Marketing and Smart Technologie 1st edition by Zorica Bogdanović,Álvaro Rocha,José Luís Reis,Marc Peter,Ricardo Cayolla,Sandra Loureiro 9789819903337 9819903335

Part I. Artificial Intelligence Applied in Marketing

1. Computer-Generated Imagery Influencer Marketing—Which Ends of the Continuum Will Prevail? Humans or Avatars?

2. The AI Evolution in Marketing and Sales: How Social Design Thinking Techniques Can Boost Long-Term AI Strategies in Companies and Regions

3. Creating a Well-being Index for a Company Using Customer Sentiment Analysis

4. Alexa, Give Me a Hand…On GenZ’ Smart Speaker Acceptance in a Retail Environment

Part II. Data Mining and Big Data—Marketing Data Science

5. Human Talent Management to Increase Productivity: Case Study EQUATOROSES EQR

6. Data Anonymization: Techniques and Models

7. Performance Evaluation Between HarperDB, Mongo DB and PostgreSQL

8. How Much Are Our Customers Worth? Investigating the Ease of Use and Usefulness of Data Coopetition for SME

9. Impact of SARS-COV2 on University Students. A Socio-economic Resilience and Emotional Intelligence Approach

10. Subscription Retailing Research Evolution Analysis Using Bibliometric Indicators and Content Analysis

11. Kappa Matching Groups to Remove Subjectivity from Experimental Observations

12. Families of ROC Curves Are Applied to the Methods of Comparison of Emotional Analysis Results

13. Impact of Personal and Contextual Factors on Food Decision-Making

Part III. Digital Marketing and Branding

14. Dominant Communication Strategies and Digital Platforms for Personal Brand Management in the “Post-pandemic” Job Market

15. The Role of Online and Offline Consumer Experience on Word of Mouth, Satisfaction and Brand Love

16. Strategic Cultural Management and Trend Studies: A Contribution for Articulations in Branding and Strategic Communication

17. Understand Fashion Consumer Profile Sustainable Textile in Portugal—Sustainable Makers Marketplace Case Study

18. The Transformation of the Ecuadorian Private Television RTU: Marketing Strategies and COVID-19

19. Netflix: Comparison of the Impact of Social Media Content on Social Media Engagement Behaviour Between Followers of the Series and the Platform

20. Organizational Communication: How to Engage Internal Communication in a B2B Case Study

21. Does Your Business TikTok? Genuineness, Proximity to Customers and International Expansion with Short Video Marketing

22. Digital Storytelling Impact on Consumer Engagement

23. Environmental Sustainability and Sports Management: A Review of Marketing Contributions and Discussion of Future Research Opportunities

24. Green Perceived Value in the Brand-Consumer Relationship: An Empirical Study of Its Determinants in Managing Global Brands

Part IV. Machine Learning Applied to Marketing

25. Expert Systems for Marketing Decision Support—The Case of the Portuguese Mountain Olive Oil

Part V. Marketing, Geo-marketing and IoT

26. Development of a Conceptual Framework for Hybrid Car Adoption in Bangladesh

27. Marketing Strategies and Sales: Key Factors for Positioning and Growth in the Market

Part VI. Metaverse and NFT Applied to Marketing

28. The Bibliometric Commingling of Metaverse and Non-fungible Tokens in Marketing

29. A Systematic Review on the Customer Journey Between Two Worlds: Reality and Immersive World

Part VII. Neuromarketing Technologies

30. Two Sides of a Pale Colour: Difference in Attractiveness of a Colour and Product Design Colour for Consumers

31. Why Do We Buy Things that We Don’t Need: Reflections from Neuropsychology

32. Inclusive Advertising Analyzing Commercial Spots Out of Advertising Campaigns from Mexico, Argentina, and Ecuador

33. Changing Purchase Intentions Toward Bread and Pastry Products as an Example of Ephemeral Aroma Marketing

Part VIII. Technologies Applied to Tourism Marketing

34. Strawberry Fragaria Cultivation in the Municipality of Sibaté, Cundinamarca. Characterization of the Production and Marketing System to Incorporate

35. Digital Nomads: Who They Are and What They Want from the Destinations?

36. Quality Factors for Agritouristic Websites—Comparative Study of Measurement Methods

37. The Importance of Technology and Digital Media to Promote Tourism Destinations: A Conceptual Review

38. Perspective of Conscious Tourism from the Point of View of Domestic Tourism in the City of Quito Ecuador

39. Technology Watch Applied to Tourism Marketing, Commercialization and Sales

40. Sustainable Tourism e-Communication Impact on Tourism Behavior

41. A Systematic Literature Review on Accessible Tourism and Marketing Strategies: Where Do We Stand

42. Operationalizing Business Intelligence for Local Level Tourism Destination Performance

Part IX. Virtual and Augmented Reality in Marketing

43. Virtual Reality as a Learning Mechanism: Experiences in Marketing

44. Virtual Tours of Museums to Promote Tourism

45. Review for Augmented Reality Shopping Application for Mobile Systems

46. Is There a Market for Digital Travel? Travellers’ Views on Digital Travel and Willingness to Pay

47. Virtual Reality in E-commerce: Brief Review of Current State

48. Mobile Educational Resources in the Teaching–Learning Process of Inorganic Chemistry Nomenclature

49. Augmented Reality Application for the Clothing Consumer in an Emergency Context

50. Development of a Model for the Construction of Corporate Manuals with QR Codes