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The 21st century is marked by significant transformative shifts and pivotal global events that have exerted a profound impact on the global economy. These changes in market perceptions have served as the bedrock for shaping marketing actions and formulating strategic processes. Since the onset of this century, the landscape of marketing has experienced an unceasing evolution, compelling enterprises to engage in competitive endeavours, vying to introduce cutting-edge strategies and customer acquisition methodologies.

The fundamental objective of the conducted research was to unearth pioneering solutions within the domain of online marketing and discern the opportunities that these innovations confer within the framework of attaining organizational objectives. In pursuit of this objective, an exhaustive inquiry was undertaken through in-depth interviews conducted with three small-size enterprises. The findings underscored the critical role that innovations on the Instagram platform play in charting a course towards the accomplishment of business objectives for these companies.

Given the dynamic alterations brought about by the COVID-19 pandemic, which include heightened consumer consciousness and the expeditious advancement of digitalisation, this subject assumes paramount importance. Empirical findings derived from the research unequivocally substantiate that the incorporation of marketing innovations on the Instagram platform stands as a pivotal facet of companies' overarching marketing strategies. This integrative approach translates to augmented sales outcomes, heightened viewership, cultivation of brand image and an enhanced competitive stance.

Zygmunt Bauman was a Senior philosopher who did not need a previous presentation. His theses have shed light on modern philosophy and sociology globally. For Bauman, the liquid modernity should be understood through the lens of a binomial model, grounded on two main figures: vagabonds and tourists. The postmodern society is structured on an extreme social inequality expressed in the bipolar division between two classes: tourists and vagabonds. Each one is determined by a different degree of freedom of choice, which seems to be the cornerstone of postmodern life. The more freedom of choice each class showed the higher its rank in the postmodern social hierarchy. The chapter discusses the weaknesses and strengths in Bauman's reasoning.

This study applies Garfinkel’s (1967) concept of ‘breaching experiment’ to explore the impact of COVID-19-induced disruptions on the ‘emotion management’ practices of residential care workers in the United Kingdom and Germany. It examines the influence of professional feeling rules on workers, emphasizing the prescribed importance of displaying affective, empathetic concern for residents’ health and well-being. Findings demonstrate that authenticity and adherence to professional feeling rules in relation to emotional management are not mutually exclusive. The authors underscore how adherence to professional feeling rules upholds authentic care by reinforcing a professional ethos, which acts as a cornerstone motivating residential care workers. Ultimately, the study showcases how a professional ethos substantiates altruistic motivations, guiding proficient emotion management practices among care workers. It highlights how these workers drew upon their personal understanding and experiences to determine the appropriate emotions to express while providing care for residents amid the unprecedented challenges of the pandemic.