Abstract
This article analyzes consumer intentions to purchase cannabis-based skincare cosmetics by considering the role of human values, environmental awareness, and attitudes toward cannabis-based skincare cosmetics and their industrial use. The literature enabled the definition of a set of nine hypotheses, which were tested by a quantitative study with 230 participants from Portugal. Data were collected online in 2021 using snowball sampling. Structural equation modeling and mean difference tests were used for the hypothesis testing. The results suggest that personal values regarding openness to change and conservation indirectly influence the acceptance of cannabis-derived cosmetic products by reinforcing attitudes toward cannabis-based skincare cosmetics, and that environmental awareness influences the intention to purchase cannabis-based skincare cosmetics. This article provides relevant insights for both practitioners and researchers, as it demonstrates that both attitudes toward cannabis-based skincare cosmetics and the attitude toward the use of cannabis by the cosmetic industry predict purchase intentions of cannabis-based skin care cosmetics and therefore, should be considered for the development of the strategy for communicating with consumers. The article also makes some suggestions about the profiles of consumers most willing to buy this type of product, highlighting the role of environmental awareness and human values as strong determinants that influence the purchase intention of cannabis-based skincare cosmetics.

Abstract
Organic food purchase behavior is attracting increasing attention from researchers and managers. However, there is a need to further explore differences among groups of consumers, namely with regards to cultural dimensions. To help fill this gap, this article aims to examine the impact of collectivism on the determinants of organic food purchase intention and behavior. Building on the theory of planned behavior, this article suggests its extension by considering an additional set of explanatory variables that are shown to be relevant to explain consumer behavior. It includes a quantitative study conducted with young consumers from two European countries, Norway (n = 468) and Portugal (n = 448). Structural equation modelling allowed to conclude that collectivism positively impacts attitude, subjective norm, perceived price, and environmental concern towards organic food. The expected positive impacts of collectivism on product availability and health concerns were not supported by the study. Furthermore, the positive impact of attitude, subjective norm, perceived price, health consciousness, and environmental concerns on intention to purchase organic food were also confirmed, even though availability had an insignificant impact on intentions. Finally, and aligned with extant literature, this study also found a positive impact of intention to purchase behavior on organic food. Interestingly, the positive relationship between Collectivism and Availability, and between Availability and Purchase Intention, was only significant for Portugal. The study confirms the relevance of considering cultural dimensions, particularly collectivism/individualism, to further understand consumer behaviors toward organic food. Based on the findings, implications for both managers and researchers are highlighted.

Abstract
Despite its popularity, search engine advertising is a particularly complex and demanding technique. One of the main challenges for Google Ads managers is to adequately monitor performance. Indeed, the literature identifies a plethora of metrics to measure the success of a search engine ads campaign. One research question arises: What are the metrics adopted by small and medium-sized companies to measure the performance of a Google Ads campaign? This chapter includes a mixed-method study with digital marketing professionals experienced in managing Google Ads campaigns for Portuguese SMEs. Interviews helped highlight the main difficulties faced by SEM's Google Ads' managers and to identify the performance measures they mostly control. Then, a survey enabled to analyse the association between performance measures and campaigns' perceived success. The insights produced by this chapter are particularly interesting for researchers, teachers, business managers, and digital marketing professionals, as it presents important clues on measuring the effectiveness of Google Ads campaigns. © 2021, IGI Global.

Abstract
Co-branding in the hospitality luxury sector is still understudied in the literature. This study aims at tackling this gap through the analysis of a case of a co-branding strategy between a vinous-concept luxury hotel in Portugal and premium wine brands of domestic producers. Fourteen in-depth interviews with managers of the luxury hotel and wine brand partners supported the exploratory research. This chapter represents a case of qualitative data application to an underestimated topic in the literature from the managers' point of view. The study offers evidence on the benefits for both parties, reasons for adopting co-branding, and partners' selection attributes. The improvement of brand image emerges as one of the main advantages of co-branding with a luxury hotel. Based on the literature review and the interviews with managers, the study proposes a set of hypotheses to be tested in future research. This chapter provides interesting cues for academics and practitioners. © 2021, IGI Global.

Abstract
Purpose Technological advances in the last decade have caused both business and economic sectors to seek for new ways to adapt their business models to a connected data-centric era. Family businesses have also been forced to leave behind traditional strategies rooted in family stimuli and ties and to adapt their actions in digital environments. In this context, this study aims to identify major online marketing strategies, business models and technology applications developed to date by family firms. Methodology: Upon a systematic literature review, we develop a multiple correspondence analysis (MCA) under the homogeneity analysis of variance by means of alternating least squares (HOMALS) framework programmed in the R language. Based on the results, the analyzed contributions are visually analyzed in clusters. Design/methodology/approach Upon a systematic literature review, we develop an MCA under the HOMALS framework programmed in the R language. Based on the results, the analyzed contributions are visually analyzed in clusters. Findings Relevant indicators are identified for the successful development of digital family businesses classified in the following three categories: (1) digital business models, (2) digital marketing techniques and (3) technology applications. The first category consists of four digital business models: mobile marketing, e-commerce, cost per click, cost per mile and cost per acquisition. The second category includes six digital marketing techniques: search marketing (search engine optimization and search engine marketing (SEM) strategies), social media marketing, social ads, social selling, websites and online reputation optimization. Finally, the third category consists of the following aspects: digital innovation, digital tools, innovative marketing, knowledge discovery and online decision making. In addition, five research propositions are developed for further discussion and future research. Originality/value To the best of our knowledge, this study is the first to cover this research topic applying the emerging programming language R for the development of an MCA under the HOMALS framework.

Abstract
Social media strategies are commonly adopted by large and SMEs due to the expected impacts on customer engagement, branding, sales, and overall company performance. One particularly interesting strategy conducted on social media is real-time marketing (RTM) that enables the company to get involved in the discussion of trending topics. The main aim of this chapter is to analyze RTM impacts on user engagement in the case of socially relevant topics, particularly Women's Day. It provides an analysis of publications by the 25 most valuable brands in Brazil (comprising both large companies and SME) and explores the interconnections between RTM publications and CSR policies. One main conclusion is that companies should approach socially relevant dates in accordance with their CSR policies, and that successful RTM initiatives can comprise alternative approaches: promotional actions, tributes, and CSR. The findings of this chapter are particularly relevant for SMEs, considering the democratic nature of RTM and overall social media strategies.