Preface Carmelo Vázquez INTRODUCTION Chapter 1 Presentation: The Flourishing Side of Communication Effects José Antonio Muñiz-Velázquez Cristina Pulido Chapter 2 Emergence of Positive Communication and its Social Impact Beatriz Villarejo-Carballido Cristina PulidoMimar Ramis Chapter 3 What Can Science Tell Us About Human Happiness (and why and how should We Disseminate It)? Gonzalo Hervás (Universidad Complutense de Madrid) Covadonga Chaves (Universidad Francisco de Vitoria) PART ONE POSITIVE INTERPERSONAL COMMUNICATION Chapter 4 The Future of Positive Interpersonal Communication Research Thomas J. Socha Chapter 5 What's in a Smile? Happiness and Communication from a Cultural Perspective Jessie K. Finch (Stockton University) Celestino Fernández (University of Arizona) Chapter 6 On the Nature of Peak Communication: Communication Behaviors that Make a Difference on Well-Being and Happiness Julien C. Mirivel Chapter 7 Prosocial Relationship Maintenance and Resilience/Thriving Nicole N. Zamanzadeh & Tamara D. Afifi Chapter 8 Communication for a Flourishing and Thriving Romantic Relationship Gary A. Beck Joshua Pederson Chapter 9 Explicating Positive Communication within Theories of Family Communication Steven R. Wilson Elizabeth A. Munz Chapter 10 Supportive and Mindful Communication Susanne M. Jones & Lucas J. Youngvorst Chapter 11 Communication Savoring as Positive Interpersonal Communication Margaret Jane Pitts, Sara Kim, Holman Meyerhoffer & Jian Jiao PART TWO HAPPINESS AND MEDIA Chapter 12 Positive Media Psychology: Emerging Scholarship and a Roadmap for Emerging Technologies Mary Beth Oliver Arthur A. Raney Chapter 13 On Being Happy through Entertainment: Hedonic and Non-Hedonic Entertainment Experiences Matthias Hofer Diana Rieger Chapter 14 Eudaimonic Flourishing in Media Consumption: Love, Know and Experience as a Fan Javier Lozano Delmar and Milagrosa Sánchez-Martín Chapter 15 Media, Well-being and Health during Childhood and Adolescence Margarida Gaspar de Matos, Cátia Branquinho & Tania Gaspar PART THREE HAPPINESS, ADVERTISING AND MARKETING COMMUNICATION Chapter 16 Positive Marketing, Virtue and Happiness Dawn Lerman & Santiago Mejia Chapter 17 Advertising and Authentic Happiness: Can They Be Good Friends? José Antonio Muñiz-Velázquez Juan F. Plaza Chapter 18 Brand Engagement and Positive Advertising David Alameda and Irene Martín Chapter 19 Using Ethnographic Insights to Foster Positive Value Exchange between Consumers and Corporations: A Case Study with FedEx Timothy de Waal Malefyt Chapter 20 Branding and the Happiness Formula Belén Gutiérrez-Villar, Pilar Castro-González, Rosa Melero-Bolaños, & Mariano Carbonero-Ruz Chapter 21 Femvertising Discourses and Online Consumer Engagement: A Case Analysis of Under Armour's #IWillWhatIWant Brand Campaign Linda Tuncay Zayer Catherine A. Coleman Jose Luis Rodriguez Orjuela Chapter 22 Spirituality and Advertising Galit Marmor-Lavie PART FOUR NEW PUBLIC RELATIONS FOR A NEW ECONOMY Chapter 23 Corporations for a New Economy of Happiness Luis Rivas ( Elias Soukiazis Chapter 24 Rethinking Internal Communication: Building Purpose-driven Organizations Ángel Alloza Losana Clara Fontán Gallardo Chapter 25 Authentic Communication and Subjective well-being: The Case of a Non-profit Public Service Organization Antonio Ariza-Montes Antonio L. Leal-Rodríguez Horacio Molina-Sánchez Jesús Ramírez-Sobrino Chapter 26 Socially Responsible Consumption and Happiness Rafael Araque-Padilla, María José Montero-Simó & José Javier Pérez-Barea PART FIVE HAPPINESS AND POSITIVE DIGITAL TECHNOLOGIES Chapter 27 Positive Technology: From Communication to Positive Experience Giuseppe Riva, Silvia Serino, Alice Chirico & Andrea Gaggioli Chapter 28Youth Prosumers and Character Strengths PaulaHerrero-Diz Marina Ramos-Serrano Ashley Woodfall Chapter 29Aesthetics, Usability and the Digital Divide: An Appro
