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The new Amsterdam Treaty — which incorporates the Social Chapter — was signed in October. The UK will now be affected by a number of European directives from which it had previously opted out. Employee information and consultation is one such directive. This article describes the best practice revealed by Towers Perrin research in implementing this directive. The results point towards the logic of companies taking a strategic look at their communications in order to develop a cohesive policy that takes into account the requirements of this and other forthcoming European social legislation that has communication as its central theme.

The research objective of the paper is twofold. First, it scrutinises the current state of the art concerning adopting the most popular social media by European port managing bodies (PMBs). Second, it investigates the use of social media in the corporate social responsibility (CSR) communication strategies of European PMBs.

The paper carries out online field research on the use of social media by the top-25 European ports. Then, it provides an in-depth case study of the use of Twitter by the Port of Rotterdam for CSR communication. Finally, a content analysis of the tweets published in the 2017–2019 timeframe is performed.

Empirical results demonstrate the extensive use of social media by European PMBs to reach a wider array of stakeholders. Uneven approaches emerge considering port sizes and cultural clusters. The content analysis shows that one-third of tweets published by the Twitter account of the Port of Rotterdam address CSR issues, especially green initiatives, advocating the use of social media to communicate CSR.

The study focuses on the European domain. A broader sample of ports worldwide should be examined to further investigate the drivers affecting PMBs' strategic adoption and use of social media, mainly to communicate CSR.

The paper provides port managers with insights to strengthen CSR communication. Given the increasing pressure of the public opinion on environmental and social issues, the ability of European PMBs to communicate their CSR commitment through social media represents a key driver when searching for consensus of stakeholders and “licence to operate”.

The paper adds to the existing maritime logistics literature by introducing a promising field of research.

Healthy food sales have increased in recent decades. Retailers are widening their marketing management approach, including the use of social media to communicate with consumers and to promote healthy food. The purpose of this paper is to investigate European retailers’ social media communication content used to promote healthy food products, by analysing retailers’ Twitter messages and accounts characteristics, retailers’ Twitter messages content on healthy food and retailers’ Twitter accounts orientation on healthy food.

Data include approximately 74,000 tweets sent in 2016 from 90 corporate and brand accounts. The tweets were sent by the top 36 European retailers. Data elaboration includes quantitative content analysis of Twitter messages, which is used to identify healthy food categories’ occurrences and co-occurrences. Then, multiple multivariate-linear regression analyses explore the relation between retailers’ characteristics and healthy food messaging and between the overall content of retailer accounts and a healthy food focus.

The vast majority of retailers’ tweets on healthy food issues mainly address general health and sustainability issues. Tweets about food health and nutrition refer to food types, meals or consumer segments. Tweets about food sustainability refer to general issues. Analysis of retailer accounts shows that the larger the retailer is, the lower the relevance of healthy food. Retailers with high numbers of tweets and followers tend to decrease their attention to healthy food promotion. Compared to retailers with lower revenues, retailers with higher revenues tend to send a higher number of tweets that focus on healthy food but the incidence is lower compared to the overall accounts’ messaging.

As the study focuses on a single category of food products, further research into other categories of retail products may contribute to a wider perspective. Future research may include graphical content/emoticons and extend the analysis to other social media platforms. Finally, social media data allow studies to cover a wide geographical area. However, in order to also value non-English written messaging, this research introduces some approximations in language interpretation.

The research provides insights into how retailers use social media and provides an overview of how retailers manage their social media communication in one of the most promising food product categories. Retailers manage social media communication content cautiously to minimise controversial issues. This study provides insights into the need to more effectively target the increasing number of social media users.

The research approach and findings of this study extend prior research on retailers’ communication management by improving the understanding of retailers’ use of social media and marketing communication content for their key products, focusing on healthy food.

Shows that some national governments’ policy to promote specific market structures have either proved ineffective (France) or increased entry barriers, likely to raise industry cost (Spain). Argues high‐speed cable modems are the way forward for the future. Concludes, in order to achieve long‐term efficiency, the regulator should promote a mix of infrastructure and service competition to enable viability in the long term.

Since early 2000s, several efforts have been initiated to market the Baltic Sea Region (BSR) globally, and the BaltMet Promo project is among them. Simultaneously, several other cases of supra‐national branding have emerged, e.g. the Greater Mekong region, Danube region, and Visegrad countries. Little attention has yet been paid in the literature to branding of supra‐national entities. The purpose of this paper is to discuss branding of BSR using the examples of supra‐national product building of the BaltMet Promo project (2010‐2011).

Branding BSR has faced criticism against its supra‐national perspective which may be seen as a direct competitor to city or nation branding. To shift from competition to cooperation BaltMet Promo acknowledged a bottom‐up approach and nine organisations from six countries created supra‐national products to promote tourism, talent attraction, and investments. Each product concept was built on intensive background research and transnational triple‐helix cooperation.

The case of BaltMet Promo shows that supra‐national branding benefits from a bottom‐up approach that uses concrete products and services as the core of the brand identity. To shift from competition to cooperation the partnership promoted BSR as a common region with a common work plan. Different scales of branding serve different markets. The more distant the market, such as Japan in the case of BaltMet Promo, the more cost effective supra‐regional branding becomes compared to more narrow scales of branding.

The paper introduces recent developments in supra‐national branding using data of the BaltMet Promo project. The analysis aims to contribute to product building, triple helix stakeholder cooperation, and policy making.

