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Advances in Digital Marketing and eCommerce

Second International Conference, 2021

  • Conference proceedings
  • © 2021

Overview

Editors:
  1. Francisco J. Martínez-López

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

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    You can also search for this editor in PubMed   Google Scholar

  2. David López López

    1. ESADE Business & Law School, Barcelona, Spain

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

  • Features latest research on social commerce and social media strategies
  • Includes articles studying psychological and behavioral factors
  • Provides latest insights on developing business models for the digital landscape

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

Included in the following conference series:

Conference proceedings info: DMEC 2021.

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Table of contents (34 papers)

  1. Front Matter

    Pages i-x
    Download chapter PDF

  2. Influencer Marketing in the Make-up Industry

    • Ioanna Yfantidou, Mile Grncarov
    Pages 1-15

  3. Brand Semiotics as a Tool to Create Stronger Viewer Involvement with Brand Visuals on Social Media

    • C. du Plessis
    Pages 16-23

  4. Talking to Voice Assistants: Exploring Negative and Positive Users’ Perceptions

    • Michela Patrizi, Maria Vernuccio, Alberto Pastore
    Pages 24-34

  5. The Influence of Brands and Platform Mechanics on Creator’ Content Sovereignty on TikTok

    • Markus Rach
    Pages 35-42

  6. Interactivity in Social Media: A Comparison in the Movie Studios Sector

    • Joan-Francesc Fondevila-Gascón, Pedro Mir-Bernal, Marc Perelló-Sobrepere, Marc Polo-López
    Pages 43-49

  7. Digital Transformation Induced by the Covid-19 Pandemic

    • Sankhani Hemachandra, Nora Sharkasi
    Pages 50-61

  8. Towards an Understanding of the Intention to Engage on Facebook

    • Diep Ngoc Nguyen, Nora Sharkasi
    Pages 62-73

  9. Metrics of Engagement on Social Networks and Their Relationship to the Customer's Decision-Making Process Under e-Commerce Conditions

    • L’udovít Nastišin, Richard Fedorko
    Pages 74-82

  10. Online Shopping Problems in the Context of B2C E-commerce in the Visegrad Four Countries

    • Richard Fedorko, Štefan Kráľ
    Pages 83-94

  11. The New Adult on the Block: Daily Active Users of TikTok Compared to Facebook, Twitter, and Instagram During the COVID-19 Crisis in Belgium

    • Johan Hellemans, Kim Willems, Malaika Brengman
    Pages 95-103

  12. Fight Against Corona: Exploring Consumer-Brand Relationship via Twitter Textual Analysis

    • Francesco Smaldone, Mario D’Arco, Vittoria Marino
    Pages 104-111

  13. How to Leverage Digital Marketing in B2B: A Study on Italian SMEs During the Covid-19 Outbreak

    • Lala Hu, Mirko Olivieri
    Pages 112-120

  14. How Does the Number of Instagram Followers Influence Brand Attitude: The Role of Purchase Intention, Perceived Product Quality, Referrals, Brand Trust, and Gender

    • Ricardo Dias, Luis F. Martinez, Luisa M. Martinez
    Pages 121-128

  15. Online Atmospherics - An Evaluation of the Current State of the Art and Future Research Directions

    • Eva Maria González Hernández, Jan-Hinrich Meyer, Andrea Trujillo
    Pages 129-136

  16. How TikTok’s Algorithm Beats Facebook & Co. for Attention Under the Theory of Escapism: A Network Sample Analysis of Austrian, German and Swiss Users

    • Markus Rach, Marc K. Peter
    Pages 137-143

  17. The Social Media Monitoring Process and its Role in Social Media Strategy Development

    • Cécile Zachlod, Marc K. Peter
    Pages 144-152

  18. Organic Reach on YouTube: What Makes People Click on Videos from Social Media Influencers?

    • Jason Weismueller, Paul Harrigan
    Pages 153-160

  19. Online E-Communication Channels: The Impact of CSR and Reviews on Purchase Intent

    • Leanne Johnstone, Cecilia Lindh
    Pages 161-183

  20. Social Media in FMCG Marketing: Understanding How Supermarkets Use Facebook During the COVID-19 Pandemic

    • Surej P. John, Richard Walford
    Pages 184-191
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Other volumes

  1. Advances in Digital Marketing and eCommerce

Keywords

About this book

This book highlights the latest research articles presented at the second Digital Marketing & eCommerce Conference in June 2021. Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, branding on social media, social media-based business models, user privacy and security protection on social media, social video marketing and commerce, among other topics.

Editors and Affiliations

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

    Francisco J. Martínez-López

  • ESADE Business & Law School, Barcelona, Spain

    David López López

About the editors

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

David López López is a Professor, and the Academic Coordinator, co-founder and strategy director of FHIOS Smart Knowledge program at the International University of La Rioja in Spain.

Bibliographic Information

  • Book Title: Advances in Digital Marketing and eCommerce

  • Book Subtitle: Second International Conference, 2021

  • Editors: Francisco J. Martínez-López, David López López

  • Series Title: Springer Proceedings in Business and Economics

  • DOI: https://doi.org/10.1007/978-3-030-76520-0

  • 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 2021

  • Hardcover ISBN: 978-3-030-76519-4Published: 27 May 2021

  • Softcover ISBN: 978-3-030-76522-4Published: 28 May 2022

  • eBook ISBN: 978-3-030-76520-0Published: 26 May 2021

  • Series ISSN: 2198-7246

  • Series E-ISSN: 2198-7254

  • Edition Number: 1

  • Number of Pages: X, 336

  • Number of Illustrations: 23 b/w illustrations, 24 illustrations in colour

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

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