Abstract
This chapter aims to understand the options for distributing newspaper content online and offline. By adopting a case study approach, it analyses the content strategy of one of the most widely read newspapers in Portugal, Jornal de Notícias (JN). Several data sources were used, including an interview with the director and a survey with 570 readers. JN shared a much larger number of news in the paper version. It is a newspaper focused on difficult news; however, it combines this strategy with the use of infotainment, especially in the online version. This chapter highlights the importance of aligning the content strategy and the preferences of readers.

Abstract
This article aims to identify the success factors for Website strategies of independent luxury fashion designers to communicate their brands and to foster lasting relationships with customers. The article includes an empirical study with 14 Portuguese luxury fashion brands designers that combine Website analysis and interviews with its managers. This study evidences the difficulties that Portuguese luxury fashion designers face in communicating the differentiating elements of a luxury fashion brand in digital channels, particularly product characteristics, luxury atmosphere, service personalisation, and the intimacy enabled by brick-and-mortar stores. The findings highlight the difficulties in strengthening online customer relationships, and those omnichannel strategies are essential to preserving luxury products' differentiating features and elements.

Abstract
Worldwide organic food consumption has registered a consistent rise in recent years. Despite the relevant body of literature on the topic, it is necessary to further understand the antecedents of purchase intention. This article aims to identify the factors that influence the consumer's intention to purchase organic food. It extends the theory of planned behavior model by including environmental concerns, health concerns, and perceived quality as determinants of attitude toward organic food products. Additionally, it considers the effect of product availability on consumers' perceived behavioral control. This article includes a quantitative study that was conducted in Portugal in 2020 (n = 206). Structural equation modeling was used to test the proposed set of research hypotheses. In line with extant literature, this study confirmed that attitude toward organic food is the main determinant of purchase intention. Additionally, it demonstrates that health concerns and perceived quality have a significant impact on attitude toward organic food. The impact of environmental concerns on attitude was not confirmed by this study. Based on these findings, it is recommended that managers stress health benefits and quality of organic food in order to foster positive attitudes and consequently leverage purchase intention.

Abstract
Social media are transforming relationships with customers for all sectors, including tourism. Since the search for information is a critical aspect of tourist purchase decision process, the importance of social media for tourism is evident. However, the presence of tourism brands in social media is not enough to have an impact on tourist purchase decisions: it is necessary to generate engagement. This chapter aims to conceptualize tourist engagement on social media and identify tourist engagement indicators. Tourist engagement was conceptualized through a literature review that identified four dimensions of engagement: popularity, commitment, virality, and post engagement. A set of indicators is proposed to measure tourist engagement in each of these dimensions. The proposed TSM engagement framework was validated through a mixed-method approach, using secondary data and interviews carried out with Brazilian tourist destinations.

Abstract
This chapter aims to contribute to a better understanding of the role of websites in business internationalization by exploring how website overall objectives and their coherence with website strategies support website internationalization effectiveness. It provides empirical evidence on the experiences of Portuguese companies shared by 20 managers of large companies and SMEs of various activity sectors. Results show the importance of a clear website strategy (e.g., clear objectives and coherent tactics) for an effective role in internationalization. Findings also confirm that, while many managers are skeptic about the effectiveness of websites as an internationalization touchpoint, namely due to sector characteristics (e.g., type of customers, type of products/services), the website is perceived as an essential tool for reaching, attracting, and involving international customers, supporting other communication instruments such as participating in international fairs and sales force.

Abstract
Hashtags are commonly used in social media communication not only to categorize conversations but particularly to raise attention and generate debate of certain topics. Hashtag activism is one of the areas that is gaining particular attention from academics and the overall society. The focus of this chapter is hashtag attributes. Particularly, it analyses and compares four hashtags related to violence against women that circulated on social networks during the COVID-19 pandemic: #16Days, #IsolatedNotAlone, #womensupportingwomen, and #NiUnaMenos. The chapter highlights important aspects to increase the effectiveness of communication with the use of hashtags.