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Advances in Digital Marketing and eCommerce

Fourth International Conference, 2023

  • Conference proceedings
  • © 2023

Overview

Editors:
  1. Francisco J. Martínez-López

    1. Department of Business Administration 1, Business School, University of Granada, Granada, Spain

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  • Provides latest insights on developing business models for the digital marketing landscape
  • Focuses on the evolution of social media as a marketing strategy
  • Highlights latest research advances in eCommerce

Part of the book series: Springer Proceedings in Business and Economics (SPBE)

Included in the following conference series:

Conference proceedings info: DMEC 2023.

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Table of contents (29 papers)

  1. Front Matter

    Pages i-vii
    Download chapter PDF

  2. Less for More: Does Consumers’ Proneness to Join More Online Brand Communities Negatively Impact Consumers’ Sharing Ability?

    • Zahy Ramadan, Ibrahim Abosag, Eman Gadalla
    Pages 1-8

  3. Who Buys When and Where? How Channel Design and Consumer Attributes Influence Customer Journey Outcomes

    • Nadine Ampler, Christian Koch, Rainer Olbrich
    Pages 9-19

  4. Descending Beats Ascending: Effects of Order on the Likert Scale on Consumer Ratings

    • Takumi Kato
    Pages 20-28

  5. Recommendation by Multiscale Semantic-Visual Analysis of User Reviews and Product Images

    • Zhu Zhan, Bugao Xu
    Pages 29-36

  6. Deepening Branding Opportunities in VR-Based Metaverses. A Qualitative Study

    • Maria Vernuccio, Sara Boccalini, Michela Patrizi, Alberto Pastore
    Pages 37-45

  7. An Exploratory Study of Audiobook Discount Pricing

    • Li Chen
    Pages 46-52

  8. Assessing Streamer Attributes: The Role of Trust in Purchase Intention for Live E-Commerce

    • Monica Law, Mark Ng, Lubanski Lam, Xiling Cui
    Pages 53-61

  9. Advertising Value of Podcast Advertising

    • Carsten D. Schultz
    Pages 62-69

  10. They Don’t Do What They Say – The Attitude-Behavior Gap in Online and Offline Grocery Shopping for Organic Products

    • Kevin Ermecke, Rainer Olbrich, Philipp Brüggemann
    Pages 70-77

  11. How the Quick Commerce Business Model Delivers Convenience in Online Grocery Retailing

    • Johanna Rau, Lina Altenburg, Alessandro Iuffmann Ghezzi
    Pages 78-85

  12. Influencer Marketing Strategies in Foreign Marketplaces

    • Nuo Wang
    Pages 86-90

  13. Analysis of the Possibilities of Implementing Bitcoin and Other Cryptocurrency Payments at the University

    • Juraj Fabus, Miriam Garbarova, Iveta Kremenova, Lukas Vartiak
    Pages 91-96

  14. How Digital Channels Enhance Firm Internationalization: An Explorative Study on Space Tech Startups

    • Mirko Olivieri, Lala Hu, Chiara Cantù
    Pages 97-104

  15. An Empirical Study on the Role of CRM and Big Data in the Automotive Industry

    • Lala Hu, Angela Basiglio
    Pages 105-112

  16. Antecedents and Effects of Influencer Marketing Strategies: A Systematic Literature Review and Directions for Future Research

    • Surej P. John, Sivakumari Supramaniam
    Pages 113-119

  17. How Technology Helps Farmers to Cater to Consumers – Channel Formats and Consumer Motives

    • Johanna Muggenhuber, Tanja Doppler, Cordula Cerha, Robert Zniva
    Pages 120-128

  18. The Influence of Brand Digital Storytelling Using the Hero’s Customer Journey Communication Technique on Customer Acquisition and Retention

    • Emilie Gachassin, Catherine Prentice, Park Thaichon
    Pages 129-136

  19. The Development of Online Shopping and Finding Information About Products in the Visegrad Four Countries

    • Richard Fedorko, Štefan Kráľ, Lenka Štofejová
    Pages 137-144

  20. How Facebook’s Brand Personality Affects Brand Commitment and Preference: The Mediating Role of Self-image Congruence

    • Johan Hellemans, Kim Willems, Malaika Brengman
    Pages 145-155
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Other volumes

  1. Advances in Digital Marketing and eCommerce

Keywords

About this book

The Digital Marketing and eCommerce Conference aims to bring together leading researchers and research scholars to exchange and share their experiences and research results on any aspects of ecommerce and digital marketing.

This volume presents the proceedings of the 2023 edition in a collection of contributions with many original approaches. They address diverse areas of application such as online brand communities, channel design, online retailing, cryptocurrencies, user-generated content, TikTok, among others. A wide variety of theoretical and methodological approaches have been used.


Editors and Affiliations

  • Department of Business Administration 1, Business School, University of Granada, Granada, Spain

    Francisco J. Martínez-López

About the editor

Francisco J. Martínez-López is a Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain.

Bibliographic Information

  • Book Title: Advances in Digital Marketing and eCommerce

  • Book Subtitle: Fourth International Conference, 2023

  • Editors: Francisco J. Martínez-López

  • Series Title: Springer Proceedings in Business and Economics

  • DOI: https://doi.org/10.1007/978-3-031-31836-8

  • Publisher: Springer Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2023

  • Hardcover ISBN: 978-3-031-31835-1Published: 29 April 2023

  • Softcover ISBN: 978-3-031-31838-2Due: 30 May 2023

  • eBook ISBN: 978-3-031-31836-8Published: 28 April 2023

  • Series ISSN: 2198-7246

  • Series E-ISSN: 2198-7254

  • Edition Number: 1

  • Number of Pages: VII, 306

  • Number of Illustrations: 38 b/w illustrations, 28 illustrations in colour

  • Topics: Online Marketing/Social Media, IT in Business, e-Commerce/e-business

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