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This study aims to understand the effect of cultural dimension (individualism/ collectivism) on promotional rewards (social or economic) resulting in incentivizing consumers to engage in electronic word-of-mouth (eWOM), further impacting their repurchase intentions.

In Study 1, a 2 (culture: individualism vs collectivism) × 2 (promotional rewards: social vs economic) between-subjects design was used. Structural equation modeling was used to test the hypotheses. In Study 2, culture was measured instead of just being manipulated. The authors used regression analysis in this study.

Owing to the characteristics of collectivistic individuals, consumers in collectivistic cultures were more likely to respond to social rewards as an incentive to engage in eWOM. However, consumers in individualistic cultures were more motivated to engage in eWOM when economic rewards were offered.

Despite the global nature of eWOM, little research has explored the effects of cultural traits on consumer response to amplified eWOM strategy. Additionally, though many organizations now offer various promotional incentives to reviewers, little research has explored the effects of promotional offers on a reviewer’s subsequent behavior, and no research has explored the relationship between cultural dimensions and current and future response to promotional eWOM rewards.

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 foreword to Women's Work in Public Relations discusses the multitude of ways that women experience public relations (PR) work. Each women's experience depends on, for instance, location, culture, the presence (or otherwise) of a union or professional association, the support of colleagues, the practitioner's domestic circumstances and more. There is not just one female experience of PR.

This foreword reviews the chapters in Women's Work in Public Relations and points to the parallels, contradictions, and struggles faced by women working in the little-understood occupation of PR where the everyday work of women is largely invisible. It explains how women working in PR carry out tasks which can at once be necessary, unnecessary, the whim of a client or management, performative, or exploitative – such is the varied and unstructured occupation of PR.

Women face barriers and discrimination at work but past research has not always explained the form that this takes. The foreword notes that much discrimination takes place in plain sight (for instance in terms of erratically applied flexible working policies, unpredictable workloads, or language in professional documents that accepts inequality) and observes that unless we recognise discrimination it's difficult to vocalise opposition to it.

The foreword's discussion of methodology shows that there is no one way to study women working in PR and this book represents a small but rich range of largely qualitative research methodology. It demonstrates that, just as there are many experiences of women in PR, there are also many ways to research them.

This study aims to provide a holistic review of social media influencers (SMIs) research based on a unique approach of bibliometric analysis and content analysis between 2011 and 2020. The review examines the main influential aspects, themes and research streams to identify research directions for the future.

The sample selection and data collection were done from the Scopus database. The sample dataset was refined based on the inclusion and exclusion criteria to determine the final dataset of 183 articles. The dataset was exported in the BibTeX format and then imported into the BiblioShiny app for bibliometric analysis. The content analysis was done following the theory-context-methodology framework.

The several findings of this study include (1) Co-word analysis of most used keywords; (2) Longitudinal thematic evolution; (3) The focus of the research papers as per the theory-context-methodology review protocol are persuasion knowledge model, fashion and beauty industries, Instagram and content analysis, respectively; and (4) The network analysis of the research studies is known as the co-citation analysis and depicts the intellectual structure in the domain. This analysis resulted in four clusters of the research streams from the literature and two emergent themes (Chen et al., 2010)

In general, the previous reviews in the area are either domain, method or theory-based. Thus, this study aims to complement and extend the existing literature by presenting the overall picture of the SMI research with the help of a unique combined approach and further highlighting the trends and future research directions based on the findings of this study.

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.

The psychological foundations of consumers’ reasons for product choices are analyzed in the field of marketing. The purpose of this research is to identify the implicit reasons for white meat consumption in the UK and Turkey.

In the scope of the means-end chain theory, in-depth interviews were conducted with individuals, and the reasons for consumers’ product preferences were revealed by moving from concrete to abstract.

It has been determined that the white meat consumption of Muslims in the UK is primarily shaped by their religious approach. In Turkey, on the contrary, both consumption patterns and reasons for preference are changing. It has been found that white meat consumption is associated with values such as security needs, satisfaction with life, self-fulfillment and happiness.

This research has contributed to the marketing literature by examining consumers’ implicit consumption reasons for white meat in the context of religion and culture.

Marketing strategies should focus on building trust in halal certification, particularly in the UK. Brands should associate their promotion strategies with feelings of security and happiness, which are associated in the minds of consumers.

This study is a new study in terms of revealing the connotations of consumers about consuming chicken and fish and showing the implicit needs that the brands can emotionally associate with.

Women working in public relations (PR) in the 1990s developed the power of metamodern pragmatism to avoid being constrained in this decade of contradictions.

