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Marketing and Smart Technologies - Proceedings of ICMarkTech (Full Volume)
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Marketing and Smart Technologies - Proceedings of ICMarkTech 2024, Volume 1.
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2024), held at University of Azores, Ponta Delgada, Azores, Portugal, between December 5 and 7, 2024. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Part I Artificial Intelligence Applied in Marketing
1 From Concept to Practice: How Managers Are Integrating AI
into Business Marketing ....................................... 3
Na Bai
2 New Technologies in Casino Marketing.......................... 23
Matthew Tingchi Liu, Sharon Xiao Wang, Hoi Ngan Loi,
and Manman Xu
3 AI-Driven Facial Emotion Analysis for Customer Emotion
Recognition—An Explanatory Study............................ 39
Paulina Rutecka and Anna Adamczyk
4 Application of AI in E-Commerce Strategies: The Current
State Among Swiss E-Commerce Providers...................... 57
Anna V. Rozumowski, Bettina Beurer-Züllig, Marc K. Peter,
Alain Neher, Danilo Siscaro, and Darius Zumstein
5 Generative AI Adoption and Use by Micro-enterprises:
Validation of the Measurement Instrument ...................... 77
Artur Strzelecki, Małgorzata Pańkowska, and Mariia Rizun
6 Portuguese Perception About Artificial Intelligence: A Pilot
Study ........................................................ 93
Bruno Morgado Ferreira, Manuel Reis, and Pedro Castro
7 Robotic Process Automation Comparative Analysis of Market
Solutions ..................................................... 101
Arlindo Silva, Henrique São Mamede, Vitor Santos,
Arnaldo Santos, and Clara Silveira
vii
viii Contents
8 Hey Robot, Here’s My Data: The Impact of AI on Joining
Digital B2B Platforms ......................................... 125
Josef Harasser, Verena Wecklein, Franziska Kellerer,
and Stefan Mang
9 Evolutionary Scenario of Brand Management
and Communication, Through the Integration of AI:
A Bibliometric Analysis........................................ 145
Andreia Pires and Amélia Brandão
10 The Role of AI in B2B E-business............................... 173
Hesam Jafarzadeh, Dušan Barać, and Milica Simić
11 A Systematic Review on AI in Marketing: Personalization
of Advertising Campaigns and Impact on Customer
Satisfaction................................................... 193
David Anjos Abreu, Margarida Lima Silva, Joana Neves,
Lara Mendes Bacalhau, and Vasco Santos
12 Determinants of Satisfaction and Initial Trust in Chatbots
and Their Impact on Customer Engagement in the Private
Healthcare Sector............................................. 211
Natalia Giselle Saldivar Espejo, Sol Marina Vivanco Kassay,
and Hector Mendoza Cuellar
13 Artificial Intelligence and Gamification as Resources
for Brand Positioning in the Market: Brief Review ............... 223
Renato M. Toasa, Angélica Victoria Guillén Pinargote,
and David Martínez
14 Determinants and Barriers in the Intention to Use Digital
Voice Assistants for the Home .................................. 235
Claudia Espinoza-Uriarte, Valentina Mendoza-Morillas,
and Martín Mauricio-Andía
15 Co-creation with Generative Artificial Intelligence
in the Development of Digital Interfaces ......................... 249
Ana Rita Correia and Jorge Brandão Pereira
16 Evaluating the Impact of MarkTech on Digital Transformation
in the EU-27 Companies: An AI-Driven Predictive Model
Approach..................................................... 263
Victor Santos and Pedro Malta
17 Knowledge Discovery from Urban Mobility Data in Guimarães.... 279
Carlos Alves, José Costa, Luís Mendes Gomes, and José Machado
18 Human Resources and Marketing in the Age of Artificial
Intelligence: A Systematic Literature Review .................... 295
Susana Alves Pereira and Pedro Mota Veiga
Contents ix
Part II Data Mining and Big Data—Marketing Data Science
19 Model of Student Dropout in Higher Education Institutions
Supported by Data Mining Techniques for the Use
of Educational Marketing...................................... 313
José A. M. Victor, Carlos Enrique Montenegro Marin,
Paulo Alonso Gaona Garcia, Rui Carreira,
and Franklin Guillermo Montenegro Marin
Part III Digital Marketing and Branding
20 Transversal Digital Marketing Curriculum Design ............... 335
Paulo Botelho Pires, José Duarte Santos, Pedro Quelhas de Brito,
and Catarina Delgado
21 Beyond the Click: The Evolution of Digital Marketing and Its
Ethical Dilemmas ............................................. 349
David Melo, Beatriz Castro, Leonor Spínola, Luísa Brandão,
and Manuel Au-Yong-Oliveira
22 Factors that Influence the Purchase Intention of Sustainable
Clothing...................................................... 365
Diana Roriz, Sandrina Teixeira, Sara Teixeira, and Zaila Oliveira
Part IV Innovative Business Models and Applications for Smart
Cities
23 Core Organizational Societal Impact (COSI)—An Evolving
Model........................................................ 381
João M. S. Carvalho
24 Harnessing Artificial Intelligence for Smart City Development:
A Governance Perspective in Republic of Serbia ................. 401
Dejana Kresović and Dragan Vukmirović
25 Novel Tool for Literature Discovery and Analysis
Demonstrated on the Exploration of Methods for Traceable
and Sustainable Value Chains .................................. 417
Nikola Vojičić, Davor Sekulski, and Vladimir Urošević
26 IT Ecosystem for Decentralized Science ......................... 435
Lidija Paunović and Zorica Bogdanović
27 Application of Open Innovations in Railway Transport
and Their Importance for the Improvement of Railways .......... 447
Danijela Stojanović, Nenad Stanisavljević, and Dijana Stojanović
28 Federated Learning in Healthcare: Improving Collaboration
and Privacy................................................... 463
Ana Kovačević
x Contents
Part V Machine Learning Applied to Marketing
29 Uncovering the Determinants of Marketing Innovation:
A Machine Learning Approach................................. 479
Pedro Mota Veiga
30 Profiling Financial Knowledge in a Portuguese Population:
A Machine Learning Approach................................. 499
Dora Melo, Isabel Clímaco, Ana Paula Quelhas,
and Manuela Larguinho
31 In-Store Traffic Patterns Relevance for Customer Attention
at Shelf....................................................... 517
NatašaĐurđević, Tatjana Mamula Nikolić, and Nenad Lozović
32 Post-COVID-19 Tourist Satisfaction in Retiro Park:
Sentiment Analysis and Prediction Using Online Reviews ......... 529
Ziwei Shu and Pablo Villarrubia Sánchez
Part VI Metaverse and NFT Applied to Marketing
