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


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 -