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Marketing and Smart Technologies

Proceedings of ICMarkTech 2020

  • Conference proceedings
  • © 2021

Overview

Editors:
  1. Álvaro Rocha

    1. ISEG, University of Lisbon, Lisbon, Portugal

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  2. José Luís Reis

    1. University Institute of Maia—ISMAI, Maia, Portugal

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  3. Marc K. Peter

    1. FHNW School of Business, University of Applied Sciences and Arts, Olten, Switzerland

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  4. Ricardo Cayolla

    1. Instituto Português de Administração e Marketing, Portucalense University, Porto, Portugal

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  5. Sandra Loureiro

    1. ISCTE-University Institute of Lisbon, Lisbon, Portugal

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  6. Zorica Bogdanović

    1. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

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  • Discusses smart technologies for effective solutions in business and marketing
  • Presents the outcomes of the ICMarkTech 2020 conference, held from October 8 to 10, 2020
  • Serves as a reference resource for researchers and practitioners in academia and industry

Part of the book series: Smart Innovation, Systems and Technologies (SIST, volume 205)

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Table of contents (63 papers)

  1. Front Matter

    Pages i-xxxii
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  2. Artificial Intelligence Applied in Marketing

    1. Front Matter

      Pages 1-1
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    2. How Committed I Am with Tourist-Intelligent Virtual Assistants?

      • Sandra Maria Correia Loureiro, Ricardo Godinho Bilro
      Pages 3-9

    3. Human Intelligence Versus Artificial Intelligence: A Comparison of Traditional and AI-Based Methods for Prospect Generation

      • Christian Stadlmann, Andreas Zehetner
      Pages 11-22

    4. A Trademark Image Retrieval Tool Based on Deep Learning Features

      • Rubén Manrique, David Duque-Arias
      Pages 23-33

    5. The Impact of TikTok on Digital Marketing

      • Teresa Guarda, Maria Fernanda Augusto, José Avelino Victor, Luis Miguel Mazón, Isabel Lopes, Pedro Oliveira
      Pages 35-44

    6. Sentiment Analysis Using Web-Based Platforms on Virtual Education During the 2020 Lockdown

      • Alexandre Ruco, Khatia Vakhtanguri, Elina Ghazaryan, Isabel Pedrosa
      Pages 45-54

    7. The Post-COVID-19 Shopping Experience: Thoughts on the Role of Emerging Retail Technologies

      • Ana María Díaz-Martín, Myriam Quinones, Ignacio Cruz-Roche
      Pages 55-67

  3. Business Intelligence Databases and Marketing

    1. Front Matter

      Pages 69-69
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    2. Contribution of Research and Development to the Efficiency of Social Progress in Latin America

      • Maritza Torres-Samuel, María-Elena Torres, Juan Hurtado, Aida Luz Vargas Lugo, Darwin Solano
      Pages 71-79

    3. The Organizations’ Paths to Market Success

      • João M. S. Carvalho
      Pages 81-93

    4. Bibliometrics and Science Mapping of Digital Marketing

      • Marcelo León-Castro, Homero Rodríguez-Insuasti, Néstor Montalván-Burbano, José Avelino Victor
      Pages 95-107

    5. The Application of Text Mining for the Analysis of Connotation in a Higher Education Institution

      • Bruno Varela, Jorge Bernardino, Isabel Pedrosa
      Pages 109-120

  4. Customer Data Management and CRM

    1. Front Matter

      Pages 121-121
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    2. Comparative Analysis of the Percentage of Patents Requested by the Latin American Countries of Group 1 of the SIR Iber 2019 Ranking

      • Marisabel Luna Cardozo, Jorge Armando Mendoza Hernandez, Darwin Solano
      Pages 123-131

  5. Data Mining and Big Data—Marketing Data Science

    1. Front Matter

      Pages 133-133
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    2. Fuzzy Analytics Application in Digital and Consumer Marketing: A Literature Review

