Advances in Digital Marketing and eCommerce: Fourth International Conference, 2023

Description

The Digital Marketing and eCommerce Conference aims to bring together leading researchers and research scholars to exchange and share their experiences and research results on any aspects of ecommerce and digital marketing. This volume presents the proceedings of the 2023 edition in a collection of contributions with many original approaches. They address diverse areas of application such as online brand communities, channel design, online retailing, cryptocurrencies, user-generated content, TikTok, among others. A wide variety of theoretical and methodological approaches have been used. Contents Less for More: Does Consumers’ Proneness to Join More Online Brand Communities Negatively Impact Consumers’ Sharing Ability? 1 Introduction 2 Theoretical Background 2.1 Information Quality and Commitment to Brand Community 2.2 Similarity with Members 2.3 Interaction 2.4 Consumers’ Sharing Commitment, CRP and Brand Love 3 Methodology, Hypotheses Testing and Findings 4 Discussion and Implications 5 Conclusion and Future Research References Who Buys When and Where? How Channel Design and Consumer Attributes Influence Customer Journey Outcomes 1 Introduction 2 Theoretical Background 2.1 Influencing Factors in Customer Journeys 2.2 Paid Search 3 Research Design and Statistical Analysis 3.1 Research Design 3.2 Statistical Analysis 4 Discussion and Implications 5 Limitations of the Study and Future Research Direction References Descending Beats Ascending: Effects of Order on the Likert Scale on Consumer Ratings 1 Introduction 2 Related Work and Hypothesis 3 Method 4 Results 5 Implications and Future Work References Recommendation by Multiscale Semantic-Visual Analysis of User Reviews and Product Images 1 Introduction 2 Multiscale Semantic-Visual Representations 2.1 Review Representation Module 2.2 Visual Representation Module 2.3 Rating Inference 3 Experiments 4 Conclusions References Deepening Branding Opportunities in VR-Based Metaverses. A Qualitative Study 1 Introduction 2 Methodology 3 Findings 4 Conclusion References An Exploratory Study of Audiobook Discount Pricing 1 Introduction 2 Literature Review 3 Hypothesis Development 4 Empirical Analysis 4.1 Data 4.2 Model 5 Conclusion References Assessing Streamer Attributes: The Role of Trust in Purchase Intention for Live E-Commerce 1 Introduction 2 Theoretical Background and Hypothesis Development 3 Methodology 3.1 Sampling and Procedure 3.2 Measures 4 Data Analysis and Results 4.1 Measurement Model (Outer Model) Evaluation 4.2 Structural Model (Inner Model) Evaluation 4.3 Mediation Analysis 5 Discussion and Conclusion References Advertising Value of Podcast Advertising 1 Introduction 2 Theoretical Background 2.1 Podcast Advertising 2.2 Advertising Value Model 2.3 Research Model and Hypotheses 3 Methodology 3.1 Experimental Setup 3.2 Data Measurement 3.3 Data Sample and Data Overview 4 Empirical Results 5 Discussion References They Don’t Do What They Say – The Attitude-Behavior Gap in Online and Offline Grocery Shopping for Organic Products 1 Introduction 2 Attitude-Behavior Gap 3 Empirical Analysis 3.1 Data, Descriptive Statistics and Methodological Details 3.2 Empirical Results 4 Conclusion References How the Quick Commerce Business Model Delivers Convenience in Online Grocery Retailing 1 Introduction 2 The Quick Commerce Business Model 3 The Role of Convenience in Quick Commerce 4 Conclusion for the Wheel of Retailing References Influencer Marketing Strategies in Foreign Marketplaces 1 Introduction 2 Method 3 Value of Study References Analysis of the Possibilities of Implementing Bitcoin and Other Cryptocurrency Payments at the University 1 Introduction 2 Payment Gateways Available in Slovakia 3 Payment Gateway Selection 4 Conclusion References How Digital Channels Enhance Firm Internationalization: An Explorative Study on Space Tech Startups 1 Introduction 2 Literature Review 3 Research Questions and Methodology 4 Results 5 Discussion and Conclusion References An Empirical Study on the Role of CRM and Big Data in the Automotive Industry 1 Introduction 2 Literature Review 3 Research Question and Method 4 Findings 5 Discussion and Conclusion References Antecedents and Effects of Influencer Marketing Strategies: A Systematic Literature Review and Directions for Future Research 1 Introduction 2 Background 3 Methodology 4 Key Findings 5 Directions for Future Research References How Technology Helps Farmers to Cater to Consumers – Channel Formats and Consumer Motives 1 Introduction 2 Consumer Motives in SFSCs 3 Methodology 4 Results 5 Conclusion References The Influence of Brand Digital Storytelling Using the Hero’s Customer Journey Communication Technique on Customer Acquisition and Retention 1 Introduction 2 Literature Review 2.1 Digital Brand Storytelling 2.2 The Elements of Good a Brand Storytelling 2.3 Brand Archetypes and Customer Relationship 3 Research Design 3.1 Method 3.2 Data Analysis 4 Results 5 