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Although the literature on crisis communication is quite vast, business communication related to global crises (e.g., natural disasters) is largely unexplored. This chapter aims to fill this gap and shed light on brand communication strategies during a pandemic. A netnographic study was carried out with the purpose of identifying brand positioning and communication strategies during the COVID-19 pandemic outbreak and of understanding the engagement of brands' followers during that period. The study included four brands of large Brazilian companies and comprised the analysis of brands' feed on Instagram during the first five weeks of the outbreak in Brazil. Findings enable to identify two distinct profiles: unprepared brands and leading brands. The chapter provides valuable clues for both managers and researchers dealing with crisis communication.

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Abstract
In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, driven by digital advancements and shifting consumer behaviors, leaving companies scrambling to stay relevant. Academic scholars, educators, and managers face a formidable challenge: deciphering the complex web of trends and technologies shaping modern marketing while equipping themselves with actionable strategies to thrive in this dynamic environment. Marketing Innovation Strategies and Consumer Behavior is a comprehensive resource that serves as a beacon of clarity amidst the chaos, offering a structured roadmap for understanding and harnessing the power of innovation in marketing. Through meticulous analysis of current trends and in-depth exploration of cutting-edge strategies, this book provides a holistic understanding of the challenges and opportunities facing businesses today. By delving into topics ranging from digital marketing and sustainability initiatives to data analytics and emerging technologies, Marketing Innovation Strategies and Consumer Behavior equips readers with the tools they need to survive and thrive in the modern marketplace. Its emphasis on real-world case studies ensures practical relevance, while its theoretical underpinnings offer a solid foundation for academic inquiry. This book is an indispensable resource for scholars seeking to deepen their understanding of marketing innovation, providing actionable insights and strategic frameworks to navigate the complexities of the digital age with confidence and agility. © 2024 by IGI Global. All rights reserved.

Abstract
This chapter is based on consumer behavior theories and analyses consumers' perspectives about camping as a tourism alternative. It explores motivations and several relevant factors that influence the attitudes and behaviors of tourists regarding camping activities. The methodology was qualitative and used focus groups as a data collection tool. A content and thematic analysis was adopted as data mining technique. Results provide empirical support to the influence of subjective norms, relevant others' preference for camping, and sustainable consumer profile on attitudes toward camping which influence camping intention. Moreover, camping intention, motivations, relevant others' preference for camping, perceived control, and past experience affect camping behavior. Overall, this chapter shows that consumer behavior theories and models provide very interesting cues on campers' decision process, offering alternative and complementing views to the extant literature, namely to the studies using the popular push-pull approach.

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This paper aims to study the perceptions of Vocational Education and Training (VET) students and VET teachers about the image of vocational education in Portugal and the contributions of VET to the achievement of the goals set in the 2030 Agenda. For this purpose, a qualitative study was conducted in Portugal in 2020 with a sample of 5 former VET students and 12 VET teachers. The objective was for participants to provide their views, experiences, and opinions on the inclusiveness and quality of VET education at the secondary level and how it may contribute to students’ lifelong opportunities, employability, and social inequality reduction. Various perspectives were offered, including divergent views between teachers and students. Topics such as equity, stigma, social status, employability and empowerment resulting from professional recognition, namely due to continuing studies at a higher level, were also discussed. Overall, this study provides valuable insights on the possible roles of VET in what concerns the 2030 Agenda, demonstrating that this topic deserves urgent attention from researchers.

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At the celebration of its 30th anniversary, Erasmus is recognised as the most successful exchange program ever implemented. The prospects of attaining a common European consciousness challenged the program's ability to blend together knowledge, attitudes and skills in a winning combination. It is no longer sufficient to communicate and integrate: mobility should actively foster skills to support students's professional career at national and international levels. Although literature on mobility is vast and interesting, studies on the impact of the mobility experience in the students' future employability profile rarely provide first-hand data on their expectations in this regard. This exploratory research comprises a qualitative focus group approach with Erasmus students during their exchange period in a Portuguese university and collected some insightful data on how students consider their mobility in terms of new learning outcomes, the professional value of the experience and the development of new skills. Results indicate that students seem to be quite aware of the positive implications of mobility in their professional careers and of the set of skills developed during that period. Overall, this article contributes to demonstrating the importance of assessing skills development during Erasmus mobility experiences. Managerial implications and suggestions for future research are provided.