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Advances in Digital Marketing and eCommerce

Fifth International Conference, 2024

  • Conference proceedings
  • © 2024

Overview

Editors:
  1. Francisco J. Martínez-López

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

  2. Luis F. Martinez

    1. Nova School of Business and Economics, Nova University Lisbon, Carcavelos, Portugal

  3. Philipp Brüggemann

    1. University of Hagen, Hagen, Germany

  • Provides the 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 2024.

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  • 1 Citation

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About this book

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.

 

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Table of contents (30 papers)

  1. Guiding Customer Choices: The Impact of Digital Nudging on Preferred Decisions Throughout the Customer Journey

    • Christian Koch, Waldemar Pförtsch, Philipp Brüggemann
    Pages 186-193

  2. Cultures in Connection: Decoding Social Media’s Influence on Consumer Choices Through the Prism of Brand Equity

    • Karan Patel, Darley-Biviana Pacheco-Cubillos, Francisco-Javier Arroyo-Cañada, Jaime Gil-Lafuente
    Pages 194-208

  3. Use of AI and Text Mining on Twitter for the Analysis of the Concept of Tourism in Colombia

    • Javier Hernández-Riaño, Rodolfo Casadiego-Alzate, Javier A. Sánchez-Torres, Francisco-Javier Arroyo-Cañada, Ana María Argila-Irurita, María Luisa Solé-Moro
    Pages 209-224

  4. Review Valence Impact on Jello Shot Sales

    • J. Christopher Westland
    Pages 225-235

  5. Is ESG an Essential Topic for Companies Operating Primarily in the Digital Environment?

    • Vojtěch Kotrba, Jakub Menšík, Luis F. Martinez
    Pages 236-247

  6. Patronage from Crowd: Exploring Drivers of Recurring Crowdfunding Performance

    • Li Chen
    Pages 248-255

  7. Online Visual Merchandising in Grocery Retail: The Impact on Retailer and Customer Behavioural Outcomes

    • Skye Lombard, Nomsa Khabo, Neo Ligaraba
    Pages 256-270

  8. The Rise of Premium Private Label Brands in Grocery Retailing: Qualitative Insights from Young German Consumers

    • Anneka M. Schmidt, Luisa M. Martinez, Luis F. Martinez
    Pages 271-293

  9. Nudging Elderly Consumers Toward Sustainable Last-Mile Delivery Choices

    • Jacopo Ballerini, Alberto Ferraris, Rebecca Pera
    Pages 294-299

  10. Maximizing Social Media Impact in Digital Marketing: Effective Instagram Strategies for Brands

    • Jordi Campo, Ana Maria Argila Irurita, Maria Luisa Solé Moro
    Pages 300-307

  11. Beyond Quality: How Negative Emotions in Online Movie Reviews Drive Consumer Engagement

    • Juan Kong
    Pages 308-315

  12. Back Matter

    Pages 317-318
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Other volumes

  1. Advances in Digital Marketing and eCommerce

Editors and Affiliations

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

    Francisco J. Martínez-López

  • Nova School of Business and Economics, Nova University Lisbon, Carcavelos, Portugal

    Luis F. Martinez

  • University of Hagen, Hagen, Germany

    Philipp Brüggemann

About the editors

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.

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Bibliographic Information

  • Book Title: Advances in Digital Marketing and eCommerce

  • Book Subtitle: Fifth International Conference, 2024

  • Editors: Francisco J. Martínez-López, Luis F. Martinez, Philipp Brüggemann

  • Series Title: Springer Proceedings in Business and Economics

  • DOI: https://doi.org/10.1007/978-3-031-62135-2

  • 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 2024

  • Hardcover ISBN: 978-3-031-62134-5Published: 20 June 2024

  • Softcover ISBN: 978-3-031-62137-6Published: 21 June 2025

  • eBook ISBN: 978-3-031-62135-2Published: 19 June 2024

  • Series ISSN: 2198-7246

  • Series E-ISSN: 2198-7254

  • Edition Number: 1

  • Number of Pages: IX, 318

  • Number of Illustrations: 13 b/w illustrations, 41 illustrations in colour

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

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