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The purpose of the authors of this paper is to observe the German Government’s rhetorical communication measurements during the 2008 financial crisis.

The authors compiled approaches of organizational rhetoric and pragma-linguistics first to offer a consistent concept and method for observation and analysis. Later on, they give an overview of the problem of trust and confidence according to Luhmann’s approach and its meaning for crisis rhetoric and marketing and managing approaches.

In the following case study, the authors offer a rhetorical text analysis, combined with a pragmatic perspective of accompanying legal measurements of the government as non-verbal communication. The authors show how the government re-established trust among German consumers and eventually overcame the crisis mainly by rhetorical action.

Regarding future crises, the authors suggest that the interaction of trust, financial markets and rhetorical approaches could be better understood. This could include both more quantitative research and qualitative rhetorical approaches.

Practical implications clearly show the importance of rhetorical education, especially for crises. This counts for governmental managers, as well as entrepreneurs and spokesmen.

The authors also revealed the problem of unjustified trust which can become dangerous for social welfare, even if it is only produced by misleading communication. This problem can only be solved by a careful public regulation.

Finally, the authors could describe the importance of effective language and communication as a tool for the German Government in the financial crisis in 2008. It can be also described as an example for decision-makers in similar situations.

This study is concerned with the perlocutionary force of emotional strategies in entrepreneurship discourse. The purpose of this paper is to determine to what extent, and under what circumstances, emotional appeals may be effective to convince the conversational partner in entrepreneurship discourse.

To examine the interaction between rational and emotional appeals this paper analyses a corpus formed by several examples of the “elevator pitch” genre, which have been taken from a TV programme called Tu Oportunidad (Your Chance), the Spanish counterpart of the British Dragon’s Den and the American Shark Tank. Using the information gathered in the discursive analysis of the corpus, the paper establishes a template that identifies the main rational and emotional aspects that characterize the entrepreneurial pitch. In a second stage of the research, the template is used to conduct a quantitative analysis of the persuasive influence of rational and emotional aspects.

The results of the qualitative and quantitative research show that there is a clear correlation between the propensity to finance entrepreneurial ventures and the presence of rational aspects in the entrepreneurial pitch. The lack of rational arguments determines the failure of the entrepreneur’s efforts to be persuasive, regardless of the emotional appeals that are introduced into the pitch. Emotional appeals prove to be useful to reinforce rational arguments but they are not sufficiently persuasive on their own.

The paper offers insight into the criteria that investors take into account in order to evaluate entrepreneurial projects, as well as on the strategies that entrepreneurs should develop to build a successful business pitch.

The paper borrows inspiration from three main sources: international marketing research, semiotic theory and communication studies. It explores online marketing for pharmaceutical products related to taboo topics. A qualitative analysis of a German Web site brings out strategies employed to market sensitive products. The three main strategies are analysed on a visual and verbal level. Multicodality, code switching, dynamisation of code and non‐sequential data structure are purposefully combined to communicate effectively with the user. It is argued that product marketing via Web sites is a balancing act between globalisation and localisation; global marketing aiming at economies of scale and local marketing at context‐sensitive communication – with both depending on each other for their own success.

This paper aims to unify fragmented definitions of fake news and also present a comprehensive classification of the concept. Additionally, it provides an agenda for future marketing research based on the findings.

A review of 36 articles investigating fake news from 1990 to 2020 was done. In total, 615 papers were found, and the article pool was refined manually in two steps; first, articles were skimmed and scanned for nonrelated articles; second, the pool was refined based on the scope of the research.

The review resulted in a new definition and a collective classification of fake news. Also, the feature of each type of fake news, such as facticity, intention, harm and humor, is examined as well, and a definition for each type is presented.

This extensive study, to the best of the author’s knowledge, for the first time, reviews major definitions and classification on fake news.

Este artículo pretende unificar las definiciones fragmentadas de las noticias falsas y también presentar una clasificación exhaustiva del concepto. Además, ofrece una agenda para futuras investigaciones de marketing basada en los resultados.

Se realizó una revisión de 36 artículos que investigaban las noticias falsas desde 1990 hasta 2020. Se encontraron 615 artículos, y el grupo de artículos se refinó manualmente en dos pasos, primero, se descremaron los artículos y se escanearon los artículos no relacionados, segundo, el grupo se refinó basado en el alcance de la investigación.

La revisión dio como resultado una nueva definición y una clasificación colectiva de las noticias falsas. Además, se examinan las características de cada tipo de noticias falsas, como la facticidad, la intención, el daño y el humor, y se presenta una definición para cada tipo.

este amplio estudio revisa por primera vez las principales definiciones y la clasificación de las noticias falsas.

本文旨在统一假新闻的零散定义, 并对假新闻的概念进行全面的分类。此外, 它还根据本文的研究结果为未来的营销研究提供了一个议程。

对1990年至2020年期间调查假新闻的36篇文章进行了回顾。一共发现了615篇论文, 并分为两步对此文章库进行了人工提炼：首先, 对文章进行略读和扫描以找出非相关文章, 其次, 根据研究范围对文章库进行了提炼。

此次审查导致了对假新闻的新定义和集体分类。此外, 还分析了假新闻的真实性、意图、危害性、幽默性等各种类型的特征, 并给出了各种类型的定义。

此项涉及广泛假新闻内容的研究首次回顾了关于假新闻的主要定义和分类。

This paper aims to explore the extent to which global reporting initiative (GRI) standards reflect the material concerns of stakeholders in developing countries, with particular reference to Latin America.

The main dataset was a sample of 120 media articles that discussed corporate conduct related to COVID-19 from both developing (Chile, Mexico and Peru) and developed (Australia, UK and the USA) countries. Concerns evident from those articles were compared and then mapped to applicable GRI standards to identify relevant disclosures and gaps. Findings were triangulated by drawing on two additional datasets: Latin American GRI-related academic literature (in Spanish) and submissions to GRI standards.

Media analysis reveals significant differences between developing and developed country concerns, as well as gaps in GRI disclosure requirements in relation to customers, labour standards and corporate interactions with non-government organisations and governments. Analysis of Latin American literature corroborates the concerns raised in media articles regarding employment. Additionally, it points out country-specific issues and calls for increased reporting of corruption. Analysis of the GRI standards development process reveals marked underrepresentation of developing countries, which may contribute to the observed deficiencies in the GRI standards.

This paper contributes to the (surprisingly rare) research concerning the quality of GRI standards and responds to calls for greater attention to developing countries in the SEA literature by showing that GRI standards may not fully meet the needs of users in the developing country context of Latin America. The paper also contributes to practice via specific recommendations for improvement to GRI standards and the standard-setting process and provides a summary of the key findings from Spanish-language Latin American literature.