Predictors of Social Media Advertisement Appeals and Consumers’ Buying Behavior of a Fast-Food Chain Company

The fast-food industry has faced stiff competition due to the mushrooming of various brands. Thus, marketers have to think of various promotional activities to attract consumers, and one of the strategies will be through the use of social media advertisement appeals. However, past studies mainly focused on rational and emotional appeals, and other advertisement appeals have received little attention. Thus, this study aimed to investigate a fast-food company's social media advertisement by focusing on the two main appeals, namely rational and emotional, and extended two additional appeals which are endorsement and aesthetic appeals. The study utilized the stimulus-response model as a theoretical framework and explained the relationships. The study applied quantitative methods and gained 168 valid responses via the purposive sampling technique. The results indicated that all four advertisement appeals (emotional, rational, endorsement, and aesthetic) are predictors of buying behavior, with emotional appeal as the most prominent appeal. The study urged that fast-food companies should pay attention to the provision of factual information, celebrity endorsements, and innovative aesthetic design to persuade consumers cognitively. Conclusion, implications, and future research avenues were discussed

Language, Power, and Social Dynamics in Online Gaming: A Discourse Analysis of Toxicity and Inclusivity in Digital Spaces

The article explores the intersection of language, power, and social dynamics in online gaming communities, focusing on toxic and inclusive language within multiplayer digital spaces. Through a discourse analysis of player interactions, this study investigates how language functions as a tool for asserting dominance, marginalizing certain groups, and fostering inclusivity. While toxicity remains pervasive in many gaming environments, with players using exclusionary language to assert control and maintain power hierarchies, inclusive language emerges as a counterforce, enabling players to challenge these norms and create more cooperative and supportive spaces. The findings reveal that toxic language- such as gendered insults and racial slurs- is predominantly used by more dominant players, particularly those with higher skill levels or social status within the game. These behaviors reinforce power imbalances and contribute to the exclusion of ‘other’ groups, including women and players who belong to different ethnic background. Conversely, inclusive language, including gender-neutral terms, supportive comments, and active resistance to toxic speech, is employed as a form of resistance by players seeking to create an environment that values respect and equality. Despite the ongoing prevalence of toxic behavior, inclusive language was found to be a significant part of player interactions, offering a pathway to challenge oppressive power structures and build solidarity. The study contributes to the growing body of research on the role of language in shaping digital spaces, emphasizing the importance of discourse in both perpetuating and disrupting power dynamics. The implications of these findings suggest that game developers and community leaders must take a more proactive role in addressing toxic language and promoting inclusivity through design features, policies, and community guidelines. By highlighting the role of language in constructing power relations and fostering inclusivity, the article calls for a more inclusive approach to online gaming, where all players, regardless of their identity, can participate and thrive without fear of harassment or exclusion

The Risks and Opportunities of Use of Social Media: Youth Perceptions

The use of social media is increasing day by day in Georgia. Although Facebook has millions of users, the sites TikTok and Instagram are particularly popular with young people. Because their audience is mostly young, this study aims to explore the attitudes of young people, what are the risks and opportunities related to using social media platforms. This study was carried out in 2 stages. At the first step qualitative approach for preliminary research – focus groups and in-depth interviews methods were used and at the second stage online survey Google forms e-questionnaire was used. This paper analyzes young peoples’ perceptions toward social media usage

Impact of Digital Inclusive Finance on common prosperity in China’s Social Media Era

Achieving common prosperity (CP) is a pivotal goal in China’s modernization, particularly as social media increasingly shapes public awareness and policy discourse. In China’s social media era, digital inclusive finance (DIF) has emerged as a key financial model impacting this goal. This study, drawing on data from Guangdong Province from 2011 to 2021 as an example, uses the entropy method to calculate the CP index and assesses the impact of DIF on it. Results indicate significant regional variations in CP levels and highlight the positive effects of DIF on it in Guangdong. The theoretical contribution of this study lies in understanding how financial inclusion interacts with social equity. In practical significance, the findings may provide some suggestions and decision-making basis for policy makers, promoting the coverage of DIF and driving sustainable socio-economic development

