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This chapter aims to combine the contributions scattered in the literature by analyzing the different types of social media marketing actions and their expected outcomes. A systematic literature review was conducted and complemented with interviews with practitioners (n=8) in order to validate the findings. The analysis confirmed that the literature is particularly fragmented, although it approaches a very diversified list of social media marketing actions (n=29). Four types of actions were identified: actions that evoke emotions, actions that foster interaction and involvement, actions of information sharing, and commercial actions. Practitioners involved in the validation process confirmed the adequacy and usefulness of the classification. Social media marketing actions are organized into four blocks according to their objectives and impacts on consumer behavior, hence providing a tool that was recognized by a sample of practitioners as useful to guide their efforts and budgets. © 2023, IGI Global. All rights reserved.

Abstract
Blockchain technology is expected to play a pivotal role in innovation across various sectors in the near future, facilitating long-term and sustainable growth for businesses and the economy. The food retail sector, in particular, can greatly benefit from blockchain technology, as food safety remains a top priority for stakeholders, particularly consumers. This chapter examines the advantages of blockchain technology in the food retail sector and presents a case study of a Portuguese food retail corporation. The case study explores whether the company should expedite the adoption of blockchain technology in its supply chain management. The conclusions drawn from this study help managers in making informed decisions regarding future strategy implementation, intending to enhance supply chain efficiency, safety, and transparency. Furthermore, these findings will provide valuable insights for other players in the food retail sector grappling with similar challenges. © 2023, IGI Global.

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This article fills a gap in the literature by exploring e-shoppers' views on the ability of verbal and visual cues to represent scents of unknown perfumes. In-depth face-to-face interviews were conducted with 27 consumers from Brazil, Iran, and Portugal. Results demonstrate that visual cues could complement verbal descriptions in conveying the type of scent of perfumes. In addition, this study identified a set of associations between several colors and types of scents. Overall, this article argues that consistent combinations of perfume components' symbolic and sensory verbal descriptions, colors, and images should be developed to effectively convey the scent of an unknown perfume, which can attract more e-shoppers and eventually boost online sales. Cross-cultural comparisons are also highlighted. The present study advances the knowledge of how perfume companies and e-tailors can take the advantage of implementing sensory cues to facilitate the online purchase of a typical experience product. Copyright © 2023 (Barbosa, Oliveira, Chkoniya, Mahdavi).

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