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The scarcity of women in advertising creative departments has been reported globally, particularly in creative managerial roles. This study goes a step beyond this evidence since this paper aims to test whether having at least one token woman in creative managerial positions (token+) may be associated with a larger presence of females in low-level creative jobs compared to creative departments led only by male creative managers.

A content analysis of the credit forms of 839 Spanish campaigns released in 2019 was conducted to determine the gender composition of 116 creative departments with more than three professionals.

Generalized Poisson Regressions indicated that when at least a token woman is present in a creative management role within agency networks, the number of females in low-level positions doubles with respect to creative departments led only by male managers. This relation was not found for independent agencies, though. The results are discussed under the lens of critical mass theory, attraction paradigm and homophily theory.

To the best of the authors’ knowledge, it is the first time in the literature that the relation among the number of token+ advertising female creative managers and the amount of females in lower-level creative positions is tested. This research is also original because the sample is from a non-Anglo-Saxon country. Moreover, the use of the Generalized Poisson Regressions technique is another novelty of this paper.

Electronic word-of-mouth (eWOM) has become one of the most influential information sources for consumers' purchase decision-making. Based on construal-level theory and from the perspective of cognitive effort, this study investigated the effects of eWOM social media types and conflicting eWOM on consumers' purchase intentions and validated the mediation role of social psychological distance, perceived value, and perceived cognitive effort.

Two scenario-based experiments were conducted to validate the research model. Specifically, a 2 (eWOM social media type: strong-tie vs weak-tie) × 2 (conflicting eWOM: with vs without) between-subjects design was used. ANOVA, multiple regression analysis with PROCESS, and partial least squares (PLS) were employed to test the hypotheses.

The results showed that eWOM social media types had significant effects on both social psychological distance and perceived value. The significant chain mediating effects of social psychological distance and perceived value between eWOM social media types and consumers' purchase intentions were found. In addition, conflicting eWOM had significant effects on both perceived value and perceived cognitive effort. Indirect effects of conflicting eWOM on purchase intention through perceived cognitive effort were discovered.

These results contribute to the eWOM literature by investigating the influences of eWOM social media types and conflicting eWOM on consumers' purchase intentions. They also contribute to construal-level theory by extending its applicability to the field of eWOM.

The pandemic has enhanced the global phenomenon of disinformation. This paper aims to study the false news concerning COVID-19, spread through social media in Spain, by using the LatamChequea database for a duration from 01/22/2020, when the first false information has been detected, up to 03/09/2021.

A quantitative analysis has been conducted with regard to the correlation between fake news stories and the pandemic state, the motive to share them, their dissemination in other countries and the effectiveness of fact checking. This study is complemented by a qualitative method: a focus group conducted with representatives of different groups within the society.

Fake news has been primarily disseminated through several social networks at the same time, with two peaks taking place in over a half of the said false stories. The first took place from March to April of 2020 during complete lockdown, and we were informed of prevention measures, the country’s situation and the origin of the virus, whereas the second was related to news revolving around the coming vaccines, which occurred between October and November. The audience tends to neither cross-check the information received nor report fake news to competent authorities, and fact-checking methods fail to stop their spread. Further awareness and digital literacy campaigns are thus required in addition to more involvement from governments and technological platforms.

The main limitation of the research is the fact that it was only possible to conduct a focus group of five individuals who do not belong to generation Z due to the restrictions imposed by the pandemic, although a clear contribution to the analysis of the impact of fake news on social networks during the COVID-19 pandemic in Spain can be seen from the privileged experiences in each of the fields of work that were identified. In this sense, the results of the study are not generalizable to a larger population. On the other hand, and with a view to future research, it would be advisable to carry out a more specific study of how fake news affects generation Z.

This research is original in nature, and the findings of this study are valuable for business practitioners and scholars, brand marketers, social media platform owners, opinion leaders and policymakers.

This paper examines whether guests contribute sWOM (social word of mouth) on different SNSs (social networking sites) regarding various personal motivations. SNSs have changed the way guests eat and experience their food and dishes. Marketing managers have effectively targeted SNSs as a marketing tool, yet have little research about drivers of guests' sWOM contribution on SNSs has been done. A model including the significant motives: (1) experiences, (2) opinion leadership, (3) reflection of self and (4) need for unique is tested to investigate their positive effects on contribution behavior of social media guests.

