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Advances in Digital Marketing and eCommerce : Fifth International Conference, 2024 / edited by Francisco J. Martínez-López, Luis F. Martinez, Philipp Brüggemann

Contributor(s): Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Springer Proceedings in Business and EconomicsPublisher: Cham : Springer Nature Switzerland, 2024Publisher: Cham : Imprint: Springer, 2024Description: 1 Online-Ressource (IX, 318 p. 54 illus., 41 illus. in color.)ISBN:
  • 9783031621352
Subject(s): Genre/Form: Additional physical formats: 9783031621345 | 9783031621369 | 9783031621376 | Erscheint auch als: 9783031621345 Druck-Ausgabe | Erscheint auch als: 9783031621369 Druck-Ausgabe | Erscheint auch als: 9783031621376 Druck-Ausgabe | Erscheint auch als: Advances in Digital Marketing and eCommerce. Druck-Ausgabe. Cham : Springer International Publishing AG, 2024. 318 SeitenDDC classification:
  • 658,872 23
  • 659,144 23
DOI: DOI: 10.1007/978-3-031-62135-2Online resources: Summary: Negative WOM for Liking Brands vs Positive WOM for Disliking Brands: Differences in Length and Content of WOM -- The impact of 3D digital content on consumer satisfaction with brand experiences -- Love Me, Love Me Not: The Counterintuitive Relationships in Social Networking Sites.Summary: The Digital Marketing and eCommerce Conference brings together leading researchers and scholars to exchange and share their experiences and findings on all aspects of ecommerce and digital marketing. This volume presents the proceedings of the 2024 edition. Showcasing a range of original theoretical and methodological approaches, they address such diverse areas of application as social media; digital nudging; digital luxury; trends; crowdfunding; virtual reality (VR), augmented reality (AR) and the metaverse; generative artificial intelligence (AI); green ecommerce; environmental, social, and corporate governance (ESG); electronic word-of-mouth (eWOM); gamification; text mining; customer journey; and private label brands. .PPN: PPN: 1892161249Package identifier: Produktsigel: ZDB-2-SEB | ZDB-2-BUM | ZDB-2-SXBM
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