Thursday, 25th June
9.00 – 9.30 Opening ceremony and inaugural speech
9.30 – 11.00 Session I
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Role of digital relationships in the marketing of higher education: An exploratory analysis
Surej P John
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Consumer adoption of Online-To-Offline food delivery services: a conceptual model
Ou Wang
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Digital Marketing Strategies in Educational Tourism: A Social Media Perspective
Surej P John
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Consumers’ Online Institutional Privacy Literacy
Eathar Abdul-Ghani
11.00 – 11.30 Break
11.30 – 13.00 Session II
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Influence of Source Crediblity on Search for information
Sonika Singh
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Smart tourists; could have a responsible behaviour as well?
Marios Sotiriadis, Shiwei Shen and Qing Zhou
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Marketing and Advertising: Trends of the Sector
Joan-Francesc Fondevila-Gascón, Josep Rom-Rodríguez, Marc Polo-López, Javier L. Crespo
13:00-13:15 Break
13.15 – 14.15 Invited talk
Talk: From Offering to Ecosystems, how inducement is the new marketing.
Keynote speaker: Mariano Hernández, Senior Manager Value Advisory Services at MuleSoft/Salesforce (Switzerland, Spain, Italy & Portugal)
16.00 – 18.00 Session III
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Impacts of Blockchain Technology in Marketing
Debika Sihi
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The Drivers of Video Popularity on YouTube: An Empirical Investigation
Ana Cristina Munaroa, Renato Hübner Barcelosb, Eliane Cristine Francisco Maffezzollic, João
Pedro Santos Rodriguesd, Emerson Cabrera Paraiso
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Brand anthropomorphisation and brand voice: the role of the name-brand voice assistant
Maria Vernuccio, Michela Patrizi, Alberto Pastore
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Unanticipated Consequences of interactive marketing: systematic literature review and directions for future research.
Elvira Ismagilova, Yogesh Dwivedi, Nripendra Rana
18.15 – 19.15 Invited talk
Talk: How to sell a yogurt with precision marketing, and not die doing it.
Keynote speaker: Leyre Pedrol, Digital Manager, Media & Connections Team, Marketing Iberia, Danone
Friday, 26th June
9.30 – 11.00 Session IV
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Social media and omni-channel strategies in the tourism industry: A case study of Club Med
Lala Hu, Mirko Olivieri
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Business is business: The difference in perception of influencer’s morality between generation Y and Z
Nina Grgurić Čop, Barbara Culiberg
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Types of Electronic Word-of-Mouth and their Impact on Consumer Attitudes
Robert Zniva, Wolfgang J. Weitzl, Julian M. Müller, Andrea Schneider
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A tale of two Social Influencers: A new method for the evaluation of social marketing
María Teresa Ballestar, Jorge Sainz
11.00 – 11.30 Break
11.30 – 13.00 Session V
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Surfing the waves of new marketing in luxury fashion: the case of online multi-brand retailers
Simone Guercini, Matilde Milanesi, Pedro Mir-Bernal and Andrea Runfola
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The Effect of Web Advertising Visual Design on Online Purchase Intention: Insights on Generations Y and Z
Luisa M. Martinez, Teresa V. Neves, Luis F. Martinez
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Optimizing the Digital Customer Journey - Improving User Experience by Persona-based and Situation-aware Adaptations
Christian Märtin, Pietro Asta, Bärbel Bissinger
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Assessing the Determinants of Millennials’ Online Protective Behavior: How their Protection Motivation Translates into Actual Use Behavior
Ana S. Medeiros, Luis F. Martinez, Luisa M. Martinez
13:00-13:15 Break
13.15 – 14.15 Invited talk
Talk: Engaging with the new digital consumer.
Keynote speaker: Diego Barroso, Global Digital Transformation, Nestlé.
16.00 – 18.00 Session VI
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Extension of META-UTAUT for examining consumer adoption of social commerce: Towards a conceptual model
Prianka Sarker, D. Laurie Hughes, Yogesh K. Dwivedi UK
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Amazon effect? An analysis of user-generated content on consumer electronics retailers’ Facebook pages
Agostino Vollero, Alfonso Siano, Domenico Sardanelli
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Daily Active Users of social network sites: Facebook, Twitter, and Instagram-use compared to general Social Network Site use
Johan Hellemans, Kim Willems, Malaika Brengman
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Sales Model Based on the Behavior on Facebook
Mabela Atanasovska Penić, Smilka Janeska Sarkanjac
18:00 – 18:30 Conference closing