP program. Results show that while there is no significance on increasing likes and comments with the months advancing, but in terms of the type of the posts there is. Promotional posts with other suppliers tend to bring a lot more comments and likes than self-promotional posts. This study’s main purpose to analyse through social media posts to enhance online networking by local suppliers promoting each other’s products.

This paper examines social media’s role in public administration. The purpose of this study is to find the extent of the role played by social media in public administration and then recommend and propose strategies to the public administrators. Social media enhances public administrators’ role and ensures that the public administration is working for the people and meeting all the needs of the people. The most important findings of the article are that public administrators are using e-governance and other modern digital technologies for communication, which have helped in decreasing corruption and bringing people closer to the government because they can use the government tools directly and there are possibilities of two-way communication. Corruption is one of the major problems, and most of the studies have shown that corruption can be reduced with the help of social media tools used by the public administrators. We propose a theory that governance framework is impacted by social media tools, e-governance methods, and open communication methods.

This systematic literature review (SLR) delves into the realm of Artificial Intelligence (AI)-powered virtual influencers (VIs) in social media, examining trust factors, engagement strategies, VI efficacy compared to human influencers, ethical considerations, and future trends. Analyzing 60 academic articles from 2012 to 2024, drawn from reputable databases, the study applies specific inclusion and exclusion criteria. Both automated and manual searches ensure a comprehensive review. Findings reveal a surge in VI research post-2012, primarily in journals, with quantitative methods prevailing. Geographically, research focuses on Europe, Asia Pacific, and North America, indicating gaps in representation from other regions. Key themes highlight trust and engagement’s critical role in VI marketing, navigating the balance between consistency and authenticity. Challenges persist regarding artificiality and accountability, managed through brand alignment and transparent communication. VIs offers advantages, including control and cost efficiencies, yet grapple with authenticity issues, addressed through human-like features. Ethically, VI emergence demands stringent guidelines and industry cooperation to safeguard consumer well-being. Looking ahead, VIs promises transformative storytelling, necessitating vigilance in ethical considerations. This study advocates for continued scholarly inquiry and industry reflection to navigate VI marketing evolution responsibly, shaping the future influencer marketing landscape.

In the rapidly evolving landscape of digital marketing, the influence of social media on consumer behavior has become a focal point of scholarly inquiry. This study delves into the intricate dynamics between social media interaction and the quality of relationships in the context of s-commerce, examining how these interactions impact customer loyalty and purchase intentions. It is imperative to note that while the study does explore the mediating role, it is not the primary focus. The core objective revolves around understanding the nuanced relationships between social media interaction and relationship quality. This clarification ensures a precise delineation of the research scope and objectives. Furthermore, it is worth emphasizing that while the study delves into customer loyalty, this aspect is not explicitly reflected in the title. However, the examination of loyalty remains an integral component of the research, providing a holistic view of customer behavior in the digital marketplace. By addressing the interplay between social media engagement and relationship quality, this study aims to provide valuable insights for businesses navigating the complexities of s-commerce. Through this research, we seek to illuminate the pivotal role of social media interactions in shaping customer-company relationships, thus offering actionable insights for practitioners and enriching the academic discourse in the field of digital marketing.

Social media has become one of the primary sources of communication, information, entertainment, and learning for users. Children gain several benefits as social media helps them acquire formal and informal learning opportunities. This research also examined the effect of social media on formal and informal learning among school-level children in Ajman, United Arab Emirates (UAE), moderated by social integrative and personal integrative needs. Data was gathered by using structured questionnaires, which were distributed among a sample of 364 children. Results revealed that social media significantly affects Informal and formal learning among children, indicating its usefulness in child education and development. The results also indicated a significant moderation of social integrative needs on social media’s direct effect on informal learning, indicating the relevant needs as an important motivating factor. However, the moderation of personal integrative needs on social media’s direct effect on formal learning remained insignificant. Overall, this research highlighted the role of social media in providing learning opportunities for children in the UAE. It is concluded that children actively seek gratifications from social media, shaping their learning within structured educational contexts in their daily lives. Through the lens of UGT, certain needs play a critical role in strengthening the gratification process, affecting how children derive learning advantages from their interactions on social media platforms. Finally, implications and limitations are discussed accordingly.

This research conducts a comparative urban analysis of two coastal cities with analogous tourism models situated in distinct geographical regions: Balneário Camboriú in Brazil and Benidorm in Spain. The study delves into two critical urban phenomena impacting the sustainability of tourist cities, utilising social network data to gather insights into economic and urban activities (Google Places) and spatio-temporal patterns of citizen presence (Twitter). The spatial analysis explores the municipal and, to a more detailed extent, the coastal strip extending 500 m inland from the coastline, spanning the entire length of each city to their municipal boundaries. The analysis uncovers both similarities and differences between the two destinations, offering insights that could inform future development strategies aimed at fostering sustainable urban environments in these well-established coastal tourist areas.