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Really creative posts on the social media accounts of brands or political parties can produce gratifyingly viral results that can boost brand engagement, loyalty, profits and votes. This makes it a highly attractive new marketing tool. However, when brands or parties get creativity on social media wrong it can damage reputation. This chapter examines two aspects of this trade-off between the viral and the virtuous. Firstly, the authors explore the regulations around labelling brand posts as adverts and show that they are very unclear, tempting brands to bend the rules or allowing them to inadvertently break them. Secondly, the authors consider memes: a content marketing technique widely used in political and commercial brand posts. The authors analyse the three creative elements core to memes along with successful and unsuccessful examples. The authors end by suggesting that regulators clarify the codes and invite readers to weigh up the pros and cons of using creative content marketing in brand posts.

This research study aims at revealing a planning method for the development of the Souq Waqif-Transit village.

Over the past decade, transit-oriented developments (TODs) have become an international city planning model for promoting sustainable urbanism. On a regional scale, the State of Qatar launched the construction of Doha Metro. The current network consists of three lines with a central interchange station within the city's most vibrant cultural core, i.e., between Msheireb Downtown Doha and Msheireb, near to the Souq Waqif historical site and Al Corniche waterfront promenade. The Qatar National Development Framework emphasizes the importance of stimulating sustainable urban growth by linking the Doha Metro with TODs.

The findings show that the benefits of a strategy for monitoring and assessing the potential benefits of the investigated TOD linked to the analysis of the indices for (1) travel behavior, (2) built environment diversity and (3) other categories specific to the site's historical-heritage preservation.

Namely, a comprehensive approach for developing a historical site is/should be grounded in a planning method for enhancing the mixed-used urban fabric, public realm and walkability, and heritage preservation.

The insights from this research study aim to guide the long-term sustainable urban growth of Gulf Cooperation Council (GCC) cities in the future.

The proposed sustainable growth planning scheme for the Souq Waqif addresses gaps highlighted through design tools of investigation. The missing attributes concern three key factors: (1) mixed-used urban fabric, (2) public realm and walkability and (3) built heritage preservation. The quality of streetscape, corridors, connections and connectivity of pedestrian and walkable network: TOD is not dependent on a singular mode of transport (Doha Metro), but it includes all systems that allow for mass public mobility within the city districts. Integrating other transport systems within mixed-use areas should be reevaluated based on accessibility to such systems, including taxi services, public bus services and public shuttles.

This paper aims to investigate the link between accounting, religion and art to understand the managerial approach of the Confraternity of Corpus Domini of Urbino and the phenomenon of art commissioning between 1465 and 1513.

This study is based on the interpretive historical method used to understand, through accounting, the managerial role of confraternities within the economic activity of art commissioning. To this purpose, the present analysis is based on a primary source, represented by the book of revenues and expenses, named B1 (1465–1513).

The analysis has provided evidence of the role of Urbino’s Confraternity in supporting art commissioning and its capacity to invest significant resources in favor of the social, religious and institutional environment of the time. Results show the connection between Urbino’s Confraternity and painters based on their commissioning agreements, the relation between painters and the Ducal Court and, finally, the role of the Duke of Urbino in funding the Confraternity’s initiatives for painters. Thus, this study highlights the major role played by Urbino’s Confraternity in art commissioning, an instrumental part of the Confraternity’s mission.

This paper presents a unique case study that brings out the managerial approach in art commissioning through accounting documents which make activities and links visible.

In 1987, Campbell Soup Company introduced the Souper Combo, a line of frozen soup and sandwiches. Melvin Druin, vice‐president for packaging, called it “the perfect combination of old‐fashioned good taste and today's convenience. No mess. No fuss. Easy to use. All you have to do is clean your spoon. Everything else just throw away.” Unfortunately, the multi‐layered plastic‐coated packaging does not just disappear when thrown away. Plastics packaging, particularly from convenience products, has become a waste disposal nightmare. Garbage, an environmental magazine, gave the Souper Combo an “in the dumpster” award, saying, “It's precisely the kind of product that's created the municipal landfill monster.”

The purpose of the paper is to provide an initial study on the Italian mobile payment services market, and to identify and assess the main diffusion drivers of mobile payment applications.

The research design integrates an exhaustive census of all Italian mPayment applications and an in‐depth analysis of the most significant cases performed through the case studies methodology: ten user companies or “merchants” and six service providers were analyzed through semi‐structured interviews given to top managers.

Through the census, 21 mPayment applications and related services were identified. In addition to this, the case studies brought greater understanding of the key diffusion drivers: strong inhibitory factors and adoption barriers are still restricting user adoption despite the many benefits related to these services.

The research represents a first, exploratory study of a market at its embryonic stage of development. Nevertheless, given the global magnitude of the Italian mobile telecommunications market and the gradual rise of the mPayment paradigm, the analysis can provide a valuable basis for future studies in the field.

