No abstract

Purpose -In the scenario of today's Information Society, social networks are powerful promotional tools that football clubs can use to their own advantage by managing efficiently and effectively their image so as to enhance their appeal to sponsors and firms looking for marketing and advertising for their products. By analyzing a series of items that appear in the foremost European football clubs' official Facebook pages, the purpose of this paper is to provide both descriptive and quantitative accounts of the extent to which those football clubs succeed in managing the potential for interactivity that their official Facebook profiles provide. Design/methodology/approach -The authors take as the basis of the quantitative analysis the volume of reactions from the fans of the clubs' official Facebook pages displayed in the form of comments or clicks on the button "Like," taken as a function of the type of posts published under the Facebook "Timeline" tag. Besides elaborating upon the data thus collected in terms of a descriptive study, the authors conduct correlation range statistical tests (Spearman's r coefficient) and an analysis of variance in order to obtain quantitative results on which the authors support the concluding statements. Findings -There is a mild positive correlation between a club's ranking according to UEFA and both the number of fans and the degree of effective interaction displayed in the club's official Facebook pages. Regarding the different types of content to be found in the posts, there is also a significant difference between the important volume of reactions to those most frequently posted and the very limited response displayed to the least frequently posted types. In this sense, it is to be stressed the moderate response obtained by the content openly demanding the users' interaction (polls, contests, greetings, or encouraging messages, etc.). aspects regarding the design of football clubs Facebook pages and the activity shown therein, so as to learn how to improve their effectiveness in providing for a true interactive experience. Research on the types of content to be found in the posts available on Facebook's "Timeline" tag that can contribute to establishing a deeper engagement on the part of the fans can thus be very useful to anyone devising marketing strategies for a football club. Originality/value -The research literature on the use of social networks such as Facebook by sports organizations and, more particularly, by football clubs, is still very scarce. Past contributions have been focussed on the presence of football on the Web 2.0 in general terms, and on comparing different online interactive tools. Nonetheless, they do not tackle the questions related to the types of content provided by a particular social network, the response to them by the users, and with it, the characterization of their effectiveness as communications, marketing, and promotional tools.

The present study explores the imagery of mountain tourism destinations. The research is based on customer-based brand equity and destination choice models, and addresses destination imagery through the concepts favourite destination (FD) and autobiographical memory. Through an online, multilingual survey, 711 responses, consisting of words, associated by a self-selected sample of European mountain tourists to their favourite mountain destinations, were collected. Such data was subjected to a deductive content analysis, and the results suggest that the imagery of favourite mountain destinations consists mostly of functional elements. Findings reinforce previous theories regarding the concept of favourite destinations, destination imagery (DY) processing, and destination choice. Future studies should apply such analysis to other tourism products, as well as to different or more representative samples, to verify whether imagery structures differ.

In the recent context of environmental sustainability awareness, a new trend has emerged in the construction industry: the use of green energy and green jobs. Such practices are particularly frequent in the mentioned sector, precisely because it is amongst those with the greatest energy use and workforce demand. Such a trend characterizes the green building phenomenon, on which the present work aims at achieving a deeper understanding of by analyzing its evolution, examining the most studied topics, and verifying whether they are related to current studies. To this end, a literature review of the most recent works, as well as a bibliometric analysis of papers published in the Scopus database, have been carried out. Next, the collected material was subjected to a deductive content analysis, followed by an Intraclass Correlation Analysis. Findings point to a convergence of the most studied topics within the three analyzed fields (green building, green jobs, and renewable energy), which are also strongly correlated.

The image of a destination goes beyond what it has, tangible and intangible resources, reflects its identity. Forming this image is a complex process, since it depends on several factors. The tourists combine in their minds a series of variables (cognitive, affective and conative) that give rise to the image of a destination. That is why it varies from one tourist to another. The previous perceptions, the own visit to the destination and the information received from family and friends are forming the image of the destination. But this image will positively or negatively influence the re-visit to the destination and the information transmitted to other tourists. Therefore, this is a growing field of study, in which we try to have more information about this complex process.