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