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The present study seeks to outline the role of marketing automation (MA) in measuring the return on marketing activities and the challenges associated with reaching accountability in marketing.

To investigate the objective of the study, the authors adopted a qualitative approach, conducting an exploratory study among ten key informants located in Portugal.

Based on the results of the qualitative analysis, a conceptual framework is proposed, which includes both strategic- and operational-level factors with the goal of creating a value-based agenda. In this agenda, executives such as the Chief Marketing Officer emerge as value creators, fostering business scalability, and further arguments are provided to justify budget allocation to MA activities.

Through careful research of the elements that characterize the phenomenon under study, the present paper ultimately contributes to a better understanding of MA and accountability within the current business paradigm.

The purpose of this paper is to understand how a company could improve public engagement on social media (SM) analysing the case of Alento, which is a human resources and consulting company located in Portugal. The company’s presence on Facebook was analysed by using the honeycomb model for SM functionality, by Kietzmann et al. (2011), as a theoretical framework.

The authors implemented some actions to change procedures on SM management. Monitoring five months of data, the authors could compare the SM engagement before and after changes on SM management. Then, a convenience sample of 205 useable questionnaires was collected. The population of the study comprised Portuguese Facebook users who liked the Alento Facebook Fan Page. An analysis of honeycomb dimensions was performed.

The engagement level on Alento’s SM was increased by changing procedures identified on survey. In five months, Alento’s number of followers was increased by just 4.5 per cent, interactions were increased by 35 per cent, views were more than twice (+122 per cent) and fans who clicked on Alento’s Facebook page’s links were increased by 146 per cent.

There were also some limitations related to the sample, since the authors only obtained 205 responses. Therefore, the second suggestion for future investigations would be to conduct the survey on a larger number of people. This study just considers five months after changing procedures. A longer range of time could produce different results.

The most relevant contribution of the current study is the offer of some insights into the use of a simple tool such as the honeycomb model of Kietzmann et al. (2011) for the analysis of the social engagement from a firm’s perspective, regardless of their nature.

The importance of SM to spread good content and to reduce media costs is reinforced in this study.

This study is innovative, as it identifies a need of change on SM management, proposes and implements new procedures, checking its results. SM marketing is a new wagon of study, and the problem of how to increase engagement on professional SM is on top priorities of the field.

Self-service check-out technologies (SSTs) are becoming a trend across different retail settings, allowing companies to gain efficiency and reduce costs. Nevertheless, the success of SSTs implementation is still subject to challenges and uncertainties. This study aims to provide insights for theory and managers on the necessary conditions for the successful implementation of retail SSTs.

Based on an online survey, data from 251 participants were collected to understand the factors predicting SSTs adoption and realise what conditions are mandatory for the adoption. partial Least Squares Structural Equation Modelling (PLS-SEM) and necessary condition analysis (NCA) were used to analyse the data.

According to the NCA analysis results, 12 latent variables were relevant for predicting SSTs adoption, but only seven were necessary conditions for user adoption.

The complementarity of perspectives for understanding the adoption of SSTs based on the two data analysis techniques provides novel insights into theory and support for retailers' decision-making on self-service technologies (STTs) implementation.

Chatbots represent an innovative channel for retailers to meet young customers' needs anywhere and at any time. Being an emergent technology, however, it is important to investigate more thoroughly how users perceive it, and which are the variables that enhance a positive attitude towards this technology. On this premise, this study applies a social relationship perspective to the design of chatbots addressed to younger consumers.

The study adopts a between-participants factorial design to investigate the effects of visual cues (avatar presence vs avatar absence) and interaction styles (social-oriented vs task-oriented) on social presence and how this, in turn, enhances millennials' perceived enjoyment, trust and, ultimately, attitude towards the chatbot. A survey experiment was employed to conduct the study on data collected from 193 Italian millennials.

The results show that applying a social-oriented interaction style increases users' perception of social presence, while an insignificant effect was found for avatar presence. The partial least square structural equation modeling (PLS-SEM) analysis further confirms the hypothesised model.

The adoption of new digital technologies such as chatbots is likely to have a far reaching effect on retailers, consumers, employees and society. For this reason, a broad understanding of the phenomenon is needed. To the best of our knowledge, this is the first study to provide results from an experimental design in which both interaction style (social- vs task-oriented) and avatar (presence vs absence) of a chatbot are manipulated to directly explore social presence and its effect on trust, perceived enjoyment and millennials' attitude towards a chatbot applied for retailing purposes.

