Marketing and Smart Technologies

Name: Marketing and Smart Technologies | Proceedings of ICMarkTech 2023, Volume 1
Brand: Springer
Price: 299.59 EUR
Availability: OnlineOnly

Proceedings of ICMarkTech 2023, Volume 1

José Luís Reis Jirí Zelený Beáta Gavurová José Paulo Marques dos Santos(Editor)

Springer (Publisher)

1st Edition

Published on 3. June 2024

XIV, 883 pages

E-Book

PDF with digital watermarking

System requirements

978-981-97-1552-7 (ISBN)

€299.59incl. 7% vat

System requirements

for PDF with digital watermarking

E-Book Single Licence

Available for download

Description

More details

Other editions

Persons

José Luís Reis completed Ph.D. in Technologies and Information Systems from the University of Minho and is Professor with the title of Specialist in Management and Administration by IPAM Porto. He is Professor at University of Maia-ISMAI and ISCAP.IPP, and Integrated Researcher in LIACC-Laboratory of Artificial Intelligence and Informatics at the University of Porto. He carries out activities in the area of training and information systems and technologies in various organizations, coordinating various national and international projects in the area of information management, applied marketing and strategic regional planning. He is Author of scientific papers and articles in the fields of marketing automation, artificial intelligence, augmented and virtual reality, information systems modeling, multimedia, gamification, and data mining. He is Author and Co-author of several books, namely "Personalization in Marketing - Technologies and Information Systems", "Marketing in agri-food -fundamentals and case studies", "Gamification Model for SMEs", "Marketing and Smart Technologies", and "Information Systems - Diagnostics and Prospectives".

Jirí Zelený completed Ph.D. in agricultural economics and Master of Science (Department of Hotel Management) from the Institute of Hospitality Management in Prague and is Assistant Professor at University College Prague, Deputy Head of Study Program and Department (Department of Hotel Management and Travel and Tourism Studies), Assistant Professor of Media Sociology and Psychology subject (Department of Social Sciences) at Prague School of Creative Communication, and Project Specialist via Erasmus+ (Faculty of Economics and Management, Dept. of Humanities) at Czech University of Life Sciences Prague. He received Award of the Minister of Agriculture of the Czech Republic for Outstanding Doctoral Thesis with Contribution to Practice in the Field of Agriculture, Editorial Board Membership of the Potravinárstvo Slovak Journal ofFood Science: Nitra, SK; participates and participated in several, namely "Sustainability in the preparation and consumption of food and beverages, its social and cultural context", "Culinary Heritage of the Czech Lands: Memory, Presentation and Education", and "Sustainable Agriculture and Rural Development (SARUD)".

Beáta Gavurová, Ph.D., M.B.A., Center for Applied Economic Research, Faculty of Management and Economics, Tomas Bata University, in Zlin. Her research interests include the development of the models and methods for performance management and measurement, process optimization, process management, strategic and performance benchmarking, innovation management and informatization, and the standardization processes in the various sectors. She participates in the preparation of the strategic documents and the action plans in the ministries, such as National Strategy for Regional Development of the Slovak Republic, Agenda 2030, Agenda 2050, Strategy for Sustainable Tourismin the Slovak Republic until 2030, Strategy for Transport Development in the Slovak Republic, Debarrierization Strategy of the Slovak Republic, and the others. She participates in the creation of the European Commission policies in the areas of research and innovation, education, employment and social affairs, transport, and regional policy actively. She has authored and co-authored more than 450 publications, including 15 scientific monographs, 10 textbooks. She has also coauthored the intellectual property-utility model.

José Paulo Marques dos Santos is Associate Professor at the Dept. of Business Studies, University of Maia, and Researcher at the Unit of Experimental Biology, Faculty of Medicine, and at LIACC-Artificial Intelligence and Computer Science Lab, both in the University of Porto, Portugal. Paulo is Visiting Professor at the Universidade Europeia, Portugal. He also collaborates in Socius/CSG-Research Centre in Economic and Organizational Sociology (University of Lisbon). Paulo completed his Ph.D. in Management (variant on Marketing) in 2011 at ISEG-Lisbon School of Economics and Management, University of Lisbon, and the 5-year bachelor's degree in chemical engineering, in 1989, at the University of Coimbra, Portugal. His research interests lie in the area of consumer neuroscience, focusing on brand perception and brand meaning, ranging from neuroscientific techniques, like fMRI, EEG, and tDCS/tACS, to qualitative approaches like Grounded Theory, and passing by Semiotics. Modeling neural data with artificial neural networks and other AI methods is also a matter of study. Paulo has been publishing in neuroscience and branding academic journals like Frontiers in Neuroscience, Journal of Product and Brand Management, and Journal of Brand Management. He has been participating in the World Neuromarketing Forum (NMSBA) scientific committee and is one of the founders of the ICMarkTech-International Conference on Marketing and Technologies.

