Fifth International Conference, 2024 Martínez-López, Francisco J. editor. edt http://id.loc.gov/vocabulary/relators/edt Martinez, Luis F. editor. edt http://id.loc.gov/vocabulary/relators/edt Brüggemann, Philipp. editor. edt http://id.loc.gov/vocabulary/relators/edt SpringerLink (Online service) text sz 2024 1st ed. 2024. monographic eng

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electronic resource

access IX, 318 p. 54 illus., 41 illus. in color. online resource. 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. . 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. edited by Francisco J. Martínez-López, Luis F. Martinez, Philipp Brüggemann. Telemarketing Internet marketing Business information services Electronic commerce Digital Marketing IT in Business e-Commerce and e-Business HF5415.1265 9783031621352 https://doi.org/10.1007/978-3-031-62135-2 https://doi.org/10.1007/978-3-031-62135-2 240620 20251030112325.0 978-3-031-62135-2