Social Media Shifts
TikTok Content Development on Marine Waste Pollution Prevention Campaign View Digital Media
Paper Presentation in a Themed Session Umaporn Muneenam
Marine wastes from microplastics and chemicals from sunscreen have been long lasting problem in many areas around the world, including Thailand. This practical research designed three VDO clips of marine waste pollution prevention campaign via TikTok application due to there have been potential millions of registered audiences from 150 countries, including Thai user is one of them. Three TikTok VDO clips were designed based on the previous literatures on microplastics and impacts to environment from sunscreen chemicals. These were 1) microplastics and the impacts (3.16 mins); 2) alternative of marine friendly products (1.08 mins); and 3) prohibit of using four banned sunscreen chemicals in Marine National Park, Thailand (1.52 mins). After that, three clips were satisfactory ranked from lowest to highest (1 to 5) in 18 issues and one open-ended issue by three experts from environment, media production, and eco-tourism fields. Result show the total average opinion was at high (mean = 4.09); while opinion that the clips were useful for marine friendly products was the highest (mean = 4.67), but the lowest opinions were VDO movement, suitable music, VDO presentation style, and VDO transition (mean = 3.67). The experts further mentioned that the clip with the dance is suitable for TikTok audiences (clip 2), the clips simply presented to understand for lay audiences, each VDO clip should clearly mentioned age ranges of the main target audiences, as well as Thai and English voice accents were not the same. These opinions would be improved the clips for the next adjustment.
Celebrity Connection or Digital Marketing? Examining Parasocial Relationships Through Social Media Engagement in the UAE
Paper Presentation in a Themed Session Priyanka Dasgupta
This research examines the role of social media in facilitating parasocial relationships between celebrities and followers. Through the lens of Uses and Gratification Theory, we investigate whether audience interactions with celebrities via digital platforms constitute authentic connections or are mere marketing efforts. Data collected via a survey among active Instagram users in the UAE shows emotional responses to celebrity engagement behaviors. These behaviors include liking, commenting and posting on social media platforms. A regression model was used to analyze the data. The study contributes to scholarly understanding of whether these mediated interactions foster genuine emotional bonds or primarily serve promotional purposes, advancing knowledge of celebrity-follower dynamics in the UAE. Implications and future directions are discussed.
Phubbing Among Young Adults in Poland and China: In-Person, Phone, and Video Call Contexts
Paper Presentation in a Themed Session Lukasz Tadeusz Buksa
This study investigates phubbing behaviors among young adults, focusing on in-person, phone call, and video call contexts. An online survey collected responses from 730 participants aged 21-30, including 367 from Poland and 363 from China. Research reveals a correlation between population density and the likelihood of phubbing; individuals in large areas are more likely to be ignored during face-to-face interactions as others engage with their smartphones. Women are more attuned to noticing phone call phubbing. A correlation exists between using speakerphone or apps and scrolling, with 81% admitting to browsing their phones after using an app. Video call phubbing reflects behaviors from pandemic lockdowns. This study shows that phubbing is a pattern that transcends specific contexts, impacting the dynamics of communication in both virtual and in-person interactions. It highlights the need for targeted interventions focused on particular groups, such as young people living in big cities.
