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The purpose of this study is to analyze the interrelationships between incentives and social media users’ intentions to like different brand-related social media content. The study is based on the uses and gratification (U&G) theory and investigates three types of incentives i.e. communal, self-interest, and reward incentives which act as antecedents of customers’ intentions to like three types of brand-related content (commercial messages, personal opinion messages, and lifestyle messages).

A data set of 415 effective responses was collected and structural equation modeling (SEM) was used for analyzing the data.

The obtained results indicate that communal and reward incentives enhance the intentions to like brand-related commercial, personal opinion, and lifestyle content. Self-interest incentives reduce the intentions to like three types of analyzed brand-related content with the strongest negative influence on intentions to like lifestyle content. Regarding the content type, the main drivers for liking lifestyle content and commercial content are reward incentives, whereas liking personal opinion content is mostly motivated by communal incentives.

This study provides valuable insights about users’ motivation to like brand-related content on social media with a focus on different types of brand-related content. The study has strong theoretical contributions as well as practical implications.

The purpose of this paper is to discuss the role of Brazilian consumers’ personal behavioral values, lifestyle, and mindsets in relation to purchase decisions.

The study employed empirical research through a survey of 1,508 consumers to establish a typology.

Drawing on typologies in the literature, the study found that some dimensions should be combined to create certain particular ideal types of Brazilian consumers. Specifically, the study identified four different types of Brazilian consumer, each of which has its own way of making purchase decisions. Although there are small differences from a lifestyle perspective, there are distinctions between the groups in terms of consumer preferences and personal behavioral values.

Based on the results, the paper proposes a model to understand and classify consumer behavior in the Brazilian context based on the four traits.

The findings suggest a number of strategic measures for organization, brands, and marketing practitioners.

The research employs recognized frameworks to develop a new typology of ideal types of consumers specific to the Brazilian context, but using a methodology that can be applied more broadly.

The aim of this study is to empirically investigate the additional motives, aside from the social interests that motivate social entrepreneurs. This paper does so by using an inductive approach and specifically carrying out a re-examination of two pieces of research examining social entrepreneurship that were carried out independently by the two researchers in South Africa and Ireland.

The method used for the paper is content analysis. Research using qualitative content analysis focuses on the characteristics of language, talk and conversation (Sarantakos, 2005) with attention paid to the content or contextual meaning of the text. Thus, a qualitative content analysis is concerned with an examination of the uses of language. According to Downe-Wambolt (1992, p. 314), the aim of content analysis is “to provide knowledge and understanding of the phenomenon under study”.

The findings indicate that the informants do have additional motivations with respect to their business ventures including lifestyle motives, receiving acknowledgement and generating profit.

Few published papers investigate the motives of social entrepreneurs and explore if there are indeed any additional motivations aside from community interests. The results in this study identify that indeed social entrepreneurs are motivated by an array of motivations. The motivations we discovered in our research illustrate an individual who is mutually concerned with their communities, the environments in which they live in, lifestyle interests, acknowledgement and profit which may suggest that such community contributions could be sustained over time.

Despite lifestyle information needs being an important part of our daily lives, little is known about the role of common sources. Whilst magazines and television are traditional providers of lifestyle content, including for fashion, makeup, fitness and cookery, they have been partly replaced by content-creating online influencers.

To investigate this new resource, this article analyses comments on the videos of 223 UK female lifestyle influencers on YouTube for information about possible viewing patterns.

Three quarters of comments are written during the week of the video being published, consistent with videos being consumed with an information browsing function, rather than treated as an information resource to be searched when needed. Commenting on the videos of multiple influencers occurred often, suggesting that many viewers are not loyal to a single influencer. Thus, influencers seem to primarily support active scanning rather than searching for specific information. Typical viewers of UK female lifestyle influencers can therefore expect to accumulate lifestyle ideas and knowledge for potential future use in addition to gaining timely suggestions for near future routine decision-making.

Public-facing information professionals, health professionals and counsellors may consider recommending selected videos or influencers to help with lifestyle concerns.

This is the first large scale study of content-creating influencers as a lifestyle information resource.

A short questionnaire was completed by 276 South Australian consumers, which examined postulated relationships between personal values, food lifestyle, demographics and their usual consumption of 24 vegetables. Principal components analyses showed that consumers' vegetable consumption could be divided into several categories, most notably salad and boiled vegetables. In multiple regression analyses different sets of values and lifestyle factors predicted intakes of overall vegetable (Rsq=27 per cent), salad (16 per cent) and boiled (27 per cent) vegetables. Path analysis revealed a complex set of pathways leading from values and personal demographics through motives, perceived food attributes and cooking skills to consumption. These partly confirmed the food lifestyle model proposed by Grunert et al. The findings show that vegetable consumption has a number of contextual and cognitive antecedents but strongly suggest that other likely predictive variables require investigation.