The data collected from 411 guests by using the snowball method was used for analysis. The structural equation modeling was applied to examine the relationships among the constructs and test the eight proposed hypotheses.

Results reveal that experiences, opinion leadership, reflection of self and need for unique were positively associated with contributing sWOM of restaurants. Furthermore, those who have positive experiences tend to be opinion leadership and reflection of self. And guests who show reflection of self, they are more likely to have opinion leaders and show need for uniqueness. Our study expands the existing frameworks of sWOM contribution by identifying various motivations and labeling sWOM. Findings provide restaurant managers with managerial implications for online marketing strategies on SNSs to attract sWOM contribution among guests.

It has some limitations while discovering the motivations of positive sWOM contribution. First, we only focused on the motivation of contributing positive sWOM, while negative sWOM received many arguments in changing attitudes toward buying products or services. Second, we collected data in Vietnam only without comparing with different countries. Future research could explore further cross-cultural perspectives to fill the gap. Third, this study explored sWOM contribution in service environment, sWOM contribution from service context may be slightly different from those of product brands.

These findings highlight the motivations of sWOM contribution that restaurant managers must recognize and make use of it. SNSs have given power to consumers to post everything at anytime and anywhere they like, therefore restaurant managers need to deeply understand why their consumers contribute sWOM. In digital era, customers and guests have become the ultimate tools for promoting product or service brands. The marketing managers should create an online platform in order to facilitate their consumers to discuss their brand frequently (Charu et al., 2018). Restaurants should have policies to push positive eWOM maximally and also reduce advertising costs.

This is one of the first studies on sWOM contribution of what motivate guests to contribute their sWOM on SNSs. Theoretically, this study offers deep insights into the links between various motivations and sWOM in foodservice context. Managerially, understanding these motivations allow marketing managers create effective policies that motivate guests to contribute positive word of mouth.

Projecting the population distribution in geographical regions is important for many applications such as launching marketing campaigns or enhancing the public safety in certain densely populated areas. Conventional studies require the collection of people’s trajectory data through offline means, which is limited in terms of cost and data availability. The wide use of online social network (OSN) apps over smartphones has provided the opportunities of devising a lightweight approach of conducting the study using the online data of smartphone apps. This paper aims to reveal the relationship between the online social networks and the offline communities, as well as to project the population distribution by modeling geo-homophily in the online social networks.

In this paper, the authors propose the concept of geo-homophily in OSNs to determine how much the data of an OSN can help project the population distribution in a given division of geographical regions. Specifically, the authors establish a three-layered theoretic framework that first maps the online message diffusion among friends in the OSN to the offline population distribution over a given division of regions via a Dirichlet process and then projects the floating population across the regions.

By experiments over large-scale OSN data sets, the authors show that the proposed prediction models have a high prediction accuracy in characterizing the process of how the population distribution forms and how the floating population changes over time.

This paper tries to project population distribution by modeling geo-homophily in OSNs.

The authors investigate whether matchings in equity crowdfunding are more likely to happen if homophily exists between investors and investees. They focus on gender, age and geographical proximity as crucial dimensions of similarity among individuals and thus of homophily. Furthermore, they investigate whether the effect of homophily depends on the risk of opportunism, which investors allegedly attribute to proponents basing on their area of residence.

The authors analyze a hand-collected database of 13 equity crowdfunding campaigns launched by Italian innovative start-ups from January 2013 to June 2016, which includes information about 384 equity crowdfunding investments carried out by 361 different investors.

The authors find a significant effect of geographical proximity and age similarity in explaining the probability that an investor finances a campaign. Moreover, these effects are particularly relevant if the proponent is located in areas characterized by a high risk of opportunistic behavior. Interestingly enough, they do not detect any significant effect related to gender.

In this paper, the authors have the unique opportunity to analyze a whole market (the Italian market) during three years, from inception (2013–2016), and to collect the identities of the investors in all successful campaigns.

