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The purpose of this study is to analyze the challenges encountered by international nongovernmental organizations (INGOs) operating in armed conflicts within the Democratic Republic of the Congo (DRC) and the Central African Republic (CAR). Through a 20-month fieldwork analysis, this research maps logistical risks and highlights key obstacles on the ground for successful humanitarian deployments in dynamically changing and complex environments. The study brings together academics and practitioners, providing practical and concrete recommendations for nongovernmental organizations (NGOs) to focus on in the conflict zones studied.

Using a mixed-methods approach that combines qualitative and quantitative methods, this research provides valuable insights into the challenges faced by INGOs in conflict zones. After collecting data from the field, including interviews with key stakeholders and on-the-ground observations, the data analysis uses software tools such as Text Analysis Markup System analyzer and Macbeth. By adhering to ethical principles and incorporating a reflexive analysis, the study sheds light on the multidimensional nature of successful humanitarian deployments.

The primary risk in all armed conflict zones, including the DRC and CAR, is insecurity. However, to achieve a successful humanitarian deployment in such contexts, a multidimensional approach is required. This involves first securing the acceptance of local communities and conflict parties, which can be achieved through a deep understanding of both political and customary structures, with a focus on respecting key engagement leaders. Sustainability also plays a crucial role, and NGOs must maintain a secure stock of energy and provide greater initiative for on-the-ground managers to meet the expressed needs of beneficiary populations and involve them from the planning stage onwards. Finally, effective communication, cooperation and collaboration with United Nations Office for the Coordination of Humanitarian Affairs are essential to overcome procurement, technical and security risks, particularly during the initial deployment phases.

This study provides an illustration of the uncommon practice of conducting collaborative research in humanitarian settings amidst two neighboring areas of armed conflict. The authors identified 268 common risk factors across eight categories during five deployment phases. To analyze these risks based on criticality and NGO responsiveness, the authors used a multicriteria method. This approach allowed the authors to validate unanimous judgments, resulting in valuable insights and concrete recommendations.

The proliferation of digital communication on social media provides new opportunities for businesses to take advantage of Internet memes to boost customer engagement. Academic literature on digital communications mostly focuses on popular forms such as selfies, branded posts, and branded emoticons. Less attention has been paid to brand memes and their implications for brand management. Based on the cue utilization theory, this research aims to investigate the informational cues of brand memes foster brand partnerships.

The structural equation modeling and importance-performance matrix analysis were used to empirically validate the research hypotheses with 595 respondents to an online survey.

Three informational cues of brand memes (i.e. comprehensibility, novelty, and meme-brand congruity) stimulated consumers' attitudes, which in turn impacted consumer-brand relationships. Another brand meme informational cue, sarcasm, negatively moderated the relationships between the three informational cues and consumer-brand relationships.

Our findings indicate that a brand can engage consumers in conversations on social media and foster long-term consumer-brand relationships through brand memes.