Abstract
Despite the current importance of international retirement migration for both academics and practitioners, the extant literature on the topic is still scarce and mostly focused on short-period migration flows from wealthy and northern countries to cheaper and warm-weather destinations. This article aims at shedding light on the role of tourism in prospective migrants' decision-making process, considering the framework provided by the push-pull model, which is often used to explain both migration and tourism. A qualitative study was conducted, comprising ten in-depth interviews with 45+ year-old Brazilian citizens who intend to move to Europe after retirement. Results show that tourism is important for prospective migrants to evaluate possible migration destinations, as some of the most relevant migration pull factors (e.g., safety) are easily assessed during tourism experiences. Participants in this study also carefully plan tourism activities prior to their decision to migrate in order to get a more realistic notion of what the destination is like for residents. Overall, this study demonstrates that tourism is particularly important for several stages of migrants' decision-making process.

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
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.

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Abstract
The growth in social media use has given rise to concerns about the impacts it may have on users' psychological well-being. This paper's main objective is to shed light on the effect of social media use on psychological well-being. Building on contributions from various fields in the literature, it provides a more comprehensive study of the phenomenon by considering a set of mediators, including social capital types (i.e., bonding social capital and bridging social capital), social isolation, and smartphone addiction. The paper includes a quantitative study of 940 social media users from Mexico, using structural equation modeling (SEM) to test the proposed hypotheses. The findings point to an overall positive indirect impact of social media usage on psychological well-being, mainly due to the positive effect of bonding and bridging social capital. The empirical model's explanatory power is 45.1%. This paper provides empirical evidence and robust statistical analysis that demonstrates both positive and negative effects coexist, helping to reconcile the inconsistencies found so far in the literature.

Abstract
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.