This study explores the use of social media in higher education with a particular focus on the role of cultural and socioeconomic differences. The dataset, built on surveyed respondents from China, Poland, Spain, Turkey and United States, was analysed using quantitative techniques that allowed us to test various hypotheses. Findings show that the use of social media for educational purposes is determined by socio-demographic variables (gender, age, education level) that returned different social media users' profiles across countries. Overall, the results indicate that social media is a useful tool of communication between teachers and students but that national cultural differences must be taken into account in the design of subjects and teaching materials used by teachers in the digital environment. From another point of view, the results related with the cultural differences and the socioeconomic determinants may give insight to the marketers in the promotion of education related products such as books, language schools, degree and certificate programs in social media.

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Purpose-It is necessary to develop different crisis management strategies in order to understand their own images on consumers and to change the negative attitudes and perceptions to the positive ones. In this study, social media users' attitudes towards two different brands during the crisis were examined. The main purpose of this study is to give suggestions regarding the communication strategies that brands will develop through social media. Methodology-Based on the text mining method, sentiment analysis was performed with Google Natural Language Processing on the data obtained from the Twitter which is a social media platform. Findings-According to the results of the sentiment analysis conducted for two different brands, it is seen that social media users express a positive attitude to one of the firms, while they express a negative attitude to the other one. Conclusion-In this study, the reasons of different attitudes of social media users were discussed. The reasons for this difference are thought to be because of the different sectors the companies belong to, different product category and their pricing strategy.