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This paper aims to explore how music festival organisers negotiate diversity and inclusion in marketing and promotion practices through symbolic and social boundaries.

Based on semi-structured interviews with 18 festival organisers in Rotterdam and participant observation with six festival photographers I show that symbolic and social boundaries are employed in three areas: (1) boundaries in festival format (i.e. [partially] free or ticketed), (2) boundaries in distribution partners and technologies and (3) boundaries in promotional content.

Symbolic and social boundaries are intentionally used by festival organisers to build and delineate festival audiences. Implications are drawn on current understandings of the accessibility of music festival spaces, arguing that festival research should move beyond within-space dynamics to grasp the negotiation of diversity and inclusion at festivals more fully.

While music festivals are often marketed as celebratory spaces that are “welcoming to everyone”, few studies have investigated diversity and inclusion nor marketing and promotion practices at music festivals. This study shows how festival audiences are shaped through marketing and promotion practices.

The purpose of this paper is to examine how small and medium enterprises (SMEs) within an entrepreneurial community engage in cross-promotion on social media via Facebook. This paper specifically examines how SME community members leverage their horizontal and vertical ties to generate publicity, improve brand perceptions and drive traffic to themselves or community events.

This paper uses a qualitative approach, examining 1,025 Facebook posts from 27 members of an entrepreneurial community in the southeast USA to develop typologies of posting strategies, post purposes and post functions.

This paper finds that in the entrepreneurial community of interest, many members engage in cross-promotion via social media at various frequencies and with distinctive purposes. This paper identifies five distinct patterns of cross-promotion – quality signaling, traffic driving, community amplifying, hybrid cross-promotion and infrequent engagement. This paper also notes differences between cross-promotional strategies of vertical and horizontal partners.

This paper advances understanding of social media marketing and identifies key patterns of SME social media behavior. Although previous research has noted the importance of social media for SMEs, there has been little research regarding posting strategies being used by these firms. Further, to this point, there has not been a framework to understand how firms can use social media to cross-promote one another. This paper seeks to begin filling these gaps by providing a useful framework that can be used by SMEs in coordinating their social media posting strategies as well as by researchers studying SME cross-promotion.

Artificial intelligence (AI) technology has revolutionized customers' interactive marketing experience. Although there have been a substantial number of studies exploring the application of AI in interactive marketing, personalization as an important concept remains underexplored in AI marketing research and practices. This study aims to introduce the concept of AI-enabled personalization (AIP), understand the applications of AIP throughout the customer journey and draw up a future research agenda for AIP.

Drawing upon Lemon and Verhoef's customer journey, the authors explore relevant literature and industry observations on AIP applications in interactive marketing. The authors identify the dilemmas of AIP practices in different stages of customer journeys and make important managerial recommendations in response to such dilemmas.

AIP manifests itself as personalized profiling, navigation, nudges and retention in the five stages of the customer journey. In response to the dilemmas throughout the customer journey, the authors developed a series of managerial recommendations. The paper is concluded by highlighting the future research directions of AIP, from the perspectives of conceptualization, contextualization, application, implication and consumer interactions.

New conceptual ideas are presented in respect of how to harness AIP in the interactive marketing field. This study highlights the tensions in personalization research in the digital age and sets future research agenda.

This paper reveals the dilemmas in the practices of personalization marketing and proposes managerial implications to address such dilemmas from both the managerial and technological perspectives.

This is one of the first research papers dedicated to the application of AI in interactive marketing through the lenses of personalization. This paper pushes the boundaries of AI research in the marketing field. Drawing upon AIP research and managerial issues, the authors specify the AI–customer interactions along the touch points in the customer journey in order to inform and inspire future AIP research and practices.

Since the start of the COVID-19 pandemic, one dark social-media phenomenon in particular has experienced a significant rise: consumer-to-consumer (C2C) conflicts, i.e. consumers who verbally attack each other in response to COVID-19 service failures. The aim of this paper is to uncover the sources of such conflicts and to gain an insight into the corresponding conflict moderation strategies that international brands adopt.