Social initiatives must disclose their results to access support. However, there is no theoretical consensus about how to do it. It is still necessary to understand the value creation in social initiatives because they may or not have economic goals. However, these goals serve to make the social ones feasible. This study aims to cut this Gordian knot by providing measures aligned to the value theory but developed by the social lens. It offers a non-economic-focused approach to dealing with assessment complexity and with multiple stakeholders’ needs for information.

A consolidation research path is suggested by three composed measures built upon tested and reliable scales. These value measures are discussed through narratives from Portuguese investors and social entrepreneurs in a mixed-methods design. Content analysis and online survey provided data for descriptive statistics, exploratory factor analysis and Cronbach's alpha test.

The analyses supported the value measures. Thus, they allow an effective way to assess and report the social value created. It also highlighted a potential use in preventive and corrective approaches helpful for several organizations that pursue social goals.

The measures were tested based on social entrepreneurs' opinions. Future studies can include beneficiaries' opinions, allowing comparisons that can help to set more realistic goals and better investment criteria.

The relationship between investors and initiatives can improve, boosting their impact on society. The measures can highlight prioritization choices that influence the way value is created. Hence, they serve as a sensemaking from a holistic standpoint.

This study aims to provide an example of the intersections between resilience and innovation within the social economy. It describes the Portuguese context, boosted by a pioneering public policy focused on building resilience through innovation. The sustainable development concept usually sets multilevel relationships among the government, social investors and entrepreneurs. In this sense, the study explores the role of innovation in promoting resilience in initiatives and society that may lead to sustainability.

The authors collected the primary data through semistructured interviews with social investors and an online survey with the invested or awarded entities from 2015 to 2020. The database represents 43.63% of acknowledged Portuguese social innovative initiatives, describing a complex and multilevel result. The case also provides a unique context for deepening the understanding of popular, relevant, but still underdeveloped concepts.

The results highlight progress in overcoming social and economic challenges. This progress happens through innovative initiatives aiming to solve social problems that reflect collective interests. The data suggest a context dynamization due to an increase of 31.3% in new initiatives. This increase can potentially represent a consistent investment in resilience and sustainable development.

This paper helps to contextualize and structure information for three fragmented concepts. It relies on their combination to compensate for each other frailties, assuming that innovation can be a crucial factor for boosting sustainable development, making possible the countries’ resilience. It also argues that the literature state can result from a paradigm shift, and these features can favor this process toward a better world.

This chapter addresses the profession of research management and administration (RMA) in Portugal. It starts with a brief outline of the national research and innovation (R&I) ecosystem that contextualises the development of the profession. The RMA community is characterised and the expectations for the future of the RMA profession are summarised using data collected through a national online survey. It is posited that RMA in Portugal is an emergent career having developed key traits of a profession, namely common interests and practices, a concern with deepening specialised knowledge and skills, the existence of an organised network of practitioners, the offer of academic qualifications and training in the area, and the integration in international RMA communities of practice. Nevertheless, future developments in the European Research Area (ERA) are identified as a critical milestone that will influence the development and formal legislative institutionalisation of the RMA profession in Portugal.

This paper empirically addresses the effect of coercive, normative and mimetic pressures on sustainability results, focussing on the three dimensions of the triple bottom line approach: environmental, economic and social. The mediating role of compliance, analyser or proactive corporate strategies towards sustainability is also considered.

The hypotheses developed in this study were tested using data from a sample of private companies from two industries: manufacture of chemicals and chemical products, and manufacture of basic metals.

The results confirm the role played by institutional pressures for sustainability in explaining the involvement of organisations in economic, social and environmental aspects. The mediating effect of corporate strategy is also confirmed, although only for environmental aspects.

Research into sustainability development is evolving rapidly; however, few studies have explored its diffusion amongst organisations from a triple bottom line perspective by considering the role of different current external pressures, the corporate strategy and the diverse results.

本研究擬對強制壓力、規範壓力和模仿壓力對可持續性成果的影響進行實證研究。研究的焦點放在三重底線法的三個層面上,即是環境層面、經濟層面和社會層面。研究人員亦探討尋求可持續性的承諾、分析儀和積極主動的公司戰略的中介作用。

研究人員測試其建立的各項假設; 使用的數據取自兩個企業的私人公司的樣本,它們是製造化學品和化學產品的企業,以及製造基本金屬的企業。

研究結果確認了尋求可持續性所帶來的制度壓力,在解說企業於經濟、社會和環境三方面的參與上所扮演的角色。研究結果亦確認了公司戰略的中介作用,唯這只見於環境的層面上。

探討可持續性發展的學術研究發展迅速,唯當中較少從三個基本的角度去探討可持續性發展在組織內的傳播; 本研究考慮了目前各種外來壓力、公司戰略和不同的結果所扮演的角色,以彌補這研究差距。