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Companies are interested in engaging consumers in spreading the word about their products or brands. Although more and more studies are analysing word of mouth marketing (WOMM), the topic is still very recent, thus very little is known about how to develop a WOMM campaign effectively. This chapter develops a literature review on WOMM in social media for better understanding on how to manage WOMM.

The studies reviewed have allowed us to identify the main decisions that should be taken when planning a WOMM campaign: the selection of the seed, the type of message and the inclusion of incentives.

We identify the two types of objectives that companies can follow with WOMM: information diffusion or consumers’ persuasion. Depending on the campaign objectives, the strategy to be used in order to be successful is different.

This chapter can be useful to both, marketers, by showing them how to develop a WOMM campaign effectively; and researchers, by showing them the main gaps on WOMM that should be addressed in future studies.

This is one of the first attempts to review the literature and organize knowledge on WOMM. Concepts that have been treated as synonymous by many researchers such as opinion leaders, market mavens, innovative consumers, and hubs are clarified and distinguished one from the other which may help in improving previous knowledge on this field.

By the end of this chapter on minors, internet-enabled devices and online shopping behaviour, readers will be able to

• Identify fundamental benefits and harm engendered when minors have unlimited access to internet-enabled devices

• Locate the main catalysts of benefit and harm to minors due to internet usage

• Show how a priori studies have created a rich and balanced narrative in the field of benefits and harm of the internet to minors

• Argue how the benefits outweigh the harm (or vice versa) impacting on minors in unlimited use of the internet

• Develop strategies to enhance the benefits and limit the harm caused by unlimited access to the internet

Identify fundamental benefits and harm engendered when minors have unlimited access to internet-enabled devices

Locate the main catalysts of benefit and harm to minors due to internet usage

Show how a priori studies have created a rich and balanced narrative in the field of benefits and harm of the internet to minors

Argue how the benefits outweigh the harm (or vice versa) impacting on minors in unlimited use of the internet

Develop strategies to enhance the benefits and limit the harm caused by unlimited access to the internet

• To identify the social elements that emerge from interactions with the virtual fitting room in e-retailing applications

• To debate the influence of the socialisation of the virtual fitting room (SVFR) in brand experience

• To discuss the implications of the SVFR for retailers, consumers and managers

• To envision the future of e-retailing brand experience through the SVFR

To identify the social elements that emerge from interactions with the virtual fitting room in e-retailing applications

To debate the influence of the socialisation of the virtual fitting room (SVFR) in brand experience

To discuss the implications of the SVFR for retailers, consumers and managers

To envision the future of e-retailing brand experience through the SVFR

Administering healthcare within developing contexts of Africa presents a myriad of challenges. This includes competing priorities, cultural differences, language barriers, resource limitations, supply chain management disruptions, and an infinite array of ever-changing political, social, environmental, and economic dynamics. However, leadership and more specifically, intentional relationship development grounded in strategic diffusion networks have the potential to mitigate these challenges and maximize the adoption of life-saving technologies, pharmaceuticals, and treatment plans. This chapter provides context for the systemic healthcare challenges facing developing contexts across Africa, utilizes the theoretical frameworks of adaptive leadership and complexity leadership to create a holistic approach to relationship-building within these contexts, and illuminates the strategic influence, agency, and adoption and diffusion strategies that ultimately have the potential to create pathways to promise and save lives within underserved and under-resourced communities.

Purpose: Twenty-first-century leaders operate in an unpredictable and complex business environment. The COVID-19 pandemic highlighted the VUCA (volatility, uncertainty, complexity, and ambiguity) nature of the business milieu and proved to be a real-life test for organisations and their leaders. It brought challenges and losses at personal, organisational, societal, national, and global levels. Nevertheless, some leaders and organisations thrived during and after the pandemic. This research assimilates leadership lessons from extant literature and real-life cases of leadership successes and failures. The authors aim to consolidate leadership strategies valuable in unpredictable, demanding, and complex times like COVID-19.

Methodology: The research relies on an extant literature review and opinions of four c-suite leaders captured through semi-structured interviews. The study uses content analysis to analyse the primary data collected.

Findings: The present research presents its results as a VUCA Leader Toolkit. It consolidates learnings from real-life case studies, extant literature, business reports, and experts’ opinions. It addresses the gap in existing research on VUCA-suited leadership strategies. The outcome of the present study is a clear, adequate, explicit, and well-defined list of VUCA-necessitated leadership strategies.

Originality/value: The research proves its utility in providing the VUCA Leader Toolkit. The outcomes carry usefulness for both present and future business leaders. The business environment today is ever-changing, complex, and uncertain. This unpredictability, uncertainty, complexity, and fuzziness would proliferate in the coming times. Hence, it is imperative to have a list of leadership strategies that may serve as a ready reckoner for leaders.

This chapter builds on status as sociological ordering and introduces the relevance of high status for organisations and their strategic communication. It offers new insights into organisational leadership perceptions from a stakeholder perspective. A neo-institutional framework is combined with social judgement theory and positioning theory to emphasise the importance of high status for organisations. Research questions are derived from previous research and tested in a representative online survey among 4,054 citizens and an online survey among 1,346 communication professionals in 10 European countries. Results suggest that trustworthiness and quality are the main attributes that describe a high-status position. Communication professionals in the surveyed countries overestimate innovation for building a leadership position. In contrast, customer service is clearly underestimated. Not only do the leadership attributes differ widely across the surveyed countries, but so do the communication activities that form a view on the leadership of a company or organisation.

The article addresses the relationship between social distance and charismatic leadership. Current theories of charismatic leadership in organizations have borrowed ideas from the literature on socially distant charismatic leaders and applied them to leadership situations that involve direct contacts between leaders and their immediate subordinates. This article argues that while social distance is not a necessary condition for charismatic leadership, there are fundamental differences between distant charismatic leadership and close charismatic leadership. The article attempts to identify these differences through a theoretical analysis of the two leadership situations and through an exploratory content analysis of interviews about close and distant charismatic leaders.