The findings can support a wide set of stakeholders – both first movers and newcomers of the mobile payment segment – in their offer definition and market making choices.

The paper combines a census and a case study methodology to delineate the offer's state of the art for innovative, mobile channel‐based payment services; moreover, its assessment of the applications' core benefits, diffusion drivers and adoption barriers can be tested for generalization to different contexts.

This paper aims to propose a new indicator of product differentiation in the mortgage market and use it to examine how the double crisis, local market competition and bank-specific characteristics have influenced the supply of non-conventional mortgages in Italy.

This paper uses a special Bank of Italy’s survey on 400 Italian banks over the period 2006–2013, to compute a new indicator for product differentiation in the mortgage market. This paper considers mortgage with non-conventional characteristics: loan-to-value ratio greater than 80%; duration longer than 30 years or with a flexible maturity. This paper estimates probit and ordinary least squares (OLS) models using panel data at bank-time level.

The findings suggest that during the double crisis that hit the Italian economy between 2008 and 2013, the diversification process in the Italian household mortgage market slowed down. Controlling for banks’ and local markets’ this study finds that larger, less risky banks and those that have adopted scoring systems are more likely to offer non-conventional mortgages; moreover, banks operating in more competitive markets and in markets where other banks offer non-conventional loans tend to diversify their supply more. Most of these indications are confirmed by analyzing the quantities actually granted. These results suggest that the structure of the local markets does matter, and that there could be a non-price competition effect among banks in providing differentiated mortgage contracts.

The indicator, computed using data at bank level drawn from a special Bank of Italy’s survey, goes beyond the standard approach on product differentiation followed in the empirical literature, mainly base on the dichotomy between fixed and variable lending rates. Furthermore, to best of the authors’ knowledge, so far there is no empirical evidence on the supply-side factors that influenced the diversification of mortgages’ contractual terms during the crisis; particularly, there is no evidence on the role of local market competition and bank-specific features. This paper contributes to fill this gap in the literature.

The study aims to analyze the relationship between tourists' satisfaction and their sense of belonging in a specific cultural destination by also investigating the moderating role of their on-site involvement, both offline (on-site activities at the destination) and online (social media activities). A further objective lies in exploring the relationship between tourists' sense of belonging and their adoption of environmentally responsible behavior while at the destination. Finally, the paper attempts to determine whether said behavior can predict tourists' pro-environmental behavior and recommendation intention.

To reach these objectives, a survey and a structural equation model, based on a sample of 647 visitors of an important world Heritage site UNESCO (i.e. Urbino), have been adopted.

Findings reveal a positive influence of sense of belonging on satisfaction and environmentally responsible behavior, which, in turn, influences pro-environmental behavior and Recommendation intention, thus triggering a virtuous process in the tourists' formation as responsible and loyal travelers. Moreover, results underline how the relationship between satisfaction and sense of belonging is significantly strengthened when tourists' on-site activity involvement increases. Conversely, the moderating role of social media involvement is not supported.

The present study offers important implications for different actors in the tourism sector, such as policy makers, destination marketing organizations (DMOs) and tourism operators.

The present study explores the role of social media involvement, specifically during the tourist's holiday.

This study enriches the empirical evidence in the cultural tourism through an analysis focused on the tourists' perspective, especially by investigating the relationship between satisfaction and emotional constructs (i.e. sense of belonging) that are able to bring environmental and loyalty benefits to the destination. Moreover, although existing research has highlighted the positive influence of the tourists' involvement on their experience, there is a paucity of studies jointly analyzing the on-site and online activities in the sustainability field.

Work–family balance practices available in several work organizations to help employees with children to manage the demands of work and family life can have a negative impact on employees with family commitments, on childless employees and on the organization itself, as Perrigino et al. show in their theoretical review. This is the work–family backlash phenomenon expressed by the four mechanisms of stigma, spillover, inequity and strategic. Even if the stigma mechanism towards working women with children was widely explored, no study until now considered the four backlash mechanisms jointly, in the Italian context. The purpose of this paper is offering a first empirical exploration of these mechanisms in Italian work organizations.

For this study, 15 Italian career women with different care burdens were interviewed, and the four mechanisms were analysed from the perspective of women with and without children, and of organizations.

Analysis has shown that the backlash phenomenon can trigger a vicious cycle of perceived inequity that leads to job dissatisfaction and low work motivation. Management responsiveness and fairness in dealing with employees’ needs are central to promoting well-being by effectively balancing career paths with personal needs, especially in a cultural context where most responsibility for family needs is still left to women and few public supports are available.

This study, in spite of some limitations, offers a first contribution to the analysis of the different facets of the work–family backlash in the Italian context and suggests several possible research and practical developments.