This was a time of promise for female empowerment and careers. The PR industry in Britain had quadrupled in size, yet increased feminisation and professionalisation did not resolve gender inequity. Indeed, alongside the existence of ‘old boys clubs’ and hedonistic macho agencies in the industry, the 1990s offered a lad's mag culture and an AbFab image of PR.

An original collaborative historical ‘Café Delphi’ method was developed using three themes (sex, sexuality and sexism) to explore women's careers and contributions in the expanding and increasingly powerful field of PR in the United Kingdom during the 1990s. It built on feminist critique of the industry and paradoxical portrayals of women resulting from significant changes in media, popular culture and a pluralistic marketplace.

Individual and collective experiences of women working in PR at the time reveal the power of attitudes to affect their ability to achieve equality and empowerment. Women navigated tensions between the benefits of accelerated pluralism and the patriarchal resistance in the workplace through performative choices and a deep sense of pragmatism.

Purpose: This chapter aims to find the impact of cultural marketing on consumer buying behaviour and analyse the cultural factors affecting consumers’ buying behaviour. Cultural marketing aims to offer and promote a product, a message, or a service to a group of people who may be their potential purchasers and belong to the same culture or particular demographic.

Methodology: This study uses the published research for different countries viz. India, Canada, Germany, the UAE, the UK, the USA, Japan, etc., in the field of culture, cross-culture, and consumer buying behaviour considering various factors and their impact; but in particular, this study focussed on the cultural factors only and analysed their impact on the consumer behaviour of the different countries.

Findings: The study revealed that different countries have their own unique culture. Cultural factors have a positive relationship with consumers’ buying behaviour and exhibit that consumers behave differently towards the same product as per their perception developed by their culture.

Need of the study: Today, the world has become global, and to become a successful consumer oriented market service provider, marketers have to study the psychology of the customers to procure them. This study focusses on one of the essential factors, that is, culture and how cultural factors affect consumer buying behaviour. The study of culture is the gateway to attracting consumers in the market.

Practical implications: The study would help multinational companies in segmentation, targeting, and positioning and developing several marketing strategies for their products. Companies would be able to understand changes in consumer purchasing behaviours that arise from cultural differences, which helps them cater to the needs of their global consumers.

The research aims to identify the United Nations Educational, Scientific and Cultural Organization (UNESCO) World Heritage Site (WHS) managers' perception of cultural sustainability concepts and elements in tourism.

A literature review was carried out to identify the main speeches and characteristic elements of cultural sustainability present in the academic field, and then a quantitative survey was carried out with 60 managers of UNESCO WHSs to evaluate their perception of the theme.

The results show that managers believe that the concept of cultural sustainability is much more closely linked to the social dimension of sustainability than to the economic and environmental dimensions. Thus, elements such as the preservation of tangible and intangible assets, the participation of society in the management of heritage, the democratization of access, the guarantee of the appreciation of culture and its preservation for future generations are basic elements for cultural sustainability. Finally, although they believe that understanding the concept of cultural sustainability is fundamental to their activities, they still lack knowledge of how to measure cultural sustainability in their spaces.

Although the theme of sustainability has several published studies, most of the work focuses only on studies of its social, economic and environmental dimensions. The debates on the role of culture in sustainability are still incipient, and understanding the managers' perception of the topic enables the creation of more effective strategies that guarantee cultural sustainability in heritage by tourism.

The worldwide imposition of lockdown measures to control the 2020 coronavirus disease 2019 (COVID-19) outbreak has shifted most executive communications with external stakeholders online, resulting in quick responses from stakeholders. This study aims to understand how presentational styles exhibited in online communication induce immediate audience responses and empirically test the effectiveness of reactive impression management tactics.

The authors analyze presentational styles using MP3 files containing executive utterances during earnings call conferences held by S&P 100-listed firms after June 2020, the quarter after the World Health Organization declared the COVID-19 outbreak a pandemic on March 11, 2020. Using timestamps, the authors link each utterance to a 1-minute interval change in the ask/bid prices of the stocks that occurs a minute after the corresponding utterance begins.

Exhibiting an informational presentation style in earnings calls leads to positive and immediate audience responses. Managers tend to increase their reliance on promotional presentation styles rather than on informational ones when quarterly earnings exceed market forecasts.

Drawing on organizational genre theory, this research identifies the discrepancy between the presentation styles that audiences positively respond to and those that managers tend to exhibit in earnings calls and provides a reactive impression management typology for immediate responses from online audiences.