The purpose of this paper is to examine the importance of lifestyle factors including geographical relocation, accommodation for dual earner careers, and availability of family or non-family domestic help on the career choices of women assistant superintendents and superintendents in school districts in the USA. Women’s access to the superintendency continues to make slow progress, a trend traditionally attributed to gender bias. However, working women increasingly make career choices based on perceptions of lifestyle and domestic responsibilities that may self-limit their access to positions that would further their careers.

The study is set in Pennsylvania, where women occupy 26 percent of superintendents’ positions. Women superintendents and assistant superintendents in 2011-2012 were surveyed regarding their perceptions of the compatibility of the requirements of the position of superintendent with their lifestyle priorities.

The responses of 109 respondents suggest that the importance they attach to lifestyle factors limit the positions to which they apply. Most respondents would not consider family relocation or long commutes to access positions that would further their career goals. Consideration of partners/spouses work and career needs was rated as of high importance in making career decisions, and the respondents managed domestic household themselves with little expectation or recourse to extended family support or paid domestic help.

The findings suggest that the current demands and characteristics of the superintendency are at odds with lifestyle preferences of women qualified to hold the position, further exacerbating the effects of gender bias that maintain the lack of gender balance in educational decision making at the local level in the USA.

The purpose of this paper is to set out to define lifestyle pattern framing behavior shared by traditional food products (TFP) and organic foods (OF) consumers to identify, if possible, a generic way to facilitate development of TFP and OF production in order to pave the road for more sustainable food production and consumption.

A convenience, non-probabilistic sample (n=800) was designed and customer survey was conducted in December 2013 in Bosnia and Herzegovina. Exploratory factor analysis and cluster analysis were performed to identify common lifestyle pattern shaping consumption of both products’ groups.

TFP and OF consumption patterns are driven by common lifestyle pattern defined by concern for welfare of all people, social equality and nature; and by consumers’ belief that food is a basis of their health, while food and cooking make an important part of family life.

This study shows that public and private promotion/marketing policies for OF and TFP need to be designed in a way that strongly emphasizes their symbolic meaning that elicits in consumers feeling of belonging to both local community and their family, and at the same time highlights the level of social responsibility of their producers. In addition, this study contributes to the body of knowledge in this area.

No similar study has been done to date that was focussed on identifying common combination of lifestyle factors that frame and drive customers’ tendency to purchase either TFP or OF products. This study offers a unique and valuable insight into topics and values around which a generic public or private promotional strategy for the two product groups would evolve, and which will decide effectiveness of any such strategy.

A cursory look at the contemporary social scientific literature shows that the concept of ambivalence has gained prominence in analyses of contemporary societies and identities, and in analyses of interpersonal relationships and interactions. With respect to societal analyses, for example, Bauman has argued that the postmodern habitat “is a territory subjected to rival and contradictory meaning-bestowing claims and hence perpetually ambivalent” (Bauman, 1992, p. 193). “To live with ambivalence,” Varga suggests (Varga, 2001), is the postmodern pronouncement. By using ambivalence as an “interpretive category” rather than as a “research construct” (Lüscher, this volume Chaps 2 and 7), however, sociologists often leave unspecified whether this way of living entails different things for different social actors.

The study aims to investigate a relevant topic, but still underestimated by sociological studies: animal advocacy, namely, the organized interest in non-human animals' life, rights and well-being. The Italian case is discussed, with a twofold objective: to highlight the evolution of some repertoires of contention and to use this study to analyze the changes of contemporary collective mobilizations and their relation with the modernization process.

The analysis is based on an online survey (704 responses nationwide), 24 semi-structured interviews with relevant members of groups and associations and a protest event analysis. Furthermore, a vast empirical archive and some academic studies concerning Italian animal advocacy in its historical dimension have been consulted.

The paper underlines the current specificities of Italian animal advocacy, compared to past decades. The great importance assumed by personal action frames and repertoires of contention emerged as characterizing elements. Activism is always more individual and less related to collective organizations: the central role of veganism and of the internet as protest tool is underlined. Both the increasing possibilities offered by better discursive opportunities structure, but also the possible incorporation of more radical frames within consumer market dynamics emerged from the interviews and the survey.

The phenomenon of animal advocacy (and, more generally, the activities of contemporary social movements) is contextualized within some typical characteristics of modernity, looking both at structural “opportunities” (e.g.: the diffusion of post-materialist values) and “constraints” (e.g.: veganwashing operations). Based on previous definitions coming from social movements studies and following a debate hosted by this journal, the role of collective organizations and especially the centrality assumed by individual activism is critically analyzed, evaluating the new possibilities, but also the possible negative sides. Not only cultural changes, but also political and legal contexts matter. In this sense, both a focus on Italy and more general reflections on western modernities are proposed, trying to go beyond animal advocacy and reflecting on social movements and collective mobilizations more widely.