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In an effort to evaluate if and how emojis might boost customer engagement in email marketing, the current research aims to analyzes emojis' effects and investigates how certain features, such as the type of emoji or the way of emojis' presentation (repetition and position), moderate their effectiveness.

This research comprises four experimental studies. The first two analyze whether the presence and the type of emoji (facial vs non-facial) influence customer engagement. Then, two more studies analyze the influence of the presence and type of emoji, as well as repetitions (repetition vs no repetitions) and positions (left vs right). The data collection is through email marketing campaigns, with two types of brands. The analysis is a fractional factorial design in one- and two-way interactions to identify the influence of presentation features.

Emojis influence customer engagement and can trigger interactive behaviors and increase customer engagement, even in a channel that generally is less prone to interaction. The emojis increase the probability of opening the email, the number of times email gets opened and clicks to access additional content.

The varied results suggest the need for more research to confirm the findings regarding presentation features. This research offers novel implications for interactive marketing and the theory of visual rhetoric because the research establishes how visual stimuli such as emojis can persuade and capture customer attention and increase customer engagement.

Practitioners can optimize email marketing by using emojis strategically to attract audience interest, provoke interactions, build relationships and generate word of mouth, leading to better consumer experiences, loyalty and brand profitability.

Most studies use semantic analysis to analyze emojis; the current study instead tests whether emojis can increase customer engagement in a less-interactive channel and then also considers the moderating role of several emoji-relevant variables. In addition, the authors apply the theory of visual rhetoric to explicate the original findings, which are gathered from a unique data set involving real marketing campaigns.

The purpose of this paper is to address the potential impact of need for touch (NFT) on perceived product quality and the possible roles of purchasers’ social (subjective norms), personal (buying impulsiveness) and epistemic (e-commerce orientation) factors, as well as the likely interaction effect of the shopping channel.

The empirical study is based on 540 observations, analysed in a partial least squares structural equation model.

The link between the NFT and perceived quality tends to be negative, especially for online purchases. E-commerce orientation reduces the need to touch products, but subjective norms and buying impulsiveness have no significant effects.

The NFT scale might be improved by adding more items. Some of the structural model coefficients indicate a low effect size. Finally, the results are limited to Spanish purchasers of the focal product.

Firms should appeal to purchasers’ e-commerce orientation to reduce the negative implications of a need to touch products among consumers shopping online.

The need to touch a product may be an obstacle to online purchases, yet few studies deal with its impact in online, relative to offline, contexts to evaluate product quality. This study also integrates personal, social and epistemic factors.

This article aims to offer empirical evidence pertaining to the relationship among entrepreneurship, market orientation and business performance within the context of disadvantaged socio‐economic regions of the European Union.

Two groups of hypotheses investigate the relationship between entrepreneurship and market orientation and the joint effect of these dimensions on performance. All questions are approached using survey data from 183 firms located in the Castilla y Leon region, Spain.

A strong relationship exists between entrepreneurship and market orientation. Although these orientations may be implemented separately, firms emphasise entrepreneurship when they are market‐oriented. Therefore, the strong relationship and complementarities between entrepreneurship and market orientation reduce the effort involved in the joint adoption of both orientations. Both orientations also demonstrate a strong relationship with performance, such that each contributes specifically.

The article shows that, despite little evidence of synergic effects of the joint adoption of both orientations, the specific aspects that differentiate entrepreneurship and market orientation both contribute to improving performance, and therefore, firms should foster a market‐oriented, entrepreneurial organisational culture.

The purpose of this paper is to incorporate explicitly consumer heterogeneity into market response models estimated with store‐level scanner‐data.

Latent structures in market response to a product category using aggregated scanner data registered by a supermarket are identified. Specifically, latent consumer segments with diverse preferences towards brands and different responses to marketing stimuli from data consisting of daily marketing actions (i.e. price, promotions, advertising, etc.) and sales of competing brands are identified.

The existence of different latent segments with diverse preferences and response patterns to marketing stimuli were detected. More specifically, the fit of the statistical analysis for the different model possibilities made it possible to identify four market segments. It was also found that the intrinsic brand attractiveness as a measure of consumer brand preference is different between segments. Finally, the price sensitivity is also different between segments.

The time cost necessary to obtain the parameter estimates is too high, which is usual in the models estimated with iterative EM algorithms.

This work deepens one's knowledge of the identification and selection of latent market structures, specifically latent segments with different purchase patterns and behaviours. The possibility of developing the analysis with aggregated data at the store level increases the potential utility for academics and marketing managers.

Although most applications use weekly data, this proposal models daily fluctuations in sales – as a result, making it possible to obtain consumer segments based on daily changes.

This article aims to seek to provide a performance measurement scale for customer relationship management (CRM) software. The CRM concept is wide, yet prior literature offers only specific approaches. This scale goes beyond specific scenarios, to cover the various perspectives on CRM and provide quantitative validation of the measures.

This paper describes the complete process for conceptualizing and operationalizing this reflective second-order construct, including a thorough literature review, qualitative research and a quantitative study with 208 companies that have implemented CRM software.

Three main, interconnected constructs emerge to measure CRM software performance: customer life cycle, firm performance and operational performance. Retention, loyalty and satisfaction indicators form the customer life-cycle dimension. Firm performance refers to market share, efficiency, product adaptation, and new product launch indicators. The operational dimension includes improvement in sales performance, marketing campaigns, customer service and analysis of customer information.

