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This qualitative study employs interpretive phenomenology and Actor–Network Theory (ANT) to examine the evolving role of AI as an agent within European marketing contexts. Drawing on semi-structured interviews with 36 senior executives from the tourism, fintech, professional services, and digital media sectors, the study identifies four interconnected themes: (1) ambivalent human–AI co-agency, where AI operates as a “co-strategist” influencing budgets and decisions; (2) infrastructural and regulatory challenges arising from legacy systems and GDPR/EU AI Act constraints; (3) ethical issues concerning opacity, bias, and exclusion in hyper-personalization; and (4) the redefinition of professional identities towards hybrid socio-technical roles. The findings underscore AI’s role as a co-creator of strategy, governance, and power, highlighting the necessity of balanced co-agency, robust infrastructure, ethical safeguards, and adaptable skill sets. The AI-MARC framework (Agency, Infrastructure, Responsibility, Capability) provides a practical framework for governance of sustainable AI integration. This work addresses gaps in qualitative AI marketing research by emphasising reflexive practices amid evolving regulations, with the aim of fostering equitable networks that align innovation, fairness, and accountability.

The specific problem is that knowledge workers experience high levels of stress and burnout in their professional lives, a trend that increased due to the transition to remote work during the COVID-19 pandemic. This integrative literature review addresses this problem by answering the following research questions: (1) How can working in the post-lockdown era allow greater well-being, job satisfaction, and job security to abide?; and (2) How can mental capital be increased in the 21st century to ensure maximum health and positive well-being in the future employment arena and on a global scale? This review contributes to the literature on worker health and wellbeing, hybrid work arrangements, and knowledge workers' professional experiences. The findings suggest that knowledge workers can only thrive in a hybrid work environment if organizations take an empathetic approach to manage these workers and give them sufficient autonomy and flexibility in determining their work conditions, in addition to ample opportunities for social interaction and professional advancement.

Purpose The technology determinism theory facilitated in assessing the impact of interactive radio and social network sites (SNSs) on development factors such as education, agriculture, health, and governance, by conducting an integrative and comprehensive literature review focusing on African countries. This paper aims to conduct this literature review to provide comprehensive empirical evidence on the impact of interactive radio and SNSs on development in Africa. Design/methodology/approach This study examined articles that were retrieved from online databases including EBSCOhost, Elsevier, Science Direct, SAGE Journals, Springer and Wiley Online Library. The keywords used included interactive radio, radio, development in Africa, SNS, agriculture, education, health, peace and governance. Search phrases were formulated using boolean operators “AND” and “OR.” Findings Study results revealed that interactive radio and SNSs improve knowledge among farmers and allow the dissemination of information on innovative agricultural techniques, which supports the adoption of sustainable practices. Interactive radio promotes political accountability because the strategies provide the voiceless and powerless communities with a platform to express themselves. This paper discovers that the incorporation of SNS with existing multimedia communication facilitates the dissemination of health-related information on illnesses such as Ebola, HIV, hypertension, diabetes and Polio, and interactive radio and SNS promote education among marginalized communities and under-served rural schools. Research limitations/implications The findings on the impact of interactive radio and SNSs do not represent all 54 countries in Africa. Although the studies included in this literature review were conducted in several countries such as South Africa, Nigeria, Somalia, Kenya, Malawi, Ghana, Tanzania, Uganda and Zambia, this limited the generalizability of the findings and recommendations. Also, the other potential limitation is that using the inclusion-exclusion criteria could have resulted in bias when selecting the studies to include in the review. Practical implications The paper might serve as a valuable source of information for students, academics and entrepreneurs where the impact of interactive radio and SNSs on agriculture, education, health and governance, which are core determinants of development in Africa, has been assessed for further case studies in this area. Social implications The use of interactive radio has helped in decreasing health issues caused by a deficiency in vitamin A among children in sub-Saharan Africa. Originality/value The development of sustainable and effective interactive radio programs is dependent on the collaboration of the core stakeholders such as governmental ministries, donor organizations and the mass communication sector. Numerous open sources on technology radio stations are available to employ social media managers to help in the application of knowledge.

Purpose>This study explores how digital storytelling (DST) approaches can be used for social media campaigns to create more engaging digital content. The ability to better engage with networked publics offers benefits to entities of different scale and scope, since in doing so they establish stronger relationships with their consumers and publics.Design/methodology/approach>A digital discourse analysis combined with a five-layer coded film analysis is applied to a DST video, viewed on Facebook.Findings>Four overarching and overlapping approaches are identified. These are emotional appeal based on clear human ideals, equality and simplicity of characters, simplicity and universal representations.Research limitations/implications>Similar studies are required across varying targeted digital stories of different length and subject matter to distinguish effectiveness.Practical implications>Despite advanced technological capacity for audience segmentation, social media campaigns often include unengaging content. DST offers universal characteristics that can be used by entities to engage with their consumers and publics.Social implications>DST has been used to create learning and pedagogical environments and more participative democracies. Yet its use to strategically engage with networked publics is empirically lacking. The findings of the study can facilitate more effective digital content strategies for entities of all purposes to pursue.Originality/value>Few studies have sought to deconstruct effective short form DST for strategic purposes. This study applies a methodological approach best suited for analysing digital content. The findings provide insights into how strategists and social media managers can create more engaging digital content.

