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This study analyzes the effect of content marketing on women's happiness through eudaimonia and hedonism factors and the final result on desires and actions taken.

A total of 227 valid questionnaires were collected from women respondents. The data analysis used partial least squares structural equation modeling (PLS-SEM) to clarify the relationships in the proposed model.

Content marketing turns out to be a crucial factor affecting both eudaimonia and hedonism. Moreover, while eudaimonia plays a particular role in women's behavior, hedonism works likewise on desires.

A crucial decision before developing content marketing is to consider if the final result is to produce desirability or feasibility in consumers. Content marketing addressing eudaimonia will impact feasibility; while the content aims to create desirability, the hedonic aspect of happiness should be emphasized.

Though content marketing and the effect of content marketing on brands' performance and consumer decision processes has been deeply analyzed in the literature, there is a lack of research into the effect of such content on consumers' well-being. Another contribution of this study is the focus on local brands and on women's eudaimonia and hedonism.

This study aims to underline the importance of addressing gender issues in family firms. It reinvigorates research in this field by revealing its current state, identifying research gaps and suggesting future agendas.

A bibliometric approach using a co-word analysis of 376 papers from the Web of Science database and their 885 keywords was performed to reveal the thematic structure of gender and family firm research, research topics, associations among them and their evolution over the last 30 years (1991–2021).

This review provides an extensive literature base and suggests research topics that facilitate the adoption of a gendered lens in family firm literature and business practice.

This review demonstrates how gender issues are intertwined with management, leadership and family firm approaches. Our observations inform scholars, policymakers and practitioners on the need to integrate gender issues into organizational culture and to connect empowerment strategies with the sociocultural environment.

This study shows the need to address women’s empowerment in business, considering different sociocultural contexts in addition to a Western focus. It also calls for embracing gender and feminist perspectives in research.

The purpose of this research was to examine the influence of entrepreneurial orientation on social performance and the influence of social performance on financial performance of microfinance institutions (MFIs) in Indonesia. These tests use environmental dynamism as antecedents.

The research was conducted on a sample of 235 CEOs/top leaders of MFIs spread across all provinces in Indonesia. Data collection used survey questionnaires. Data testing used SPSS version 25, and structural modeling used Amos version 25.

The findings show that entrepreneurial orientation significantly influences the social performance of MFIs in Indonesia. Entrepreneurial orientation does not influence financial performance but must go through social performance mediation. Social performance has a significant effect on financial performance. The importance of MFIs improves social performance (depth and breadth of reach) to improve financial performance.

MFIs need to increase social contribution and responsibility to improve social performance which will impact financial performance.

Entrepreneurial orientation influence on financial performance goes through social performance. Social performance includes the depth of the reach to contribute to improving the quality of life of people experiencing poverty around the MFI's operations and the social responsibility of MFIs to the community through scholarships, free medical assistance, basic food assistance and building/renovating houses of worship and others.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-06-2023-0478