Advances in Digital Marketing and eCommerce: Fifth International Conference, 2024

by Francisco J. Martínez-López (Editor), Luis F. Martinez (Editor), Philipp Brüggemann (Editor)

Overview

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.

Product Details

ISBN-13:	9783031621345
Publisher:	Springer Nature Switzerland
Publication date:	06/20/2024
Series:	Springer Proceedings in Business and Economics
Edition description:	2024
Pages:	318
Product dimensions:	6.10(w) x 9.25(h) x (d)

About the Author

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.

Table of Contents

Negative WOM for Liking Brands vs Positive WOM for Disliking Brands: Differences in Length and Content of WOM.- The impact of 3D digital content on consumer satisfaction with brand experiences.- Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites.