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This chapter is part of a strand of studies dedicated to tourism events and territorial marketing strategies and focuses on the role of communication in an event-based strategy. Events can attract tourist flows, spread the territorial image, stimulate investment, and contribute to the territorial brand. Therefore, their role becomes increasingly important for an effective territorial and tourism marketing strategy. In the events sector, communication plays a key role in shaping marketing policies, which increasingly involve interaction between actors and the use of technology. To build and communicate an event is essential to implement social media marketing strategies that foster sharing of content that significantly influences user behavior. However, the academic literature on the role of social media in event management is limited. Therefore, this study has a twofold objective: to conduct a review of the literature to systematize and contextualize existing knowledge and to identify the main benefits and risks involved in the use of social networks in events.

The growing interest of the scientific community in film marketing research can be discovered by the large scale published writings on the subject. Although, in this field, comprehensive and systematic research is still lacking. The important aim of this article is to merge the latest research results of film marketing through bibliometric research on articles published from 1976 to 2020, and to examine and introduce the research outcome from the view of the growth trend of the field; the most productive and influential countries, authors, articles, institutions, and research journals; keywords, author patterns, and international linkages. Research outcomes show that film marketing research increased gradually from 1976 to 2020, especially in the last five to 10 years. During this period, all 500 scholarly articles were published in 331 journals and listed in Scopus. Comparison is drawn between institutions from developing countries (in terms of number of articles) and developed countries (in terms of citation rate). On the basis of key points and three-factor examination, a conclusion is drawn that in the last 10 years, ‘film marketing’ as a keyword has attracted widespread attention.

The purpose of this paper is to provide evidence-based policy recommendations for improving the implementation of universal service funds (USF) with a view to closing the digital divide in Africa.

The paper adopts a qualitative approach that draws examples from various African countries supported by 25 interviews from key stakeholders with hands-on experience and roles that shape telecommunications policy in Africa and other developing countries.

The study's findings point out that institutional voids which characterize several African countries inhibit the effectiveness of USF in African countries. The authors identify several institutional and organisational factors and explain how they negatively affect the performance of USF. The authors find that in order to overcome these obstacles, there is a need for a clear redefinition of Universal Access and Service (UAS) policies, restructuring the governance of USF, encouraging cross-sectoral collaborations, and bottom-up initiatives to bridge the digital divide in African countries.

The paper contributes to the underexplored USF literature by shedding light on the role of institutional factors in determining the success of USF. The paper thus complements and provides a different perspective on promoting digital inclusion in Africa from the viewpoint of institutional voids, bringing new insights into the existing literature on how to deal with an intractable area of UAS policy and the wider digital divide debate in developing countries.

Anthropomorphized brands have been widely used as marketing communication tools to engage consumers on social media, especially on Twitter. Guided by the social exchange theory (SET) and the dialogic theory, this study aims to investigate how anthropomorphized brands leverage different communication strategies on Twitter and how these strategies are related to consumer engagement.

Supervised machine learning was used to identify the communication strategies (i.e. message types and dialogic principles) of 125,887 tweets from 21 brand characters. Some statistical analyses (e.g. frequency analysis, Chi-square analysis and Poisson regression analysis) were performed to explore the relationships between communication strategies and consumer engagement (i.e. retweets and replies).

The majority of anthropomorphized brands’ tweets belonged to the socioemotional category and the most adopted dialogic principles were generation of return visits and conservation of visitors. Consumers engaged more with socioemotional tweets as well as the tweets that adopted the principles of dialogic loop and conservation of visitors. There were clear relationships between message types and dialogic principles in anthropomorphized brands’ tweets, and certain dialogic principles were found to effectively improve consumer engagement with certain message types.

To the best of the authors’ knowledge, this study is the first to investigate the communication strategies of anthropomorphized brand characters on Twitter using computational research methods. It not only provides brand managers a systematic review of how current anthropomorphized brands communicate with consumers on Twitter and what strategies work more effectively to trigger consumer engagement but also contributes to theory building in brand management by integrating the SET and the dialogic theory in brand anthropomorphism research.

Tourism on wellness is a rapidly expanding segment of the travel industry; nevertheless, it is still in its infancy, and more study research is needed to develop a scientific foundation for health and wellness tourism. The study uses bibliometric indicators like as citations to determine the field structure on wellness tourism from 1998 to 2021, and the VOSviewer software to map the significant trends in wellness tourism (WT) area, to examine the present situation.

To reach this objective, the theme of “wellness tourism” was searched in the “Scopus” database, and bibliometrics data on the publications were obtained. In total, 414 papers were found during the initial search, which was then narrowed according to the criteria. Using this strategy, the author discovered 386 records, and after removing 4 duplicates and 1 irrelevant document, the refining produced 381 related documents. The most-cited papers, significant authors, co-citation of references, sources and authors were all investigated for the publications related to WT.

According to this report, research into wellness tourism has increased in recent years. The authors discovered two papers with over 238 “Scopus” citations and a total of 10 studies with 1414 citations. According to Scopus, the document Napier et al. receives 36.5% of citations each year. There were a total of 804 authors who published about WT between 1998 and 2021, with Smith, M, Voigt, c, and Puczkó, L being the most-cited reference authors in the subject. Han h. has the highest index of 56 of all the authors.

The “Scopus” database was used for bibliometric analysis, although the VOSviewer was used exclusively. This considered as a first study to utilize a bibliometric method to address this research gap, identifying the tools, journals, and, most crucially, conceptual subdomains like spa, yoga, therapy, spirituality and trekking that will be significant in future research.

Using a bibliometric analytic approach, this article looked at papers on wellness tourism published between 1998 and 2021. Thus, its goal is to learn more about wellness tourism and to enlighten wellness tourism scholars on the field's structure.

Through a review of the literature, this article seeks to outline and understand the evolution and extent of user–participant involvement in the existing library and information science (LIS) research to identify gaps and existing research approaches that might inform further methodological development in participant-oriented and design-based LIS research.

A scoping literature review of LIS research, from the 1960s onward, was conducted, assessing the themes and trends in understanding the user/participant within the LIS field. It traces LIS research from its early focus on information and relevancy to the “user turn”, to the rise of participatory research, especially design-based, as well as the recent inclusion of Indigenous and decolonial methodologies.

The literature review indicates that despite the reported “user turn”, LIS research often does not include the user as an active and equal participant within research projects.

The findings from this review support the development of alternative design research methodologies in LIS that fully include and involve research participants as full partners – from planning through dissemination of results – and suggests avenues for continuing the development of such design-based research. To that end, it lays the foundations for the introduction of a novel methodology, Action Partnership Research Design (APRD).

In 2009, the Liberal government of Ontario released their first “streamlined” poverty reduction strategy to end child poverty in the province. The strategy was renewed in 2014, and an updated strategy was released in 2021 by the Conservative government of Ontario. Based on ongoing research, this chapter explores how these Poverty reduction strategies mobilize a historical conception of low-income urban environments as threats to child development. I show that, rather than end poverty, these conceptions are used to justify community revitalization efforts that displace low-income populations while prioritizing and benefiting private market investment. Central to these strategies is the figure of the child, who is constructed as innocent and vulnerable, requiring protection and saving from the perils of poverty by middle- and upper-class interventions. The chapter concludes by examining the neoliberal logic that continues to inform the 2021 strategy.