Content

Intro
Contents
About the Editors
Part I Artificial Intelligence Applied in Marketing
1 Social Media Presence Impacts AI Influencer's Endorsement: An Empirical Evidence
1.1 Introduction
1.2 Literature Review and Hypotheses Development
1.2.1 Social Media Presence
1.2.2 Fantasy
1.3 Pilot Study
1.3.1 Methodology
1.3.2 Analysis and Results
1.3.3 Discussion
1.4 Main Study
1.4.1 Methodology
1.4.2 Analysis and Results
1.4.3 Discussion
1.5 Limitations and Future Research Directions
References
2 GSP Internet Users Based on Their Navigation Preferences: Second Round-Law Sentences
2.1 Introduction
2.2 Data Mining Applied to Educational Environments
2.3 Description of the Problem
2.3.1 GSP Algorithm
2.3.2 GSP_M Algorithm
2.4 Experimentation
2.5 Conclusion
References
3 Artificial Intelligence in the Development of Eco-innovations
3.1 Introduction
3.2 Theoretical Background
3.2.1 AI in Product Innovation Development
3.2.2 AI in the Development of Eco-innovations
3.3 Research Design
3.3.1 Data and Scope
3.3.2 Bibliometric Analysis
3.4 Results
3.5 Discussion and Conclusion
References
4 The Authenticity of ChatGPT's Responses in the Tourism and Hospitality Sector: An Explorative Study on Human Perception of Artificial Intelligence
4.1 Introduction
4.2 Literature Review
4.2.1 Usage of AI in the Hospitality Sector
4.2.2 Usage of ChatGPT in the Tourism and Hospitality Businesses
4.2.3 Usage of ChatGPT and Perspectives of Customers/Tourists
4.3 Research Methodology
4.3.1 Generated Textual Content by ChatGPT
4.3.2 Agents Employed in Semi-standardized Interviews and Explored Topics
4.4 Results
4.4.1 Ideal Types of Interviewed Agents
4.5 Discussion and Final Remarks
References
5 Artificial Neural Networks and Discrete Choice Models: Comparing and Contrasting
5.1 Introduction
5.2 Literature Review
5.2.1 Artificial Neural Networks
5.2.2 Discrete Choice Models
5.2.3 ANNs Versus DCM
5.3 Methodology
5.4 Results and Findings
5.5 Concluding Remarks
References
6 Usage of Artificial Intelligence for Advertising Creation for Social Media Marketing: ChatGPT Combined with Pictory and DALL·E
6.1 Introduction
6.2 Literature Review
6.3 Methodology
6.4 Discussion
6.5 Results: Real-World Case Studies
6.5.1 Case Study 1: Successful Social Media Marketing Campaigns Utilizing AI-Generated Advertising
6.5.2 Case Study 2: Challenges Faced and Lessons Learned from Implementing AI in Ad Creation from Smartly.io and Dagmar (Finnish Companies)
6.6 The Near Future of the Use of AI for Advertising Creation for Social Media Marketing
6.7 Conclusion
References
7 Retail Chatbots' Main Themes and Research over Time: A Bibliometric and Content Analysis
7.1 Introduction
7.2 Literature Review
7.2.1 Retail Chatbots' Advantages for Retailers and Consumers
7.2.2 Retail Chatbots' Disadvantages for Retailers and Consumers
7.2.3 Main Concerns with Chatbots
7.3 Research Questions and Methodology
7.3.1 Research Questions
7.3.2 Methodology
7.4 Results
7.4.1 Citation Analysis: Documents with the Greatest Significance and Influence
7.4.2 Evolution of Published Research About Retail Chatbots
7.4.3 Retail Chatbots' Researched Themes and Trends
7.5 Final Considerations
References
8 Gastronomic Consumers' Attitudes Toward AI-Generated Food Images: Exploring Different Perceptions Based on Generational Segmentation
8.1 Introduction
8.2 Literature Review
8.3 Research Methodology
8.4 Results
8.5 Discussion and Final Remarks
References
9 Negative Impacts of Human-AI Interaction in Brands: A Data Mining Exploratory Approach
9.1 Introduction
9.2 Literature Review
9.2.1 Artificial Intelligence
9.2.2 Negativity in Consumer/Brand Relationship
9.3 Methodology
9.3.1 Objective and Research Question
9.3.2 Netnography Approach and Web Scrapping
