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The current study aims to examine the joint impact of consumers' need for status (NFS), celebrity's star power and consumer-celebrity image match on consumers' attitudes toward the celebrity endorsement.

A factorial design was employed to test the research model. Consumer-celebrity image match was manipulated, and consumers' NFS and celebrity's star power was captured using existing measurement scales. A total of 365 responses were collected via Qualtrics. Hayes's (2013) PROCESS procedure was used to analyze the data and test hypotheses.

Results indicate that consumers with high (vs low) NFS have more favorable attitudes toward the endorsed brand. More importantly, consumers high in NFS, in an endorsement where celebrity-consumer image matches, have more favorable attitudes toward the brand endorsed by a celebrity with more (vs less) star power. In contrast, in an endorsement where celebrity-consumer image mismatches, they react the same regardless of the endorser's star power.

This study offers suggestions to hospitality marketing professionals in strategically using celebrity endorsers in their marketing campaigns and strategies that allows firms to further formulate positive and enduring brand images while encouraging favorable consumer behaviors.

While most hospitality studies have focused on the traits of celebrity endorsers, little attention has been paid to the impact of consumers' characteristics on celebrity endorsement. This study advances the growing literature on hospitality celebrity endorsement by providing empirical evidence to delineate the relationship among celebrities, endorsed brands and consumers.

Depressive symptoms are a risk factor for loneliness, while sources of perceived social support from family and friends are protective factors; however, the complex mechanisms behind these factors have not been examined among health-care employees in Portugal. The purpose of this study is to evaluate the indirect effect of perceived social support from family and friends on the association between depressive symptoms and loneliness.

Health-care employees (n = 279; 242 female and 37 male) from 12 health-care institutions in Portugal participated in this cross-sectional study. The SPSS program with PROCESS macro (Model 6) was used to test the hypothesis regarding the indirect effect analysis.

Bootstrap analysis found that family as a source of social support had an indirect effect in the relationship between depressive symptoms and loneliness. Similarly, depressive symptoms had a significant indirect effect on loneliness through the indirect role of social support from friends. Moreover, it was found that the relationship of family and friends as sources of social support mediated the association of the aforementioned variables.

The findings of this study underscore the important role of depressive symptoms on perceived social support from family and friends, leading to loneliness, which is a public health concern among health-care employees in Portugal.

This chapter introduces the topic of mental health and wellbeing in schools and the overarching theoretical framework for the book. The evolving role of schools from nurturing environments to frontline support for pupils’ mental health and wellbeing is scrutinised in the context of demand, capacity and constraints in a post-pandemic world. Alongside this is a critical consideration of schools’ and education staff’s role, responsibilities and boundaries. The disparate mental health needs of pupils within the school population are discussed, as well as key risk and protective factors to help facilitate timely identification and appropriate support pathways for vulnerable pupils. Key topics and case studies which comprise the remainder of the book are introduced to navigate the reader, and this concludes the chapter.

The study aims to explore how young adults perceive cooking contents on social media and their interaction with it.

Qualitative study using semi structured interviews with Brazilian young adults who cook (19–24 years old, n = 31) was the method employed. Interview audio recordings were transcribed and submitted to inductive and reflexive thematic analysis.

Data analysis generated six different themes. Young adults valued the profiles’ aesthetics and quality in terms of straightforwardness, trustworthiness, novelty and authenticity of information; they also identified with the profiles’ authors. When pressed for time, aesthetics was less valued than straightforwardness. Participants felt overwhelmed by the excessive information on social media and developed coping strategies to deal with this issue.

The lack of cooking and food skills is a recognized barrier for healthy eating in the young adult population. Social media can play a prominent role in delivering cooking-related information to the younger generation, but research on people’s perceptions of the cooking content available online is scarce and does not focus on how actual engagement with the available content happens. This qualitative exploration revealed which features young adults prefer when using social media to access cooking content, which can inform future interventions to promote cooking and improve health.

Global social restrictions driven by COVID-19 exposed the vast potential of digital technologies for remote mental health and wellbeing provision. To combat the youth mental health crisis, practitioners, researchers, and policy makers must seek innovative solutions. The digital adaptation of evidence-based, in-person programmes offers one such promising approach. Co-authored by a young person, this chapter discusses democratising the research agenda and presents an exploratory study with co-production at its heart. The aim of the project was to inform the development of digitalised resources based on the robustly evidenced Super Skills for Life psychosocial intervention for adolescents. ‘Key ingredients’ for effective online content are presented by the young person developer, alongside their personal reflections on co-production research. This case study illustrates how collaboration with intervention recipients can augment programme development and expand access to evidence-based support. Not only extending reach but offering a choice of support pathways to a digital generation.

While the fashion industry is beginning to comprehend the commercial imperative for sustainability, it is struggling to address the issues of overconsumption and accompanying packaging. Research indicates that framing of marketing messages makes an impact on consumers’ choices, particularly when it comes to supporting sustainable initiatives from brands. This study aims to investigate the impact of message framing, reference to perceived benefits and green consumer values on their choice of packaging reduction initiatives in the context of online retailing and the subsequent impact on brand attitude.

A 2 (frame: gain/loss) × 2 (reference to perceived benefits: personal/societal) × 2 (green consumer value: high/low) mixed method online experiment was conducted.

Results indicated that how the message is referenced in terms of benefits (personal gain/loss or societal gain/loss) and green consumer values act as moderators between message frame and attitude toward the packaging initiatives, which in turn impact brand attitude.

Overall, the findings contribute to message architecture, insight on consumer behavior, and add to the business case for sustainable packaging for fashion/apparel companies.

