“…The way social media is used, the content that is shared, and the way people interact with each other on these platforms is shaped by cultural factors such as language, social norms, and individual values (Milton, 2014;Hajli, 2018;Lipschultz, 2020). In this way, social media reflects the interplay between the natural world and culture (Dutton and Reisdorf, 2019;Gambetti and Biraghi, 2023). They are also constantly evolving and adapting to user behaviour, leading to a dynamic system that is difficult to predict (Rousidis, Koukaras and Tjortjis, 2020;Bohra et al, 2023).…”