Tuesday, June 29th

9.00 – 9.30 Opening ceremony and inaugural speech

9.30 – 11.00 Session I

• Digital Transformation Induced by the Covid-19 Pandemic
  Sankhani Hemachandra and Nora Sharkasi
• Towards an Understanding of the Intention to Engage on Facebook
  Diep Ngoc Nguyen and Nora Sharkasi
• Influencer Marketing in the Make-up Industry
  Ioanna Yfantidou and Mile Grncarov
• Brand Semiotics as a Tool to Create Stronger Viewer Involvement with Brand Visuals on Social Media
  C. du Plessis

11.00 – 11.30 Break

11.30 – 13.00 Session II

• Talking to Voice Assistants: Exploring Negative and Positive Users’ Perceptions
  Michela Patrizi, Maria Vernuccio, and Alberto Pastore
• The Influence of Brands and Platform Mechanics on Creator’ Content Sovereignty on TikTok
  Markus Rach
• Interactivity in Social Media: A Comparison in the Movie Studios Sector
  Joan-Francesc Fondevila-Gascón, Pedro Mir-Bernal,
  Marc Perelló-Sobrepere, and Marc Polo-López
• The New Adult on the Block: Daily Active Users of TikTok Compared to Facebook, Twitter, and Instagram During the COVID-19 Crisis in Belgium
  Johan Hellemans, Kim Willems, and Malaika Brengman

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 III

• Metrics of Engagement on Social Networks and Their Relationship to the Customer's Decision-Making Process Under e-Commerce Conditions
  L’udovít Nastišin and Richard Fedorko
• Online Shopping Problems in the Context of B2C E-commerce in the Visegrad Four Countries
  Richard Fedorko and Štefan Kráľ
• Influencer Marketing: Current Knowledge and Research Agenda
  Samira Farivar and Fang Wang
• Aspect-Based Recommendation Model for Fashion Merchandising
  Weiqing Li and Bugao Xu
• Leveraging Malicious Joy to Influence Consumer Word-of-Mouth
  Transmittal in Social Networks
  Barney G. Pacheco and Joseph Paniculangara

Wednesday, June 30th

9.30 – 11.00 Session IV

• Organic Reach on YouTube: What Makes People Click on Videos from Social Media Influencers?
  Jason Weismueller and Paul Harrigan
• Social Media in FMCG Marketing: Understanding How Supermarkets Use Facebook During the COVID-19 Pandemic
  Surej P. John and Richard Walford
• What Digital Marketers Should Learn from the Struggles of an Ageing Society on Social Media
  Izzal Asnira Zolkepli, Pradeep Isawasan, Hasrina Mustafa, and Lalitha Shamugam
• The Effect of Covid-19 Pandemic on Client’s Equity: The Case of a Senegalese Telecommunication Company
  Nora Sharkasi and Thioro Ndiaye

11.00 – 11.30 Break

11.30 – 13.00 Session V

• Fight Against Corona: Exploring Consumer-Brand Relationship via Twitter Textual Analysis
  Francesco Smaldone, Mario D’Arco, and Vittoria Marino
• How to Leverage Digital Marketing in B2B: A Study on Italian SMEs During the Covid-19 Outbreak
  Lala Hu and Mirko Olivieri
• How Does the Number of Instagram Followers Influence Brand Attitude: The Role of Purchase Intention, Perceived Product Quality, Referrals, Brand Trust, and Gender
  Ricardo Dias, Luis F. Martinez, and Luisa M. Martinez
• How TikTok’s Algorithm Beats Facebook & Co. for Attention Under the Theory of Escapism: A Network Sample Analysis of Austrian, German and Swiss Users
  Markus Rach and Marc K. Peter

13:00-13:15 Break

13.15 – 14.15 Invited talk

Talk: New trends in the beauty and personal care industry
Keynote speaker: Lorena Bernal, eCommerce Trade Marketing Manager, REVLON.

16:00 - 18.00 Session VI

• Understanding the Digital Communication Preference of Business-to-Business Purchasers and Sellers
  Bert Paesbrugghe, Teidorlang Lyngdoh, Arun Sharma, and Deva Rangarajan
• Online Atmospherics - An Evaluation of the Current State of the Art and Future Research Directions
  Eva Maria González Hernández, Jan-Hinrich Meyer, and Andrea Trujillo
• The Social Media Monitoring Process and its Role in Social Media Strategy Development
  Cécile Zachlod and Marc K. Peter
• Online E-Communication Channels: The Impact of CSR and Reviews on Purchase Intent Leanne
  Johnstone and Cecilia Lindh
• The Role of Social Media to Re-design the Brand Image of Small Villages
  Angela Caridà, Maria Colurcio, and Alberto Pastore

Thursday, July 1st

9.30 – 11.00 Session Session VII

• Moments of Truth in Social Commerce Customer Journey: A Literature Review
  Letícia Terra and Beatriz Casais
• Selling Global Luxury Brands in China: The Use of Social Media Advertising
  Federica Codignola
• The Intention to Repurchase Apparel Online: A Case of South African Millennial Men
  Chris D. Pentz and Lieze Ryke
• eCommerce Within the Tourism Industry in the Global South: The Case of the Sharing Economy in South Africa
  Unathi Sonwabile Henama

11.00 – 11.30 Break

11.30 – 13.00 Session Session VIII

• Who Is a Digital Agency? Delving into the Value Proposition
  Federica Ceccotti and Maria Vernuccio
• Influencers on Instagram: The Influence of Disclosure, Followers and Authority Heuristic on Source Credibility
  Debbie Human-Van Eck, Chris Pentz, and Tobias Beyers
• Yes, You Make Me Confused and Skeptic: Exploring Green Confusion and Green Advertisements Skepticism on Social Media
  Kashif Farhat, Wajeeha Aslam, and Iviane Ramos de Luna
• Package-Free Returns: A Trend in Green Ecommerce
  Yangchun Li, Changyuan Feng, and Huaming Liu

13:00 – 13:15: Conference closing
 

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