33 Marketing: A Conceptual Framework.......................... 543
Tiina Kemppainen, Matti Leppäniemi, Valtteri Tomminen,
and Eero Koskinen
34 Metaverse and Chatbots for Luxury Brands: A Literature
Review and Future Research Directions......................... 559
Joana Neves, Miguel Cachulo Pereira, and Lara Mendes Bacalhau
Part VII Mobile Marketing and Wearable Technologies
35 Exploring the 5 V Manifestations of ArtTech..................... 575
Gianluca Galeno, Valerio Stallone, and Linard Barth
36 Marketplace Mobile Applications: Predictors of Repurchase
from the S-O-R Model Perspective .............................. 591
Alessia Fernández-Blanco, Gustavo Condori-Toncconi,
and Lucia Munayco-Abanto
37 Drivers for the Intention to Buy Wearables in a Latin
American Country............................................ 603
Jorge Cruz-Cárdenas, Andrés Palacio-Fierro,
Carlos Ramos-Galarza, and Guacyra Nascimento-Queiroz
38 User-Centered Mobility Development for Higher Education
Students...................................................... 613
Amanda Sato, Henrique Oliveira, Pedro Miguel Gaspar,
José Avelino Vìtor, Daniel Sampaio, and Rui Carreira
Contents xi
39 Exploring the Features of Branded Mobile Applications
for Music Festivals ............................................ 629
Miguel Cachulo Pereira and Alexandre Pericão
40 Mobile Banking Applications: The Road to Customer
Satisfaction and Continued Usage .............................. 641
Fátima Micaela Alama Porras, Fernanda Villarán Moreno,
and Pedro Bazo Quintana
Part VIII Neuromarketing Technologies
41 Examining the Impact of Animated Banner Attributes
on Marketing Advertisements: Insights from Eye-Tracking
Research..................................................... 663
Sónia Brito-Costa, Ana Rita Teixeira, Hugo de Almeida,
Silvia Espada, and Maria Antunes
42 Influence of Motion Dynamics on Time Perception and Visual
Attention in Automotive Advertising: An Eye Tracking Study..... 675
Ana Teixeira, Hugo de Almeida, and Sónia Brito-Costa
43 Understanding Tourist Content Preferences: An Eye-Tracking
Analysis of DMO Social Media Images.......................... 685
Rúben Pinhal, Ana Estima, and Paulo Duarte
44 Image Segmentation for MR Brain Tumor Detection Using
Deep Learning: A Review...................................... 701
G. Visalakshi and M. Laavanya
Part IX Technologies Applied to Tourism Marketing
45 Comparative Analysis of the Audiovisual Tourist Image
Projected by the Ministries of Peru, Colombia, and Ecuador
(2019–2020) ................................................... 727
Joseline Salazar and Angel Torres-Toukoumidis
46 Relevance of the Spatiotemporal Behavior of Tourists
and Residents to Tourism Planning and Marketing
of Successful Destinations ...................................... 739
Ruta Fontes, Rui Augusto da Costa, Márcio Martins,
Aida Carvalho, and Ricardo Correia
47 Agent-Based Modeling Study on Tourists’ Decisions
upon the Sustainable Tourism Image of Tourist Destinations ...... 753
Justyna Majewska, Agnieszka Niezgoda, and Szymon Truskolaski
48 The Perfect Match: A Practical Framework for Effective
Influencer Marketing in the Tourism Industry ................... 775
Bettina Beurer-Züllig, Anna V. Rozumowski, and Dominique Hauri
xii Contents
49 Tourists’ Perceptions and Trends in Destination Brands:
A Proposal for Evaluating Consumer Posts on Digital
Platforms..................................................... 793
Manuel Pinto Grunfeld, William Afonso Cantú,
and Nelson Pinheiro Gomes
50 How Social Influence Shapes Hotel Guests’ Tech-Savvy
Choices ...................................................... 811
Adriana F. Chim-Miki, Rui A. da Costa, and Fevzi Okumus
51 Smart Tourism Technologies and Memorable Tourist
Experiences in Relation to Revisit Intention in National
Tourist Destinations ........................................... 821
Guzmán Pérez, Alejandra Marina, Morales Alvarado,
Sharon Mishelle, and Hector Mendoza Cuellar
52 Digital Influencers in Tourism: How Instagrammers Affect
Destination Repurchases with Millennials ....................... 833
Susana Santos, Bernardo T. Chagas, and Catarina Sobreiras
53 A Proposal for a Virtual Museum of Peruvian Gastronomy ....... 849
Ana Alemán-Carmona, Carlos Del Pozo-Arana,
and Eliana Gallardo-Echenique
54 Study on the Influence of Distribution Channels and Criteria
for Purchasing Accommodation Services ........................ 859
Diana Foris, Teodora Maria Pănoiu, and Tiberiu Foris
Part X Virtual and Augmented Reality in Marketing
55 Navigating the Realities: Unpacking Consumer Behavior
in Metaverse Retailing Using Virtual and Augmented Reality
(VR/AR) ..................................................... 873
Joaquim Pratas, José Paulo Marques dos Santos,
and Pedro Quelhas Brito
56 The Role of Virtual Reality and Augmented Reality
in Enhancing Customer Experience: A Systematic Literature
Review....................................................... 897
Linh Truong, Tien Duc Vu, and Ha My Doan
57 Exploring the Influence of Virtual Reality on Customer
Sentiment Analysis: A Systematic Review ....................... 915
Rogério Silva, Ivo Pereira, Susana Nicola, and Ana Madureira
Contents xiii
58 Impacts of Augmented Reality in E-commerce: Advances
and Trends in 2024—A Literature Review ....................... 931
Carlos Alves, José Machado, and José Luís Reis
Author Index
Marketing and Smart Technologies - Proceedings of ICMarkTech 2023, Volume 2.
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2023), held at Faculty of Economics and Management (FEM), Czech University of Life Sciences Prague (CZU), in partnership with University College Prague (UCP), in Prague, Czech Republic, between 30 November and 2 December 2023. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Table of contents (57 papers)
Front Matter
Pages i-xiv
Download chapter PDF
Blockchain Applied to Marketing
Front Matter
Pages 1-1
Download chapter PDF
Performance Benchmarking of Hyperledger Fabric Networks: Insights for Scalability and Optimization
Maryam Abbasi, Jose Silva, Paulo Vaz, Adelino Soares, Pedro Martins
Pages 3-15
Blockchain-Based C2C Business Models in a Smart City
Petar Lukovac, Milica Simić, Marija Duranović, Miloš Radenković, Aleksandra Labus
Pages 17-28
An E-Business Model for the Fashion Industry Based on Blockchain Technologies and NFTs
Milica Simić, Vukašin Despotović, Marko Suvajdžić, Tamara Naumović, Zorica Bogdanović
Pages 29-41
Business Intelligence Databases and Marketing
Front Matter
Pages 43-43
Download chapter PDF
Effective Indices for Market Share Estimation in Concept Testing
Takumi Kato, Yu Zhu, Yosuke Ichiki, Rina Takizawa, Takumi Ohno, Takahiko Umeyama et al.
