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Recent research has demonstrated that people are more likely to engage with fatty food content online. One way health advocates might facilitate engagement with healthier, calorie-light foods is to alter how people process food media. This research paper aims to investigate the moderating role of viewer mindset on consumer responses to digital food media.

Two experiments were conducted by manipulating the caloric density of food media content and/or one’s mindset before viewing.

Results show that the relationship between nutrition and engagement is moderated by consumer mindset, where activating a more calculative mindset before exposure can elevate social media engagement for calorie-light food media content.

These findings contribute to the domain of obesogenic digital environments and the role of nutrition in consuming food media. By examining how mindsets interact with affective evaluations, this work demonstrates that a default mindset based on instinct can be shifted and thus alter subsequent behavioral intentions.

This work provides insight into what can boost the visibility and engagement of healthy food content on social media. Marketers can help promote healthier food media by cueing consumers to think more deliberately before exposure.

This research builds on recent work by demonstrating how to boost engagement with healthy foods on social media by cueing a more thoughtful mindset.

This study aims to examine the relationship of information quality of social media, social media reputation, social media political marketing activities, trust and political involvement of millennials.

The empirical analysis was conducted using a sample of 309 millennials. This study used online survey for the data collection. After passing reliability and validity tests, the data were analyzed with partial least squares structural equation modeling.

The results show that information quality of social media has positive and significant direct influence on reputation and trust. Information quality of social media also has a significant indirect influence on trust through social media reputation. However, there is no significant relationship between information quality and political involvement. Social media political marketing activities also have a direct and indirect significant effect on political involvement through trust. Finally, trust also has a positive and significant impact on political involvement.

This research may contribute to the political marketing experts and politicians in increasing the quality and credibility of advertisements on social media, which will affect trust and political involvement of millennial generation. Moreover, politicians and political marketing experts who have an online-based community should optimize their marketing activities in social media to encourage positive behavior and trust from social media users.

This study has shown a more comprehensive model of the relationship between information quality of social media and political involvement. This study also reveals the significant indirect effect of the trust on the relationship between information quality on social media, social media political marketing activities and political involvement.

Este estudio examina la relación de la calidad de la información, su reputación y las actividades de marketing político desarrolladas en las redes sociales, la confianza y la participación política de los millennials.

El análisis empírico incluye una muestra de 309 millennials encuestados online. Tras superar las pruebas de fiabilidad y validez, los datos se analizaron con (PLS-SEM).

Los resultados muestran que la calidad de la información de las redes sociales tiene una influencia directa positiva y significativa en la reputación y la confianza. La calidad de la información de las redes sociales también tiene una influencia indirecta significativa en la confianza a través de la reputación de las redes sociales. Sin embargo, no existe una relación significativa entre la calidad de la información y la participación política. Las actividades de marketing político de las redes sociales también tienen un efecto significativo directo e indirecto en la participación política a través de la confianza. Por último, la confianza también tiene un impacto positivo y significativo en la participación política.

Esta investigación puede contribuir a que los expertos en marketing político y los políticos aumenten la calidad y la credibilidad de los anuncios en los medios sociales, lo que afectará a la confianza y a la implicación política de la generación millennial. Además, los políticos y los expertos en marketing político que tienen una comunidad en línea deberían optimizar sus actividades de marketing en los medios sociales para fomentar un comportamiento positivo y la confianza de los usuarios de los medios sociales.

Este estudio muestra un modelo más completo de la relación entre la calidad de la información de los medios sociales y la implicación política. También revela el significativo efecto indirecto de la confianza en la relación entre la calidad de la información en los medios sociales, las actividades de marketing político en los medios sociales y la implicación política.

本研究旨在检验千禧一代的政治参与和社会媒体的信息质量、社会媒体声誉、社会媒体政治营销活动、信任度之间的关系。

本文的实证研究采用在线调查的方式, 收集了309名千禧一代样本的数据。经过信度和效度检验后, 采用偏最小二乘法结构方程模型（PLS-SEM）对数据进行分析。

结果表明, 社交媒体的信息质量对声誉和信任有着积极且显著的直接影响, 与此同时, 社交媒体的信息质量也通过社交媒体声誉对信任产生显著的间接影响。然而, 信息质量与千禧一代的政治参与之间并没有显著关系。而社会媒体的政治营销活动通过信任对政治参与产生直接和间接的显著影响。最后, 信任对政治参与也有积极而显著的影响。

这项研究有助于政治营销专家和政治家通过提高社交媒体广告的质量和可信度来影响千禧一代的信任和政治参与。此外, 政治家和政治营销专家应当优化社交媒体上在线社群的营销活动, 以鼓励社交媒体用户的积极行为和信任。

这项研究展示了一个比较全面的社交媒体信息质量与政治参与之间关系的模型。本研究还揭示了信任对社交媒体信息质量、社交媒体政治营销活动和政治参与之间关系的显著间接影响。

This paper aims to develop and present a new planning framework of social marketing, known as consumer research, segmentation, design of the social programme, implementation, evaluation and sustainability (CSD-IES).

