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The purpose of this study is to provide an in-depth understanding of the B2B customers’ perspective regarding salespeople’s social media use.

The study adopts a qualitative approach based on semi-structured interviews with 26 key informants performing their job in customer role in various industries.

The authors inductively identify five themes regarding the B2B customers’ perspective of social media use in B2B selling. These themes allow for valuable implications for social selling activities and expected outcomes.

Against a growing body of literature on drivers, best practices and outcomes of social media use by B2B salespeople, less attention has been paid to the customer’s side. The authors extend current research by providing a more complete picture of social selling activities and expected outcomes.

This paper aims to analyse the determinants of the intention to share a post about an environmental issue posted by a tourism destination on Facebook. The authors use the stimulus-organism-response (SOR) model as a theoretical framework and consider cognitive variables (destination social responsibility, tourist social responsibility and three types of congruence) as antecedents of emotions and of the tourists’ response (intention to share). Specific factors related to the social platform (attachment and active use of social media) are also included.

The model was tested for two destinations with different positioning (green tourism versus sun and beach). For the sampling strategy, the authors conducted an online poll targeting Facebook users who had undertaken at least one trip in the previous year. The sample consisted of 1,001 individuals.

The empirical evidence obtained indicates that consumer–cause congruence is the most important variable for explaining the intention to share the post for both destinations, with the destination–cause congruence being non-significant. The authors also observed that active participation on the social network stimulated the intention to share this specific content.

Unlike prior research, this paper examined consumer motivators for engaging with online corporate social responsibility content for tourism destinations, specifically focusing on destination social responsibility in sustainable tourism. The model also incorporates three types of congruence, revealing variations in their impact on explaining the intention to share sustainability-related posts.

This paper focuses on a project to work on the digital library of Arab children's culture for sustainable development (DLACSD).

This project claims to link the past, present, and future by creating a platform that can grow to include not only works by adults but by children who inspire adults with their imagination and the joys they bring to the world.

This project addresses in phases the different aspects of the problem of the lack of material for Egyptian/Arab children at different stages in Arabic on the internet (with copyright law in mind). It is time to fill this gap by having a rich repository of stories, plays, games and songs for children in Arabic in a digital library to enrich the life of the child and to inform the world that much that is worthwhile is available in Arabic for parents, teachers, and children to enjoy.

Through reading samples of the works by Abdel-Tawab Youssef (1928–2015) by using the Dublin Core Elements, it will be informative to see how his writings address the United Nations Goals of Sustainable Development way before these Goals were discussed.

Writers for children, librarians, teachers, psychologists, literary critics, illustrators, and parents need a platform that makes material available to promote children’s culture in the Arab world and to introduce the world to what is of value for children in Arabic.

Currently, communication brings the world together and although the social media and the new technology have introduced problems that are serious, to say the least, collaborators on all levels must play an active role in redressing the social wrongs, especially those affecting children.

This ongoing project by members of a team who believe in interdisciplinarity and multidisciplinarity has taken the first step to create and develop (DLACSD).

Social media is booming in the digital age, and its rich availability provides many opportunities for companies to innovate across borders. In reality, how enterprises use social media to achieve cross-border innovation also faces important challenges such as breaking path dependency.

This paper explores how social media can facilitate cross-border innovation from the perspective of strategic capability, combined with the path dependency theory and attention-based view. Hierarchical regression analysis and bootstrap method are adopted to test the hypotheses based on survey data provided by 173 firms in China.

The findings show a positive relationship between social media strategic capability and cross-border innovation, with path dependency playing a mediating role. In addition, two internal and external contextual factors, namely customer embeddedness and competitive pressure, play moderating roles, with customer embeddedness negatively moderating the negative relationship between social media strategic capability and path dependency and competitive pressure negatively moderating the negative relationship between path dependency and cross-border innovation.

These findings provide not only new insights into social media and cross-border innovation but also theoretical guidance on how companies can effectively use social media in practice.

The research goal is to summarize the insights from an investigation of the higher education institutes (HEIs) and university's educational services promotion strategy, which incorporates social media as a medium for keeping in touch with important people throughout time. The study centered on the impact of promotional efforts done by higher education Institutes (HEIs) on social media on students’ decisions for their selection of HEIs and universities as well as the study focus factors that influence the students' decisions. In the third quarter of 2022, based on a carefully chosen sample, researchers used an internet questionnaire to conduct an empirical study. The assessment of the outcomes focused on identifying the significant aspects and their significance in the marketing endeavours conducted on social media platforms, which serve as predictors of student decision-making. Three important predictors Social Media Engagement, Content Contribution, and Stakeholders Review were identified and their significant impact on social media marketing by HEI are hypothesized and tested. All the study variables confirm the existence of a significant relationship with the dependent variable. The study concluded that these factors were identified as significant influences on the choice of study and higher education institution. Gaining new followers, prominence content display and stakeholders' feedback builds long-lasting linkages with the immediate environment. As a foundation for creating successful social media marketing strategies for higher education institutions, this research is useful for marketers since it elucidates the dynamics of the market and the habits of potential pupils.

The digital marketing landscape is rapidly evolving, but the integration of visual content still heavily depends on human expertise. Driven by the quest for innovative marketing strategies that resonate with family-oriented consumers, this study seeks to bridge this gap by applying machine learning to analyze visual content in the maternity and baby care product sector.