9.4 Results and Discussion
9.5 Conclusions
References
10 What Factors Determine the Consumer Acceptance of AI-Based Services? The Case of Lithuanian Consumers
10.1 Introduction
10.2 Theoretical Background and Hypothesis
10.2.1 Social-Emotional Factors and the Consumer Acceptance of AI-Based Services
10.2.2 Functional Factors and the Consumer Acceptance of AI-Based Services
10.2.3 Relational Factors and the Consumer Acceptance of AI-Based Services
10.2.4 Consumer Acceptance and Usage of AI-Based Services
10.3 Methodology
10.4 Results and Discussion
10.4.1 Results of Correlation Analysis
10.4.2 Results of Hypothesis Testing
10.5 Conclusions
Appendix 1: Results of Linear Regression: Beta Coefficients
References
11 "Ready for Your Insurance Quote?" the Impact of Chatbot Empathy on Emotions and User Experience
11.1 Introduction
11.2 Literature Review
11.2.1 Anthropomorphism and Empathy in Chatbots
11.2.2 The Positive Effects of Anthropomorphization and Empathy on Emotions and User Experience
11.2.3 The Negative Effects of Anthropomorphization and Empathy on Emotions and the User Experience
11.3 Research Methodology
11.3.1 Research Design
11.3.2 Participant Recruitment
11.3.3 Procedure and Data Collection for Retrospective Post-test Interviews
11.3.4 Data Analysis
11.4 Results
11.4.1 How Do Users Experience Interacting with an Empathetic Chatbot?
11.4.2 Synthesis of Results
11.5 Research Contributions
11.5.1 Theoretical Implications
11.5.2 Managerial Implications
11.6 Limitations and Avenues for Future Research
References
12 Wine Consumers' Attitudes Toward AI-Generated Images of Wine Regions: Exploring Relationship Between Preferences and Imaginative Conceptions
12.1 Introduction
12.2 Research Methodology and Conduction
12.3 Results
12.4 Discussion and Final Remarks
References
Part II Customer Data Management and CRM
13 Measuring Leadership Through CELID-S: A Contemporary Perspective
13.1 Introduction
13.2 Literature Review
13.3 Methodology
13.3.1 Data Collection Techniques
13.4 Data Analysis
13.4.1 Analysis of Results
13.4.2 Reliability or Trustworthiness Analysis
13.4.3 Relationship Between Leadership Styles
13.4.4 Work Satisfaction
13.4.5 Relationship Between Leadership and Satisfaction
13.5 Conclusions
References
Part III Data Mining and Big Data-Marketing Data Science
14 Analyzing the Framework Conditions for Digital Entrepreneurship. An Empirical Evaluation of Country Performance
14.1 Introduction
14.2 Literature Review
14.3 Research Methodology
14.4 Results and Discussions
14.5 Conclusions
References
15 Profiling Online and Physical Supermarket Customers Using Factor and Clustering Methods
15.1 Introduction
15.2 Related Work
15.2.1 Profiling Supermarket Customers Through Transactions and Questionnaires
15.2.2 Profiling Supermarket Customers Based on Purchased Products Characteristics
15.3 Methods
15.3.1 Overview of Analysis Process
15.3.2 Data Collection and Preparation
15.3.3 Factor and Cluster Analysis
15.4 Analysis Results
15.4.1 MCA Results
15.4.2 HCPC Results
15.5 Discussion
15.6 Conclusion
References
16 Data-Driven Insights: Analysing Variables in Black Soldier Fly Larvae's Transformation of Organic Waste
16.1 Introduction
16.2 Materials and Methods
16.2.1 Organic Waste Sampling
16.2.2 Organic Waste Pretreatment
16.2.3 Organic Waste Characterisation
16.2.4 Experiment Design
16.2.5 Bromatological Characteristics of the Larvae
16.2.6 Manure Characterisation
16.3 Results
16.3.1 Waste Characterisation
16.3.2 Biotransformation
16.4 Discussion
16.5 Conclusions
References
17 Big Data in Journalism in Ecuador
17.1 Introduction
17.2 Methodology
17.3 Results
17.4 Conclusions
References
Part IV Digital Marketing and Branding
