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This paper aims to investigate small and medium enterprises’ (SMEs) adoption of social media platforms and how they integrated them within their marketing strategies during the COVID-19 outbreaks. Dynamic capabilities – observed as the interplay between sensing, seizing and reconfiguration capabilities – represent the principal theoretical framework used in this research to explain challenges in social media adoption and their effects on these businesses.

This study adopts the grounded theory approach to analyze semistructured interviews with 19 key informants from Italian SMEs belonging to diversified industries.

The findings of this research are summarized in a holistic framework that explores three types of capabilities (i.e. sensing, seizing and reconfiguration capabilities) and the marketing outcomes of social media adoption among SMEs.

This study attempts to unpack the specific dynamic capabilities that allowed SMEs to be successful in social media adoption during COVID-19 outbreaks.

Physical education (PE) and PE teacher education have great potential to target goals that are important from an education for sustainable development (ESD) perspective. However, ESD has not been studied extensively in the PE context. The purpose of this paper is to explore subjective theories of PE teacher educators about the concepts of sustainability and ESD because they are important precursors of implementing ESD in PE teacher education.

This study was conducted using a qualitative cross-sectional design. Subjective theories about sustainability and ESD from N = 9 PE teacher educators from a university in Germany were assessed in a multistage process, including semistructured interviews and the structure-formation technique. Subsequently, subjective theories were analyzed using qualitative content analysis.

The results reveal a wide range of subjective theories about the concept of sustainability. PE teacher educators described the dimensions of the sustainability concept (ecological, economic, social and political) to different depths and placed different emphases in terms of the levels of action needed to reach sustainable development. The subjective theories regarding the concept of ESD mostly include instrumental and emancipatory aspects of ESD. These subjective theories differ in that they emphasize different forms of ESD.

To the best of the authors’ knowledge, this study is the first of its kind to examine subjective theories regarding the concepts of sustainability and ESD in the context of PE teacher education. This study is one of only a few studies to provide detailed insights into the subjective theories of teacher educators in the area of sustainability and ESD.

This study aims to examine and compare the influence of the disposition to engage in engagement behaviors on physical and virtual engagement platforms, as well as the influence of these engagement behaviors on brand loyalty, value-in-use and word-of-mouth.

Data were collected using a survey distributed to a random sample of 10,000 fans of five teams in the Swedish top-division of elite football. An exploratory factor analysis was performed to derive a distinction between prevalent platforms, scales were validated through a confirmatory factor analysis and structural equation modeling was used to test the research model.

Customer disposition to engage with the sports team had a significant influence on customer engagement behaviors on both physical and virtual engagement platforms. However, engagement behaviors on virtual platforms were found to be more important than engagement behaviors on physical platforms for fostering brand loyalty and value-in-use.

The results highlight the importance of engagement behaviors with a brand on virtual engagement platforms. Thus, brand managers should prioritize their presence on social media to generate the positive outcomes of customer engagement behaviors.

By examining the effects of customer engagement behaviors on both physical and virtual engagement platforms, this study provides new insights to the emerging customer engagement literature.

Much like their residential counterparts, commercial leases have a reputation problem. Although often derided as painfully dull and mundane documents, residential leases have begun to be interrogated by socio-legal scholarship with renewed interest. This paper aims to continue this line of work in the commercial context through a detailed examination of a widespread form of leasehold in the pub sector: the “tied lease”.

The paper draws on interviews with 14 publicans and archival research.

The author argues that the lease is a decisive actor in determining the balance of power between publicans and pub-owning companies and shaping the physical environment of pubs in the UK.

The author’s broader agenda is to argue that socio-legal scholars’ renewed interest in leases should not be confined to the residential context: commercial leases warrant far greater socio-legal scholarly attention.

This paper aims to identify the antecedents and postcedents of customer satisfaction, including utilitarian, social and emotional factors, in a fair trade (FT) coffee consumption context.

This paper is based on a broad range of 177 consumers of FT coffee in Spain, the data analysis used structural equation modeling (SEM) with SPSS/AMOS 26.0 software.

This paper supports that both customer social value and quality affect perceived value (PV). PV in turn has effects on customer satisfaction and the latter influences loyalty. Conversely, both customer emotional value and customer expectations were not confirmed as antecedents of PV.

The consumer satisfaction analysis conducted differs substantially from those of conventionally traded coffee, as social and emotional factors were considered along with utilitarian factors.

Practitioners, retailers and relevant institutions should design strategies to manage efficiently channel efforts to improve the consumer satisfaction and its loyalty.

This paper contributes to a substantial improvement in the understanding of consumer satisfaction and its consequences, in FT coffee consumption contexts. A new integrated theoretical model on customer satisfaction has been provided, which includes social and emotional perception factors, along with cognitive perception (quality and expectations) factors.