Discussion 6 Implications 7 Limitations and Future Research References The Development of Online Shopping and Finding Information About Products in the Visegrad Four Countries 1 Introduction 2 Theoretical Background of the Issue 3 Methodology 4 Results 5 Conclusion References How Facebook’s Brand Personality Affects Brand Commitment and Preference: The Mediating Role of Self-image Congruence 1 Introduction 2 Objectives 3 Literature Review 4 Self-image Congruence 4.1 Self-image Congruence, Brand Personality of Social Media Brands 4.2 Mediating Effect of Self-image Congruence Between BP and Consequences 4.3 Conceptual Model and Hypotheses 5 Methodology 6 Results 7 Conclusions, Future Research, and Limitations References Exploring Colombian Digital Buyers of Luxury Jewellery: Segment Exploration (FIMIX-PLS) 1 Introduction 2 Literature Review and Hypothesis 3 Methodology 3.1 Measurement Tool 4 Sample 5 Measurement Tool 6 Model Test 7 Segment Exploration (FIMIX-PLS) (PLS-POS) 8 Step 1 9 Step 2 10 Step 3 11 Step 4 12 Step 5 13 Discussion 14 Characterization Segment 1 – Expert 15 Characterization Segment 2 – Occasional 16 Implications 16.1 Theoretical Implications 17 Managerial Implications 18 Conclusions References Covid-19 Pandemic: The Least Factor Affecting the Lebanese E-commerce 1 Introduction 2 Literature Review 3 Methodology 4 Findings 4.1 The Lebanese Banking Issue 4.2 The Devaluation of the Lebanese Currency (Lyre) 4.3 The Dramatic Inflation Rate Compared to the Fixed Salaries 4.4 Beirut Blast and the Mistrust Level in the Lebanese Economy 5 Discussion and Limitations References On the Capture and Use of Private Conversations on Mobile Phones for Marketing Purposes: A Case in the Tourism Sector 1 Introduction 2 Theoretical Analyses on Technology for Capturing Conversations and Hypothesis Development 3 Research Design 3.1 Design of Each Scientific Observation (or Test) 3.2 Design of the Complete Experiment 4 Empirical Results and Explanations 4.1 Scientific Observation 1: Journey to Rome (Italy) 4.2 Scientific Observation 2: Trip to Budapest (Hungary) 4.3 Scientific Observation 3: Journey to Seville (Spain) 4.4 Scientific Observation 4: Journey to New York (United States) 4.5 Scientific Observation 5: Journey to Palma de Mallorca (Balearic Islands, Spain) 4.6 Scientific Observation 6: Trip to Lisbon (Portugal) 4.7 Scientific Observation 7: Trip to Tokyo (Japan) 4.8 Scientific Observation 8: Trip to Cusco (Peru) 4.9 Scientific Observation 9: Journey to Singapore (Singapore) 4.10 Scientific Observation 10: Trip to Marrakech (Morocco) 5 Conclusions 6 Discussion, Limitations, and Future Lines of Research References The Impact of Influencers on Consumers’ Purchasing Decisions When Shopping Online 1 Introduction 2 Theoretical Background of the Issue 3 Methodology 4 Results 5 Verification of the Research Hypothesis 6 Conclusion References Black Friday vs. Green Friday: A Comparative Sentiment Analysis of Spanish Social Media Users’ Perceptions 1 Introduction 2 Method 2.1 Data Collection and Analysis 3 Preliminary Results 3.1 Variations in Consumers’ Sentiments Towards Black Friday and Green Friday Practices 3.2 Main Themes Related to Positive and Negative Consumer Sentiments 3.3 Discussion and Conclusions References Analyzing Customer Behavior In-Store: A Review of Available Technologies 1 Introduction 2 Methodology 3 Measurement Objects and Characteristics 4 Technologies 4.1 Wireless Communication 4.2 Optical 4.3 Mechanical and Acoustics 5 Conclusion and Outlook References Digital Marketing and E-Commerce a Bibliometric Analysis 1 Introduction 2 Methodology 3 Results 3.1 Bibliometric Performance Analysis 3.2 Science Mapping 4 Conclusions 4.1 Future Lines of Research References The Influence of TikTok Videos on German Gen Z Consumers’ Attitude and Purchase Intention Towards Sustainable Brands 1 Introduction 2 Literature review 2.1 Generation Z and TikTok 2.2 Sustainability in Social Media (TikTok) 2.3 Purchase Intentions Throughout TikTok 2.4 The Influence of Sustainable Consumers’ Attitude on Purchase Intention 3 Method 3.1 Data Collection and Sample 3.2 Questionnaire Design and Scale Development 4 Results 4.1 Scale Reliability and Validity 4.2 Measurement Model 5 Discussion 5.1 Theoretical Implications 5.2 Practical Implications 5.3 Limitations and Future Research 6 Conclusion Appendix: Measurement Scale Items References Louis Vuitton, Cristiano Ronaldo and Lionel Messi. The Greatest Marketing Stunt of the Century, or just Hype Driven Vanity-Metrics? 1 Introduction 1.1 Conceptual Background 2 Research 2.1 Setup 2.2 Sampling 2.3 Methodology 3 Findings 4 Conclusion 4.1 Limitations 4.2 Further Research References Traditional Brands vs. Born-Digital Brands: The Case of the Fashion Industry 1 Introduction 2 Online Brand Strategies and the New Consumer Journeys: Brand Communities and Digital Native Vertical Brands (Born-Digital Brands) 3 Methodology 4 Instagram Profiles Analyse 5 Brands and Consumers Analysis 6 Conclusions References Author Index