The current era has brought about major changes in the way people connect to each other, and social media is a major pillar of this change. In this new communication and connecting environment, companies are under pressure to constantly adapt and become present on platforms where their customers are while being sustainable and profitable in the long run. On the other hand, traditional marketing research challenges have led to the expansion of new research approaches like neuromarketing as a means to gather the most accurate data ever from customers. When referring to how we can use neuromarketing research within the social media context, the current paper aims to fill a gap in the current literature: Using neuromarketing research in social media while taking into consideration both companies' purposes and customers' sought-after benefits. This aim is achieved through two pieces of research that shed light on a model where these purposes are matched with the corresponding benefits, showing the degree of acceptability of four major neuromarketing applications. This model is a stepping stone towards discovering how social media neuromarketing research can be a pillar of sustainable business communication as part of the broader perspective of sustainability in terms of business growth.

Considering the imperative need for sustainable urban development, this article argues for increased citizen participation in the decision-making process, as it generates better outcomes (due to a wider range of perspectives) and also makes people better citizens, as they will be partially responsible for the results. One major dimension of urban areas’ which needs a sustainable development is represented by parks, which can be directly associated to citizens’ quality of life (QoL). Thus, we have conducted direct research (face-to-face interviews) of park visitors in order to analyze the perceived impact of green areas on their quality of life. From all the QoL dimensions, we have selected six which are directly linked to park visits—health (mental and physical), social interaction, education and culture, family life, freedom, and connection with nature—in order to determine the perceived degree of association between them, as well as the specific activities done in the park that impact those six dimensions. The research results were used to develop a conceptual model which links quality of life to park visits, a model that can and should be used by public authorities in order to build a collaborative process for urban sustainable development.