Over time, the concept of word of mouth (WOM) has spread beyond marketing into other disciplines. This is because WOM is important in decision-making at both the individual and organisational levels. Also, people are more likely to trust recommendations from their peers than those from companies. Therefore, the purpose of this study is to investigate the perceived usefulness of WOM messages for small and medium-sized enterprise (SME) suppliers in participating in Tanzanian public procurement opportunities.

The study collected cross-sectional data from 214 SME suppliers who supply common use items to public procuring organisations in Dodoma City, Tanzania. Structural equation modelling was used to test the direct relationships between study variables, and Hayes' PROCESS macro was used to test for the indirect effect of WOM message delivery on WOM attributes and the perceived usefulness of WOM.

WOM attributes that include expertise differential, perceptual homophily, and trustworthiness are related to the perceived usefulness of WOM. Also, WOM message delivery mediates the relationship between the WOM attributes and the perceived usefulness of WOM in enhancing public procurement participation. Therefore, the study's findings revealed that WOM is applicable in the public procurement context, under which public buyers act as senders and suppliers act as receivers. The latter finds out about public procurement opportunities and responds to them, while the former gives suppliers whatever information they need to respond to public procurement tenders that have been advertised.

Because the study was cross-sectional, it was difficult to determine whether the opinions gathered over time remained consistent. Furthermore, only suppliers who are parties to framework contracts under Government Procurement Services Agency were included in the study. Therefore, the sample was limited to only suppliers supplying common use items to various public organisations in Dodoma City, Tanzania.

This paper integrates the concept of WOM from the marketing discipline and public procurement. As a result, the study adds to the understanding of the use of information transmission in terms of the contribution of WOM messages from public buyers to suppliers to enhance small and medium enterprises' participation in public procurement opportunities.

While recent years have seen a number of studies of social networks in therapeutic communities (TCs) and other residential settings, these have primarily focused on male residents. This paper aims to conduct a longitudinal social network analysis of interpersonal interactions in a TC for women.

The data consists of a longitudinal directed social network of instances of feedback between 56 residents of a 16 bed TC for women over a period of 611 days. Mean age of the participants was 33.1 years, mean length of stay was 133.9 days and 91% of the participants were female. Feedback consisted of written affirmations for prosocial behavior and written corrections for contravening TC norms. Data was analyzed using a latent factor longitudinal social network model.

Residents react to peer intervention in complex ways. Residents reciprocated affirmations (B = 0.14, 95% confidence interval = 0.10, 0.18) and corrections (B = 0.20, 95% CI = 0.13, 0.25). Controlling for reciprocity, participants who received affirmations were more likely to affirm and correct peers (B = 0.10, 95% CI = 0.06, 0.15; B = 0.17, 95% CI = 0.10, 0.23), suggesting that the encouragement offered by affirmations leads to increased activity. Homophily by admission time occurred in both affirmations and corrections (B = 0.23, 95% CI = 0.10, 0.37; B = 0.51, 95% CI = 0.29, 0.74).

While affirmations and corrections serve as vehicles for behavioral reinforcement and social learning, they also allow residents to interact in ways that strengthen social bonds.

The study aims to investigate urban agriculture in the city of São Paulo from the perspective of social capital. The specific objectives are (1) to identify the effects of social capital on urban agriculture and (2) to investigate social capital formation (its sources and challenges imposed onto its development).

Initially, a review of the literature was carried out in order to understand the main concepts used in the field of study. Semi-structured interviews were also carried out with people from urban agriculture initiatives, and they were analyzed under the lens of social capital.

Aspects of social capital were recognized and organized in a framework including sources, effects and challenges. The first deals with consummatory or instrumental sources that generate social capital. The second deals with the following effects: generation of human capital, citizenship, engagement, access and mobilization of resources, and access to information. The third deals with the challenges to its formation related to homophily and the perception of benefits from this form of capital.

Urban agriculture plays an increasingly important role in relieving the pressure generated by the food production system, being part of the solution to food security and sustainability issues. Many researchers recognize important social aspects acting on the dynamics of the movement and the effects of activities on the generation of social capital. The contribution of this work is to deepen the understanding of this type of capital in the context of urban agriculture.

In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their behavioral outcomes. Additionally, this paper aims to examine how product involvement moderates these effects.