The Role of Memes in Shaping Political Discourse on Social Media

The article explores the role of memes in shaping political discourse on social media platforms, examining their influence on public opinion, political behavior, and the dynamics of ideological polarization. With the rapid proliferation of meme culture across platforms such as Twitter (X), Instagram, TikTok, and Facebook, memes have emerged as potent tools for political communication, serving as vehicles for political expression and instruments for reinforcing ideological divides. By analyzing political memes’ circulation, engagement, and sentiment, this study reveals how memes predominantly circulate within political echo chambers, fostering increased engagement within ideologically homogenous groups while limiting exposure to opposing viewpoints. Additionally, the emotional resonance of memes and their viral potential contribute significantly to their effectiveness in influencing political opinions and mobilizing support for political movements. However, the study also highlights concerns regarding the spread of misinformation and the role of memes in exacerbating political polarization. The findings suggest that memes facilitate political participation and awareness and challenge democratic discourse by amplifying divisiveness. The article calls for further research into the long-term effects of meme-driven political communication on voter behavior, civic engagement, and democratic processes

Post-Truth Philosophy and Truth Analysis in the Era of Disinformation and Fake News

The article examines the idea of post-truth in contemporary philosophy and analyses truth in political, philosophical and anthropological contexts. The authors of the article point out the ambiguity of the concept of post-truth, which is on a par with such concepts as the death of the author in literature and literary criticism, the death of the subject and the end of metaphysics in philosophy. The article aims to study the philosophy of post-truth and the role of truth in contemporary philosophical thought, particularly philosophical anthropology, and their role in countering fake news and disinformation. The article outlines the meaning of the terms “truth”, “fake news”, and “truth” and describes current trends in the study of post-truth philosophy in the era of disinformation and fakes, the main facets of the phenomena of “truth” and “post-truth”, and explores the potential of post-truth and fakes to influence and change mass consciousness, form an ideological coordinate system in society, distort the picture of the world and determine changes in political situations. In addition, the article formulates recommendations for recognising and counteracting fake news, conducts an experimental study among the student audience of a higher education institution on the ability to recognise and respond to the most fake news. The methodological basis of the article is a combination of several theoretical and empirical methods: descriptive method, methods of synthesis and analysis, methods of contextual analysis, linguistic analysis, modelling, as well as empirical research methods (survey method combined with mathematical and statistical methods). The article proposes the hypothesis that digital literacy, understanding of the socio-political situation in the country and the world, and the ability to evaluate an information resource directly affect the process of ‘recognising’ fake news and counteracting this news in the public space. To confirm the hypothesis, an empirical study was conducted based on a survey of 4th year students majoring in Political Science and Computer Science (100 respondents, 50 students of each speciality) at Vasyl Stefanyk Precarpathian National University (Ukraine). As the results of the experiment showed, both linguistic analysis methods (comparison of contexts, presence of logical and grammatical errors, analysis of quotes) and technical methods (verification of the source, its domain, verification of the authenticity of the text) can be used to identify fake news.The research authors point out that the concept of post-truth in contemporary philosophical thought implements the idea of weak structures that should replace metaphysical structures. The author analyses the relationship between truth–philosophy and truth–man. The relationship between truth and man varies in national, social, Christian, and anthropological aspects. Truth allows a person to draw a system of coordinates and landmarks in the modern chaotic world. It is determined that post-truth is not a situation after the truth but a situation on the other side of the truth, a world beyond man. Post-truth exists in the post-truth paradigm, in which postmodern metamorphoses and technical transformations deepen. In the media sphere, post-truth is seen as a quasi-real environment favourable to pseudo-news, so the authors propose to consider fake news as a manifestation of post-truth

