The overarching call to action represented by the sustainable development goals (SDGs) calls for new sustainable production and management models. Likewise, in periods of crisis, such as the current COVID-19 pandemic, companies are forced to develop competitive and sustainable development strategies to increase their brand value and achieve a good market position. Therefore, this work’s main objective is to design a structural equation modelling (SEM) to analyse the main critical dimensions of brand orientation to influence happiness in responsible and sustainable entities. For this purpose, a descriptive cross-sectional study was carried out based on primary data from a survey of a representative sample of 216 managers of small- and medium-sized enterprises in Andalusia (Spain) in the construction, industry and services sectors. The model results reveal significant dimensions of brand orientation and positively direct influence on happiness management. One of the significant managerial implications of this work is that the model allows for more responsible and sustainable management of entities by considering brand orientation about happiness.

The challenges imposed by the global development agenda imply reflecting on the role and contribution of political parties to development processes in the online environment. Social networks have been characterised as a part of the strategies of political campaigns, as it allows political leaders to establish bidirectional communication with citizens. In this context, the present study aims to empirically explore the leading Spanish political formations' publications from a social marketing perspective. In this way, it will be possible to verify how issues related to the Sustainable Development Goals (SDGs) are addressed. On the one hand, this requires elaborating the communication profiles of the main political parties presented to the Spanish General Elections from 2015 to 2019. On the other hand, to analyse whether social themes better discriminate or distinguish one political party from another. For this purpose, a methodology based on text mining, content analysis from a quantitative and qualitative approach, and simple correspondence analysis has been used. Finally, it should be noted that the results of this research show that there are differences between political parties according to the social issues published, with a divergence between the social issues that provoke a better reaction from the public and those most published on Facebook.

Purpose The purpose of this study is to understand the perception and purchase intentions of Spanish consumers towards sustainable fashion and to see if this can guide the marketing strategy for sustainable fashion. Design/methodology/approach A mixed methodology has been designed to test the categories: knowledge, environmental concern, product-related features and social influence. Findings The results of this study suggest that some implications and advice on sustainability marketing strategy could help companies to develop sustainable fashion for Spanish consumers. Originality/value The originality of this study lies in the focus on sustainability to achieve happiness and satisfaction of people as a form of governance from a social point of view.

In this research we analyze links between happiness and cultural tourism, taking the European Holy Grail Route in Spain as a cultural tourist product. Questions that arise are, among others, can cultural tourism generate understanding and social cohesion? Consequently, can it also mean increasing the happiness of both tourists and the host population? How and what can be learned from cultural tourism as a peaceful social process? Specifically, a qualitative approach was made in which we conducted semi-structured interviews with people belonging to civil society associations linked to the route. An analysis of the narratives (from the interviews) through the grounded theory was carried out. Improved individual reasons for happiness and social cohesion as a result of positive significant experiences are observed in the first step of results, and an exportable Decalogue of social behavior in cultural tourism experiences is presented and evaluated by the interviewees and shown as a research proposal.

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