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Multisited ethnography has primarily been portrayed as a challenge for the following field-worker, with the researcher taking the central role and neglecting research participants also experiencing a multisited nature of their work. The authors argue that literature on multisited ethnography merely discusses multisitedness as a methodological theme. In correspondence, the authors propose to think of multisitedness not just as a methodological theme but also as an empirical theme.

The authors contend etic and emic perspectives to address multisitedness empirically, which enables researchers to compare and contrast the multisited topic of inquiry in academic “outsider” terms with the etic analysis and considering the perspective of the research participants' multisited experiences using the emic perspective. To show the fruitfulness of discussing multisitedness using the complementary etic and emic analysis, the authors present the example of Mennonite entrepreneurial activities in Belize, a heterogeneous group of migrants that established themselves as successful traders and entrepreneurs.

Through an etic multisited ethnographic perspective, the authors compare and contrast four communities of Mennonites in terms of their entrepreneurial activities, technology and energy use. Through an emic perspective, the authors demonstrate how Mennonites, while preferring an in-group focus, navigate their multisited entrepreneurial activities, which require interaction with the outside world.

The authors highlight the value of combining etic–emic reflections to acknowledge and include the multisited nature of many social phenomena as experienced by the research participants.

The negative cultural bias vis-à-vis international business and cross-cultural management has been duly acknowledged, necessitating recommendations towards investigating its positive effects. Methodologically, quantitative research clearly predominates, and there have been calls for alternative approaches. Thus, this conceptual paper addresses the research gap (methodological and thematic) by investigating if multicultural teams can be an essential part of the global workforce and whether positive effects exist regarding dynamic capabilities, learning and knowledge transfer.

The underlying ethnographic research design enabled exploring within the embedded single case study from an emic perspective, including qualitative observation and semi-structured expert interviews, and provided detailed insights into the company’s multicultural work environment.

The results reveal that applying a qualitative design allowed the needed exploration and show that multicultural, geographically dispersed teams are positively experienced and considered necessary in today’s globalised world. They are likely to increase in the future. Moreover, dynamic capabilities (multicultural competencies) are indispensable for multicultural teamwork. Regarding learning opportunities, different viewpoints for discussion and the ability to reflect on these offer valuable insights. In line with theory, multiculturality is considered a “two-edged sword”, providing simultaneous benefits and challenges. Contrary to the theory, even highly important information transfers can occur virtually, although occasional physical contact is essential for trust building.

The multinational family business offers a unique example of a positive relationship between multiculturalism and organisational excellence and demonstrates how the application of a qualitative methodology can support theory building by delivering a revised model of dynamic capabilities in multicultural environments with geographical dispersion.

Local cultures under the nation-states have evolved and produced new concepts. Migrations and cultural interactions have also influenced the language. Thus, different conceptualisations of migration have developed in the “Malay World.” Language is not only a product of ecological and geographical environment, but it is also a result of human mobilisations and cultural intercourses. The differences caused by various Malay World conceptualisations are also related to different interactions, histories and social realities. In the “Malay World,” Bahasa Malaysia and Bahasa Indonesia are threatened by English hegemony. At this juncture, demonstrating these interrelationships helps one to understand local cultural intercourses between culture and social reality.

This paper implements the critical discourse analysis, notably, the dialectical–relational approach to different conceptualisations in the “Malay World.” Thus, it aims to discuss the reasons behind the usage of migration-related terms in Indonesia and Malaysia. How migration terms mainly shape social forms, process and circulate in the social world is argued in this paper. The authors target to investigate the local meaning sets for migration concepts and explore self-reflectivity in and critique of the usage of established images between Bahasa Indonesia and Malay concepts, using a Critical Discourse Analysis framework. The discussion section attempts to analyse and explain dialectical relations between social norms and social elements.

