Marketing and Smart Technologies : Proceedings of ICMarkTech 2019

著者名：Rocha, Álvaro (EDT)/Reis, José Luís (EDT)/Peter, Marc K. (EDT)/Bogdanović, Zorica (EDT)

Springer（2019/11/28発売）

• 言語：ENG
• ISBN：9789811515637
• eISBN：9789811515644

Description

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2019), held at Maieutica Academic Campus (University Institute of Maia & Polytechnic Institute of Maia) in Maia, Portugal, from 27 to 29 November 2019. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.

Table of Contents

The Digital Advertising Conceptual Flow - A Literature Review.- Featured Snippets Results in Google Web Search: An Exploratory Study.- Willingness to pay a premium price for streaming services: the role of trust in services.- Websites as spaces of confluence: narratives and the pursuit of legitimacy.- User Behavior: The Case of Instagram.- The Influence of YouTubers in Consumer Behavior.