18 Destination Brands Experienced Through Digital Platforms: A Semiotic Approach for the Interpretation of a Case Study
18.1 Introduction
18.2 Theoretical Background
18.2.1 Marketing and Branding of Places
18.2.2 Tourism Marketing and Destination Brands
18.2.3 New Technologies in Tourism Digital Platforms
18.3 Research Methodology
18.3.1 Analysis Framework: Semiotic Structures and Interactional Regimes
18.3.2 Analysis Protocol
18.4 Application in Case
18.4.1 Case Presentation
18.4.2 Case Study
18.5 Conclusion
References
19 Resilience and Transformation: Examining Marketing Strategies and Consumer Behavior in a COVID-19 World Connected by Social Media
19.1 Introduction
19.2 Consumer Behavior During the COVID-19 Period
19.3 Marketing in the Time of COVID-19
19.4 Online Social Networks in the Time of COVID-19
19.5 Final Considerations
References
20 Key Pillars in Storytelling to Generate Emotional Branding
20.1 Introduction
20.1.1 Key Pillars of Emotional Branding
20.2 Methodology
20.3 Results and Discussion
20.3.1 Emotions that Awaken in the Storytelling of the Amaras Spot for General Emotional
20.3.2 Key Pillars in Storytelling of the Amarás Spot to Generate Emotional Branding
20.4 Conclusions
References
21 Emotions in Advertising and Their Connection to Consumers
21.1 Introduction
21.1.1 Emotional Advertising
21.1.2 Consumer Persuasion
21.2 Method
21.3 Results and Discussion
21.3.1 Telling a Story Through an Advertising Spot
21.3.2 The Influence of a Brand in the Purchase Decision of the Consumer
21.3.3 Emotions Generated by the Campaign "Este 2022, Unidos Nada Nos Podrá Vencer"
21.4 Conclusions
References
22 The Influence of Social Media Marketing Activity on Purchase Intention in the Beer Sector: Case of SuperBock's Instagram
22.1 Introduction
22.2 Literature Review
22.2.1 Social Media Marketing Activity
22.3 Conceptual Model
22.3.1 Research Hypotheses
22.4 Methodology
22.5 Results and Discussion
22.5.1 Presentation of Results
22.5.2 Discussion of Results
22.6 Conclusion
References
Part V Gamification Technologies to Marketing
23 Phygital Brand Experience: Merging Physical and Digital Formats to Enhance Customer Engagement
23.1 Introduction
23.2 Theoretical Framework
23.2.1 Brand Experience
23.2.2 Brand Experience Formats: Physical and Digital Experiences
23.2.3 Phygital Brand Experience
23.2.4 Gamification
23.2.5 Branded Content
23.2.6 Customer Engagement
23.3 Methodology
23.4 Case Study
23.5 Analysis
23.6 Discussion and Conclusions
References
24 The Impact of Card Games on Enhancing Financial Education and Daily Life Skills for Older Adults
24.1 Introduction
24.2 Background
24.3 Method
24.3.1 Participants
24.3.2 Materials and Resources
24.3.3 Procedure
24.4 Results and Discussion
24.5 Conclusions
References
Part VI Machine Learning Applied to Marketing
25 Automated Consulting Services-Perspectives of Customers, Consultants and Companies
25.1 Introduction
25.2 Literature Review
25.2.1 Consulting
25.2.2 Artificial Intelligence
25.2.3 Automated Consulting and Acceptance
25.3 Methodology
25.4 Findings and Observations
25.5 Discussion
25.6 Implications
25.7 Study Limitations and Future Research
25.8 Conclusion
References
26 Undergraduate Candidate Experience and Engagement: Insights from a Case Using CRISP-DM and Machine Learning
26.1 Introduction
26.2 Literature Review
26.2.1 Digital Marketing for Higher Education Institutions
26.2.2 Customer-Centric Experiences and Web Analytics
26.2.3 Data Mining Techniques and Data Quality Concepts
26.3 Methodology
26.4 Results
26.4.1 Business Understanding
26.4.2 Data Understanding
26.4.3 Data Preparation
26.4.4 Modeling
26.4.5 Evaluation
26.5 Conclusion
References
27 Using Linguistic Features to Predict Social Media Engagement: Proposing an Approach Based on Machine Learning and Natural Language Processing