Trade diasporas, culture and identities of immigrants, cultural richness and multi-ethnicity have continuously diversified the conceptualisations. These concepts also indicate cultural dominations and exclusions. Thus, the migration dynamics in Southeast Asia might be understood by scrutinising these boundaries and patterns. This study showed that migration conceptualisations in the Malay world are substantially locally determined. Local wisdom and cultural codifications prevail in the migration context. A deeper understanding of the local context is essential in evaluating the international refugee protection mechanisms in these countries as neither Indonesia nor Malaysia are parties to the Geneva Convention Relating to the Status of Refugees.

Definitions of various types of migration are referred to in multiple terminologies throughout the Nusantara. While in Bahasa Melayu, migrant refers to pendatang, nomadic refers to nomad; refugee refers to pelarian, to migrate refers to berhijrah; in Bahasa Indonesia, migrant refers to migran, nomadic or nomad refers pengembara, refugee refers to pengungsi and migrate, or migration refers migrasi. At the same time, in the Nusantara, many communities define themselves according to their geographical features, such as Orang Sungai, Orang Laut or Orang Kuala. In this context, defining leads to a significant impact on shaping the discourses and approaches.

Definitions determine the borders, flexibilities, plausibility and flows of terms. Critical Discourse Analysis especially placed emphasis on languages and their impacts on social reality. According to Critical Discourse Analysis, terms and their genealogies, transformations and limits are vital in order to comprehend social facts and truth. To understand the change and continuity of migration flow in Southeast Asia, scrutinising the migration-related terms is crucial. This study aims to examine those main terms, their connection with other words, and their transformation in the Malay world sociologically. This as such will shed more light on the social changes regarding genealogical relationships and their usage in daily life within the Critical Discourse Analysis.

This study aims to fulfil the gap between authentic concepts of migration literature in Nusantara. Although Bahasa Melayu and Bahasa Indonesia have a strong connection and interaction, migration definitions in these languages are separated from each other. Cultural and social elements greatly influence migration-connected terms in Bahasa Melayu and Bahasa Indonesia. Without this understanding and the absence of local context, any assessment of their refugee protection systems may be incomplete. This study deals with different cultural nuances and refinements and their migration conceptualisations and histories are based on the ground of their social realities.

This study aims to examine adolescents’ social media environment connected to unhealthy food marketing. As social media have become a ubiquitous part of young people’s everyday lives, marketers have also shifted their focus to these channels. Literature on this phenomenon is still scarce and often takes a quite narrow view of the role of marketing in social media. Furthermore, the experiences of the adolescents are seldom considered.

Using a sociocultural approach and netnographic methodology, this study presents findings from a research project conducted in Finland. The data consist of both social media material and focus group interviews with adolescents.

The findings elaborate on unhealthy food marketing to adolescents in social media from two perspectives: sociocultural representations of unhealthy foods in social media marketing and social media influencers connecting with adolescents.

The study broadens and deepens the current understanding of unhealthy food marketing to adolescents taking place in social media. The study introduces a novel perspective to the topic by looking at it as a sociocultural phenomenon.

Building on Kavaratzis and Hatch’s (2013) identity-based place branding model, this paper aims to explore the spatial and social dimensions of the place brand identity formation process and how residents used social media to participate in the process of shaping a city brand during a crisis.

Adopting an interpretive and social constructionist approach, this study analyses a sample of 187 short videos created and posted by Wuhan residents on the social media app Douyin during a COVID-19 lockdown. The authors read the videos as cultural texts and analysed underlying social processes in the construction of place brand identity by residents.

This study develops an adapted conceptual model of place identity formation unfolding in four sub-processes: expressing, impressing, mirroring and reflecting, and each sub-process subsumes two dimensions: the social and the spatial. In addition, this study empirically describes how residents participated in place branding processes in two ways, namely, their construction of city brand identity via communicative practice and their exertion of changes to a city brand during a crisis. The model reveals how place brands emerge and can be transformed.

This paper amplifies Kavaratzis and Hatch's (2013) identity-based place branding model by testing it in an empirical study and highlighting the social and spatial dimensions. This paper contributes to research about participatory place branding by exploring how residents participated in the place branding process. This study analysed short videos on social media, a new communication format, rather than textual narratives dominating past studies.