Social networks have become a significant part of people’s daily lives, particularly in the purchasing process. In this context, digital influencers have played an essential role in shaping consumers’ opinions. In this sense, studying the role of social networks and influencers in the online product purchase decision process was considered pertinent. We selected two technology adoption models to fulfill this purpose: the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). We conducted an exploratory study using a quantitative approach, with data being collected through a questionnaire distributed online. The statistical analysis of the empirical model employed a partial least squares structural equation modeling (PLS-SEM) technique. Analyzing the 135 responses allowed us to conclude that social networks are relevant in consumers’ purchase decision process. This research highlights the importance of the credibility of influencers, emotional connections with audiences, and the dynamics of the media in shaping consumer behavior. It highlights the strong influence of digital influencers on purchasing decisions and makes a methodological contribution with a rigorous empirical model. This study also suggests avenues for future research in order to deepen the understanding of influencer and social media marketing strategies.

Background: The World Health Organization estimates that currently available vaccines prevent 2 to 3 million deaths worldwide each year. Preventing infectious diseases is an important public health priority to ensure healthy ageing and improve quality of life. This study’s aim is to identify the best strategies to increase vaccination coverage in the elderly. Methods: A systematic review and meta-analysis were carried out, including a bibliographic search in the PubMed and Scopus databases. Studies in older people (60 years or older) on any type of intervention aimed at increasing vaccination coverage were included. The effect of the intervention was measured using the odds ratio (OR). Results: After applying the selection criteria, 20 studies were identified: 17 on influenza vaccines and 3 on other vaccines. Educational strategies obtained an OR = 1.63 (95% CI: 1.22–2.19, $I^2$ = 0.59). Medical counselling obtained an OR = 3.13 (95% CI: 0.60–16.37, $I^2$ = 0.95). Writing strategies obtained an OR = 1.14 (95% CI: 0.99–1.32, $I^2$ = 0.93). Few studies reported the effect of free vaccination. Conclusions: The educational strategies proved to be more effective than the others in this study. Free vaccination and age may have important roles. Further studies are needed as research in this area remains limited.

The global COVID-19 pandemic increased social media usage to obtain information and to share concerns, feelings, and emotions, turning it into a prolific field of research through which it is possible to understand how audiences are coping with the multitude of recent challenges. This paper presents results from a social media analysis of 61,532 education-related news headlines posted by the major daily news provider in Portugal, Sic Noticias, on Facebook, from January to December 2020. The authors focus on how the news impacted on audiences' emotional response and discourse, and this research analyzes the key issues of the most commented news content. The results show a prevailing sadness among audiences and a very negative discourse all throughout 2020, with a high degree uncertainty being expressed. The main concerns revolved around parents supporting children in their first remote learning endeavors, financial sustainability, the lack of devices, the disinfection of schools, and the students' mobility, particularly in the non-higher education context.

In the context of digital transformation, websites play a crucial role in the tourism sector, namely in choosing the tourism destination by tourists or visitors and in the strategic marketing communication of tourism organisations, as well as promoting the attractiveness of destinations. In this chapter, the authors present the results of the observation and analysis of the top 10 official websites of the European countries with the most tourist visits (in 2018) provided by the United Nations World Tourism Organisation (UNWTO). This study was based on a set of indicators related to dialogic link and visit repetition dimensions, considering the evolution of the website from 2015 to 2020. The results show that the entities' websites do not have much dialogical capacity and that there are few differences regarding the presence of these indicators between the entities websites between 2015 and 2020.