This study explores intergenerational differences in attitudes toward mobile advertising (addressing their informativeness, irritation, trustworthiness, entertainment, and intrusiveness) and actual response to mobile advertising messages in Israel. Using an online survey (N = 408) and drawing on Congruence Theory and Generation Cohort Theory, we focus on three generations: X, Y, and Z. Findings show that all generations responded negatively when receiving an advertisement via smartphone. However, the generations differ in their patterns of association between mobile advertising attitudes and responses to mobile ads. Findings suggest that incongruence between each generation’s scheme and the five dimensions of advertising attitudes results in unfavorable responses to mobile advertising. These findings provide guidelines for future research and implications for marketers who intend to design behavioral targeting to consumers of various generational cohorts while using mobile platforms as an advertising channel.

The #MeToo movement has emerged as a worldwide phenomenon, revolutionizing conversations about sex and power on social media platforms. This research investigates feminist expressions surrounding #MeToo on Facebook in Israel using virtual ethnography (netnography) and in-depth interviews. Netnography is a qualitative method for the cultural analysis of online community data. The study design included several separate steps: examination of feminist Facebook groups, identification and classification of posts, and analysis and presentation of findings as well as their meanings and empowerment effects in Israel, especially the infusion of militaristic and masculine elements from Israeli culture into local #MeToo feminist social media discourse. This research articulates the varied feminist practices that are made possible and encouraged via the social networking platform of Facebook. This research contributes to the body of knowledge on online feminist discourse by analyzing the expressions and messaging characteristics used by Facebook group members and their affective mediated role as acts of feminism, mainly in the form of broad social meanings that can be inferred from posts.

Due to the importance of social media for domestic tourism consumers, small-medium enterprises (SMEs) include online marketing using Facebook in their strategic communication efforts. Using unique tactics to embed unidentified messages, they exploit open and closed Facebook groups under the disguise of organic users. This study evaluates the entrance of small domestic tourism business owners into Israeli Facebook groups, analyzing their consumer engagement tactics using virtual ethnography (netnography) as a research method. Netnography is a qualitative approach to data collection in virtual communities. In this research, the procedure was multistep: observation, qualitative data collection of closed and open tourism Facebook groups, and analysis and presentation of results as well as their implications. Key findings indicate that SME marketing efforts mimic organic user activities, exploiting virtual characteristics on Facebook groups (e.g. a sense of community, belonging, and trust). Another notable phenomenon is the undisclosed marketing communication tool kit employed to transmit message. It includes tactics such as separation of private and business profiles, exploitation of family relations, and repeat recommendations. This research adds to the understanding of online tourism marketing in virtual communities by analyzing the messaging optimization tool kit for targeting Facebook-using audiences.