研究旨在確認在公平貿易咖啡消費的課題上，顧客滿意的誘因及其後因，這包括實用的因素，社會的因素和情感的因素。

研究之數據廣泛來自在西班牙177名公平貿易咖啡消費者; 分析則以結構方程模型，並以SPSS Amos 26軟件來進行。

研究結果證實，顧客社會價值和質量是會影響認知價值的;認知價值繼而影響顧客滿意度，而顧客滿意度又進而影響他們的忠誠。相反的，顧客情緒價值或他們的期望、均未能證實是認知價值的先決條件。

本研究所進行的消費者滿意度分析，與其它以傳統方法銷售的咖啡之相關研究有很大的分別，這是因為本研究除了考慮實用的因素外，還納入了社會因素和情感因素。

從業人員、零售商和有關的機構應制訂適切的策略，以能有效地管理各個管道，來提升消費者的滿意度和忠誠。

本研究的貢獻在於它幫助我們在公平貿易咖啡消費的課題上，對消費者滿意及其效果有更深入的認識。研究亦提供了一個探討顧客滿意度的嶄新、綜合的理論模型，而這個理論模型，除了涵蓋知覺認知 (質量和期望) 的因素外，還納入了社會的和情感的知覺因素。

Many studies have examined the use of social media by either customers or firms, especially in developed markets. However, little is known about why young individual entrepreneurs use digital channels (DCs) as business platforms in emerging markets (EMs) and how they integrate them into their marketing activities. This paper aims to try filling this gap.

Given the exploratory nature of this research, the authors employ a qualitative approach based on a focus group (12 participants) and semi-structured interviews (8 participants) with young entrepreneurs in Saudi Arabia. The authors adopted a deductive thematic analysis based on pre-determined theoretical frameworks to analyse and interpret the data.

The authors found that the young entrepreneurs mainly used Instagram, Snapchat and, to a moderate extent, YouTube as digital marketing channels for advertising purposes. However, they used WhatsApp for establishing direct contact and personalising communication with customers. The entrepreneurs used these channels because they are useful, easy to use, cost-effective, fun and widely used by local customers. The authors also found that the entrepreneurs used social media and offline channels conjointly in three main marketing activities (communication/promotion, transactions and customer service) to boost the customer purchasing process. The complementarity of social media and offline channels was found to improve brand visibility, enlarge markets and strengthen the customer relationship. However, the achievement of these benefits varied across small firms depending on the entrepreneurs' abilities in coordinating multiple channels and according to the distinctiveness of their businesses.

This study contributes to the entrepreneurial literature by extending the unified theory of acceptance and use of technology (UTAUT) to explain the motives behind the use of DCs amongst individual entrepreneurs. Furthermore, this paper proposes a novel theoretical framework for studying the interaction between online and offline marketing channels during the purchasing process. Through this framework, the study provides new insights into channel coordination and multi-channel customer behaviours from the entrepreneur's perspective.

This study helps understand why small firms use different DCs. Likewise, it shows how young entrepreneurs coordinate online/offline channels in a complementary manner. The findings could also help in designing appropriate programmes encouraging young entrepreneurs to use online channels and social media to enhance their business activities.

This study offers a novel attempt at explaining the use of DCs and their interaction with traditional channels from the entrepreneur's perspective and brings new insights to why and how young entrepreneurs use DCs in an emerging market.

The aim of this study is to understand the transformations that the event industry has undergone during the COVID-19 pandemic and what changes still may happen in the future, here according to business event managers.

Being explorative in nature, the study adopts a qualitative research design based on semi-structured in-depth interviews submitted to a purposive sample of 26 Italian business event agency managers.

The findings reveal that the pandemic boosted the digital transformation of the event industry, spurring organizers to recraft and execute their business models. Such changes may give rise to important ethical concerns that should be carefully considered by academics, professionals and policymakers.

The research is based on a purposive sample of Italian business event managers. Therefore, in addition to be country-specific, the research includes only a single typology of business event stakeholders.

The article points out possible counterintuitive considerations that may rise related to the ethical issues emerging from the adoption of novel business models in the event industry after the COVID-19 pandemic. The study suggests possible objects of reflection for scholars, event managers and policymakers to plan and organize a more equitable and sustainable business in the future.

This study aims to explore the grain chain in Kosovo. This study also aims to analyse the role of actors involved in the supply, production, processing, marketing and distribution of the grain value chain.

The study uses qualitative methods. A total of 60 semi-structured interviews are conducted with actors involved in the entire grain value chain.

Findings reveal that the country depends on grain imports and lacks an organised grain market, which is often distorted by the present political situation. Stakeholders are partly integrated in the grain value chain, and they are not very efficient in production. The existence of an informal market influences the decision-making of actors involved in the grain chain. The grain value chain displays mixed governance types, and the relationships among actors are based on the trust mechanism.

The research draws the importance of agriculture’s public policies to sustain domestic grain production. Public–private partnerships should be created to restore the grain market. Trading policies should be revised because they play a crucial role in enhancing fair competition between domestic and foreign traders.