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Traditional branding approaches take too long to react to today's dynamic environment. Agile branding offers a promising approach and might be the contemporary answer to the demands of our digitalized world. While scientists state that an agile approach to branding is essential nowadays, there is a lack of knowledge on how agile branding can be conceptualized and applied in practice. This article aims to provide a better understanding of agile branding by identifying its dimensions and antecedents. This study pursued a multi-method approach: a systematic literature review was conducted, followed by qualitative semi-structured interviews with eleven experts and a group discussion with five participants. Applying the dynamic capabilities perspective, the authors identify five dimensions, including 20 antecedents of agile branding: (a) leadership style and culture, (b) employee skills and competencies, (c) technology and methods, (d) stakeholder and feedback integration, and (e) ambidexterity. The critical challenge of agile branding is to balance brand continuity and adaptation. The study is the first to conceptualize agile branding, offering scientists and practitioners values and principles on how brands can be managed and further evolved in a constantly changing world to stay relevant in the market and ahead of the competition. [ABSTRACT FROM AUTHOR]

This research focuses on the key aspects of the basis of women's entrepreneurship in the particular case of the Ukrainian ecosystem of entrepreneurship. Even in wartime, entrepreneurship is a chance to overcome circumstances, and it should be developed for women and men. A correlation regression analysis and simulation modeling were carried out in order to rank the priorities for the development of types of economic activity of small business entities managed by women, making it possible to substantiate the forecast of the development of women's entrepreneurship in Ukraine for 2024–2026. The findings show the positive impact of the entrepreneurial ecosystem and the need to continue to strengthen policies that encourage and facilitate female entrepreneurship. This analysis provides three types of development scenarios for women's entrepreneurship in Ukraine. [ABSTRACT FROM AUTHOR]

Patient assistance with severe eating disorders (EDs) is covered in hospital institutions by the specialized service offered. To a lesser extent, these types of pathologies are treated from health prevention, and there are hardly any experiences of health promotion in EDs through social networks. The main objective of this study was to evaluate the effectiveness of the messages about ED spread on TikTok, particularly those disseminated by international hospitals. For this, a systematic review of the scientific literature has been conducted, and the analytic tools Fanpagekarma and analisa.io have been used to analyse TikTok accounts of hospital entities and an intentional sample of different tiktokers with EDs or in recovery and people who show themselves as valid advisers in this matter, as well as their followers, respectively. Among the results obtained (due to volume and lack of transparency), the strategies of those who participate in TikTok to promote unhealthy eating habits are striking, as well as the amount of content presented against the spread of EDs that has the opposite effect on receivers. This study highlights the influence of TikTok on people affected by an eating disorder or are vulnerable to suffer from it and advocates for the spread of communication proposals via this social network that are supervised or led by health specialists who validate the content of the messages from a hospital environment to prevent such disorders. The definition of lines of action in communication by health institutions in this sense is shown to be necessary to prevent the appearance of EDs or to slow down their growth. [ABSTRACT FROM AUTHOR]

The aim of this study was to analyze, from a gender perspective, advertising broadcasts during a time of crisis. A holistic perspective of the stereotypes, roles, professions, and gender relations represented is offered by utilizing a content analysis of all the advertisements and their corresponding images during broadcast. Methods: a content analysis of 20 variables was conducted; of these, 7 variables were obtained from under the gender perspective of 1.350 images, corresponding to 71 audiovisual spots on YouTube that were broadcasted during the lockdown. Results: this analysis showed the special sensitivity of advertisers when balancing male and female presences, and in projecting an equitable and co-responsible vision between both genders, with special emphasis on gender professions, teleworking, and childcare. Corporate advertising predominates over commercial advertising, which may explain why the discourse and images blur inequalities and imbalances with respect to official statistics. Conclusions: advertisers seem to have noticed the strategic role of introducing gender perspectives into advertising, thus assuming a more social function that better connects them with today's society while also supporting the advances and challenges of equal opportunities. [ABSTRACT FROM AUTHOR]

In the last decade, there have been an increasing number of studies on female entrepreneurship and its relationship with communication activity. However, as a worldwide current issue, there are no records in the scientific literature in which a bibliometric analysis has been performed in this field. This article aims to fill this gap by reviewing the present situation of research production and analyzing its evolution and trends. To this end, a systematic review of the existing literature is carried out, as well as the bibliometric analysis of the 1356 records found in the Scopus database and the analysis of bibliometric networks referring to authorship, citation, keywords and main affiliations of researchers with VOSviewer software. Among the results, it is worth noting the close correlation between advances in communication strategies on behalf of women entrepreneurs, mainly related to the digitization of processes and the reduction of gender disparities. Thus, there is a need to raise awareness of the importance of communication in business management and to promote training activities that encourage greater interaction between women entrepreneurs and their stakeholders. [ABSTRACT FROM AUTHOR]

Freight trip generation modelling is important for forecasting freight movements, and understanding freight movements is crucial to enabling sustainable freight transportation planning. The existing literature focuses on model development, and most of the previous models are estimated by ordinary least squares regression. However, few studies have carefully considered the OLS assumptions. The objective of this paper is to estimate freight trip generation models using deliveries to commercial establishments in Brazilian municipalities. A procedure is described to estimate models by ordinary least squares (OLS), and alternative techniques are considered to address the violations of the OLS assumptions. The analysis was conducted with data from 860 commercial establishments in nine Brazilian municipalities, and models were estimated for capital, non-capital, small, medium, and larger municipalities. The findings showed that alternative techniques to OLS regression can provide better-estimated parameters and more accurate results. Not evaluating the OLS assumptions could compromise the quality of the model and, consequently, planning using these models. Moreover, the results showed that the number of employees has a more significant influence in small cities and a lower influence in medium-sized municipalities. Finally, the findings demonstrated the importance of local models that include the municipalities' characteristics and that can support freight transportation planning. These models can also include sustainable strategies for freight transport. [ABSTRACT FROM AUTHOR]