The methodology consists of non-participatory netnographic observations of 13 national, international, and global online brand communities (OBCs) on Facebook. The authors use purposeful sampling to collect relevant data on conflict sources and brand moderation strategies during COVID-19 service failures and a hybrid approach to thematic analysis to derive distinct themes from these data.

The paper identifies five C2C conflict sources: brand attack, brand dissatisfaction, brand skepticism, brand contention and brand defense; these are then classified as having either an individualistic (self-oriented) or collectivistic (other-oriented) orientation. The authors also uncover several moderation strategies: non-engaging, automated, bolstering, asserting (direct, indirect) and informing (factual, empathetic, apologetic), which are broadly categorized into two levels based on their passive vs active approach and authoritative vs cooperative orientation. The paper further highlights that brands adapt their moderation strategies to specific sources of C2C conflicts, thereby producing a range of OBC outcomes.

The study's empirically informed framework comprising sources of undesirable conflicts and brand moderation strategies offers a practical tool that can aid marketing managers in nurturing civil C2C engagement and interactive behaviors in their OBCs. By adopting our framework, brand and marketing practitioners can tailor their communication strategies toward different sources of C2C conflict and minimize their adverse consequences, thus, fostering an overall constructive OBC engagement.

The authors offer a novel framework to international marketing research, consisting of C2C conflict sources and corresponding moderation strategies that take place in response to service failures during the COVID-19 pandemic. These insights, in turn, inform international marketers about new ways of transforming the dark side of OBCs into a source of competitive advantage based on real-world brand practice.

The purpose of this critical review is to address issues with the current school of thought that diversity must come before inclusion in the diversity, equity and inclusion (DEI) process and propose an alternate solution.

This review takes a critical constructionist lens such that changes in social norms have morphed over time, refining the meaning and implementation of DEI initiatives in research and the workplace. This review is framed within the context of hospitality organizations.

The conflicting results in DEI research (whether DEI practices are positive or negative) are explained by diversity being the core factor. It is proposed that inclusion is the starting place and determinant of success in creating a diverse workforce. If inclusion comes first and is followed by equitable treatment, then diversity (and diverse representation) naturally follows.

This review offers a novel perspective on the relationship between diversity, equity and inclusion, which was previously ambiguous. Research rarely includes all three as variables in the past, and does not use diversity as an outcome, but rather as a starting point.

This research suggests that unless an organization begins with an inclusive climate, there will be no benefit to having diverse candidates, nor will there be long-term retention of a diverse staff. It is recommended to begin with inclusion, implement equitable practices and diversity will increase through the enacted and espoused values.

This study aims to identify how restaurants can effectively initiate communication via social media to promote ethical dining behaviors. This research investigates the psychological mechanism of how the matching effect of color and a sustainability activity influence customer attitude toward a restaurant and the role of perceived credibility and green image.

Two experimental studies were conducted. Study 1 used a 2 food source (non-sustainable vs sustainable) × 2 color consistency (inconsistent vs consistent) factorial design (n = 231). Study 2 used a 2 food origin (world-famous vs locally renowned) × 2 color consistency (inconsistent vs consistent) factorial design (n = 220).

The results indicate that the matching effect from the marketing effect of sustainability significantly promotes customer attitudes and visit intentions when background color is consistent. An unexpected matching effect was found between a non-sustainable restaurant using world-famous food with its associated color. This research demonstrates a moderation effect of credibility and a mediation effect of green image to explain the ethical decision-making process for customers.

The findings provide suggestions for restaurant marketers to effectively advertise sustainability initiatives and practices using color as a marketing tool via social media.

This research is one of the earliest studies to investigate the effect of color consistency with primary information to demonstrate how consumers respond to restaurant sustainability in social media messages using local food.

Librarianship’s dominant conception of the freedom to read is governed by a liberal principle of noninterference, wherein free readers are those who face no intentional intervention in their choice of materials. The purpose of this paper is to demonstrate how this account fails to adequately capture systemic threats that impoverish people’s reading lives.