This scale guides every element involved in CRM software implementation, toward a common objective.

The CRM scale supports CRM software industry players and firms that intend to implement CRM software. The three model constructs provide guidelines about which improvements should be noted with a CRM implementation.

This scale help the companies who intend to implement CRM software conduct their agreement with the other parts involved (consultants, software developers and the firm).

This paper meets an identified need, namely, to provide a CRM software performance measurement scale. The huge, unique sample is exclusive and obtained from a dedicated CRM software developer.

Education systems are currently being affected by COVID-19, given the suspension of academic and administrative on-site activities. This has hampered people’s access to connectivity services to continue their class sessions, in turn affecting the mental health of many students. The purpose of this study is to validate the scale used to measure the relationship between the various stress factors and academic activities performed by students in a teleworking environment in situations of isolation or confinement. A 36-item online questionnaire was designed and applied during the month of May 2020, obtaining 320 responses. According to the results of the survey, it is important to highlight that the teleworking scale is statistically valid and reliable for use in other contexts, and it is hoped that the results obtained can be used to develop strategies to strengthen the teaching-learning process and the teleworking modality.

Comprehensive poverty measures are increasingly gaining importance since people's deprivations and needs cover aspects beyond income. For this reason, the goal of this article is to propose a methodology to measure poverty that includes objective social deprivation, income deprivation and subjective social deprivation, using Mexico City and its municipalities as the study context. In order to show areas of intervention of public policies, the authors discuss the dimensions and indicators used in the multidimensional measurement.

Using the Social Welfare Survey (N = 2,871), the authors measure poverty with the Alkire-Foster methodology. The applied concept of poverty includes objective and subjective deprivations, and income.

The interaction between objective and subjective deprivations shows that income, social cohesion, built environment and public insecurity are important areas for the redesigning of public policies.

The employed method to measure poverty emphasizes the relevance of including subjective deprivations in interaction with objective deprivations and income. It evidences the need for the implementation or strengthening of public policies.

Sustainable development has become a strategic priority for companies. The purpose of this study is to explain what paths a company can take to reconfigure its business model and corporate reporting tools in line with the United Nations’ Sustainable Development Goals (SDGs).

The research used a qualitative approach and drew on stakeholder and legitimacy theories to collect primary and secondary data through in-depth interviews, semi-structured questionnaires and observation of corporate documents.

Sustainability and climate change issues’ relevance in the business model and reporting requires improvement so that stakeholders can participate and become aware of the actions put in place to limit the climate challenge.

The results of the case study cannot be subjected to statistical generalisation, as they focus on the Italian context and do not capture the regulatory divergence of different countries.

The results can help managers experiment with, orient, test and implement business model transformations to increase the level of sustainability within an organisation. In addition, disclosure of climate change risks and opportunities for the company and the resulting impacts, including financial impacts, is now recognised as a key urgency to support the achievement of the SDGs and the stakeholder decision-making process.

This study contributes to the literature by focusing on necessary developments for governance and strategy and on climate change disclosure to support investors’ and other stakeholders’ decision-making processes for corporate social responsibility.

This study aims to review processes of accreditation for Chilean Universities. Along with cataloguing evolutionary milestones, the study analyses effects at the institutional and program levels.

The study adopts a meta-evaluative approach and is based on secondary information sources, including both specialised publications and national databases, regarding the expansion of institutions, programs and enrolment, as well as the results of accreditation processes.

University quality assurance reflects developments in economic policies, and supply and demand. Progressive consolidation of the national system has had positive effects on the management and development of universities, but the implementation of quality assurance has brought some problems. A traditional classification of universities into customary categories is predictive of the results of accreditation. The variable of administrative compliance is more important than a culture of quality in explaining the results of institutional and program accreditation.

This review identifies advances, limitations and challenges in the improvement and assurance of quality of Chilean Universities and their programs. This is an unprecedented metanalysis of studies concerning the evolution of accreditation processes and will inform future practice.

Global value chains (GVC) incorporate internationally fragmented sources of knowledge so as to increase global competitiveness and performance. This paper sheds light on the role of Industry 4.0 technological capabilities in facilitating knowledge access from international linkages and improving firm productivity.

Drawing on organizational learning research, the present study argues that the relationship between GVC breadth, analyzed in respect to the geographical fragmentation of production facilities and productivity follows an inverted U-shaped pattern that can be explained by the interplay between external knowledge access and the coordination costs associated with GVC breadth. We test our predictions using a purpose-built survey that was carried out among a sample of 426 Spanish manufacturing firms.

Our results indicate that organizations adhering to a traditional manufacturing system are able to benefit from fewer transnational relationships (concretely 11 foreign facilities) in the search for productivity improvements. This can be largely attributed to the marginal value of the knowledge accessed and the costs of coordinating international counterparts' production and knowledge transfer. However, our study reveals that the adoption of Industry 4.0 technologies has the potential to broaden optimal GVC breadth, in terms of the number of linkages to interrelate with (concretely 131 foreign facilities) so as to obtain productivity gains while mitigating the complexities associated with coordination.

The study unveils that Industry 4.0 technologies enable management of broader GVC breadth, facilitating knowledge access and counteracting coordination costs from international counterparts.