Thursday, 25th June

9.00 – 9.30 Opening ceremony and inaugural speech

9.30 – 11.00 Session I

• Role of digital relationships in the marketing of higher education: An exploratory analysis
  Surej P John
• Consumer adoption of Online-To-Offline food delivery services: a conceptual model
  Ou Wang
• Digital Marketing Strategies in Educational Tourism: A Social Media Perspective
  Surej P John
• Consumers’ Online Institutional Privacy Literacy
  Eathar Abdul-Ghani

11.00 – 11.30 Break

11.30 – 13.00 Session II

• Influence of Source Crediblity on Search for information
  Sonika Singh
• Smart tourists; could have a responsible behaviour as well?
  Marios Sotiriadis, Shiwei Shen and Qing Zhou
• 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

• Impacts of Blockchain Technology in Marketing
  Debika Sihi
• 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
• Brand anthropomorphisation and brand voice: the role of the name-brand voice assistant
  Maria Vernuccio, Michela Patrizi, Alberto Pastore
• 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

• Social media and omni-channel strategies in the tourism industry: A case study of Club Med
  Lala Hu, Mirko Olivieri
• Business is business: The difference in perception of influencer’s morality between generation Y and Z
  Nina Grgurić Čop, Barbara Culiberg
• Types of Electronic Word-of-Mouth and their Impact on Consumer Attitudes
  Robert Zniva, Wolfgang J. Weitzl, Julian M. Müller, Andrea Schneider
• 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

• 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
• 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
• Optimizing the Digital Customer Journey - Improving User Experience by Persona-based and Situation-aware Adaptations
  Christian Märtin, Pietro Asta, Bärbel Bissinger
• 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

• Extension of META-UTAUT for examining consumer adoption of social commerce: Towards a conceptual model
  Prianka Sarker, D. Laurie Hughes, Yogesh K. Dwivedi UK
• Amazon effect? An analysis of user-generated content on consumer electronics retailers’ Facebook pages
  Agostino Vollero, Alfonso Siano, Domenico Sardanelli
• 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
• Sales Model Based on the Behavior on Facebook
  Mabela Atanasovska Penić, Smilka Janeska Sarkanjac

18:00 – 18:30 Conference closing

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