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Advances in Digital Marketing and eCommerce

First International Conference, 2020

  • Conference proceedings
  • © 2020

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. Steven D'Alessandro

    1. School of Management and Marketing, University of Tasmania, Sandy Bay, Australia

    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 2020.

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Table of contents (26 papers)

  1. Front Matter

    Pages i-ix
    Download chapter PDF

  2. Marketing and Advertising: Trends of the Sector

    • Joan-Francesc Fondevila-Gascón, Josep Rom-Rodríguez, Marc Polo-López, Javier L. Crespo
    Pages 1-8

  3. Influence of Social Networks on Responsible Behaviour by Smart Tourists

    • Marios Sotiriadis, Shiwei Shen, Qing Zhou
    Pages 9-16

  4. Information Use Under Quality Uncertainties and Its Impact on the Digital Goods Production

    • Amy Wenxuan Ding
    Pages 17-24

  5. Impacts of Blockchain Technology in Marketing

    • Debika Sihi
    Pages 25-30

  6. Brand Anthropomorphism and Brand Voice: The Role of the Name-Brand Voice Assistant

    • Maria Vernuccio, Michela Patrizi, Alberto Pastore
    Pages 31-39

  7. Consumers’ Online Institutional Privacy Literacy

    • Eathar Abdul-Ghani
    Pages 40-46

  8. Social Media and Omni-Channel Strategies in the Tourism Industry: An Analysis of Club Med

    • Lala Hu, Mirko Olivieri
    Pages 47-55

  9. Business Is Business: The Difference in Perception of Influencer’s Morality Between Generation Y and Z

    • Nina Grgurić Čop, Barbara Culiberg
    Pages 56-61

  10. Types of Electronic Word-of-Mouth and Their Impact on Consumer Attitudes

    • Robert Zniva, Wolfgang J. Weitzl, Julian M. Müller, Andrea Schneider
    Pages 62-69

  11. The Drivers of Video Popularity on YouTube: An Empirical Investigation

    • Ana Cristina Munaro, Renato Hübner Barcelos, Eliane Cristine Francisco Maffezzolli, João Pedro Santos Rodrigues, Emerson Cabrera Paraiso
    Pages 70-79

  12. A Tale of Two Social Influencers: A New Method for the Evaluation of Social Marketing

    • María Teresa Ballestar, Jorge Sainz
    Pages 80-90

  13. Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research

    • Elvira Ismagilova, Yogesh Dwivedi, Nripendra Rana
    Pages 91-98

  14. Consumer Adoption of Online-to-Offline Food Delivery Services: A Conceptual Model

    • Ou Wang
    Pages 99-105

  15. Role of Digital Relationships in the Marketing of Higher Education: An Exploratory Analysis from New Zealand

    • Surej P. John
    Pages 106-113

  16. Digital Marketing Strategies in Educational Tourism: A Social Media Perspective

    • Surej P. John
    Pages 114-121

  17. Extension of META-UTAUT for Examining Consumer Adoption of Social Commerce: Towards a Conceptual Model

    • Prianka Sarker, D. Laurie Hughes, Yogesh K. Dwivedi
    Pages 122-129

  18. The Effect of Web Advertising Visual Design on Online Purchase Intention: Insights on Generations Y and Z

    • Luisa M. Martinez, Teresa V. Neves, Luis F. Martinez
    Pages 130-140

  19. Optimizing the Digital Customer Journey – Improving User Experience by Persona-Based and Situation-Aware Adaptations

    • Christian Märtin, Pietro Asta, Bärbel Bissinger
    Pages 141-148

  20. Influence of Source Credibility on Search for Information

    • Sonika Singh
    Pages 149-152
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Other volumes

  1. Advances in Digital Marketing and eCommerce

Keywords

About this book

This book highlights the latest research presented at the first Digital Marketing & eCommerce Conference (Barcelona, Spain, June 2020). 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, social branding, business model, user privacy, and more.

Editors and Affiliations

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

    Francisco J. Martínez-López

  • School of Management and Marketing, University of Tasmania, Sandy Bay, Australia

    Steven D'Alessandro

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.

Steven D'Alessandro is an Associate Head of Research, School of Management and Marketing, University of Tasmania in Hobart, Australia.

Bibliographic Information

  • Book Title: Advances in Digital Marketing and eCommerce

  • Book Subtitle: First International Conference, 2020

  • Editors: Francisco J. Martínez-López, Steven D'Alessandro

  • Series Title: Springer Proceedings in Business and Economics

  • DOI: https://doi.org/10.1007/978-3-030-47595-6

  • 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 2020

  • Softcover ISBN: 978-3-030-47594-9Published: 07 May 2020

  • eBook ISBN: 978-3-030-47595-6Published: 06 May 2020

  • Series ISSN: 2198-7246

  • Series E-ISSN: 2198-7254

  • Edition Number: 1

  • Number of Pages: IX, 220

  • Number of Illustrations: 18 b/w illustrations, 10 illustrations in colour

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

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