Research Progress on Digital Reading Behavior: A Bibliometric Study

Digital reading uses a screen as the primary medium for reading, distinguishing it from traditional paper-based reading. About 5.2 billion people worldwide use electronic devices to connect to the Internet, which has become the basis for the development of digital reading. Although there are currently bibliometric studies on digital reading and digital literacy, there is still a lack of information regarding digital reading behavior. This study employs VOSviewer software to conduct an in-depth bibliometric analysis using the Web of Science database, following the PRISMA guidelines for literature review studies. Drawing on 312 articles as research data, the study identified Chen as the leading researcher in digital reading behavior, as a result of publication volume, the number of references, and citation impact. China and the UNITED STATES are the most frequently cited countries on digital reading behavior. The Electronic Library, Computers & Education, and Frontiers in Psychology are the top three journals regarding productivity and references in works related to digital reading behavior. Extant research mainly focuses on four primary topics: digital reading literacy based on meta-cognitive strategies, the effect of information and communication technology on digital reading performance, digital reading intentions under the technology acceptance model, and digital reading strategy optimization with eye-tracking technology. This bibliometric analysis provides a nuanced understanding of the research landscape on digital reading behaviors, offering new insights within the existing literature through a comprehensive examination of researchers, publications, and critical themes

Postmodern AI: A New Vision of Man's Relationship with Technology

This research explores the impact of postmodern artificial intelligence (AI) on philosophy, arts, politics, and ethics. It aims to analyze how AI reflects postmodern thought, focusing on concepts like relativism and multiplicity. The study also investigates AI's potential effects in various fields, including creativity, decision-making, and societal norms. The methodology includes a critical review of existing literature and case studies on AI applications. Key findings reveal that AI in the postmodern era challenges traditional notions of truth, authority, and creativity, while raising ethical concerns about bias, privacy, and job displacement. The research calls for clear ethical frameworks, education initiatives, and human-AI collaboration to address these challenges and ensure a balanced future between technology and humanity

The Integration of Technical and Social Humanism Dimension on the Construct of Digital Media Empowerment: A Study on Generation Z

The widespread incorporation of digital technology in education emphasizes the imperative to empower students with digital media skills. This study examined the integration of technical and social humanism dimensions of digital media empowerment construct for students of senior high school as a representative of Generation Z. The study implemented the digital media empowerment construct for student learning especially on Generation Z. The survey of digital media empowerment constructs was applied in several public and private senior high schools in Jakarta city. The finding showed the valid items of eight dimensions have high reliability. The results indicated that eight dimensions were successfully integrated into the digital media empowerment construct. When Generation Z deals with technical dimensions, they may consider social humanism dimensions to empower their media digital savvy. The findings of the integration between technical and social humanism dimensions were discussed in terms of Generation Z characteristics

The Development of Cloud-Powered Interactive Multimedia Using Digital Storytelling Techniques on the 350th Anniversary of the Mission of Siam

The objectives of this research were to (1) develop cloud-powered interactive multimedia using digital storytelling techniques to commemorate the 350th anniversary of the Mission of Siam, (2) compare participants' levels of comprehension before and after interacting with the developed multimedia, and (3) evaluate participants' satisfaction with the multimedia. The ADDIE model was employed as the framework for both the development and evaluation processes. The sample consisted of 600 undergraduate students from St. Louis College during the 2023 academic year. Data were analyzed using descriptive statistics, and a dependent t-test was conducted to determine differences in comprehension levels between the pre- and post-engagement periods. The research findings revealed that: (1) The developed cloud-powered interactive multimedia consisted of three episodes organized into a dedicated playlist on the YouTube platform, utilizing YouTube’s Media Symbol System to incorporate essential features such as symbolic formats (e.g., Play/Pause buttons, Like and Subscribe buttons, Notification Bell), visual and auditory content (including texts, graphics, images, animations, and audio elements), tags and descriptions for enhanced discoverability, a language and subtitling system to accommodate diverse audiences, and social connectivity through comments, likes, and shares; (2) Content experts rated the multimedia quality as acceptable, while media experts rated it as highly acceptable; (3) The preliminary tryout yielded an effectiveness index (E.I.) of 0.53; (4) Participants' comprehension of the Mission of Siam significantly improved after interacting with the multimedia (p < .05); (5) Participants expressed a high level of satisfaction, with an average rating of 4.20 and a standard deviation of 0.71