Pages 45-56
Digitalization of Project Management—A Bibliometric Analysis
Zornitsa Yordanova
Pages 57-68
Navigating the Portuguese Digital Landscape: Martech Systems’ Adoption, Digital Intensity, Transition and Transformation
Caterina Foà, Nuno Geada
Pages 69-85
Cultural Trends and Destination Brands: Semiotic and Coolhunting Protocols for the Analysis of Advertisements
Nelson Pinheiro Gomes, Manuel Pinto Grunfeld
Pages 87-102
Customer Data Management and CRM
Front Matter
Pages 103-103
Download chapter PDF
Hyper-Personalisation in Wine Industry a Scoping Review
João Félix, João M. S. Carvalho, Sílvia Faria
Pages 105-127
Customer Relationship Management: The Case of Ecuadorian Companies
Diana Morales-Urrutia
Pages 129-138
Prevention and Road Safety Campaigns Through Emotion in Portugal: A Comprehensive Empirical Analysis
Sónia M. A. Morgado, Cristiana Xavier, Pedro Pereira
Pages 139-155
Effect of Time in Hotel Quest Decision-Making: The Case of Price Demand Elasticity for Different Lengths of Stay and Booking Horizons
Stepan Chalupa, Martin Petricek, Jiřina Jenčková
Pages 157-168
The Sustainability Component of the Brand and the Purchase Intention of Gen Z: State of the Art
Evelina Maria Oliveira Coutinho, Manuel Au-Yong-Oliveira
Pages 169-179
Marketing Automation and Marketing Inbound
Front Matter
Pages 181-181
Download chapter PDF
Exploring Factors Driving Satisfaction from Recommendation Algorithm on Netflix
Karolina Olma, Mariia Rizun, Artur Strzelecki
Pages 183-198
Fostering Sustainable Innovation: Integrating Project and Innovation Management
Zornitsa Yordanova
Pages 199-213
Marketing, Geomarketing and IOT
Front Matter
Pages 215-215
Marketing, Geomarketing and IOT
Electric Vehicle Motors or Gasoline Engines? Attractiveness Created by Driving Sound
Takumi Kato, Takashi Kondo
Pages 217-227
Innovation Lessons from CEF Projects’ Management
Rui Carreira, Margarida Campolargo, Olaf-Gerd Gemein, Michael Mulquin
Pages 229-241
Features of Enterprises’ Marketing Carrying Out Their Activities in the International Market
Célio Gonçalo Marques, Ekaterina A. Minenko
Pages 243-253
Optimizing Collaboration: A Team-Based Approach to Use Marketing Technology Effectively in SMEs
Marcel Huettermann, Reto Heierli, Michael Klaas
Pages 255-267
Exploring the Factors Driving Smart Home Adoption: An Extension of the Unified Theory of Acceptance and Use of Technology
Artur Strzelecki, Beata Kolny, Michał Kucia
Pages 269-285
Tourism Marketing in Portugal: Boosting Success Through Geomarketing, IoT and Innovation
Luís Fernandes Oliveira, Pedro Cardoso Rodrigues, Lara Mendes Bacalhau, Vasco Santos, Bruno Barbosa Sousa, João Tomaz Simões
Pages 287-298
Who Does the Data Belong to: Challenges of Implementing an Open Data Policy on a Metropolitan City in Brazil
Eurico Vasconcelos, Maurício Bezerra, Luiz Saboia
Pages 299-316
What is the Role of GIS in Shaping Marketing Approaches? A Systematic Review
Jacinto Estima, Ana Estima
Pages 317-328
A System for Game-Based Smart Tourism
Luka Petrović, Kristina Baščarević, Aleksa Miletić, Danijela Stojanović, Zorica Bogdanović
Pages 329-340
A Digital Twin City Congestion Management Model as Part Smart Mobility in GCC Countries
Miloš Durković, Demir Hadžić, Dušan Barać, Marijana Despotović-Zrakić,
Marketing, Geomarketing and IOT
Electric Vehicle Motors or Gasoline Engines? Attractiveness Created by Driving Sound
Takumi Kato, Takashi Kondo
Pages 217-227
Innovation Lessons from CEF Projects’ Management
Rui Carreira, Margarida Campolargo, Olaf-Gerd Gemein, Michael Mulquin
Pages 229-241
Features of Enterprises’ Marketing Carrying Out Their Activities in the International Market
Célio Gonçalo Marques, Ekaterina A. Minenko
Pages 243-253
Optimizing Collaboration: A Team-Based Approach to Use Marketing Technology Effectively in SMEs
Marcel Huettermann, Reto Heierli, Michael Klaas
Pages 255-267
Exploring the Factors Driving Smart Home Adoption: An Extension of the Unified Theory of Acceptance and Use of Technology
Artur Strzelecki, Beata Kolny, Michał Kucia
Pages 269-285
Tourism Marketing in Portugal: Boosting Success Through Geomarketing, IoT and Innovation
Luís Fernandes Oliveira, Pedro Cardoso Rodrigues, Lara Mendes Bacalhau, Vasco Santos, Bruno Barbosa Sousa, João Tomaz Simões
Pages 287-298
Who Does the Data Belong to: Challenges of Implementing an Open Data Policy on a Metropolitan City in Brazil
Eurico Vasconcelos, Maurício Bezerra, Luiz Saboia
Pages 299-316
What is the Role of GIS in Shaping Marketing Approaches? A Systematic Review
Jacinto Estima, Ana Estima
Pages 317-328
A System for Game-Based Smart Tourism
Luka Petrović, Kristina Baščarević, Aleksa Miletić, Danijela Stojanović, Zorica Bogdanović
Pages 329-340
A Digital Twin City Congestion Management Model as Part Smart Mobility in GCC Countries
Miloš Durković, Demir Hadžić, Dušan Barać, Marijana Despotović-Zrakić, Zorica Bogdanović, Božidar Radenković
Pages 341-352
Mobile Marketing and Wearable Technologies
Front Matter
Pages 353-353
Download chapter PDF
Investigating the Factors Driving Consumers’ Intention to Use Mobile Banking Applications: An Integrated Acceptance Model
Karolina Olma, Paulina Rutecka, Artur Strzelecki
Pages 355-372
Mobile Marketing Determinants in Consumers’ Purchase Intention
Sara Teixeira, Zaila Oliveira
Pages 373-388
