Androniki Kavoura is Professor of Marketing Communication at the Department of Business Administration, University of West Attica, Greece. Her research focuses, among others, on marketing communication, social media marketing, and tourism marketing. She has published in the International Journal of Mobile Computing and Multimedia Communications, International Journal of Web Based Communities, EuroMed Journal of Business, Library Review, International Journal of Culture, Tourism and Hospitality Research, Journal of Vacation Marketing, Tourism Culture and Communication, and ‘Tourismos’. She is also Conference Chair of the International Conference on Strategic Innovative Marketing and Tourism. Victor Alexandru Briciu is Associate Professor at the Department of Social Sciences and Communication, Faculty of Sociology and Communication, Transilvania University of Brasov, Romania. He received his Ph.D. in Mass Communication Studies from the University of Bucharest, Romania. His research and teaching interests are oriented toward communication, public relations campaigns and strategies, branding, and online branding strategies, and his latest published research includes topics regarding the promotion of cultural heritage using virtual assistants for natural interactions in museums and the evaluation of mobile applications for cultural tourism.Arabela Briciu is Associate Professor at the Sociology and Communication Faculty at the Transilvania University of Brasov, Romania. She has Ph.D. in Mass Communication Studies from the University of Bucharest, Romania. Her research interests focus on public communication, participatory culture, social media, place branding, and identity. Her scientific activity produced in recent years was disseminated through more than 15 books and book chapters, more than 10 academic journal articles, and more than 20 international and national conferences.