Advances in Digital Marketing and eCommerce
Springer International Publishing (Verlag)
978-3-031-62134-5 (ISBN)
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.
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.
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.
| Erscheinungsdatum | 21.06.2024 |
|---|---|
| Reihe/Serie | Springer Proceedings in Business and Economics |
| Zusatzinfo | IX, 318 p. 54 illus., 41 illus. in color. |
| Verlagsort | Cham |
| Sprache | englisch |
| Maße | 155 x 235 mm |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Schlagworte | Branding • Digital transformation • influencer marketing • Online Consumer Behavior • Social Commerce • Social media monetization • Social video marketing |
| ISBN-10 | 3-031-62134-4 / 3031621344 |
| ISBN-13 | 978-3-031-62134-5 / 9783031621345 |
| Zustand | Neuware |
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