On the Social Aspects of Unemployment: The Case of Life Satisfaction

Unemployment is related to economic, political and social aspects. One of the least analysed social aspects is the relationship between unemployment and the (individual) perceived levels of well-being, such as life satisfaction or happiness. This chapter complements previous work on the subject, using a panel-data econometrics methodology to analyze the relationship between unemployment and life satisfaction in a wide range of countries worldwide. The results confirm that unemployment has a negative effect, statistically significant, on life satisfaction, either for men or for women.

On the Economic Aspects of Unemployment: The Case of Consumer Confidence

Unemployment is related to economic, political and social aspects. One of the least analysed economic aspects is the relationship of unemployment to the level of confidence that characterizes some macroeconomic relevant agents, such as consumers or investors. Expanding previous work on this matter, this chapter considers a fuzzy logic methodology in order to uncover the relationship that exists between the unemployment rate and the consumer confidence level for a large group of European Union countries, in the period 1995-2015. It is concluded that this relationship is stronger than apparently it looks, especially in certain countries. This result should therefore be used as an extra argument in making economic decisions leading to the diminishment of unemployment, which will boost economic confidence.

Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research on consumer–brand interactions on Facebook is still in its infancy. Therefore, the aim of this research is to provide additional insights to brand managers on how to adapt their approaches to increase consumers’ interactions with brands on Facebook. In this study, we apply the uses and gratification theory proposed by Katz to develop a new typology of consumers based on consumer motivations to interact with brands on Facebook, and explore the type and intensity of these interactions. We identify five main motivations that might influence consumers’ interactions with a brand on Facebook: (i) social influence, (ii) search for information, (iii) entertainment, (iv) trust and (v) reward. Building on these five motivations, a classification using clustering techniques reveals four different groups of consumers: (i) ‘brand detached’, (ii) ‘brand profiteers’, (iii) ‘brand companions’ and (iv) ‘brand reliants’. Our results provide valuable and applicable insights for social media marketing activities, which will assist brand managers to develop strategies for effectively reaching and influencing the most desirable groups of consumers.

On the Political Aspects of Unemployment: The Case of Election Results

Unemployment is related to economic, political and social aspects. One of the least analysed political aspects is the relationship that, from a partisan or ideological perspective, should exist between the election results and the aging level of the voters, which is to be reflected in different electoral costs of unemployment. This chapter updates previous work on the subject, using a spatial econometrics methodology to estimate the relationship between the levels of aging and the election results that were obtained in the most recent elections that took place in Portugal, i.e. the October 2015 legislative elections. The results confirm the hypothesis that the level of unemployment involves a higher (resp. lower) electoral cost the less (resp. more) aged is the electorate.

Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research on consumer–brand interactions on Facebook is still in its infancy. Therefore, the aim of this research is to provide additional insights to brand managers on how to adapt their approaches to increase consumers’ interactions with brands on Facebook. In this study, we apply the uses and gratification theory proposed by Katz (1959) to develop a new typology of consumers based on consumer motivations to interact with brands on Facebook, and explore the type and intensity of these interactions. We identify five main motivations that might influence consumers’ interactions with a brand on Facebook: (1) social influence, (2) search for information, (3) entertainment, (4) trust and (5) reward. Building on these five motivations, a classification using clustering techniques reveals four different groups of consumers: (1) “brand detached”, (2) “brand profiteers”, (3) “brand companions” and (4) “brand reliants”. Our results provide valuable and applicable insights for social media marketing activities, which will assist brand managers to develop strategies for effectively reaching and influencing the most desirable groups of consumers.