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The study aims to analyze the effect of the previous preparation and the work carried out in the field during a study trip on the development of competencies in agribusiness students.

The destination was the pineapple area of the Papaloapan Lower Basin in Mexico, and 42 students from 6 different semester levels participated. The students answered a test prior to the trip, received an evaluation for their activities in the field and prepared reports and posters as products of the experience. The relationship between the scores obtained was examined through a comparative analysis.

The findings are framed in the cyclical model of experiential learning with four stages (feeling, watching, thinking and doing) by Kolb (1984). It is found that the acquisition of specific knowledge about what the experience will entail leads to better preparation, motivation and confidence to live the experience (potentiation of feeling and watching). In turn, specific knowledge and better use of experience promote the development of problem solving, interpersonal and communication skills (potentiation of thinking and doing).

Statistical representativeness is not a quality of the study since it is based on a comparative analysis.

The study analyzes an educational component of great value in the business area, about which little is known in the agribusiness subarea.

Built upon customer engagement marketing theory and uses and gratification theory, this study examines the link between individual social media marketing (SMM) performance indicators and restaurant sales performance at the firm level. Moreover, the study investigates the moderating effect of advertising expenditure on this proposed relationship.

Random effect regression models were developed in Stata to examine the associations between SMM performance indicators, advertising expenditure, and restaurant firm revenue. Twelve years of SMM data from brands' Facebook pages were collected with a web scraper built in Python. Natural language processing was used to analyze the sentiment of user-generated content (UGC).

The results suggest that restaurant annual sales revenue increases as the volume of brand posts, “like”s, “share”s and positive comments on restaurants' Facebook pages increase. However, the total number of comments and the number of negative comments show non-significant associations with revenue. Firm advertising expenditure negatively moderates the relationships between sales revenue and the number of “like”s, “share”s, total comments and positive comments.

Restaurants benefit from making frequent posts on SNSs. Promotions that motivate online users to “like”, share, and comment on brand posts should be implemented. Firms with limited advertising budgets are encouraged to actively create buzz on SNSs due to evidenced stronger effects of UGC on sales performance than large advertisers.

This research bridges the gap by studying the effects of individual SMM performance indicators on restaurant financial outcomes. The findings support the effectiveness of SMM; and, for the first time, demonstrate that SMM could generate a more profound impact for firms with low advertising budgets.

This paper aims to find an answer to the questions: To what extent is the implementation of responsible management education (RME) perceived to be adequate for developing responsible leadership skills among business school students? How should it be used effectively to guarantee such an outcome?

The authors conducted semi-structured interviews with 24 management educators working at three public business schools. Thematic analysis was used to analyse the collected data.

The findings show that the implementation of RME alone is not adequate to ensure the development of responsible leadership skills among students in business schools. However, management educators do perceive it as a considerable step towards that outcome if accompanied with internship and training opportunities to exercise and observe how social roles and activities are practiced in business, not-for-profit and civil society organisations.

This study is a pioneering attempt to address the relationship between RME and developing responsible leadership skills among students in non-Western business schools.