The interest of the scientific community and, consequently, the scientific production of topics on happiness and well-being at work, or the management of happiness in organizations, has been increasing over the years. The main objective of this bibliometric analysis is to determine the evolution of the concepts referred to in published scientific works. Bibliometric methods and techniques are used to analyze the themes and the most relevant trends, the number of papers and their citations, and the main institutions, and to highlight areas where the most research has been done on these issues. In addition to the review of the scientific literature, 312 studies are analyzed and net-mapped. The most outstanding results are the increase in the number of papers and citations during the health pandemic caused by COVID-19; the importance given to the transversality of well-being programs in corporations; and the greater frequency of research on the benefits of promoting the improvement of quality of life for work performance and its social impact. [ABSTRACT FROM AUTHOR]

This research aimed to provide a more informed and systematic basis on which to develop the positioning strategy in social media due to the interactive capacity and influence that social media has in the success of tourist destinations. In particular, we investigated the role of stakeholders. We carried out an exploratory study using a mixed method which included interviews and an analysis of the activity conducted on the official social media accounts (Facebook, Twitter, and Instagram) of the Spanish regions of Andalusia, Catalonia, and Valencia. The findings provide insight into how tourist destinations promote their image through the use of social media. Social media was found to be a strategic platform for enhancing brand image and achieving tourist engagement. Additionally, the role of stakeholders in supporting and facilitating the image destination strategy is worth highlighting. This study shows that the results achieved by social media can be improved by identifying all stakeholders and defining a content generation strategy by integrating and adding value. [ABSTRACT FROM AUTHOR]

The most powerful countries in the world are immersed in a process of economic and cultural globalization. As an effect of action and reaction, there is an increasing emergence of nationalistic phenomena. This investigation undertakes an analysis of the current situation in Europe and places particular focus on the case of the Catalan independence movement, subjacent to the history of Spain, which has been growing notably in recent times. With 3600 articles reviewed, this study investigates the repercussions and communicative strategies from the point of view of the principal Spanish digital media. The results reveal two parallel universes, clearly differentiated by their perspective of the conflict, their contradictory headlines, and their parallel truths. This text presents key findings that are relevant for the study of political communication in the context of media studies. [ABSTRACT FROM AUTHOR]

Instagram is a popular social media platform. Its ability to convey feelings through photographs has become a valuable communication tool for tourism destination branding. The cases of two destinations in Southern Europe provide an understanding of how Instagram can be used to promote a destination's image by Destination Management Organizations (DMOs). For this purpose, a content analysis is carried out, first of the official Instagram accounts of Algarve (Portugal) and Costa del Sol (Spain), and then of the most popular hashtags related to them, showing User-Generated Content (UGC) from the points of view of both destination managers and tourists. The results show that Instagram is a strategic social media platform for enhancing the brand image by engaging customers. Destinations seize content generated by tourists; therefore, the hermeneutic circle of representation is inverted, as photos taken by tourists aim to reproduce the perceived image of a destination and motivate tourists to capture their experiences with the best picture. Additionally, it is worth highlighting, as a main finding, the role of sustainability as a key factor in UGC for DMOs and for Instagram users. This research provides valuable information about designing promotion strategies for DMOs, in order to understand the potential of Instagram in building a destination's image and inspiring tourism through images. [ABSTRACT FROM AUTHOR]

Opinion mining and sentiment analysis has become ubiquitous in our society, with applications in online searching, computer vision, image understanding, artificial intelligence and marketing communications (MarCom). Within this context, opinion mining and sentiment analysis in marketing communications (OMSAMC) has a strong role in the development of the field by allowing us to understand whether people are satisfied or dissatisfied with our service or product in order to subsequently analyze the strengths and weaknesses of those consumer experiences. To the best of our knowledge, there is no science mapping analysis covering the research about opinion mining and sentiment analysis in the MarCom ecosystem. In this study, we perform a science mapping analysis on the OMSAMC research, in order to provide an overview of the scientific work during the last two decades in this interdisciplinary area and to show trends that could be the basis for future developments in the field. This study was carried out using VOSviewer, CitNetExplorer and InCites based on results from Web of Science (WoS). The results of this analysis show the evolution of the field, by highlighting the most notable authors, institutions, keywords, publications, countries, categories and journals. [ABSTRACT FROM AUTHOR]

This paper shows the effects of training entrepreneurial competences on employability in higher education. It identifies teaching methods that are more effective in order to improve entrepreneurial competences. These are hackathon, team building, role play, and practical cases with entrepreneurs at a Spanish university. In contrast to the methods shown in previous literature, a mixed-method is proposed. Firstly, a qualitative technique based on three focus groups with the participation of lecturers, students, and entrepreneurs are used. Additionally, a regression analysis seeks links between entrepreneurial intention and employability with entrepreneurial competences with 329 students. The findings show the direct effect on skills appreciated in companies, using collaborative and practical activities focusing on competency perspective. This research work provides a new approach to training entrepreneurial competences that demonstrates the main role of Open Innovation enhancing the main stakeholders' motivation and improving their skills. Useful information is provided to design the academic syllabuses and improve the level of employability of university graduates. [ABSTRACT FROM AUTHOR]