Building a Smart System of Pilgrimage Tourism Through a Mobile Application for Mary’s Way in Slovakia
Blandína Šramová, Tatiana Deptová
Pages 389-398
Omnichannel and Marketing Communication
Front Matter
Pages 399-399
Download chapter PDF
Sensory Marketing: A 40-Year Bibliometric Analysis
Inês Antunes, José Veríssimo
Pages 401-410
Impact of the Introduction of Digital Technology in Convenience Stores: A Case Study of Taiwan FamilyMart Before and After COVID-19
Sulin Chung
Pages 411-423
Omni-Channel and Marketing Communication in Second-Hand Luxury Trade Business: Examples from Two Leading Companies in the USA and China
Kathryn Bei Deng, Matthew Tingchi Liu, Sharon Xiao Wang, Hoi Ngan Loi
Pages 425-441
The Modern Call Center: The Relationship Between Service Quality Metrics and Employee’s Performance. Amplifon Case Study
Filipa Oom do Vale, Amélia Brandão, Jorge Remondes
Pages 443-475
The Consumer Experience in Omnichannel: A Systematic Literature Review
Inês Estêvão, Joana Marçalo, Lara Mendes Bacalhau, Alexandra Leandro
Pages 477-490
Omnichannel and Marketing Communication
Integration of Online Communication Channels and Online Consumer Behavior
Paulo Botelho Pires, José Duarte Santos, Pedro Quelhas de Brito
Pages 491-505
Leveraging the Role of Associative Business Structures in the Digital Age: A Theoretical Approach on How SMEs Can Take Advantage of Relationship Systems for Market Development
Amalia Georgescu, Silvia Avasilcai
Pages 507-524
Social Media and Networking
Front Matter
Pages 525-525
Download chapter PDF
Elaboration of a Conceptual Map of E-WOM Through Co-Word Analysis
Ramón A. Carrasco, Itzcóatl Bueno, Manuel Cobo, Gricela Elizabeth Andrade Ruiz
Pages 527-541
Is Real-Time Marketing Still the Right Tool?—Analysis of Polish Delivery Company’s Social Media
Karina Cicha, Magdalena Pastor
Pages 543-558
Social Media and Digital Influencers: The Role of Perceived Influence, Trustworthiness, and Information Quality on Purchase Intention of Local Fashion Brand
Fransiskus Ryan, Yeshika Alversia, Arviansyah
Pages 559-572
Social Media and Tourist Destinations’ Image in a Crisis Context: An Analysis of Portugal’s Image Projection During the Covid-19
Cynthia Corrêa, Helena Alves, Cristina Estevão
Pages 573-589
A Thorough Study of European Union’s Online Media Platforms: What Is EU’s State of Things?
Cláudio Matos, Vera Silva Carlos, Joaquim Pratas
Pages 591-608
Enhancing Sentiment Analysis: Tackling Class Imbalance in Hotel Reviews
Anes Murić, Ljiljana Kašćelan, Sunčica Vuković
Pages 609-624
Corporate Reputation Through the Eyes of Social Responsibility in the Fashion Industry
R. E. Loke, K. Chamlal
Pages 625-642
Model for Enriching Social Media Hashtags Using AI for Institutional Image Management: Case of the Municipality of Ecuador
Andres Wladimir Alvarado Chillogallo, Alexandra Cristina González Eras
Pages 643-656
Unlocking the Untapped Potential of Digital Tools for Promoting Low-Density Territories: A Case Study of Mirandela
Manuela Cunha, Ricardo Correia, Aida Carvalho, Carlos R. Cunha, Ruta Fontes
Pages 657-673
Social Media and Sustainable Consumption: Setting Research Agenda
Neha Purushottam, Walter Matli
Pages 675-684
Qualitative Research for a Marketing Plan: The Case Study of Polytechnic Institute of Viana do Castelo
Catarina Fernandes, Manuel José Fonseca, Jorge Esparteiro Garcia
Pages 685-699
Using YouTube in Language Education in Non-linguistic Universities: Bridging the Theory and Practice
Mária Spišiaková, Natalia Shumeiko
Pages 701-713
Tweeting for Votes: Leveraging Twitter as a Tool for Political Marketing
Richard Novák, Antonín Pavlíček, Jiří Korčák, Tomáš Sigmund
Pages 715-727
Elaborating Visual Firm-Generated Content to Enhance the Customer Journey
Sara Lapresta-Romero, Blanca Hernández-Ortega
Pages 729-735
Web Marketing, e-commerce and v-commerce
Front Matter
Pages 737-737
Download chapter PDF
What Large Companies Disclosure on Their Websites About Inclusivity and Sustainability?
João M. S. Carvalho
Pages 739-748
Understanding Live Streaming Commerce Eco-System Development in China
Ming Gao, Matthew Tingchi Liu, Hoi Ngan Loi
Pages 749-764
Web Marketing, e-commerce and v-commerce
Brazilians’ Acceptance of Multi-attribute Reverse Auction Model for B2C E-Commerce
Sílvia Faria, Manuel Sousa Pereira, João M. S. Carvalho, Ruan Porto Marques
Pages 765-777
E-Commerce Automation: A Mixed-Method Investigation and Workshop Canvas for E-Commerce Roadmap Development
Marc K. Peter, Reto Baumgartner, Danilo Siscaro, Alain Neher
Pages 779-793
What Makes Consumers Loyal in E-Commerce? A Comparison Between Shopee and Tokopedia
Anisa Larasati, Leo Andri Yulius Caesar, Martinus, Christofer Allen Hadiputera, Nerryus Aditya
Pages 795-806
Intention to Use Web Applications: The UTAUT2 Model and the Contribution of Perceived Value
Pedro Espírito Santo, Patrícia Azinheira Cardoso
Pages 807-820
Next-Level MarTech
Marcel Huettermann, Michael Klaas
Pages 821-834
E-Commerce in the Collection of Value-Added Tax in Ecuador
Paulina Viviana Quinaluisa Paredes, Andrés Ramos Alvarez, Odette Pantoja Díaz
Pages 835-847
Digital Innovation in Health Care: Addressing Medication Non-adherence
Laxmi Bhandari, Manuel José Fonseca, António B. Fernandes, Jorge Esparteiro Garcia
Pages 849-861
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Marketing and Smart Technologies - Proceedings of ICMarkTech 2024, Volume 1.
