Buzz marketing in social networks is often seen by announcers as an opportunity to reach the biggest audience. However, the risk of failure of buzz campaigns proves not to be negligible and its consequences may be serious for the company. In order to succeed in such buzz campaigns, this research...

In this article we test the relationship between indicators of acculturation (language, media, self-identifi cation, religion, food and clothing) and nostalgia. It checks empirically, on a sample of 201, the existence of a signifi cant effect between our independent variables and our dependent...

Entrepreneurs' actions and attitudes towards business decisions are fundamental to new ventures. Building on Fauchart and Gruber (2011), which identifies three types of entrepreneurial social identity (Darwinian, communitarian, and missionary), this study analyzes how these identities influence...