      • Adeolu Dairo, Krisztián Szűcs
      Pages 135-144

    3. Value Proposition Analysis of Network Business During Digital Adaptation in COVID-19 Conditions

      • Elizaveta Fainshtein
      Pages 145-153

    4. Keyword-Based Wine and Beer Product Categorization

      • Luís Oliveira, Rodrigo Rocha Silva, Jorge Bernardino
      Pages 155-165

    5. The Role of New Technologies in people’s Retention, Turnover and Internal Marketing: A Literature Review

      • Sara Muna Silva, João Leite Ribeiro, Bruno Barbosa Sousa
      Pages 167-181
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Keywords

About this book

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2020), held at ISCTE - University Institute of Lisbon, in the city of Lisbon in Portugal, between 8 and 10 October 2020. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.

Editors and Affiliations

  • ISEG, University of Lisbon, Lisbon, Portugal

    Álvaro Rocha

  • University Institute of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  • FHNW School of Business, University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  • Instituto Português de Administração e Marketing, Portucalense University, Porto, Portugal

    Ricardo Cayolla

  • ISCTE-University Institute of Lisbon, Lisbon, Portugal

    Sandra Loureiro

  • Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

About the editors

Álvaro Rocha holds the title of Honorary Professor and holds a D.Sc. in Information Science, Ph.D. in Information Systems and Technologies, M.Sc. in Information Management and BCS in Computer Science. He is Professor of Information Systems at the University of Lisbon, President of AISTI (the Iberian Association for Information Systems and Technologies), Chair of the IEEE Portugal Section Systems, Man, and Cybernetics Society Chapter and Editor-in-Chief of both JISEM (Journal of Information Systems Engineering & Management) and RISTI (Iberian Journal of Information Systems and Technologies).


José Luís Reis received Ph.D. in Technologies and Information Systems from the University of Minho and is Professor with the title of specialist in Management and Administration by IPAM, Porto. He is a Professor at ISMAI, IPAM and as invited at ISCAP.IPP. He is the author and co-author of several books, namely “Personalization in Marketing – Technologies and Information Systems”, “Marketing in agri-food – fundamentals and case studies”, “Gamification Model for SMEs” and “Marketing and Smart Technologies”.

Marc K. Peter received Doctorate from CSU Sydney, an Executive MBA from UAS Bern/Babson College/PKU Beijing and a Master of Marketing from the University of Basel. He is Fellow of both the British Computer Society and the Chartered Institute of Marketing.  He is a Professor of Digital Business and Head of the Competence Center Digital Transformation at the FHNW School of Business in Olten, Switzerland. His research and teaching focus are digital transformation, digital marketing and cyber security.


Ricardo Cayolla received Ph.D. in “Marketing and Strategy and is the author of seven books. He is Neuroscience Co-Creator of the projects “Super-Humans” and “How Humans Learn”. Original researcher integrates research done in neuroscience. With a graduation in “Design Thinking for Business Innovation” from ESADE,he applies the research in several areas in the business world. He is Visiting Professor in Marketing in Eastern Central University of Science and Technology (ECUST), Shanghai, China, since March 2017.
 
Sandra Loureiro (Ph.D.) is Associate Professor at Instituto Universitário de Lisboa (ISCTE-IUL) and Business Research Unit (BRU-IUL), and she is Director of the Ph.D. in Management, specialization in Marketing, and the Ph.D. in Tourism Management. Her current research interests include relationships, tourism marketing and technologies related issues, such as VR, AR and AI. Her papers have been published in a variety of peer-reviewed journals that include Journal of Marketing, Journal of Retailing, Tourism Management, Journal of Business Research, International Journal of Hospitality Management, Journal of Retailing and Consumer Services, Journal of Service Management, Journal of Cleaner Production and Journal of Brand Management or Online Information Review. 


Zorica Bogdanović received Ph.D. and is Associate Professor at the Faculty of Organizational Sciences, University of Belgrade, Serbia. She teaches subjects in the areas of e-business and e-business technologies on B.Sc., M.Sc. and Ph.D. studies. Her professional and scientific interests include e-business, Internet marketing, Internet technologies and Internet of things. The results of her research have been published in many well-known international journals and conference proceedings.

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