This conceptual paper deploys informal argumentation to expose a flaw in the dominant account of the freedom to read. The author uses a case study of comparative titles or comps, an editorial decision-making and justificatory convention that reproduces racial inequality in Anglophone trade publishing.

Comps present one example of how everyday norms and practices of literary production render people’s reading lives pervasively unfree, even absent some intent to interfere in them. The going account of the freedom to read calls, at best, for a greater diversity of book-commodities from which consumers may choose. However, the comp case suggests that this distributive remedy will be insufficient without relevant changes to the institutional arrangements that condition readers' choices in the first place.

This paper draws together insights from Library and Information Science, political philosophy and print culture studies to illuminate limitations in librarianship’s standard conception of the freedom to read. This reveals the need for an alternative, structural account of that freedom with significant implications for practice.

This study aims to evaluate the two-way relationship between management practices and firm innovation along with the dual mediation of business environment, degree of competition and energy policies in Greece, Italy, Turkey and Portugal.

The study has derived data from the World Bank Enterprise Survey 2019 for Greece, Italy, Turkey and Portugal and analyzed through partial least squares structural equation modelling (PLS-SEM) to find results.

The outcomes of PLS-SEM revealed that management practices and firm innovation have two-way positive significant relationship with each other in Greece, Italy, Turkey and Portugal. The results exposed that the management practices and firm innovation have two-way positive significant relationship with the business environment, degree of competition, and energy policies in Greece, Italy, Turkey and Portugal. The findings also clarified that the business environment, degree of competition and energy policies have dual mediating role between management practices and firm innovation in Greece, Turkey and Portugal. Surprisingly, business environment does not have dual mediation in Italy.

These useful insights would enable practitioners and direct policymakers to develop and apply more magnificent management practices to boost up innovation among firms.

Although the topics of management practices and innovation have received a great concern of academia, but this is the first study that offers a comprehensive model of the relationship in these domains.

The study aims to examine the impacts of management practices on innovation along with the mediating and moderating role of degree of competition, business environment and environmental policies.

Data were derived from the World Bank Enterprise Survey 2019 for Greece, Italy, Turkey, Portugal and Jordan and analyzed by using PLS-SEM to find results.

Findings revealed that management practices have positive significant relationship with the innovation among firms for Greece, Turkey, Portugal and Jordan but surprisingly insignificant relationship in Italy. Further, management practices have positive significant relationship with the environmental policies, business environment and degree of competition among firms in Greece, Italy, Turkey, Portugal and Jordan. In addition, environmental policies, business environment and degree of competition have positive significant relationship with innovation among firms in Greece, Italy, Turkey, Portugal and Jordan.

These useful insights would enable practitioners and policy makers to develop and apply more influential management practices to boost up the level of innovation among firms.

Although the topics of management practices and innovation have received a great concern of academia, but this is the first study that offers a comprehensive model of the relationship in these domains.

The COVID-19 pandemic forced us not only to think but also to pause and objectively reflect on how to deal with the situation that has arisen and how to develop well-being and resilience strategies for the welfare of humanity at large. We long to be in those vicinities where we want to calm our minds in the quest for a deeper meaning of one existence. It can be a nature-based destination, a pilgrim destination or a part of a religious tour depending on one's faith, belief and orientation towards spirituality and bliss. The abundance of natural resources available in nature is the prime source of overall wellness in all parts of the world, as are the traditional Indian practices of Yoga, Ayurveda and the practices suggested by traditional holy scriptures. This chapter attempts to see the wave of spiritual gurus boosting the wellness sector associated with travelling. Gurus like Sri Sri Ravi Shankar, Sadguru Vasudev Jaggi and HH Dalai Lama are some of the international gurus who have influenced spiritual and wellness tourism to a large extent. The discourse analysis revealed that people long for spirituality for peace and wellness. It also reveals being spiritual has no fixed dimension; it varies from person to person.