27.1 Introduction
27.2 Related Work
27.3 Methodology
27.3.1 Data
27.3.2 Models
27.4 Experimental Results
27.5 Conclusion and Future Work
References
28 Using Extended Reality and Machine Learning in Digital Marketing Focusing Tourism
28.1 Introduction
28.2 Extended Reality and Machine Learning in Digital Marketing of Touristic Destination
28.2.1 Extended Reality Overview
28.2.2 Machine Learning Overview
28.2.3 Digital Marketing Overview
28.3 Proposed Conceptual Model
28.4 Conclusion and Final Remarks
References
29 Modular Prototype of Artificial Vision for the Detection of Fatigue and Anti-drowsiness in Drivers of Land Vehicles
29.1 Introduction
29.2 Literature Review
29.3 Materials and Methods
29.3.1 Conceptual Design of the Device
29.3.2 Electronic Device Design
29.3.3 Printed Circuit Board (PCB) Design
29.3.4 Case Design for the Device
29.3.5 Dataset for Computer Vision Algorithm
29.4 Results
29.4.1 Hardware
29.4.2 Implementation of the PCB for the GPRS-GSM Module and the LED Module.
29.4.3 Circuit Assembly for Testing
29.4.4 Software
29.4.5 3D Printing of the Case and Device Assembly
29.4.6 Device Reliability Testing
29.5 Conclusions
References
30 The Impact of Digital Transformation on Innovation in European Companies: A New Generation of AI Predictive Model Test Against Predictive Machine Learning Algos
30.1 Introduction
30.2 Literature Review
30.3 Methodology and Methods
30.4 Prediction Analysis with RapidMiner
30.5 Results Analysis and Model's Comparison
30.6 Conclusion
References
Part VII Mataverse and NFT applied to Marketing
31 Brand Management and Metaverse: A Data Mining Exploratory Approach
31.1 Introduction
31.2 Literature Review
31.2.1 Brand Equity
31.2.2 Brand Digitalization and Future of Brands
31.2.3 Metaverse
31.2.4 Metaverse and Brand Equity
31.2.5 Relationship Between Consumers and Brand Equity in Metaverse
31.3 Methodology
31.3.1 Objective and Research Question
31.3.2 Netnography Approach and Web Scrapping
31.3.3 Models
31.3.4 Evaluation Metrics
31.4 Results and Discussion
31.5 Conclusions
31.5.1 Limitations and Future Research
References
32 Metaverse for Sustainable Marketing Toward Circular Economy
32.1 Introduction
32.2 What the Metaverse Is
32.2.1 Brief History
32.2.2 Definitions
32.2.3 Implications of the Metaverse
32.3 Metaverse for Sustainable Marketing in Circular Economy
32.3.1 Metaverse for Sustainable Marketing
32.3.2 Metaverse as an Accelerate Enabler for Circular Economy
32.4 Conclusion
References
33 How Can Businesses, Low-Tech Businesses in Particular, Benefit from the Metaverse? A Delphi Perspective from Academics
33.1 Introduction
33.2 Method
33.2.1 The Delphi Method
33.2.2 The Panel of Experts
33.2.3 Data Analysis
33.3 Findings
33.3.1 Theme 1: Definition of Metaverse
33.3.2 Theme 2: Metaverse Marketplace
33.3.3 Theme 3: Beneficiaries of the Metaverse
33.3.4 Theme 4: Industrial Metaverse
33.3.5 Theme 5. Low-Tech Businesses
33.3.6 Theme 6: Metaverse: Future, Present, or Past?
33.3.7 Theme 7. Technological and Other Requirements of Metaverse
33.3.8 Theme 8. Meta's Controversies
33.3.9 Theme 9. Other Platforms
33.3.10 Theme 10. Extra Comments
33.4 Discussion and Conclusions
References
Part VIII Mobile Marketing and Wearable Technologies
34 Too Good to Go: Acceptance Factors of an Application to Combat Food Waste
34.1 Introduction
34.2 Literature Review
34.2.1 Food Waste
34.2.2 TGTG Application
34.2.3 Technology Adoption
34.3 Methodology
34.4 Analysis and Discussion of Results
34.5 Conclusion
References
Part IX Neuromarketing Technologies
35 Technological Innovations Applied to Neuromarketing: Systematic Review
35.1 Introduction
35.2 Method
35.3 Results