PurposeThe purpose of this paper is to explore and present current trends and developments in the field of managers’ perceptions of trust and the management of change in Cyprus, Greece and Romania, in a period of strategic organizational change. A total of 126 managerial employees (communication managers, operation managers, quality control managers, safety & environmental managers, and office managers) working in different departments of organizations in Cyprus, Greece, and Romania respond and complete the online questionnaire.Design/methodology/approachA qualitative study using an online questionnaire with interview questions was developed to arrive at the study’s findings. To acknowledge relevant perceptions of trust and the management of change during organizational change in different organizations in Cyprus, Greece and Romania, unique questions helped to support the research results and highlight themes that emerged from interview sessions with the study participants.FindingsThe findings highlight the need for organizational leadership to establish mutual trust and effective communication with managerial employees for successful cooperation during times of strategic change and enhanced overall employee performance. This study is relevant for researchers and academics in the areas of change management and communication, presenting current trends and developments in perceptions of trust and change management in Cyprus, Greece and Romania. It may also help them achieve recognition among their peers and colleagues from other disciplines.Research limitations/implicationsAn important implication of the study derives from the finding on the uniqueness of the knowledge and information work carried out by the respondents and the impact that this can have in their working environment and their productivity. As a result of the above, this study provides indications to recruiters and managers regarding a number of desirable and necessary skills, and motivational factors that future employees may need to have or develop in order to carry out their job efficiently and effectively.Practical implicationsResearching managerial employees’ perceptions of trust and the management of change in organizations can have significant implications for human resources management during a time of strategic change.Social implicationsThis research study may contribute to the management and communication area in European countries in stimulating new approaches to management and social issues and in the corporate management practice.Originality/valueThis study produces new knowledge instead of summarizing what is already known in a new form in the area of management and corporate communication. The researcher reports the results in analysis and interprets the results by discussing possible implications and solutions.

Social media are becoming progressively more important in the role they play in any organisation's marketing and client-base development platform, performing a strategic function in providing information sources for everyone. Recently, for instance, microblogging services such as Twitter, along with social networking sites like Facebook, are reputed to have the potential for increasing political participation nationally and internationally. In times of crisis, social media offer a different approach to stimulate citizen engagement in political life, reshaping creative structures and methods of contemporary political communication in the way that politicians and citizens can interact with one another. The goal of this study is to investigate the current role of the social media used by Members of Parliament and politicians to reach, communicate and network with their audiences (citizens), or groups of people, in times of political change and crisis in Cyprus. A qualitative study is adopted using face-to-face interviews in order to explore the views, experiences, beliefs and motivations of individual participants in Cyprus.

PurposeThe purpose of this paper is to examine affective commitment, normative commitment, and continuance commitment in a cross-national context to identify if the effect of country-specific cultural orientation on organizational commitment of faculty in higher education functions invariably in different countries.Design/methodology/approachThe work expands on Meyer and Allen’s (1991) three-component model of organizational commitment. It includes relevant literature review on ten countries and the results of a survey of university faculty members, assessing their institutions’ human resources practices and their effect on organizational commitment. Basic descriptive statistics were performed on nominal and interval data, means, medians, and standard deviations were computed, and tests of mean equivalence, including ANOVA tests, were performed. In certain instances, Pearson and Spearman correlations were computed to ascertain correlation, and χ2 tests for randomized response were used, while Cronbach’s α test helped to establish survey instrument validity.FindingsThough certain differences may exist between different countries and cultures with respect to the three-component model of organizational commitment, there is strong evidence of the existence of invariance and, thus, generalizability of the model across cultures.Research limitations/implicationsCultural studies have focused on differences in organizational commitment at national levels. Further attempts to identify the universality of factors leading to organizational commitment should account for culture in the study of employee-related globalization issues in higher education institutes. Knowledge of cultural impact is also useful from a managerial perspective, and for the design of relevant strategies.Practical implicationsNational context plays a major role in shaping the nature of educational institutions. This study brings out the need for a deeper understanding of invariance in organizational commitment (inter-alia, through the three-component model).Originality/valueThis study contributes to a better understanding of the relationship between organizational commitment and its various antecedents, including human resources management practices, for faculty in higher education institutes.

Organizational leaders often struggle to establish and sustain a trusting culture in times of constant changes in the corporate fabric and unethical behavior by corporate leadership. Organizational justice theory provides a means to explain and better understand employees' perceptions of trust, fairness, and the management of change during strategic change. Qualitative studies have yet to be conducted on how an organizational justice framework would address the need of organizational justice for novel, conceptually derived accounts of non-managerial employee perspectives on organizational justice during organizational change. The purpose of this qualitative study is to examine how an organizational justice framework can be used to explore employees' perceptions of trust, fairness, and the management of change during a period of strategic change in a privately-owned media organization based in Cyprus. A multiple-case study research design was used for this exploratory research and data were collected through multiple sources, including in-depth individual interviews, and subject matter expert (SME) review and reflection of the data collected. Purposive sampling was used to select eight participants. The researcher conducted eight in-depth, face-to-face interviews with employees from a media organization in Cyprus. Data collection also included maintenance of field notes, and expert examination of and reflections on the subject matter and data. Additionally, cross-case synthesis was used for data analysis, wherein each participant was treated as a separate case to strengthen the robustness of the results. Research findings indicated employees who experience trust and positive feelings regarding their treatment within the organization are willing to become involved in the change process and adopt positive working relationships with their colleagues and line managers. Practical applications indicate this study is important for organizational management because it stands to gain knowledge and understand how employees' perceptions of distrust and unfairness can lead to resistance and negative behaviors toward organizations and management during strategic change. Future research may include analysis of how employee engagement, trust, and fairness are linked in other organizational contexts undergoing strategic change using an organizational justice framework. Maintaining standards of academic integrity and ethical considerations was deemed crucial to the successful completion of this research study.