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2024), held at University of Azores, Ponta Delgada, Azores, Portugal, between December 5 and 7, 2024. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Part I Artificial Intelligence Applied in Marketing
1 From Concept to Practice: How Managers Are Integrating AI
into Business Marketing ....................................... 3
Na Bai
2 New Technologies in Casino Marketing.......................... 23
Matthew Tingchi Liu, Sharon Xiao Wang, Hoi Ngan Loi,
and Manman Xu
3 AI-Driven Facial Emotion Analysis for Customer Emotion
Recognition—An Explanatory Study............................ 39
Paulina Rutecka and Anna Adamczyk
4 Application of AI in E-Commerce Strategies: The Current
State Among Swiss E-Commerce Providers...................... 57
Anna V. Rozumowski, Bettina Beurer-Züllig, Marc K. Peter,
Alain Neher, Danilo Siscaro, and Darius Zumstein
5 Generative AI Adoption and Use by Micro-enterprises:
Validation of the Measurement Instrument ...................... 77
Artur Strzelecki, Małgorzata Pańkowska, and Mariia Rizun
6 Portuguese Perception About Artificial Intelligence: A Pilot
Study ........................................................ 93
Bruno Morgado Ferreira, Manuel Reis, and Pedro Castro
7 Robotic Process Automation Comparative Analysis of Market
Solutions ..................................................... 101
Arlindo Silva, Henrique São Mamede, Vitor Santos,
Arnaldo Santos, and Clara Silveira
vii
viii Contents
8 Hey Robot, Here’s My Data: The Impact of AI on Joining
Digital B2B Platforms ......................................... 125
Josef Harasser, Verena Wecklein, Franziska Kellerer,
and Stefan Mang
9 Evolutionary Scenario of Brand Management
and Communication, Through the Integration of AI:
A Bibliometric Analysis........................................ 145
Andreia Pires and Amélia Brandão
10 The Role of AI in B2B E-business............................... 173
Hesam Jafarzadeh, Dušan Barać, and Milica Simić
11 A Systematic Review on AI in Marketing: Personalization
of Advertising Campaigns and Impact on Customer
Satisfaction................................................... 193
David Anjos Abreu, Margarida Lima Silva, Joana Neves,
Lara Mendes Bacalhau, and Vasco Santos
12 Determinants of Satisfaction and Initial Trust in Chatbots
and Their Impact on Customer Engagement in the Private
Healthcare Sector............................................. 211
Natalia Giselle Saldivar Espejo, Sol Marina Vivanco Kassay,
and Hector Mendoza Cuellar
13 Artificial Intelligence and Gamification as Resources
for Brand Positioning in the Market: Brief Review ............... 223
Renato M. Toasa, Angélica Victoria Guillén Pinargote,
and David Martínez
14 Determinants and Barriers in the Intention to Use Digital
Voice Assistants for the Home .................................. 235
Claudia Espinoza-Uriarte, Valentina Mendoza-Morillas,
and Martín Mauricio-Andía
15 Co-creation with Generative Artificial Intelligence
in the Development of Digital Interfaces ......................... 249
Ana Rita Correia and Jorge Brandão Pereira
16 Evaluating the Impact of MarkTech on Digital Transformation
in the EU-27 Companies: An AI-Driven Predictive Model
Approach..................................................... 263
Victor Santos and Pedro Malta
17 Knowledge Discovery from Urban Mobility Data in Guimarães.... 279
Carlos Alves, José Costa, Luís Mendes Gomes, and José Machado
18 Human Resources and Marketing in the Age of Artificial
Intelligence: A Systematic Literature Review .................... 295
Susana Alves Pereira and Pedro Mota Veiga
Contents ix
Part II Data Mining and Big Data—Marketing Data Science
19 Model of Student Dropout in Higher Education Institutions
Supported by Data Mining Techniques for the Use
of Educational Marketing...................................... 313
José A. M. Victor, Carlos Enrique Montenegro Marin,
Paulo Alonso Gaona Garcia, Rui Carreira,
and Franklin Guillermo Montenegro Marin
Part III Digital Marketing and Branding
20 Transversal Digital Marketing Curriculum Design ............... 335
Paulo Botelho Pires, José Duarte Santos, Pedro Quelhas de Brito,
and Catarina Delgado
21 Beyond the Click: The Evolution of Digital Marketing and Its
Ethical Dilemmas ............................................. 349
David Melo, Beatriz Castro, Leonor Spínola, Luísa Brandão,
and Manuel Au-Yong-Oliveira
22 Factors that Influence the Purchase Intention of Sustainable
Clothing...................................................... 365
Diana Roriz, Sandrina Teixeira, Sara Teixeira, and Zaila Oliveira
Part IV Innovative Business Models and Applications for Smart
Cities
23 Core Organizational Societal Impact (COSI)—An Evolving
Model........................................................ 381
João M. S. Carvalho
24 Harnessing Artificial Intelligence for Smart City Development:
A Governance Perspective in Republic of Serbia ................. 401
Dejana Kresović and Dragan Vukmirović
25 Novel Tool for Literature Discovery and Analysis
Demonstrated on the Exploration of Methods for Traceable
and Sustainable Value Chains .................................. 417
Nikola Vojičić, Davor Sekulski, and Vladimir Urošević
26 IT Ecosystem for Decentralized Science ......................... 435
Lidija Paunović and Zorica Bogdanović
27 Application of Open Innovations in Railway Transport
and Their Importance for the Improvement of Railways .......... 447
Danijela Stojanović, Nenad Stanisavljević, and Dijana Stojanović
28 Federated Learning in Healthcare: Improving Collaboration
and Privacy................................................... 463
Ana Kovačević
x Contents
Part V Machine Learning Applied to Marketing
29 Uncovering the Determinants of Marketing Innovation:
A Machine Learning Approach................................. 479
Pedro Mota Veiga
30 Profiling Financial Knowledge in a Portuguese Population:
A Machine Learning Approach................................. 499
Dora Melo, Isabel Clímaco, Ana Paula Quelhas,
and Manuela Larguinho
31 In-Store Traffic Patterns Relevance for Customer Attention
at Shelf....................................................... 517
NatašaĐurđević, Tatjana Mamula Nikolić, and Nenad Lozović
32 Post-COVID-19 Tourist Satisfaction in Retiro Park:
Sentiment Analysis and Prediction Using Online Reviews ......... 529
Ziwei Shu and Pablo Villarrubia Sánchez
Part VI Metaverse and NFT Applied to Marketing
33 Marketing: A Conceptual Framework.......................... 543
Tiina Kemppainen, Matti Leppäniemi, Valtteri Tomminen,
