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The purpose of this study is to understand and compare how business-to-business (B2B) and business-to-consumer (B2C) companies evaluate the return on investment (ROI) on their social media marketing (SMM) programmes and how the investment is handled in these type of marketing programmes.

A mixed-methods approach involving multiple cases and a survey was used. Data were collected from personal interviews with eight professionals responsible for SMM management, from four B2B and four B2C companies, complemented with responses to a web-based survey by the other 28 companies’ marketing managers.

The results show that there are some differences between B2B and B2C companies regarding SMM evaluation and investment but in general marketing managers for both types of firms use simple metrics to evaluate their SMM programmes. The main measures used relate to awareness, engagement and reach and most of the metrics identified are interaction-related.

Given the complex and sensitive nature of the subject, more research is needed focussed on providing additional evidence from a larger sample of B2B and B2C organizations to allow the extension of the finding to the population as the non-probabilistic nature and size of the current sample impose that the findings should be interpreted carefully. Future research should focus on understanding what the firm’s characteristics predict the importance and level of effort placed in SMM and the barriers to ROI measurement in SMM programmes, especially in B2B firms.

The current findings confirm that the topic of SMM ROI evaluation is not a priority for B2C or B2B companies. There is a need for an update of their online marketing strategy, namely, on budget definition and allocation. Furthermore, companies should increase the autonomy of SM managers, as they are dependent from marketing managers and hire specialized professionals devoted to SMM in both B2C and B2B companies.

The findings of this study contribute to improve the understanding of the evaluation of SMM and to extend the literature on the subject. It also provides a relevant advance into the assessment and understanding on the measures used to evaluate the effectiveness of SMM programmes by offering a comparison on how B2B and B2C use metrics and allocate resources to the SMM management.

The purpose of this paper is to apply Mowen’s (2000) meta-theoretical model of motivation and personality (3M) and its hierarchy of traits to deeper understand consumer behaviour towards online purchase of mass-customised apparel products.

For the current study, the meta-theoretical model of motivation and personality (3M) and its hierarchy of traits proposed by Mowen (2000) were adapted to use in the context of online purchase of mass-customised apparel products. Appropriate and significant constructs and relationships were identified in the four levels of the hierarchy of needs, specifically: one trait in the first level (surface traits), five specific traits in the second level (situational traits), three broader traits in the third level (compound traits), and finally, eight traits in the fourth level (elemental traits).

This research allowed the identification of pertinent personality traits in the context of online purchase of mass-customised apparel products and the comprehension of the relationships among these constructs using a hierarchical framework.

The originality and value of the current approach is the use of a hierarchical structure of traits to understand the relationship among personality traits in the mass-customisation field, which, to the best of the authors’ knowledge, no study has proposed. Theoretical and methodological contributions to the field derive from the current proposal.

The purpose of this paper is to extend prior research on the influence of consumer-cause identification on the intention to purchase products from the companies supporting the cause and re-evaluates the role of attitude toward the cause as a mediator of the relationship between identification and intention to purchase.

Using a questionnaire, a sample of 156 Portuguese consumers evaluated their personal identification and attitude to one of four causes. Partial least squares path modeling was used to evaluate the proposed conceptual model.

The results reveal that more than identification, a positive attitude is vital to be able to predict the intention to purchase. Together, consumer-cause identification and attitude explain 35.1 percent of the variance in purchase intention. The findings show also that attitude acts as a mediator in the relationship between the identification with the cause and intention to purchase. Several differences regarding gender and age are also revealed.

While the majority of studies were single cause evaluations, the current results are based on the assessment of multiple causes. Consequently, the findings are more comprehensive and robust, providing important insights to researchers. The conclusions confirm within a wider context the role of attitude as a mediator of the identification and intention to purchase and can further assist companies in designing better targeted cause-related marketing campaigns.

We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of politics in the construction of hegemonies in SEA research in Brazil. In particular, we examine the role of hegemony in relation to the co-option of SEA literature and sustainability in the Brazilian context by the logic of development for economic growth in emerging economies. The methodological approach adopts a post-structural perspective that reflects Laclau and Mouffe’s discourse theory. The study employs a hermeneutical, rhetorical approach to understand and classify 352 Brazilian research articles on SEA. We employ Brown and Fraser’s (2006) categorizations of SEA literature to help in our analysis: the business case, the stakeholder–accountability approach, and the critical case. We argue that the business case is prominent in Brazilian studies. Second-stage analysis suggests that the major themes under discussion include measurement, consulting, and descriptive approach. We argue that these themes illustrate the degree of influence of the hegemonic politics relevant to emerging economics, as these themes predominantly concern economic growth and a capitalist context. This paper discusses trends and practices in the Brazilian literature on SEA and argues that the focus means that SEA avoids critical debates of the role of capitalist logics in an emerging economy concerning sustainability. We urge the Brazilian academy to understand the implications of its reifying agenda and engage, counter-hegemonically, in a social and political agenda beyond the hegemonic support of a particular set of capitalist interests.

