Abstract
The main aim of this article is to explore the relationship between tourism experience and international retirement migration. Despite the current trends in international tourism and the marketing efforts of some destinations to attract retired foreigners, contributions in the literature about prospective migrants' decision process are still rare, particularly regarding long-term migration and beyond the traditional north-south flows from the wealthy countries to warmer and more affordable destinations. Building on migration theories and models, including the recently proposed push-pull plus model, this article includes a qualitative study with 12 Brazilian citizens with varying degrees of intention to migrate to Europe after retirement. Results show that tourism acts as an important facilitator of prospective migrants' decision process, functioning as a mediating driver of future migration, by enabling to gather information and to experience the living conditions in the destination. Overall, this article demonstrates that the push-pull plus model is particularly interesting to capture prospective migrants' dynamic decision process. Implications for managers and future research suggestions are also provided.

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
There is a dual challenge for writing content for the internet: conquering search engines and attracting the attention of target audiences. This chapter proposes a content planning and development approach with a triple focus: main keyword power, target audience, and benefit provided. It argues that keyword power, given by its search volume and effective competition level, provides only an incomplete starting point for creating valuable content, as content effectiveness will ultimately depend on the benefit provided for the target audience. A benefit-driven approach to writing valuable and optimized content is particularly interesting for increasing reach, interaction, and involvement, thus being recommended for inbound and content marketing strategies. The phases of benefit-driven content writing are described, from keyword choice to the main optimization procedures.

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

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.