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Online learning can present challenges and barriers for students, especially when it comes to self-motivation and discipline. Non-traditional learners and those who may be underprepared are often the students most likely to seek virtual learning options. As a result, methods of supporting online learners must be intentional and robust to stay attentive to students’ needs. The American Women’s College (TAWC) at Bay Path University designed its Social Online Universal Learning (SOUL) model to promote degree completion through a constellation of evidence-based practices that cultivate student engagement in a personalized online learning environment. SOUL employs an innovative adaptive technology approach with Universal Design for Learning (UDL) principles to promote accessibility and affordability. Foundational to these frameworks is a commitment to leveraging technology to gather data that drives action-oriented analytics, triggering interventions by faculty and staff and generating predictive models to inform wrap-around support. SOUL’s high-tech, high-touch attributes give students agency over their unique learning paths and provide instructors and administrators the meaningful insights needed to target efforts in a personalized yet scalable way, to promote and positively impact student success. Lessons learned in the process of developing data-driven “high-tech, high-touch” practices are presented.

This chapter unpacks the unique characteristics of online students, research that exists pertaining to support of online students in American higher education, and reviews the subsequent chapters in this volume. The chapters in this book focus on research, theoretical foundations for supporting the success of online student. Authors present case studies in various context including a large state university system, a large and increasingly growing public master’s degree, two private institutions, and a Scottish institution. Various theoretical constructs are provided to help inform practices for supporting online students including “communities of practice” (Wenger, 2000) or “communities of inquiry” (Garrison, 2007) and the Dynamic Student Development Metatheodel (DSDM). The final chapters of this book unpack the experiences of specific populations including post-baccalaureate, students, and doctoral students, understanding that each subset of students encounters different challenges throughout their online experiences. Finally, this book closes with a focus on a very important topic for all professionals: accessibility discussing the importance of inclusion, participation, and engagement for students with disabilities no matter the modality of learning. The last chapter compares two models of support (medical and social) and offers recommended changes for implementation of best practices to enhance literacy supports in online learning environments.

The COVID-19 pandemic disproportionately impacted Latinos across the United States though data on emerging immigrant communities is lacking. The purpose of this study is to better understand how Latino immigrants were impacted by the COVID-19 pandemic, allowing a community health clinic in Charlotte, North Carolina to quickly respond to their needs.

A mixed method, rapid appraisal using community-based participatory research approaches conducted in February to April 2021 by a team of bilingual researchers. Project consisted of a Spanish, electronic survey distributed through community leaders and in-person interviews conducted in Spanish at COVID-19 vaccine clinics. SPSS Version 26 was used for quantitative analysis. Ordinal and binary logistic regression tests were performed to assess the associations among several outcome and four predictor variables: documentation status, status of health insurance, level of trust in the vaccine and place of birth. Qualitative analysis used rapid appraisal and grounded theory approaches.

Latino immigrants experienced job and income loss, resulting in difficulty paying for food, housing and health care. Participants experienced emotional and financial stress and isolation from family. Undocumented immigrants were more likely to experience detrimental impacts than documented immigrants. Most wanted the vaccine but felt barriers like trust and insurance may prevent them.

Findings from this study are locally relevant to Latino immigrants living in the Charlotte area of North Carolina and findings may not be generalizable to other Latinos. Participants were recruited through faith networks and those who are not connected may not be represented. In addition, interview participants were sampled during vaccination clinics and likely had positive views of the vaccine.

As a direct result of this project, community health clinic (CHC) held vaccination clinics to instill more confidence in the vaccination process. Spanish-speaking staff were available to assist with paperwork and answer questions onsite. The importance of familismo in decision-making and the reported presence of misinformation about the vaccine prompted CHC to continue providing accurate information about the vaccine in Spanish, and to strategize marketing materials to reflect a family-centric approach to better appeal to Latinos. Findings were used to obtain funding for expansion of clinical and behavioral health services in the community through mobile units, increasing accessibility for Latino immigrants.

To the best of the authors’ knowledge, this was the first study to examine the effects of the pandemic on a growing and disproportionately underrepresented group in an emerging immigrant state. Findings informed culturally competent COVID-19 vaccine clinics, marketing strategies and the expansion of medical and behavioral health services for a local community clinic.

Luxury brands seek to differentiate themselves from competitors by engaging in corporate social responsibility (CSR) practices. Although many luxury brands participate in CSR activities, it is unclear if luxury brands communicate these CSR activities to consumers. Therefore, this study aims to explore two questions: are luxury jewelry brands communicating CSR (including women’s empowerment) in their advertising? And how should luxury jewelry brands communicate CSR messages in their advertising?

This paper uses a content analysis of luxury jewelry print advertisements and in-depth interviews with 20 female jewelry consumers analyzed using grounded theory to construct the luxury brand CSR advertising strategies theory.

Very few (3%) of print advertisements contain CSR messages, including femvertising and the theory presents four paths for brands to consider when promoting CSR practices, namely, ethical sourcing, cause-related marketing product, a signal of product care and quality and signal of an authentic relationship with the consumer.

The model provides four potential CSR advertising strategies and guidelines luxury jewelry brands can use to create successful advertising campaigns.

Luxury jewelry advertising has not been empirically examined and the study fills gaps in the understanding of luxury brands’ communication strategies. It adds to the knowledge and theorizing of the use and appropriateness of CSR appeals in a luxury brand context.

Implicit within much of the migrant literature is an assumption that migrant flows are primarily motivated by economic differences. However, such an assumption raises three interesting questions. First, why would people wish to leave a country where income levels are relatively high, public services are extensive and the standard of living is well above global averages? Second, what are the socio-cultural attributes that might attract such potential migrant to a new domicile state? Third, how might this be reflected in consumptive attitudes and behaviours within their new domicile state? The paper aims to discuss these issues.

In order to investigate the answer to these questions, a two-stage qualitative research methodology incorporating photographic self-records and in-depth interviews is used to examine UK migrants’ decisions to migrate to New Zealand. Subsequently, the authors examine the celebration of Christmas in New Zealand by UK migrants to better understand meaning creation and re-creation of consumption activities within a new socio-cultural context informed by their decisions to migrate.

Findings suggest that with some lifestyle migrant groups, individualistic values and belief systems appear to play a significant role in determining consumptive attitudes and behaviours in their domicile states.

This research identifies how some migrant groups may adopt a more reflexive approach by undertaking a complex and sophisticated process of self and social identity construction reflective of their individualistic values and belief systems rather than the acceptance or rejection of their domicile culture.

Past integrated marketing communications (IMC) frameworks have established brand contacts as important sources of information and feedback. This paper aims to discuss how the presence of multiple brand stakeholders and the proliferation of digital media increase the amount of brand information generated exponentially. When a firm fails to harness this information, it risks misalignment between brand identity and brand image, which, in turn, tarnishes brand-equity.

Past IMC frameworks are reviewed and extended to identify specific brand contact points between multiple stakeholders that hold significant potential to dynamically reconfigure brand identity. Theoretical propositions regarding the IMC function’s role in managing these contact points to generate brand-equity are offered.

The brand contacts described and their successful integration into a firm’s brand-equity strategy extend current IMC-based brand-equity models and suggest fruitful, novel avenues for creating brand-equity. Further, these brand contacts offer practical examples of how the scope of marketing communications can be redefined.

This paper contributes to the body of research on the elevation of IMC to a strategic level function. In addition to the synergistic communication of the brand offering, IMC needs to play a pivotal role in coordinating the contacts between the brand and stakeholders, and in extrapolating relevant brand insights from these contacts.