This research aims to investigate the message strategies most likely to promote online “word-of-mouth” (WOM) activity for business-to-business (B2B)/business-to-consumer as well as product/service Facebook accounts.

Using content analysis and HLM, the authors measure the relationship between three types of message strategies and Facebook message “Likes” by analyzing 1,143 wall post messages of 193 Fortune 500 Facebook accounts.

Research findings suggest that B2B Facebook account posts are more effective if they include corporate brand names and avoid “hard sell” or explicitly commercial statements. Furthermore, results suggest that including emotional sentiments in Facebook posts is a particularly effective social media strategy for B2B and service marketers.

This study advances the knowledge of social media and online WOM behavior, as well as B2B and service advertising/communication literature, by relating message content to message popularity. In terms of managerial implications, this research provides explanations and support for the implementation of effective social media message strategies that are likely to promote WOM activity.

Some specialized consultancies have been making the case of an “API economy”. This study aims to investigate the issue, marshalling data on the economic dimension, to better understand the environments of APIs. It offers an overview of the functions and definition of application programming interfaces (APIs) in the backdrop of the history of services computing. The paper attempt assessing the economic value (size of the market) of APIs and reviews some of the available metrics. The paper also takes a look some issues and challenges ahead for the deployment of all kind of APIs.

The paper is based on desk research and a scientific and grey literature review. However, it relies mostly on specialized consultancies although from a critical viewpoint. The paper provides an historical account of the notions of APIs and API economy.

The paper questions the idea of an “API economy” that still stands on the “hype” side and is not clearly substantiated. It reveals that the number of firms with mature API programs remains small and that there is an uneven development across industries (traditional firms are less active than digital natives) and countries (Silicon Valley is leading). It highlights that the domination of IT companies (leaders and pioneers of APIs) raises issue of competition and at some point, may prevent rather than foster innovation.

There is no robust data about the size of the API market nor about its value. Sources are highly heterogeneous and delimitations not always precise. The standard metrics or indicators are hard to find. Further research would be needed to better document this area.

The paper reviews some of the expected benefits of the use of APIs as enablers of private or public ecosystems.

The paper delineates some of the economic benefits of the public APIs based on open data. It shows some positive examples of public APIs in the EU.

There is hardly any mention of the API economy in research literature. Most of the academic literature still stems from engineering department or business-management departments, not department of economics. Consultants would usually focus on the potential of business growth, on how to design an effective API strategy but not on the very economic dimension. The paper attempts providing a synthesis of the available data.

The ability to make use of social network sites (SNSs) to promote new products and facilitate positive word of mouth around new product launch (NPL) presents an important opportunity. However, the mechanisms and motivations of SNS users are not well understood and businesses frequently fail to realise these opportunities. The purpose of this paper is to examine some of the forces that motivate people to spend time on SNS sites and how these motivations are related with people’s propensity to engage in behaviours that can be beneficial for NPL.

Hypotheses are tested using data collected using an online survey from a broad sample of SNS users worldwide.

People who spend time on SNSs to be challenged, to escape, or to connect with others are more likely than other users to pay attention to advertisements on SNS. Users that spend time on SNSs in the pursuit of information, to be challenged, or to connect with others are more likely than other users to provide word of mouth reviews and recommendations about products.

The authors make an empirical contribution to knowledge by providing evidence about the categories of user motivations for engagement with SNSs that might be related with their contributions to NPL activities, namely, paying attention to advertisements and providing WOM recommendations.

By understanding what motivates SNS users, firms can identify potentially valuable users and develop a more strategic and targeted approach to NPL. This can help firms turn disappointing social media campaigns into more successful ones.

Whilst the growth in usage of SNS has important implications for business and NPL there are also wider societal implications. Arguably, even before the widespread adoption of SNSs, society has been in a state of flux and transition as people sought to liberate themselves from the norms and social codes of previous generations. We have witnessed a rise of individualism, associated with values such as personal freedom and where people actively construct their own identities. Somewhat ironically, individualism has motivated people to seek alternative social activities and form communities, such as those on SNSs where they can fulfil their need for connection and belonging. SNSs appear to have accelerated this trend.

This study provides new insights about the use of SNSs for NPL and what motivates users to engage in behaviours that are beneficial to NPL.

The purpose of this study is to find out how electronic word of mouth (eWOM) may affect evaluations of products with different brand images. In particular, the study explores differential eWOM impacts across several brand types and extension categories.

An experiment with 2 (brand image: prestige/function) × 2 (category similarity: low/high) × 2 (eWOM message type: positive/negative) between-subjects design was used to examine the impacts of eWOM on different types of brand extensions. A total of 268 subjects from a public university in the Southwest participated in the study. Analysis of Variance (ANOVA) was used in analyzing the data.

The findings highlight the differential impact of eWOM on brand extension evaluations with different brand images. First, eWOM is more effective in influencing evaluations of functional brand extensions than prestige brand extensions. Second, whereas negative eWOM does equally bad on both high- and low-similarity brand extensions, positive eWOM is more effective in improving evaluations of high-similarity extensions than low-similarity extensions.

This study is the first to examine the impact of eWOM on products with different brand images. This is a critical issue for brand managers who allocate limited marketing resources to monitoring and managing vast amounts of eWOM activities. The findings provide important guidance for managing social media marketing communications.