Abstract
The study presented in this article aims at understanding the relevance of mobility initiatives to the internationalisation efforts of Higher Education Institutions (HEIs). By building upon relevant literature, 17 propositions related to this contribution were identified. Empirical evidence from a concrete case of a European university was then used to evaluate those propositions. Data was collected from individual interviews to 19 outgoing faculty and from focus groups with 32 incoming students, resulting in the identification of the promises and pitfalls of mobility. The study concludes that HEIs must define clear strategies and carefully manage their mobility activities to maximise the potential benefits for internationalisation. Based on this main implication, it presents a set of managerial recommendations that may be relevant for those involved in administering or promoting international mobility programmes at universities, governments or international organisations, and for researchers in higher education.

Abstract
Starting from a gap identified in the literature regarding the use of social networks by newspapers to disseminate urgent news, this article aims to study strategies of journalistic content in social media, particularly in the context of a public crisis and to compare the effectiveness of different types of news disseminated in this medium, namely in terms of reach and generated interaction. The following research question was defined: how popular was public health news in Brazil during the covid-19 pandemic? Based on contributions in the literature, a quantitative study was carried out, using the content analysis technique. The study enable to better understand the sharing behavior of news in Twitter, the consumption behavior of newspaper readers on social networks and the generation of news during the pandemic.

Abstract
Manuscript type: Research paper Research aims: This study aims to shed light on the factors that facilitate online purchase of perfume. It specifically: 1) explores the antecedents of online purchase behaviour in the case of experience goods; 2) analyses the motivations, perceived benefits and perceived risks associated with online purchase of perfume; and 3) identifies perfume e-shoppers' profiles. Design/Methodology/Approach: A qualitative research approach involving interviewing 27 perfume e-shoppers from Brazil, Iran and Portugal was adopted. Research findings: The findings of this study reveal that there are three types of perfume e-shoppers: 1) experienced e-shoppers, 2) bargain e-seekers, and 3) expert e-shoppers. Competitive prices, enjoyable online experiences and greater varieties of perfumes are among the perceived benefits that motivate the online shoppers. The inability to test the perfumes, particularly those that are never tried before, appears to be the major drawback. Theoretical contribution/Originality: This study provides interesting cues on a topic that has so far been disregarded by the literature despite its growing importance as a business sector-online purchase of perfumes. It offers the categorisation of three e-shopper profiles, based on consumers' narratives, and highlighted the importance of further addressing the dynamic nature of consumer behaviours, particularly in the online context. Practitioner/Policy implications: The findings show that the main trigger of buying perfume online is the price discounts, which is particularly important to less experienced Web shoppers. This indicates that experience goods such as perfume should, at the initial stage, be sold in stores that offer an assortment of products. Online perfume stores should consider alternatives to provide perfume testing. Research limitation/Implications: Purposive sampling does not allow results' generalisation; hence future research is needed to further validate the findings.

Abstract
The main objective of this chapter is to explore how cities and regions can use digital storytelling strategies to reach and engage with their target audiences. Despite the growing body of literature regarding digital storytelling, the contributions and examples about regions and cities are still scarce. This chapter analyses the storytelling strategies of promotional campaigns regarding three cities and two regions around the world. Using a theory-driven framework, each storytelling example is dissected and interpreted. This study demonstrates that digital storytelling is worth consideration, as it offers a relevant set of advantages for marketing and communication managers, and enables the development of the place image and a consistent communication of its identity that can be co-created with various stakeholders, including the target audiences. It also shows that there are a diversity of approaches that can be adapted by place branding strategies, namely in terms of narrative, perspectives, and medium components. © 2021, IGI Global.

Abstract
Despite its popularity, search engine advertising is a particularly complex and demanding technique. One of the main challenges for Google Ads managers is to adequately monitor performance. Indeed, the literature identifies a plethora of metrics to measure the success of a search engine ads campaign. One research question arises: What are the metrics adopted by small and medium-sized companies to measure the performance of a Google Ads campaign? This chapter includes a mixed-method study with digital marketing professionals experienced in managing Google Ads campaigns for Portuguese SMEs. Interviews helped highlight the main difficulties faced by SEM's Google Ads' managers and to identify the performance measures they mostly control. Then, a survey enabled to analyse the association between performance measures and campaigns' perceived success. The insights produced by this chapter are particularly interesting for researchers, teachers, business managers, and digital marketing professionals, as it presents important clues on measuring the effectiveness of Google Ads campaigns. © 2021, IGI Global.

Abstract
Co-branding in the hospitality luxury sector is still understudied in the literature. This study aims at tackling this gap through the analysis of a case of a co-branding strategy between a vinous-concept luxury hotel in Portugal and premium wine brands of domestic producers. Fourteen in-depth interviews with managers of the luxury hotel and wine brand partners supported the exploratory research. This chapter represents a case of qualitative data application to an underestimated topic in the literature from the managers' point of view. The study offers evidence on the benefits for both parties, reasons for adopting co-branding, and partners' selection attributes. The improvement of brand image emerges as one of the main advantages of co-branding with a luxury hotel. Based on the literature review and the interviews with managers, the study proposes a set of hypotheses to be tested in future research. This chapter provides interesting cues for academics and practitioners. © 2021, IGI Global.