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This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign.

The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators.

The results indicate that Instagram Stories not only enhances consumer attitude toward ads but also increases perceived intrusiveness, compared to Facebook Wall. Millennials are more disturbed by Facebook Wall ads than non-millennial users. A triple interaction effect reveals that non-millennial men are more loyal toward Facebook Wall ads, whereas millennials of both genders and non-millennial women are more loyal to ads on Instagram Stories.

Advertisers should be aware of the differential features and segmentation possibilities in social media to better address their target audiences. More precisely, the research findings suggest that professionals should focus on Instagram Stories when targeting millennials and non-millennial women, and on Facebook Wall when targeting non-millennial men.

This study is one of the first to contribute to the literature on Instagram Stories as an advertising platform and compare its differential features with those of more established social media, such as Facebook Wall.

Esta investigación compara la efectividad publicitaria en Instagram y Facebook en función del público objetivo.

La investigación analiza las diferencias entre cada formato de red social en términos de actitud hacia el anuncio, intrusividad percibida y lealtad hacia el producto o marca anunciado. Mediante una encuesta online a 303 consumidores, se proponen efectos directos y efectos moderación de la edad y el género.

Los resultados indican que Instagram Stories mejora la actitud hacía el anuncio, pero aumenta también la intrusividad en comparación con Facebook Wall. La publicidad en Facebook Wall es más intrusiva para los millennials que para los no-millennials. Instagram Stories incrementa la lealtad entre los usuarios millennial de ambos sexos y las mujeres no-millennial; en cambio, los hombres no-millennial son más leales a la publicidad en Facebook Wall.

Los anunciantes deben aprovechar los nuevos formatos y las posibilidades de segmentación que les brindan las redes sociales para llegar a su público objetivo de manera más efectiva. Concretamente, los hallazgos de la investigación sugieren que deberían centrarse en Instagram Stories para dirigirse a un público millennial y a mujeres no-millennial; y en Facebook Wall, cuando su público objetivo sean los hombres no-millennial.

Este estudio es uno de los primeros que aborda el uso de Instagram Stories como soporte publicitario y lo compara con formatos publicitarios consolidados como Facebook Wall.

The investigation of the relationship between the future of humanity and the future of ecology is a pertinent issue. In this context, the study aimed to explore people's travel experience in the Himalayan region of India for transformation and well-being and how transformation induces their involvement in regenerative practices. The authors investigated if transformations contribute to the well-being of all living beings and the environment and induce involvement in regenerative practices?

The authors preferred qualitative research design and selected narrative inquiry as a research approach to bring individuals' life stories to the centre stage for examination. Accordingly, diachronic data was collected, and a paradigmatic type of narrative inquiry was applied that uses paradigmatic analytical procedures to produce thematic categories and taxonomies from the database.

Nine themes were identified and discussed in the light of existing literature. Transformational tourism promotes well-being and reduces mental health anomalies. The study participants used words like calm, compose, stress-free, and compassion, indicating enhanced consciousness. They also reported satisfaction and induced environmentally friendly behaviour after serving the community and environment at tourist destinations situated in Himachal Pradesh, Uttarakhand, and the Union territory of Ladakh of the Himalayan region of India.

The paper collates evidence to establish a correlation between transformation and regeneration. There is a suggestion that transformative travel leads to participation in regenerative activities. The paper is based on people's experiences described as green workers of the Indian Himalayas and provides empirical conclusions that support the argument of transformational induced regenerative tourism.

This article is premised on the idea that social networks represent an important, but often overlooked, unit of analysis in management and entrepreneurship studies. The concept of embeddedness, emphasizing the significance of social relationships, is of particular relevance as more and more frequently minorities and immigrants engage in small businessownership. This article borrows from the ethnicity and social network traditions, and offers that an analysis of the ethnic homogeneity of an entrepreneur's strong and weak social ties would be fruitful in gauging entrepreneurial success.