and Eero Koskinen
34 Metaverse and Chatbots for Luxury Brands: A Literature
Review and Future Research Directions......................... 559
Joana Neves, Miguel Cachulo Pereira, and Lara Mendes Bacalhau
Part VII Mobile Marketing and Wearable Technologies
35 Exploring the 5 V Manifestations of ArtTech..................... 575
Gianluca Galeno, Valerio Stallone, and Linard Barth
36 Marketplace Mobile Applications: Predictors of Repurchase
from the S-O-R Model Perspective .............................. 591
Alessia Fernández-Blanco, Gustavo Condori-Toncconi,
and Lucia Munayco-Abanto
37 Drivers for the Intention to Buy Wearables in a Latin
American Country............................................ 603
Jorge Cruz-Cárdenas, Andrés Palacio-Fierro,
Carlos Ramos-Galarza, and Guacyra Nascimento-Queiroz
38 User-Centered Mobility Development for Higher Education
Students...................................................... 613
Amanda Sato, Henrique Oliveira, Pedro Miguel Gaspar,
José Avelino Vìtor, Daniel Sampaio, and Rui Carreira
Contents xi
39 Exploring the Features of Branded Mobile Applications
for Music Festivals ............................................ 629
Miguel Cachulo Pereira and Alexandre Pericão
40 Mobile Banking Applications: The Road to Customer
Satisfaction and Continued Usage .............................. 641
Fátima Micaela Alama Porras, Fernanda Villarán Moreno,
and Pedro Bazo Quintana
Part VIII Neuromarketing Technologies
41 Examining the Impact of Animated Banner Attributes
on Marketing Advertisements: Insights from Eye-Tracking
Research..................................................... 663
Sónia Brito-Costa, Ana Rita Teixeira, Hugo de Almeida,
Silvia Espada, and Maria Antunes
42 Influence of Motion Dynamics on Time Perception and Visual
Attention in Automotive Advertising: An Eye Tracking Study..... 675
Ana Teixeira, Hugo de Almeida, and Sónia Brito-Costa
43 Understanding Tourist Content Preferences: An Eye-Tracking
Analysis of DMO Social Media Images.......................... 685
Rúben Pinhal, Ana Estima, and Paulo Duarte
44 Image Segmentation for MR Brain Tumor Detection Using
Deep Learning: A Review...................................... 701
G. Visalakshi and M. Laavanya
Part IX Technologies Applied to Tourism Marketing
45 Comparative Analysis of the Audiovisual Tourist Image
Projected by the Ministries of Peru, Colombia, and Ecuador
(2019–2020) ................................................... 727
Joseline Salazar and Angel Torres-Toukoumidis
46 Relevance of the Spatiotemporal Behavior of Tourists
and Residents to Tourism Planning and Marketing
of Successful Destinations ...................................... 739
Ruta Fontes, Rui Augusto da Costa, Márcio Martins,
Aida Carvalho, and Ricardo Correia
47 Agent-Based Modeling Study on Tourists’ Decisions
upon the Sustainable Tourism Image of Tourist Destinations ...... 753
Justyna Majewska, Agnieszka Niezgoda, and Szymon Truskolaski
48 The Perfect Match: A Practical Framework for Effective
Influencer Marketing in the Tourism Industry ................... 775
Bettina Beurer-Züllig, Anna V. Rozumowski, and Dominique Hauri
xii Contents
49 Tourists’ Perceptions and Trends in Destination Brands:
A Proposal for Evaluating Consumer Posts on Digital
Platforms..................................................... 793
Manuel Pinto Grunfeld, William Afonso Cantú,
and Nelson Pinheiro Gomes
50 How Social Influence Shapes Hotel Guests’ Tech-Savvy
Choices ...................................................... 811
Adriana F. Chim-Miki, Rui A. da Costa, and Fevzi Okumus
51 Smart Tourism Technologies and Memorable Tourist
Experiences in Relation to Revisit Intention in National
Tourist Destinations ........................................... 821
Guzmán Pérez, Alejandra Marina, Morales Alvarado,
Sharon Mishelle, and Hector Mendoza Cuellar
52 Digital Influencers in Tourism: How Instagrammers Affect
Destination Repurchases with Millennials ....................... 833
Susana Santos, Bernardo T. Chagas, and Catarina Sobreiras
53 A Proposal for a Virtual Museum of Peruvian Gastronomy ....... 849
Ana Alemán-Carmona, Carlos Del Pozo-Arana,
and Eliana Gallardo-Echenique
54 Study on the Influence of Distribution Channels and Criteria
for Purchasing Accommodation Services ........................ 859
Diana Foris, Teodora Maria Pănoiu, and Tiberiu Foris
Part X Virtual and Augmented Reality in Marketing
55 Navigating the Realities: Unpacking Consumer Behavior
in Metaverse Retailing Using Virtual and Augmented Reality
(VR/AR) ..................................................... 873
Joaquim Pratas, José Paulo Marques dos Santos,
and Pedro Quelhas Brito
56 The Role of Virtual Reality and Augmented Reality
in Enhancing Customer Experience: A Systematic Literature
Review....................................................... 897
Linh Truong, Tien Duc Vu, and Ha My Doan
57 Exploring the Influence of Virtual Reality on Customer
Sentiment Analysis: A Systematic Review ....................... 915
Rogério Silva, Ivo Pereira, Susana Nicola, and Ana Madureira
Contents xiii
58 Impacts of Augmented Reality in E-commerce: Advances
and Trends in 2024—A Literature Review ....................... 931
Carlos Alves, José Machado, and José Luís Reis
Author Index
Marketing and Smart Technologies - Proceedings of ICMarkTech 2023, Volume 2.
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2023), held at Faculty of Economics and Management (FEM), Czech University of Life Sciences Prague (CZU), in partnership with University College Prague (UCP), in Prague, Czech Republic, between 30 November and 2 December 2023. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Table of contents (57 papers)
Front Matter
Pages i-xiv
Download chapter PDF
Blockchain Applied to Marketing
Front Matter
Pages 1-1
Download chapter PDF
Performance Benchmarking of Hyperledger Fabric Networks: Insights for Scalability and Optimization
Maryam Abbasi, Jose Silva, Paulo Vaz, Adelino Soares, Pedro Martins
Pages 3-15
Blockchain-Based C2C Business Models in a Smart City
Petar Lukovac, Milica Simić, Marija Duranović, Miloš Radenković, Aleksandra Labus
Pages 17-28
An E-Business Model for the Fashion Industry Based on Blockchain Technologies and NFTs
Milica Simić, Vukašin Despotović, Marko Suvajdžić, Tamara Naumović, Zorica Bogdanović
Pages 29-41
Business Intelligence Databases and Marketing
Front Matter
Pages 43-43
Download chapter PDF
Effective Indices for Market Share Estimation in Concept Testing
Takumi Kato, Yu Zhu, Yosuke Ichiki, Rina Takizawa, Takumi Ohno, Takahiko Umeyama et al.
