03228nam 22006375 450 991086657210332120240627163806.09783031621352(electronic bk.)978303162134510.1007/978-3-031-62135-2(MiAaPQ)EBC31497575(Au-PeEL)EBL31497575(CKB)32320330400041(DE-He213)978-3-031-62135-2(OCoLC)1442940587(EXLCZ)993232033040004120240620d2024 u| 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierAdvances in Digital Marketing and eCommerce Fifth International Conference, 2024 /edited by Francisco J. Martínez-López, Luis F. Martinez, Philipp Brüggemann1st ed. 2024.Cham :Springer Nature Switzerland :Imprint: Springer,2024.1 online resource (327 pages)Springer Proceedings in Business and Economics,2198-7254Print version: Martínez-López, Francisco J. Advances in Digital Marketing and ECommerce Cham : Springer International Publishing AG,c2024 9783031621345 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.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. .Springer Proceedings in Business and Economics,2198-7254TelemarketingInternet marketingBusiness information servicesElectronic commerceDigital MarketingIT in Businesse-Commerce and e-BusinessTelemarketing.Internet marketing.Business information services.Electronic commerce.Digital Marketing.IT in Business.e-Commerce and e-Business.658.872659.144Martínez-López Francisco J846757Martinez Luis F1772132Brüggemann Philipp1772133MiAaPQMiAaPQMiAaPQ9910866572103321Advances in Digital Marketing and eCommerce4271869UNINA