Social media refers to the online media that allows multi-directional conversations and real time interactions such as social networking sites (SNS), blogs, discussions forums, content sharing, social bookmarks, wikis etc. Over the last decade, social media marketing has become a key focus area for both marketing practitioners and researchers. This paper focuses on the impact of social media in the domain of social marketing. For this study, we consider previous academic research in the area of social media and social marketing published in eminent research journals and management. After creating a summative background of social media and social marketing, we propose a model to understand the role of social media as a catalyst in the process of social change. Finally, we present two cases where social media played a significant role as a social catalyst.
The study was conducted to investigate the relationship of flow at work of scientists with their job demands, job resources and personal resources. 64 scientists comprised the sample. Personal data sheet, work-related flow inventory, general self-efficacy scale and Copenhagen psychosocial questionnaire (second version) were the instruments used in the study. Descriptive statistics, t-test, ANOVA, correlation analysis and hierarchical regression were the statistical techniques used. The results of the study suggested that scientists of various age-groups and length of service did not differ from each other on job demands, job resources, personal resources and flow at work. It was also found that flow at work was significantly positively related to job resources and personal resources but not significantly related to job demands. Job resources and personal resources were found to be significant positive predictors of flow at work whereas job demands were not found to have a significant impact on flow at work.
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