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

Francisco J. Martínez-López · Luis F. Martinez · Philipp Brüggemann

Jun 2024 · Springer Nature

Ebook

318

Pages

About this ebook

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.

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 theoret...

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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.

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 Resea...

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