The proposed framework is based on recent theoretical developments in social marketing and is informed by the key strengths of existing social marketing planning approaches.

The CSD-IES planning framework incorporates emerging principles of social marketing. For example, sustainability in changed behaviour, ethical considerations in designing social marketing programmes, the need for continuous research to understand the changing needs of the priority audience during the programme and the need for explicit feedback mechanisms.

The CSD-IES framework is a dynamic and flexible framework that guides social marketers, other practitioners and researchers to develop, implement and evaluate effective and sustainable social marketing programmes to influence or change specific behaviours based on available resources.

This paper makes an important contribution to social marketing theory and practice by integrating elements of behaviour maintenance, consideration of ethical perspectives and continuous feedback mechanisms in developing the CSD-IES framework, bringing it in line with the global consensus definition of social marketing.

This study aims to analyze communication from the perspective of social marketing, positive emotions, and the topics chosen by Spanish tourist destinations to show their destination image. Additionally, this research shows a message classification model, based on the aforementioned characteristics, that has generated a greater impact, offering clarity to tourism managers on the type of content they should publish to achieve greater visibility.

The methodology used in this work combines content analysis and data mining techniques. The classification tree using the chi-square automatic interaction detector (CHAID) algorithm was selected to determine predictors of like behaviour.

The results show that the predictor variables have been emotions, social marketing and topics. Also, the characteristics of the messages most likely to have a high impact are those related to emotions of joy or happiness, their purpose is behavioural, and they talk about rural, cultural issues, special dates, getaways, or highlights of a town or city for something specific.

This study is the first to analyze the content of the tweets shared by destination tourism managers from a social marketing, positive emotions, and sustainability perspective, determining the possible predictors of likes on Twitter. The authors contribute to the literature by deepening the understanding of how social marketing and the positive emotions promoted drive a more significant impact in tourism communication campaigns on social media. The authors provide destination managers with a way better to understand the variables relevant to users in tourism content.

Informed by social representation theory, the study aims to explore how marketing workers represent their activities on social media.

A naturalistic data set of 17,553 messages posted on Twitter by advertising workers was collected. A sample of over 1,000 unique messages from this data set, incorporating all external links and images, was analysed inductively using structured thematic analysis.

Advertising workers represent marketing work as a series of fun yet constrained activities involving relationships with clients and colleagues. They engage in cognitive polyphasia by evaluating these productive differences in both a positive and negative light.

The study marks a novel use of social representation theory and innovative social media analysis. Further research should explore these relations in greater depth by considering the networks that marketing workers create on social media and establish how, when and why marketing workers turn to social media in their everyday activities.

Marketing workers choose to represent aspects of their work to one another, using social media. Marketing managers should support such activities and consider social media as a way to understand the lives and experiences of marketing workers.

Marketing researchers have embraced digital media as a route to understanding consumers. This study demonstrates the value of analysing digital media to develop an understanding of marketing work. It sheds new light on the ways marketing workers create social relationships and enables marketing managers to understand and observe the social aspects of effective marketing.

This study proposes a literature review and, based on the findings, the authors develop a conceptual framework, attempting to explain how technology may influence visitor behavior and eventually trade show performance.

The present research explores the role of visitors in the trade show context. The analysis specifically focuses on the variables that influence visitors’ participation at business-to-business trade shows and how their satisfaction and perception can be related to exhibition performance. The authors also take into consideration technological trends that prior to COVID-19 pandemics were slowly emerging in the trade show industry.

The findings highlight a continuity between pre-, at and postexhibition phases. Visitors’ behavior represents a signal of how a trade show is perceived as postexhibition purchases and next visit emerge as signals of an exhibition evaluation in relation to visitors’ perception. Besides being urgent tools for the continuity of the sector due to the pandemics, emerging technological trends can be key elements in understanding visitors’ behavior and in boosting their interest and loyalty toward trade shows.

The paper proposes a conceptual model including top notch and innovative technological trends to improve the understandment of visitors’ behavior. Both practitioners in companies and academics might find the study useful, given the digital uplift generated by the pandemics.

The purpose of this study is to evaluate the factors related to the adoption of social media by women entrepreneurial small businesses (ESBs).

Using a structured survey instrument, this study gathered data from 101 women entrepreneurs in Yemen. Descriptive statistics were used to analyze the data.

The results confirm that social media has been widely applied by women ESBs in Yemen and has made a significant contribution to different business strategies and processes, mainly marketing, promotion and communication. Social media adoption is linked mainly with nontechnical obstacles and challenges, in specific, those “soft” factors such as management attitude, as well as “hard” technical obstacles and challenges involving cost and other practical aspects regarding social media nature.

This study contributes to the increase in awareness of the impact of social media among female ESB owners. A greater understanding of the impact of social media will eventually lead to better use of the tool to increase performance.

This study highlights the perceived benefits and challenges that give Yemeni female business owners strong decision-making power in their businesses. This study provides insight into the numerous drivers that affect owners/managers’ decisions to adopt and continuously use social media in the future.

This study aims to investigate the relative impact of firm-created (FC) and user-generated (UG) social media marketing communication on fashionwear customers' purchase intention (CPI) in Sri Lanka. The primary objective is to identify the influence of social media marketing on the purchasing intention (PI) of customers in the fashionwear industry in Sri Lanka.

A standardized online survey was conducted, generating 312 datasets for analysis.

The empirical findings reveal that both firm-produced and UG social media fashionwear marketing communication has a significant influence on CPI. However, firm-produced social media fashionwear brands demonstrate a higher impact on CPI.

This study highlights the importance of social media marketing communication in shaping customers’ PI in the fashionwear industry in Sri Lanka. Both FC and UG content on social media platforms play a crucial role in influencing customers' intention to purchase fashionwear products. However, firm-produced social media fashionwear brands exert a stronger impact on CPI. These findings emphasize the need for marketers to incorporate effective social media strategies, including both FC and UG content, to enhance customer engagement and drive purchase decisions in the fashion-wear industry.

The purpose of this paper is to examine the effects of corporate social responsibility, social media marketing, sales promotion, store environment and perceived value on a purchase decision in the retail sector.

A quantitative research methodology was used and the data were collected from 278 customers of retail stores in Malaysia. The collected data were analysed using SPSS 19 and structural equation modelling on AMOS.

The findings showed that corporate social responsibility has significant positive effects on a purchase decision, whereas sales promotion has a negative effect on purchase decision. The outcomes of this study also indicated that store environment has a significant positive effect on consumers’ purchase decisions. Contrary to expectations, the findings revealed that the effect of social media marketing on purchase decision is insignificant. Finally, the results showed that perceived value has a significant positive effect on a purchase decision.

The findings of this study contribute to an understanding of the importance of the selected factors in affecting a consumer’s purchase decision in the retail industry.

The purpose of this paper is to discuss the role of social media and corporate communication as a key success factor of small- and medium-sized enterprises (SMEs) operating in Arab world. This is a conceptual study and has shed light on the notable existing literature on these issues and particularly of Arab context. The social media has emerged as an opportunity for marketing communication, and it is the easiest cheapest way of advertising products and services. Social media provides a platform wherein a company or firm can target a diverse audience and can create an effective communication strategy. The sustainability agenda has emerged as a key as well as a sensitive issue for the global as well as local organizations. The inclusion of corporate social responsibility and incorporation of sustainability initiatives have changed the corporate landscape and merged as key determinants of business success. The social media for many firms has emerged as a major outlet of internal and external corporate communication for sustainability. The uniqueness of social media is that it not only conveys a message, rather it also provides an opportunity for direct feedback from users. This study will be helpful for practitioners, policymakers and researchers in understanding the link between social media, corporate communication and sustainable performance of the SME sector. The paper adds to the literature on the role of social media and corporate communication as a key success factor of SMEs operating in Arab world.

The paper will highlight significant and relevant findings generated from previous scholarly and commercial research on the subject. Thereafter, the discussion will focus on the unique relationship between the social media and the Arab world in social, political, religious or cultural and economic spheres. Thereafter, the paper will progress to the central theme of the discussion, reviewing social media’s impact on the Arabian market in such areas as offering a marketing platform for the new age, being an avenue and forum for increased sales, and as a public relations front line (a benchmark of direct client communication). Ultimately, the paper will provide a succinct conclusion to the discussion.

The paper affirmed that the social media is influencing/impacting the SMEs in the Arab region in numerous ways. Findings generated from recent empirical studies, strengthened by a resounding theoretical and scholarly literature, helped identify four of the main impacts of social media on SMEs in the Arab world. These four significant impacts, as discussed in the paper, include offering a marketing platform for the Information Age, offering an avenue and forum for increased sales, giving an innovative edge to SMEs in a bid to reduce expenditures/cost and increase profitability and creating a benchmark of direct client communication in modern PR. These fours ways constitute the most significant impact of social media, as demonstrated by SMEs in the Arab world, and in many ways they are congruent with the social media impact beyond the Middle East.

This paper is very limited in Arab countries, and researchers could not use this study with female.

Information technology and gender are linked with the usage of social media.

The core focus of the present paper was to provide a brief literature-based review of how the social media affects SME in the Arab world (largely in nations within the Middle East region). Not only is the social media enabling positive “societal and cultural change” in the Arab world.