Mokhtar Elareshi

The accelerating proliferation of artificial intelligence (AI) across media industries has redefined practices of news production, content distribution, and ethical accountability (de Lima-Santos e...

This study investigates the role of social media influencers (SMIs) in crisis communication during the 2023 floods in Derna, Libya, caused by Hurricane Daniel. Using the NodeXL Pro plugin and social network analysis (SNA) from the X platform, the paper identifies key actors and communication clusters within the crisis‐related discussion and how SMIs disseminated information, mobilised support, and interacted within different groups during the crisis. The results reveal that SMIs were crucial in providing real‐time updates, raising awareness, and coordinating relief efforts. Nine key influencer groups were identified, highlighting the multifaceted nature of social media's influence on disaster response. These actors often functioned as intermediaries between institutional sources, journalists, and online audiences. We introduced the concept of networked legitimacy, suggesting that authority in digital crisis environments may emerge from actors' structural positions within communication networks rather than solely from institutional authority. Positive posts were associated with greater engagement, aid distribution, and volunteer mobilisation. The findings contribute to the transformative potential of social networks in crisis communication and call for enhanced support and training for emergency influencers.

This study examines herd behaviour and fandom dynamics in the NFT market during the 2021 crash by analyzing 184,257 X posts across pre-crash, peak-decline, and post-crash phases. Using LDA, NMF and BERTopic alongside RoBERTa sentiment analysis, we capture evolving topics and emotional trajectories in slang-rich social media discourse. We found that sentiment shifted from strong pre-crash optimism (82.8%) to polarised reactions during the crash, followed by predominantly neutral, risk-averse tones (54.9%) post-crash. Topics reveal transitions from investment enthusiasm and project hype to security concerns, fund recovery, and scam awareness, reflecting changing community priorities. The findings show how fandom and herd behaviour jointly shape sentiment in volatile digital asset markets, highlighting the role of social identity and collective behavioural mechanisms in emotional contagion and instability. Managerially, the results highlight the need for transparency, fraud prevention, and proactive sentiment monitoring to support trust, early risk detection, and more informed engagement.

This study aims to explore the impact of various factors associated with new media marketing (NMA) activities on brand trust and customer loyalty, focusing on the experience of Jordan Islamic Bank (JIB). Drawing on Relationship Marketing Theory (RMT) and a PLS-SEM methodology, the research analyzes the key dimensions of digital marketing activities—participation, openness, relationship building, and community building—and their role in enhancing customer loyalty. Data was collected from a sample of 355 bank customers via an online survey using a convenience sampling technique. Results showed that openness and community building had a significant impact on enhancing customer engagement, while the relationship between participation and brand trust appeared more complex. Building online communities also emerged as one of the most significant determinants of customer loyalty. The study highlights the importance of developing a value-based, community-centric digital presence to ensure sustainable customer relationships. It also recommends aligning digital marketing strategies with cultural and religious values, which is particularly important in the context of Islamic banks.

This study examines social media adoption among Arab journalists during the early pandemic by conducting (1) a large online survey ( n = 1,443) representing 19 Arab countries and (2) structured interviews ( n = 19) representing ten Arab countries. The results indicate that Arab journalists relied heavily on social media for information and topics during COVID-19. Facebook and WhatsApp platforms have done comparatively better in dealing with some COVID-19 misinformation. Interviewees highlight two key challenges when using social media: ‘media freedom’ and ‘misinformation’. While the former contributes evidence to the vulnerable position of Arab journalists, the latter is consistent with the challenges reported by journalists elsewhere.