Pages 45-56
Digitalization of Project Management—A Bibliometric Analysis
Zornitsa Yordanova
Pages 57-68
Navigating the Portuguese Digital Landscape: Martech Systems’ Adoption, Digital Intensity, Transition and Transformation
Caterina Foà, Nuno Geada
Pages 69-85
Cultural Trends and Destination Brands: Semiotic and Coolhunting Protocols for the Analysis of Advertisements
Nelson Pinheiro Gomes, Manuel Pinto Grunfeld
Pages 87-102
Customer Data Management and CRM
Front Matter
Pages 103-103
Download chapter PDF
Hyper-Personalisation in Wine Industry a Scoping Review
João Félix, João M. S. Carvalho, Sílvia Faria
Pages 105-127
Customer Relationship Management: The Case of Ecuadorian Companies
Diana Morales-Urrutia
Pages 129-138
Prevention and Road Safety Campaigns Through Emotion in Portugal: A Comprehensive Empirical Analysis
Sónia M. A. Morgado, Cristiana Xavier, Pedro Pereira
Pages 139-155
Effect of Time in Hotel Quest Decision-Making: The Case of Price Demand Elasticity for Different Lengths of Stay and Booking Horizons
Stepan Chalupa, Martin Petricek, Jiřina Jenčková
Pages 157-168
The Sustainability Component of the Brand and the Purchase Intention of Gen Z: State of the Art
Evelina Maria Oliveira Coutinho, Manuel Au-Yong-Oliveira
Pages 169-179
Marketing Automation and Marketing Inbound
Front Matter
Pages 181-181
Download chapter PDF
Exploring Factors Driving Satisfaction from Recommendation Algorithm on Netflix
Karolina Olma, Mariia Rizun, Artur Strzelecki
Pages 183-198
Fostering Sustainable Innovation: Integrating Project and Innovation Management
Zornitsa Yordanova
Pages 199-213
Marketing, Geomarketing and IOT
Front Matter
Pages 215-215
Marketing, Geomarketing and IOT
Electric Vehicle Motors or Gasoline Engines? Attractiveness Created by Driving Sound
Takumi Kato, Takashi Kondo
Pages 217-227
Innovation Lessons from CEF Projects’ Management
Rui Carreira, Margarida Campolargo, Olaf-Gerd Gemein, Michael Mulquin
Pages 229-241
Features of Enterprises’ Marketing Carrying Out Their Activities in the International Market
Célio Gonçalo Marques, Ekaterina A. Minenko
Pages 243-253
Optimizing Collaboration: A Team-Based Approach to Use Marketing Technology Effectively in SMEs
Marcel Huettermann, Reto Heierli, Michael Klaas
Pages 255-267
Exploring the Factors Driving Smart Home Adoption: An Extension of the Unified Theory of Acceptance and Use of Technology
Artur Strzelecki, Beata Kolny, Michał Kucia
Pages 269-285
Tourism Marketing in Portugal: Boosting Success Through Geomarketing, IoT and Innovation
Luís Fernandes Oliveira, Pedro Cardoso Rodrigues, Lara Mendes Bacalhau, Vasco Santos, Bruno Barbosa Sousa, João Tomaz Simões
Pages 287-298
Who Does the Data Belong to: Challenges of Implementing an Open Data Policy on a Metropolitan City in Brazil
Eurico Vasconcelos, Maurício Bezerra, Luiz Saboia
Pages 299-316
What is the Role of GIS in Shaping Marketing Approaches? A Systematic Review
Jacinto Estima, Ana Estima
Pages 317-328
A System for Game-Based Smart Tourism
Luka Petrović, Kristina Baščarević, Aleksa Miletić, Danijela Stojanović, Zorica Bogdanović
Pages 329-340
A Digital Twin City Congestion Management Model as Part Smart Mobility in GCC Countries
Miloš Durković, Demir Hadžić, Dušan Barać, Marijana Despotović-Zrakić,
Marketing, Geomarketing and IOT
Electric Vehicle Motors or Gasoline Engines? Attractiveness Created by Driving Sound
Takumi Kato, Takashi Kondo
Pages 217-227
Innovation Lessons from CEF Projects’ Management
Rui Carreira, Margarida Campolargo, Olaf-Gerd Gemein, Michael Mulquin
Pages 229-241
Features of Enterprises’ Marketing Carrying Out Their Activities in the International Market
Célio Gonçalo Marques, Ekaterina A. Minenko
Pages 243-253
Optimizing Collaboration: A Team-Based Approach to Use Marketing Technology Effectively in SMEs
Marcel Huettermann, Reto Heierli, Michael Klaas
Pages 255-267
Exploring the Factors Driving Smart Home Adoption: An Extension of the Unified Theory of Acceptance and Use of Technology
Artur Strzelecki, Beata Kolny, Michał Kucia
Pages 269-285
Tourism Marketing in Portugal: Boosting Success Through Geomarketing, IoT and Innovation
Luís Fernandes Oliveira, Pedro Cardoso Rodrigues, Lara Mendes Bacalhau, Vasco Santos, Bruno Barbosa Sousa, João Tomaz Simões
Pages 287-298
Who Does the Data Belong to: Challenges of Implementing an Open Data Policy on a Metropolitan City in Brazil
Eurico Vasconcelos, Maurício Bezerra, Luiz Saboia
Pages 299-316
What is the Role of GIS in Shaping Marketing Approaches? A Systematic Review
Jacinto Estima, Ana Estima
Pages 317-328
A System for Game-Based Smart Tourism
Luka Petrović, Kristina Baščarević, Aleksa Miletić, Danijela Stojanović, Zorica Bogdanović
Pages 329-340
A Digital Twin City Congestion Management Model as Part Smart Mobility in GCC Countries
Miloš Durković, Demir Hadžić, Dušan Barać, Marijana Despotović-Zrakić, Zorica Bogdanović, Božidar Radenković
Pages 341-352
Mobile Marketing and Wearable Technologies
Front Matter
Pages 353-353
Download chapter PDF
Investigating the Factors Driving Consumers’ Intention to Use Mobile Banking Applications: An Integrated Acceptance Model
Karolina Olma, Paulina Rutecka, Artur Strzelecki
Pages 355-372
Mobile Marketing Determinants in Consumers’ Purchase Intention
Sara Teixeira, Zaila Oliveira
Pages 373-388
