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Purpose The purpose of this paper is to support the need for further research and theory building on emotions in business-to-business (B2B) industries. Specifically, this research conceptualizes emotional intelligence (EI) as an alternative to building brand equity for B2B companies beyond name recognition, product quality and catchy slogans. Additionally, the authors closely analyze social media content marketing by B2Bs as a channel through which to exercise EI with the goal of enhancing brand image and growing brand equity. Design/methodology/approach This study takes a conceptual approach, building on current literature to develop a model of functional and emotional paths to B2B brand equity. The study uses content analysis methodology to examine 11 “best in class” B2B companies recognized for their social media content marketing. The analysis reveals the level to which each company demonstrates the collective EI of the firm through content marketing. Findings EI is a learned skill that can be an essential behavioral asset. In addition to hard skills such as product development and process refinement, leveraging a firm’s soft skills and collective EI is also a viable route to increasing brand equity. Additionally, B2B companies that are considered the best at content marketing demonstrate EI through their online communication strategies. Research limitations/implications This research reveals another avenue through which B2B firms to increase brand equity, but there is a need to empirically validate the model and connections made in this paper. Practical implications Leveraging EI in B2B firms through content marketing is a source of or key driver of competitive advantage and increased brand equity. Originality/value By providing the history and importance of EI, and by connecting existing knowledge of B2B communications to concepts of improving brand equity, this study offers a unique, extended framework that urges further research to expand this field.

Immigration—both the experience of migrating and events after migration—can affect the mental health and well-being of immigrants and their communities. However, evidence suggests that immigrants in the United States do not access mental health services to the same extent as nonimmigrants. In particular, immigrant adolescents and young adults may have unique stressors related to their developmental stage, experiences in school and with peer groups, and shifting roles within family systems. This scoping review summarizes findings from published research studies and practitioner-focused gray literature about the mental health needs of immigrant communities in the United States. The review finds that specific mental health needs vary across factors like age, racial/ethnic group, immigration status, and place of residency. Findings also indicate that structural factors like immigration-related laws affect both access to mental health services and stressors in the overall environment for immigrants and their families. This review also explores models of community-level initiatives that utilize strengths-based approaches to promoting mental health and well-being among immigrant communities. Findings highlight the need for a better understanding of the mental health needs and current barriers to care among diverse immigrant populations, as immigration continues to play a major role in U.S. public policy and discourse. The COVID-19 pandemic taking place as this article goes to press in 2020 also raises questions regarding health equity and access for marginalized populations, including immigrants and their communities, and so these findings also indicate the need for further interdisciplinary research to assess intersections among the pandemic’s many impacts, including those related to mental health and well-being.