35.4 Conclusions
References
36 Psychological Factors that Influence Decision Making at the Time of Purchase
36.1 Introduction
36.2 Psychological Factors
36.2.1 Following the Stereotypes Promoted by Fashion
36.2.2 The Role of the Frontal Lobe at the Time of Purchase
36.2.3 The Relationship Between Anxiety and Shopping
36.2.4 Color Psychology and Purchasing Intention
36.2.5 Personality Traits and Shopping Behavior
36.3 Conclusions
References
37 Eye-Tracking and Pictograms: Improving Communication and Accessibility for Senior Adults
37.1 Introduction
37.1.1 Related Studies
37.2 Method
37.3 Results
37.4 Conclusions
References
38 The Impact of Advertising on Self-medication: Considerations for Project Management and Leadership in the Health and Wellness Industry
38.1 Introduction
38.2 Background
38.3 Method
38.3.1 Participants
38.3.2 Instruments
38.3.3 Procedure
38.4 Results
38.5 Conclusions
References
39 Visual and Textual Elements of Board Game Packaging, What Do Children Prefer?-An Eyetracking Study
39.1 Introduction
39.2 Literature Review
39.2.1 Children as Consumers
39.2.2 Brand Awareness and Toy Packaging
39.2.3 Visual and Textual Attributes
39.3 Method
39.4 Results
39.5 Discussion
39.6 Conclusion
References
Part X Social Media and Networking
40 The Three Congruence Perspectives and the Effects of Social Media Influencers on Consumer Behavior: A Belgium-Croatia Comparison
40.1 Introduction
40.1.1 Research Context
40.1.2 Expected Scientific and Practical Contribution
40.2 Conceptual Background
40.2.1 Social Media Influencers and Consumer Behavior
40.2.2 Cross-Country Comparison: Croatia and Belgium
40.3 Methodology
40.3.1 Research Technique and Instrument
40.3.2 Sample
40.3.3 Data Analysis
40.4 Results and Discussion
40.4.1 What Makes a Good Match and Why is It Important?
40.4.2 Based on What Characteristics of Social Media Influencers, Brands, and Followers is the Assessment of Congruence Made?
40.4.3 What Effect Do Social Media Influencers Have on Consumer Behavior?
40.4.4 Cross-Country Comparison: Croatia and Belgium
40.5 Conclusion and Limitations
References
41 Sustainability Communication of Fashion Brands on Social Media: Language Abstraction and Digital Customer Engagement
41.1 Introduction
41.2 Literature Review
41.2.1 Sustainable Fashion Communication
41.2.2 Linguistic Category Model and Language Abstraction
41.3 Methodology
41.3.1 Sample
41.3.2 Coding Process
41.4 Data Analysis and Results
41.4.1 LCM Categorization and Overall Language Abstraction Level
41.4.2 Sustainability Dimension Categorization and Dimensional Language Abstraction Level Differences
41.4.3 Digital Customer Engagement
41.5 Discussion and Conclusion
41.6 Limitations and Future Research
References
42 Uses and Gratifications of Consuming 'Yo soy Betty, la fea' from a Female Perspective
42.1 Introduction
42.2 Methodology
42.3 Results and Discussion
42.3.1 Cognitive Need
42.3.2 Affective Need
42.3.3 Social Integration Need
42.3.4 Recreational Need
42.3.5 Personal Integration Need
42.4 Conclusions
References
Part XI Technologies Applied to Tourism Marketing
43 Experiencing a City Through Instagram: What Do Tourists Engage with?
43.1 Introduction
43.2 Theoretical Background
43.2.1 City Marketing
43.2.2 Destination Brand
43.2.3 Instagram and User-Generated Content
43.3 Methodology
43.4 Results and Discussion
43.4.1 Idanha-a-Nova
43.4.2 Óbidos
43.4.3 Amarante
43.4.4 Barcelos
43.4.5 Braga
43.4.6 Caldas da Rainha
43.4.7 Leiria
43.4.8 Covilhã
43.4.9 Santa Maria da Feira
43.5 Conclusions and Implications
43.5.1 Theoretical Implications
43.5.2 Managerial Implications
43.5.3 Limitations and Future Research
References
44 Educating for Legacy: History on Vinho Verde's Brands Websites as Marketing Destination Image?