Building a Smart System of Pilgrimage Tourism Through a Mobile Application for Mary’s Way in Slovakia
Blandína Šramová, Tatiana Deptová
Pages 389-398
Omnichannel and Marketing Communication
Front Matter
Pages 399-399
Download chapter PDF
Sensory Marketing: A 40-Year Bibliometric Analysis
Inês Antunes, José Veríssimo
Pages 401-410
Impact of the Introduction of Digital Technology in Convenience Stores: A Case Study of Taiwan FamilyMart Before and After COVID-19
Sulin Chung
Pages 411-423
Omni-Channel and Marketing Communication in Second-Hand Luxury Trade Business: Examples from Two Leading Companies in the USA and China
Kathryn Bei Deng, Matthew Tingchi Liu, Sharon Xiao Wang, Hoi Ngan Loi
Pages 425-441
The Modern Call Center: The Relationship Between Service Quality Metrics and Employee’s Performance. Amplifon Case Study
Filipa Oom do Vale, Amélia Brandão, Jorge Remondes
Pages 443-475
The Consumer Experience in Omnichannel: A Systematic Literature Review
Inês Estêvão, Joana Marçalo, Lara Mendes Bacalhau, Alexandra Leandro
Pages 477-490
Omnichannel and Marketing Communication
Integration of Online Communication Channels and Online Consumer Behavior
Paulo Botelho Pires, José Duarte Santos, Pedro Quelhas de Brito
Pages 491-505
Leveraging the Role of Associative Business Structures in the Digital Age: A Theoretical Approach on How SMEs Can Take Advantage of Relationship Systems for Market Development
Amalia Georgescu, Silvia Avasilcai
Pages 507-524
Social Media and Networking
Front Matter
Pages 525-525
Download chapter PDF
Elaboration of a Conceptual Map of E-WOM Through Co-Word Analysis
Ramón A. Carrasco, Itzcóatl Bueno, Manuel Cobo, Gricela Elizabeth Andrade Ruiz
Pages 527-541
Is Real-Time Marketing Still the Right Tool?—Analysis of Polish Delivery Company’s Social Media
Karina Cicha, Magdalena Pastor
Pages 543-558
Social Media and Digital Influencers: The Role of Perceived Influence, Trustworthiness, and Information Quality on Purchase Intention of Local Fashion Brand
Fransiskus Ryan, Yeshika Alversia, Arviansyah
Pages 559-572
Social Media and Tourist Destinations’ Image in a Crisis Context: An Analysis of Portugal’s Image Projection During the Covid-19
Cynthia Corrêa, Helena Alves, Cristina Estevão
Pages 573-589
A Thorough Study of European Union’s Online Media Platforms: What Is EU’s State of Things?
Cláudio Matos, Vera Silva Carlos, Joaquim Pratas
Pages 591-608
Enhancing Sentiment Analysis: Tackling Class Imbalance in Hotel Reviews
Anes Murić, Ljiljana Kašćelan, Sunčica Vuković
Pages 609-624
Corporate Reputation Through the Eyes of Social Responsibility in the Fashion Industry
R. E. Loke, K. Chamlal
Pages 625-642
Model for Enriching Social Media Hashtags Using AI for Institutional Image Management: Case of the Municipality of Ecuador
Andres Wladimir Alvarado Chillogallo, Alexandra Cristina González Eras
Pages 643-656
Unlocking the Untapped Potential of Digital Tools for Promoting Low-Density Territories: A Case Study of Mirandela
Manuela Cunha, Ricardo Correia, Aida Carvalho, Carlos R. Cunha, Ruta Fontes
Pages 657-673
Social Media and Sustainable Consumption: Setting Research Agenda
Neha Purushottam, Walter Matli
Pages 675-684
Qualitative Research for a Marketing Plan: The Case Study of Polytechnic Institute of Viana do Castelo
Catarina Fernandes, Manuel José Fonseca, Jorge Esparteiro Garcia
Pages 685-699
Using YouTube in Language Education in Non-linguistic Universities: Bridging the Theory and Practice
Mária Spišiaková, Natalia Shumeiko
Pages 701-713
Tweeting for Votes: Leveraging Twitter as a Tool for Political Marketing
Richard Novák, Antonín Pavlíček, Jiří Korčák, Tomáš Sigmund
Pages 715-727
Elaborating Visual Firm-Generated Content to Enhance the Customer Journey
Sara Lapresta-Romero, Blanca Hernández-Ortega
Pages 729-735
Web Marketing, e-commerce and v-commerce
Front Matter
Pages 737-737
Download chapter PDF
What Large Companies Disclosure on Their Websites About Inclusivity and Sustainability?
João M. S. Carvalho
Pages 739-748
Understanding Live Streaming Commerce Eco-System Development in China
Ming Gao, Matthew Tingchi Liu, Hoi Ngan Loi
Pages 749-764
Web Marketing, e-commerce and v-commerce
Brazilians’ Acceptance of Multi-attribute Reverse Auction Model for B2C E-Commerce
Sílvia Faria, Manuel Sousa Pereira, João M. S. Carvalho, Ruan Porto Marques
Pages 765-777
E-Commerce Automation: A Mixed-Method Investigation and Workshop Canvas for E-Commerce Roadmap Development
Marc K. Peter, Reto Baumgartner, Danilo Siscaro, Alain Neher
Pages 779-793
What Makes Consumers Loyal in E-Commerce? A Comparison Between Shopee and Tokopedia
Anisa Larasati, Leo Andri Yulius Caesar, Martinus, Christofer Allen Hadiputera, Nerryus Aditya
Pages 795-806
Intention to Use Web Applications: The UTAUT2 Model and the Contribution of Perceived Value
Pedro Espírito Santo, Patrícia Azinheira Cardoso
Pages 807-820
Next-Level MarTech
Marcel Huettermann, Michael Klaas
Pages 821-834
E-Commerce in the Collection of Value-Added Tax in Ecuador
Paulina Viviana Quinaluisa Paredes, Andrés Ramos Alvarez, Odette Pantoja Díaz
Pages 835-847
Digital Innovation in Health Care: Addressing Medication Non-adherence
Laxmi Bhandari, Manuel José Fonseca, António B. Fernandes, Jorge Esparteiro Garcia
Pages 849-861
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