Advances in Digital Marketing and eCommerce : Fifth International Conference, 2024 / / edited by Francisco J. Martínez-López, Luis F. Martinez, Philipp Brüggemann

• Autore: Martínez-López Francisco J
• Pubblicazione: Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2024
• Edizione: 1st ed. 2024.
• Descrizione fisica: 1 online resource (327 pages)
• Disciplina: 658.872; 659.144
• Soggetto topico: Telemarketing; Internet marketing; Business information services; Electronic commerce; Digital Marketing; IT in Business; e-Commerce and e-Business
• Altri autori: MartinezLuis F BrüggemannPhilipp
• Nota di contenuto: 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.
• Sommario/riassunto: 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. .
• Titolo autorizzato: Advances in Digital Marketing and eCommerce
• ISBN: 9783031621352; 9783031621345
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910866572103321
• Lo trovi qui: Univ. Federico II
• Serie: Springer Proceedings in Business and Economics, . 2198-7254