Study 1 demonstrates the linkages between three consumer–brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their antecedents. In Study 2, by testing the nomological network of the antecedents and consequences of brand love, the authors extend the results of the previous study.

Study 1 provides evidence that ethnic advertising has the strongest effect on brand love in comparison with other alternative consumer-brand relationship constructs. In Study 2, results show that only for low-involvement products, the perceived similarity of customers with Hispanic models in ads could lead to a higher positive attitude toward the ad. However, in the high-involvement condition, perceived similarity did not mediate the relationship between those constructs, which is in line with Elaboration Likelihood Model.

From the practical and managerial perspective, this paper proposes that managers should concentrate on ads with ethnic cues, especially for low involvement products. Hence, it would be worthwhile for companies to consider ads with ethnic cues to effectively develop deep consumer–brand relationships.

This paper investigates the effects of targeted ads on deeper relationships (e.g. brand love) and its behavioral consequences. Therefore, the authors show how Hispanic targeted ads could lead to deep consumer–brand relationships which encompass both the mind and heart of customers.

En este trabajo, dos estudios examinan los efectos de los anuncios dirigidos a los hispanos en tres relaciones entre el consumidor y la marca (el amor por la marca, el apego a la marca y la actitud hacia la marca) y sus resultados conductuales. Además, examinamos cómo la implicación del producto modera estos efectos.

El Estudio 1 demuestra los vínculos entre tres relaciones consumidor-marca (el amor a la marca, el apego a la marca y la actitud hacia la marca) y sus antecedentes. En el Estudio 2, al comprobar la red nomológica de los antecedentes y las consecuencias del amor a la marca, ampliamos los resultados del estudio anterior.

El Estudio 1 aporta pruebas de que la publicidad étnica es la que más influye en el amor a la marca, en comparación con otros constructos alternativos de relación entre los consumidores y la marca. En el Estudio 2, los resultados muestran que sólo en el caso de los productos de baja implicación, la similitud percibida de los clientes con los modelos hispanos en los anuncios podría conducir a una mayor actitud positiva hacia el anuncio. Sin embargo, en la condición de alta implicación, la similitud percibida no medió en la relación entre esos constructos, lo que está en consonancia con el Elaboration Likelihood Model.

Desde el punto de vista práctico y de gestión, este trabajo propone que los gestores se centren en los anuncios con señales étnicas, especialmente para los productos de baja implicación. Por lo tanto, valdría la pena que las empresas tuvieran en cuenta los anuncios con señales étnicas para desarrollar eficazmente relaciones más estrechas entre el consumidor y la marca.

Este trabajo investiga los efectos de los anuncios dirigidos en las relaciones profundas (i.e., el amor a la marca) y sus consecuencias conductuales. Por lo tanto, mostramos cómo los anuncios dirigidos a los hispanos podrían conducir a relaciones profundas entre el consumidor y la marca que abarcan tanto la mente como el corazón de los clientes.

本文的两项研究考察了以西班牙裔为目标的广告对三种消费者-品牌关系（即品牌喜爱、品牌依恋和对品牌的态度）及其行为结果的影响。此外, 我们还研究了产品参与是如何调节这些影响的。

研究1展示了三种消费者-品牌关系（即品牌喜爱、品牌依恋和对品牌的态度）与其前因之间的联系。另外, 通过在研究2中测试品牌热爱前因后果的法理网络, 我们扩展了之前研究的结果。

研究1提供的证据表明, 民族广告对品牌喜爱的影响强于其他的消费者品牌关系建构。研究2的结果显示, 与西班牙裔模特的相似性只有在低介入产品中被感知, 才会让顾客产生对广告的更高积极态度。然而, 在高介入条件下, 感知相似性并没有调解这些建构之间的关系, 这与细化可能性模型是一致的。

从实践和管理的角度来看, 本文建议管理者应该把注意力集中在有民族线索的广告上, 尤其是低介入产品。因此, 为了有效地发展深层次的消费者-品牌关系, 企业考虑带有民族线索的广告是值得的。

本文研究了目标广告对深层关系（如品牌喜爱）的影响及及其行为后果。因此, 我们展示了以西班牙裔为目标的广告是如何能够导致一个深层次, 顾客思想与心灵上的消费者-品牌深层关系。