Wednesday, 26th June (Lecture room: to be updated)

MANAGERIAL TALKS DAY

9.00 – 9.30 Opening ceremony and inaugural speech

10:00 – 10:45 Meet Diego Barroso, eBusiness Manager at Nestlé

• Talk: eBusiness Ecosystem Nutrition Business.

10:50 – 11:30 Meet Enric Llopart, Co-founder D2F Partners. Former Digital Director FC Barcelona

• Talk: Building Love Brands to accelerate business.

11.30 – 12.10 Coffee Break

12:15 – 13:00 Meet Lorena Bernal, eCommerce Lead at Barcardi Spain

• Talk: The Rise of E-commerce in FMCG.

13:05 – 13:50 Meet Bruno Ballesté, Social Media Manager at CAA / Former position at FC Barcelona

• Talk: Personal brand and digital strategy.

14:00 – 16:00 Lunch

16.10 – 16.55 Meet Pablo Bosch, Freelance, Social Media & Content Creator at Premier Padel

• Talk: Social Media & Contents for sport events.

17.00 – 17.45 Meet Manu Arjó, Head of Digital Product at Interflora

• Talk: Product market fit.

Thursday, 27th June (Lecture room: to be updated)

9.00 – 9.20 Welcome and Special Issue on Journal of Marketing Analytics, Francisco Martínez-López, Luis F. Martinez, Philipp Brüggemann

9.30 – 10.55 Session 1 (4 papers)

• Negative WOM for Liking Brands vs Positive WOM for Disliking Brands: Differences in Length and Content of WOM
  Takumi Kato
• The impact of 3D digital content on consumer satisfaction with brand experiences
  Dmitry Subbotin, Simoni Rohden, Lélis Balestrin Espartel
• Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites
  Zahy Ramadan, Maya F. Farah, Ibrahim Abosag, Batule Dahi
• Brand anthropomorphization on social media: The role of human tone of voice
  Federica Ceccotti, Maria Vernuccio, Francesca Torti

11.00 – 11.30 Coffee Break

11:35 – 12:20 Keynote: Three Studies of Blockchain-enabled Markets, Prof. J. Christopher (“Chris”) Westland,
University of Illinois, Chicago, USA; EIC of Electronic Commerce Research

12.20 – 12:30 Break

12.30 – 14:00 Session 2 (4 papers)

• Trends and forecasts for sales and employment: An overview of the e-commerce sector
  Filipe R. Ramos, Luisa M. Martinez, Luis F. Martinez, Ricardo Abreu
• Lights and shadows of consumer experience in the VR-based metaverse: an exploratory study
  Sara Boccalini, Michela Patrizi, Maria Vernuccio, Alberto Pastore
• Consumer reactions to generative AI: an exploratory study using neuroscientific techniques
  Veronica Capone, Chiara Bartoli, Alberto Mattiacci, Patricia Cherubino
• Digital Luxury Fashion Shows: Leveraging Interactive Marketing Opportunities through Social Media Sentiment Analysis
  Maya F. Farah, Zahy Ramadan, Wissam Sammouri, Patricia Tawk

14:00 – 16:00 Lunch

16:00 - 18.00 Session 3 (5 papers)

• Sustainability and Marketing: Examining the Digital Impacts
  Debika Sihi
• Review Valence Impact on Jello Shot Sales
  J. Christopher Westland
• Assessing the Social Performance of Emerging Business Models of the Metaverse
  Taewon Suh, Jeremy D. Suh
• Is ESG an essential topic for companies operating primarily in the digital environment?
  Vojtěch Kotrba, Jakub Menšík, Luis F. Martinez
• Exploring AI’s Role in Literature Searching: Traditional Methods Versus AI-Based Tools in Analyzing Topical E-Commerce Themes
  Przemysław Tomczyk, Philipp Brüggemann, Niklas Mergner, Maria Petrescu

Friday, 28th June (Lecture room: to be updated)

9.30 – 10.30 Session 4 (3 papers)

• The Role of Convenience Category Attributes in Sustaining the Growth of Online Grocery Shopping
  Greta Siracusa, Alessandro Iuffmann Ghezzi, Edoardo Fornari
• The Gamified Social Sphere: Tracing Trends in Social Media Research - A Bibliometric Study
  Michele Girotto, Ana Argila-Irurita, María Luisa Solé-Moro
• Consumer Value Dimensions in Mobile and Voice Commerce
  Saskia Kaiser and Carsten D. Schultz

10.30 – 11:00 Coffee Break

11.05 – 12:15 Session 5 (3 papers)

• Guiding Customer Choices: The Impact of Digital Nudging on Preferred Decisions Throughout the Customer Journey
  Christian Koch, Waldemar Pförtsch, Philipp Brüggemann
• Optimizing Product Matching in E-commerce: A Strategic Perspective on Precision-Recall Trade-off
  Miguel Rocha, Victor Høgheim, Miguel Almeida, Alex Theilmann, José Silva, Alessandro Gambetti, Qiwei Han, Maximilian Kaiser
• Maximizing Social Media Impact in Digital Marketing: Effective Instagram strategies for brands
  Jordi Campo, Ana Maria Argila Irurita, Maria Luisa Solé Moro

12.15 – 12:30 Break

12.30 – 14:00 Session 6 (3 papers)

• ‘Ditch the Dull, Embrace the Fun’: Unleashing Trust in Health Clinics Through Livestream Emotional Enhancers
  Duc Hoang, Hoang Minh Dao, Luis F. Martinez
• Online visual merchandising in grocery retail: the impact on retailer and customer behavioural outcomes
  Skye Lombard, Nomsa Khabo, Neo Ligaraba
• Nudging elderly consumers toward sustainable last-mile delivery choices
  Jacopo Ballerini, Alberto Ferraris, Rebecca Pera

14:00 – 16:00 Lunch

16:00 - 18.00 Session 7 (5 papers)

• Beyond Quality: How Negative Emotions in Online Movie Reviews Drive Consumer Engagement
  Juan Kong
• Patronage from Crowd: Exploring Drivers of Recurring Crowdfunding Performance
  Li Chen
• An integrated model to understand online complaint to the firm, online negative word of mouth and exit: Application of the theory of planned behavior and the theory of trust-commitment
  Rafika Noumi, Khemakhem Romdhane, Yosra Akrimi
• Cultures in Connection: Decoding Social Media’s Influence on Consumer Choices through the Prism of Brand Equity
  Karan Patel, Darley-Biviana Pacheco-Cubillos, Francisco-Javier Arroyo-Cañada, Jaime Gil-Lafuente
• Green eCommerce in Small and Medium-sized Towns in Asia: the evidence from China
  Lana Beikverdi

18:05 – 18:20 Conference closing

21:30 – Gala Dinner at El Xalet de Montjuic, 31 Miramar Ave., Montjuic, Barcelona - xaletdemontjuic.com

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