This study incorporates a range of machine learning techniques – including open science framework feature detection, panoptic segmentation, customized instance segmentation, and face detection calculation methods – to analyze and predict the appeal of images, thereby enhancing user engagement and parent-child intimacy.

The exploration of various ML models, such as DT, LightGBM, RIPPER algorithm, and CNNs, has offered a comparative analysis that addresses a methodological gap in the existing literature, which frequently depends on isolated model evaluations. According to our quadrant analysis with respect to engagement rate and parent-child intimacy, the selection of a model for real-world applications depends on balancing performance and interpretability.

The proposed system offers a series of actionable recommendations designed to enhance customer engagement and foster brand loyalty. This study contributes to image design in maternity and baby care marketing and provides analytical insights for recommendation systems.

As one of China’s most influential social platforms, Xiaohongshu is considered an underexploited market with significant user traffic. This study aims to build on existing scholarly work on social media marketing by conducting an empirical analysis of Xiaohongshu’s content to explore effective marketing strategies for children’s books.

This study uses qualitative content analysis to investigate the marketing practices for children’s books on Xiaohongshu. By systematically coding and interpreting data, the authors identified core marketing strategies and their interactions among publishers of children’s books on the platform.

Based on viral marketing and social proof theories, the analysis delineates practices and interrelations among three key marketing strategy components: content creation, traffic navigation and sales conversion on Xiaohongshu. From this analysis, a conceptual model titled “Continuous ‘Planting a Seed’ of Interest: Strategies for Marketing Children’s Books on Xiaohongshu” was developed.

This research not only corroborates the existing literature on the transformative power of social media in marketing but also extends it by providing a focused examination of how these principles apply to the promotion of children’s books on Xiaohongshu. It also provides practical insights for publishers looking to develop effective marketing strategies.

The purpose of this paper is to investigate the factors influencing the development of social media marketing strategy in an international context. We specifically look at the potential drivers and barriers throughout the social media marketing strategy development process and how cultural differences shape social media marketing strategy decision-making among firms in international markets.

The study is conducted with an inductive research approach involving in-depth interviews with 32 firms from Finland, China and Brazil. Using inductive data analysis, we identify both internal and external factors that drive and hinder the development of firms’ social media marketing strategies. Moreover, we explore the essential elements in social media marketing strategy development based on the key practices observed among these firms, which enables us to conduct a comparative analysis of how cultural values influence the development of social media marketing strategies.

Our findings underscore the importance of both internal (i.e. resources and capabilities) and external (i.e. market-level and country-level) factors that influence the development of social media marketing strategy. Our analysis also unveiled four key practices throughout the social media marketing strategy development process: social selling, content marketing, risk management and relationship management. Additionally, we identified three distinct mindsets regarding firms’ social media selling objectives across companies in the three countries.

The comparative approach provides novel insight into firms' international social media marketing strategy. Our proposed conceptual model shows the development process of social media marketing strategy in the international context. The research propositions highlight the role of cultural values and open up new avenues for future research.

Since March 2020, the global COVID-19 pandemic has disproportionately impacted refugees by compounding preexisting and systemic health, social and economic inequities. In Canada, approximately 50,000 Syrian refugees arrived between 2015 and 2020 and were in the process of rebuilding their lives when the pandemic started. This study aims to explore the impact of the COVID-19 pandemic for Syrian refugees in Canada and identify supports needed.

Drawing on frameworks for refugee psychosocial adaptation and social integration and a qualitative descriptive design, the study used thematic analysis to examine semi-structured interviews with 10 Syrians.

Findings indicated four themes that provide a snapshot of impacts relatively early in the pandemic: facing ongoing development, inequity and insecurity during integration; disruption of settlement, integration and adaptation due to the pandemic; ongoing adaptation and resilience during integration in Canada; and ongoing needs and solutions for integration and adaptation.

This study builds upon growing research concerning Syrian refugees and psychosocial adaptation, particularly during the pandemic. The findings highlight the impacts of the pandemic on a population already facing inequities in a resettlement country. While the findings emphasize the resilience of the Syrian refugee community, the study also demonstrates the need for ongoing supports and justice-oriented action to fulfill resettlement commitments, especially in the face of additional stressors like the COVID-19 pandemic. Implications for policy, practice and future research are discussed.

This research exclusively focuses on China’s elderly Internet users given how severe a threat disinformation has become for this particular population group as social media platforms thrive and the number of elderly netizens grows in China. The purpose of this study is to explore the mechanism of how elderly social media users’ intention to identify false information is influenced helps supplement the knowledge system of false information governance and provides a basis for correction practices.

This study focuses on the digital literacy of elderly social media users and builds a theoretical model of their intention to identify false information based on the theory of planned behaviour. It introduces two variables – namely, risk perception and self-efficacy – and clarifies the relationships between the variables. Questionnaires were distributed both online and offline, with a total of 468 collected. A structural equation model was built for empirical analysis.

The results show that digital literacy positively influences risk perception, self-efficacy, subjective norms and perceived behavioural control. Risk perception positively influences subjective norms, perceived behavioural control and the attitude towards the identification of false information. Self-efficacy positively influences perceived behavioural control but does not significantly impact the intention to identify. Subjective norms positively influence the attitude towards identification and the intention to identify. Perceived behavioural control positively influences the attitude towards identification but does not significantly impact the intention to identify. The attitude towards identification positively influences the intention to identify.

Based on relevant theories and the results of the empirical analysis, this study provides suggestions for false information governance from the perspectives of social media platform collaboration and elderly social media users.