Martínez-López / Martinez / Brüggemann Advances in Digital Marketing and eCommerce

Fifth International Conference, 2024
1. Auflage 2024
ISBN: 978-3-031-62135-2
Verlag: Springer International Publishing
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 318 Seiten

Reihe: Springer Proceedings in Business and Economics

The Digital Marketing and eCommerce Conference brings together leading researchers and scholars to exchange and share their experiences and findings on all aspects of ecommerce and digital marketing.

This volume presents the proceedings of the 2024 edition. Showcasing a range of original theoretical and methodological approaches, they address such diverse areas of application as social media; digital nudging; digital luxury; trends; crowdfunding; virtual reality (VR), augmented reality (AR) and the metaverse; generative artificial intelligence (AI); green ecommerce; environmental, social, and corporate governance (ESG); electronic word-of-mouth (eWOM); gamification; text mining; customer journey; and private label brands.

Zielgruppe

Research

Autoren/Hrsg.

Martínez-López, Francisco J.

Martinez, Luis F.

Brüggemann, Philipp

Inhaltsverzeichnis

Negative WOM for Liking Brands vs Positive WOM for Disliking Brands: Differences in Length and Content of WOM.- The impact of 3D digital content on consumer satisfaction with brand experiences.- Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites.

Über Autor(innen)

Francisco J. Martínez-López is Professor of Business Administration at the University of Granada in Spain.

Luis F. Martinez is Associate Professor of Marketing and Behavioral Science at Nova School of Business & Economics, Nova University Lisbon, Portugal.

Philipp Brüggemann is Postdoctoral Researcher at the University of Hagen, Germany.