In this chapter, the authors argue that technology can be advantageous to children and young people’s mental health. The authors argue that social media platforms can foster social connection, social support and access to important information to support mental health. The authors also highlight the risks, particularly the research which links technology to mental ill-health. The authors argue that the digital curriculum in schools should develop young people’s knowledge of digital literacy, digital citizenship and digital resilience. Finally, the authors explore the potential role that technological applications (apps) can play in supporting children and young people’s mental health. The authors argue that although research is in its infancy, some studies have produced promising results.

In educational settings, intersectional factors such as neurodiversity, structural inequalities and social isolation have resulted in additional complexity in meeting young people’s mental health needs. The specific phenomenon of voice-hearing can be linked to these complexities and stigma has been shown to further marginalise young people following disclosure. Educational staff report a lack of confidence and specialist training in this area. This chapter outlines the current understanding around the experience of voice-hearing and identifies examples of good practice by considering the lived experiences of individuals that have made a disclosure of this nature in school. Barriers to disclosure and what was helpful about the experience are discussed. Developing a trauma-informed ethos and compassion-focussed principles are highlighted as whole-setting approaches to support and benefit both young people with these presentations and education staff. Recommendations of relevant organisations and training initiatives in schools are provided with guidance on developing and implementing best practices.

The aim of this study is two-fold: (1) to promote a model of youth participatory research and offer a window of understanding into how it can be enacted and (2) to understand youth perspectives on youth empowerment. This study asks: “how can youth help us understand youth empowerment?”

The study applies youth participatory action research (YPAR) and interpretative phenomenological analysis. The study illustrates how to enact a model of YPAR by engaging youth in the process of research in a youth-serving community non-profit organization.

This study sets out to make two important contributions, one methodological and one theoretical: First, the study contributes to our understanding of the opportunities and benefits of youth-engaged, peer-to-peer research. Specifically, this study promotes a model of youth participatory action research and knowledge making processes, and the associated social and formal benefits for youth. By extension, this study illustrates an approach to engage youth in formal contexts which has implications for both management and organizational studies and education. Finally, the study extends our understanding and conceptualization of the phenomenon of youth empowerment (as informed by youth perspectives).

The study offers insight into how to conduct youth participatory action research and specifically how to address two limitations cited in the literature: (1) how to authentically engage youth including how to share power, and (2) how to perform youth participatory action research, often critiqued as a black box methodology.

The purpose of the study was to assess how the well-being and loneliness of public relations and communication professionals are impacted by the post-pandemic characteristics of the work environment: flexible work schemes, non-territorial office arrangements and video communication technologies. It was hypothesised that the post-pandemic workplace landscape poses several new challenges to the practice of PR – an industry which invariably relies on working with other people and demands a good level of social resilience. Loneliness and well-being both depend on the experience of having good and efficient social relationships, but the pandemic has directly and indirectly led to their deterioration.

The project employed a correlational design and used an online survey system to collect responses from Gen Z professionals employed in the public relations and communications industry in the UK and the US via the Prolific platform. Demographical and workplace-related characteristics were assessed to investigate links with loneliness (measured using a three-item scale adopted from Russell et al., 1980 in Hughes, 2004) and well-being (using a short Warwick-Edinburgh Mental Well-being Scale scale). Causal relationships between data were tested using regression analysis for continuous variables and analysis of covariance for categorical factors. Bootstrapping was used to test mediated relationships that explain loneliness, job satisfaction and the well-being of Gen Z PR professionals.

Several types of flexible working schemes, defined as the ability to work from home on any number of weeks, showed an impact on loneliness and job satisfaction but not on well-being. However, all remaining aspects of the post-pandemic office did manifest as important predictors. In the sample, 30% of Gen Z PR professionals showed signs of mild to clinical levels of depression, and the best protection from this state was the presence of a significant other. Lower levels of loneliness were related to non-territorial office arrangements and job satisfaction. The use of hot desks and open-plan arrangements led to a significantly lower level of job satisfaction than a traditional, cellular office. Both excessive online meetings and face-to-face only interactions led to marginally lower levels of loneliness and job satisfaction.

The present research is limited in several aspects. Firstly, while the project evaluated loneliness, job satisfaction and mental well-being (with each of these elements including a component of the requirement for building effective relationships), the quality of relationships built by PR professionals was not measured. Secondly, the project focused only on post-pandemic aspects of the workplace and did not cover other important components of job satisfaction. Lastly, the measure of online meetings was declarative rather than behavioural, and greater control of the number of online meetings held would be required to show more reliable links between variables.

This study calls for proposing recommendations for employers to develop organisational-level measures and programmes to counteract loneliness. While traditionally intimate relationships of employees were not a direct focus of HR programmes, employers should develop elements of organisational culture that would support employees in building effective intimate relationships. Separately from this, despite immediate financial benefits, employers should avoid using open-space and hot desk policies, as they contribute negatively to job satisfaction (and indirectly to well-being). The sample of UK and US professionals was chosen for analysis because in these countries employers have more capacity to introduce changes to tangible characteristics of the workplace and work culture, which may positively impact the well-being of their employees.

It is expected that both employers and employees will revisit their approach to post-pandemic financial and logistic challenges related to the workplace. A lower level of job satisfaction and well-being is linked to the lack of assigned office space, but the ability to work exclusively from home leads to loneliness. Employees – when offered this possibility – should work in offices they are provided. Employers must appreciate the negative link between open and hot-desking policies and job satisfaction and well-being of their employees.

This study is the first to examine the post-pandemic workplace and personal characteristics of public relations and communications professionals in the UK and US and show how they impact job satisfaction and well-being. The study shows that 30% of employed in the PR industry are at risk of depression or anxiety. The connecting factor between personal and work-related characteristics that explains this problem is loneliness.