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Both Hungary and Germany belong to the old-world wine-producing countries and have long winemaking traditions. This paper aims at exploring and comparing online branding strategies of family SME (small and medium sized enterprises) wineries at Lake Balaton (Hungary) and Lake Constance (Germany), as two wine regions with similar geographic characteristics.

This paper, based on a total sample of 37 family wineries, 15 at Lake Balaton and 22 at Lake Constance, investigates the differences in brand identity on the website, brand image in social media and online communication channels deployed in both wine regions. The study applies a qualitative methodology using MaxQDA software for conducting content analysis of texts in websites and social media. Descriptive statistics and t-test were conducted to compare the usage of different communication channels and determine statistical significance.

At Lake Balaton, the vineyard, the winery and the family, while at Lake Constance, the lake itself and the grape are highlighted regarding family winery brand identity. The customer-based brand image of Hungarian family wineries emphasizes wine, food and service, with the predominant use of Facebook. In the German family wineries, the focus of brand identity is on wine, friendliness and taste and includes more extensive usage of websites.

The paper deploys a novel methodology, both in terms of tools used as well as geographic focus to uncover online branding patterns of family wineries, thereby providing implications for wine and tourism industries at lake regions. It compares the share of selected most-used words in the overall text in websites and in social media, and presents the key findings from this innovative approach.

Despite immigrant-receiving countries' need for skilled professionals to meet labour demands, research suggests that many skilled migrants undergo deskilling, downward career mobility, underemployment, unemployment and talent waste, finding themselves in low-skilled occupations that are not commensurate to their education and experience. Skilled immigrant women face additional gendered disadvantages, including a disproportionate domestic burden, interrupted careers and gender segmentation in occupations and organizations. This study explores how the ongoing COVID-19 pandemic impacted skilled newcomer women's labour market outcomes and work experiences.

The authors draw on 50 in-depth questionnaires with skilled women to elaborate on their work experiences during the ongoing COVID-19 pandemic.

The pandemic pushed skilled immigrant women towards unemployment, lower-skilled or less stable employment. Most study participants had their career trajectory delayed, interrupted or reversed due to layoffs, decreased job opportunities and increased domestic burden. The pandemic's gendered nature and the reliance on work-from-home arrangements and online job search heightened immigrant women's challenges due to limited social support and increased family responsibilities.

This paper adds to the conversation of increased integration challenges under pandemic conditions by contextualizing the pre-pandemic literature on immigrant work integration to the pandemic environment. Also, this paper contributes a better understanding of the gender dynamics informing the COVID-19 socio-economic climate.