#IUseTwitterBecause: content analytic study of a trending topic in Twitter

#WedontWantDistanceEducation: a thematic analysis of higher education students’ social media posts about online education during Covid-19 pandemic

The current study is based on thematic analysis of 21,722 tweets posted under the #wedontwantdistanceeducation hashtag within a month after the start of online distance education in Turkish universities due to Covid-19 pandemic. Our findings have revealed that Turkish higher education students have faced multiple challenges in accessing and benefiting from online education due to the swift transformation from face-to-face to online format. These challenges included universities’ poor technical infrastructure, pedagogical and assessment issues, digital inequality in accessing online education, and general negative attitude towards online education. Further, students have expressed issues about financial, health, and social consequences of online education during Covid-19 pandemic. With regards to such challenges and issues, higher education students have criticized government authorities for ignoring their views when making decisions about how online learning is organized during Covid-19 pandemic. Further, students have offered some alternative solutions (e.g. summer courses) to online education.

#NotHolidayButDistance Education: a study on social media use for K-12 education during the COVID-19 pandemic

Purpose

This study aims to explore Twitter posts of Turkish government agencies and the public under a specific hashtag, #NotHolidayButDistanceEducation, specifically related to online distance education during the Covid-19 pandemic.

Design/methodology/approach

This study used a thematic analysis on 22,547 original tweets posted by 6,970 users during the first month of online distance education in Turkish K-12 schools. Based on like and retweet counts, the study further explored the extent of stakeholders’ engagement with the observed themes.

Findings

The findings showed that government agencies and citizens used Twitter to provide technical and psychological support, appreciate and motivate stakeholders, demonstrate sample distance education activities, share information and offer suggestions about the ongoing online distance education. It was also observed that the hashtag has been used for expressing negative views about online distance education and for political purposes. A positive relationship was found between social media engagement and providing technical support or sharing information for online distance education.

Practical implications

This study highlights the role of social media in providing practical and emotional support to education stakeholders in times of crisis. Thus, governments can use social media to provide evidence-based psychological and physical health support to their citizens during a pandemic. Social media can serve to improve education practices in schools through the interactions between the public and policymakers.

Originality/value

To the best of the authors’ knowledge, this study can be considered unique because it demonstrates the civic use of social media for educational crisis management. This study highlights the influence of social media in educational policy and practice development in the contemporary era.

When a luxury brand bursts: Modelling the social media viral effects of negative stereotypes adoption leading to brand hate

In early 2020, the World Health Organization (WHO) developed the term "infodemic" to describe the velocity at which data can be exchanged among people, in a free virtual space where firms have limited control over the information diffusion. In particular, the diffusion of information on social media has analogies with the transmission (contagion) of social phenomena and infectious diseases. The aim of this research is to model the viral effects of a luxury marketing campaign when adopting negative stereotypes to increase the market share in a growing market. The campaign generated 506,127 likes of celebrity endorsers/influencers and 17,984 comments spread worldwide in a relatively short period, producing a "burst". Findings revealed the unexpected social burst occurred with negative consumers' evaluation, which has been amplified becoming dramatically damaging for the brand (brand hate).

Emotion in enterprise social media systems

Purpose

The purpose of this paper is to investigate enterprise social media systems and quantified gender and status influences on emotional content presented in these systems.

Design/methodology/approach

Internal social media messages were collected from a global software company running an enterprise social media system. An indirect observatory test using Berlo’s “source–message–channel–receiver” model served as a framework to evaluate sender, message, channel and receiver for each text. These texts were categorized by gender and status using text analytics with SAP SA to produce sentiment indications.

Findings

Results reveal women use positive language 2.1 times more than men. Senior managers express positive language 1.7 times more than non-managers, and feeling rules affect all genders and statuses, but not necessarily as predicted by theory. Other findings show that public messages contained less emotional content, and women expressed more positivity to lower status colleagues. Men expressed more positivity to those in higher positions. Many gender and status stereotypes found in face-to-face studies are also present in digital enterprise social networks.

Research limitations/implications

Limitations include generalizability: all data were collected from a single enterprise social media system.

Practical implications

Managers establishing codes of conduct for social media use will find this research useful, particularly when promoting awareness of emotional expressiveness in online venues with subordinate colleagues.

Originality/value

This study offers a behavioral measurement approach free from validity issues found in self-reported surveys, direct observations and interviews. The collected data offered new perspectives on existing social theories within a new environment of computerized, enterprise social media.