Cangaço was a form of banditry that occurred in the North-East of Brazil between 1870 and 1940. The movement has inspired many films over the years. This chapter explores the contribution of Cangaço-inspired productions to Brazilian cinema, as well as the particular characteristics of what constitutes the Cangaço genre.

Following a historical survey of the Cangaço, the films were divided into different categories and ranked in terms of relevance. Only the most important are discussed in this chapter.

The Cangaço has been portrayed in Brazilian cinema through the decades in diverse ways, dating back to the 1920s. After becoming a consolidated film genre in the 1950s, then known as Nordestern, the Cangaço finally acquired a proper structure, featuring multiple Western references among its common characteristics. In the 1960s, Glauber Rocha, one of the most prominent filmmakers of the Cinema Novo avant-garde movement, added his own symbolism to the genre. Eventually, the Cangaço was also revisited by directors who combined it with other genres such as comedy, documentary, and erotic films. Another relevant reinterpretation came in the 1990s, when filmmakers of the so-called New Brazilian Cinema offered a new view on the subject.

Despite its strong association with Brazil, the Cangaço has not been thoroughly investigated by researchers. This chapter presents a historical survey and analysis of Cangaço films, highlighting their relevance to Brazilian cinema.

The civil construction industry has vital importance to Brazil's economy. However, this sector is also responsible for the environmental impacts. Governments have been taking measures aiming to mitigate these impacts. Among these, the elaboration and implementation of civil construction solid waste management plans can be highlighted. However, these plans still lack standardizations and tools for their evaluation. Environmental indicators proposal for construction solid waste management plans assessment is presented to verify the adhesion of these to environmental laws, technical standards and green building certification systems recommendations.

The construction solid waste management plans of three construction works were evaluated by the proposed indicators to verify the procedures related, generating, in the end, a scale between 0 and 5. After that, plans were compared with each other.

The proposed indicators have made possible the evaluation of the environmental practices performed for three different construction works. By the proposed indicators, the environmental practices were compared to technical standards and legislation suggested procedures.

As a contribution, the evaluation proposal presented may help the construction industry as well as the public authority to evaluate the construction solid waste management plans currently elaborated, so that these can offer a quality improvement and more effective environmental measures.

Methodologies that guide the evaluation of construction solid waste management plans can be beneficial for the construction companies, which can improve the quality of the plans elaborated internally and verify the effectiveness of the plans elaborated by specialized consultancies. In general, most of the construction solid waste management plans are prepared with the purpose of only complying with the legislation, more specifically of the National Council for the Environment, Resolution 307/2002.

The aim of this article is to carry out a critical analysis of the view that core countries’ knowledge holds sway over that of the periphery and to offer a reassessment of Lahiri’s Anglo-Eurocentric point of view and the implications this has for scientific discussion in the field of management. To do this the authors made use of both Lahiri’s (2011) comments as a representative of mainstream thought and the existing literature on this issue.

In this research, the authors used the methodology proposed by Lahiri (2011), but with some adjustments that they thought were necessary. They also analysed scientific production on management in the most important Brazilian journals to put the field of organizational studies in Brazil in context and to situate the reader as regarding their criticism of the North-centric viewpoint. This is because the authors consider organizational studies as a synonym for management studies.

The results presented in Lahiri’s (2011) article “Brazil-focused publications in leading business journals” are invalid because the sample on which the article is based is limited to 14 academic journals, of which 7 are American, 6 are British and 1 is German. It can be questioned whether this particular selection of journals accurately represents the corpus of publications that deal with Brazil, given that Lahiri does not include any articles published in Brazil and thus reinforces his North-centric standpoint. Moreover, the article emphasizes authors with ties to English institutions and concludes that the most relevant academic contributions on Brazil have been produced at non-Brazilian institutions. Moreover, the authors also discovered a contradiction in the sample that is important for the thesis presented in this article because, in fact, the scholars selected for the sample emphasized in that work have ties to both a foreign and a Brazilian institution.

The originality of this article lies in the fact that it proposes to discuss the production and consumption of knowledge in the area of administration in such a way as to reassess North-centric hegemony in this field.