44.1 Introduction
44.2 Literature Review
44.3 Materials and Methods
44.3.1 Sample
44.3.2 Historical Concepts on Websites Discourse
44.3.3 Let the Bottle Speak!
44.4 Results Discussion
References
45 Ranking Luxury Hotels in Lisbon Using the 2T-AEC-TOPSIS Model
45.1 Introduction
45.2 Theoretical Framework
45.2.1 The 2-Tuple Linguistic Model
45.2.2 The Integrated AHP-Entropy-CRITIC Method
45.2.3 The TOPSIS Method and Its Improvement
45.3 Case Study: Applying the Proposed Model to Rank Luxury Hotels in Lisbon
45.3.1 Data Collection
45.3.2 Data Cleaning
45.3.3 Data Transformation
45.3.4 Calculation of Weights for Each Hotel Aspect
45.3.5 Hotel Rankings and Recommendations
45.4 Conclusions and Future Work
References
46 Technologies Applied to Tourism Marketing: A 10 Years Systematic Literature Review
46.1 Introduction
46.2 Methodology
46.3 Results
46.4 Discussion
46.5 Conclusion
References
47 Discrepancies Between Michelin Guide Awards and Google Restaurant Reviews: A Case Study of the Capital City of Prague
47.1 Introduction
47.2 Literature Review
47.3 Research Methodology
47.4 Results
47.5 Discussion and Final Remarks
References
48 Which Are the Factors That Limit the Tourism Experience in Portuguese Thermal Hotels? An Exploration Using UGC
48.1 Introduction
48.2 Theoretical Context
48.2.1 The Thermal Tourism Experience
48.2.2 Thermal Tourism in Portugal
48.3 Methodology
48.4 Results
48.5 Conclusions
References
49 Digital Marketing as a Tool to Promote Rural Tourism Ventures: The Case of Casa da Lagoa
49.1 Introduction
49.2 Literature Review
49.2.1 Rural Tourism
49.2.2 Digital Marketing
49.2.3 Social Media
49.3 Methodology
49.4 Case Study: Casa da Lagoa
49.4.1 Digital Presence of Casa da Lagoa
49.5 Conclusions
References
50 eWOM of Spain's Tourism Destination in the Rural Context from a Sustainable and Technological Perspective
50.1 Introduction
50.2 Literature Review
50.2.1 Impact of Tourism and Its Rural Context
50.2.2 eWOM in Tourism: A Sustainable and Technological Approach
50.3 Objective and Research Questions
50.4 Research Methodology
50.5 Results
50.5.1 Tourists' Perceptions of Rural Tourist Attractions
50.5.2 Evolution of Sustainable and Technological eWOM
50.5.3 Sentiment and Emotion Analysis
50.6 Conclusion
References
51 Hospitality Marketing Strategies in Urban Events
51.1 Introduction
51.2 Literature Review
51.3 Methodology
51.4 Results
51.4.1 Impact of Events
51.4.2 Conditions for Hosting Events
51.4.3 Marketing Preparation of Hotels for City Events
51.5 Conclusion
References
52 Comparison of SMART Tourism Models of Selected European City Destinations
52.1 Introduction
52.2 Literature Review
52.2.1 Smart City Concept
52.2.2 Smart City Destination Model
52.3 Data and Methodology
52.3.1 Overview of the Data Used
52.3.2 Methodology
52.4 Results and Discussion
52.4.1 Tourism Data as the Base for Launching Smart Tourism Strategy
52.4.2 Analysis of the Smart Tourism Models and Strategies
52.4.3 Comparison of the SMART Tourism Business Models and Strategies
52.5 Conclusion
References
53 e-Tourist in a Historical City-The Case of Brasov, Romania
53.1 Introduction
53.2 The Research Methodology
53.2.1 General Issues Regarding the Research Design
53.2.2 Brasov-One of the Most Important Touristic Destinations in Romania
53.3 Theoretical Issues Regarding Smart Tourism and STTs
53.4 Results and Discussions
53.5 Conclusions
53.5.1 Theoretical and Operational Implications
53.5.2 Research Limitations and Future Directions of Research
References
Part XII Virtual and Augmented Reality in Marketing
54 Augmented Reality and Brand Perception: A Review of Strategies and Impact on Consumer Behavior
54.1 Introduction
54.2 Method
54.3 Results
54.4 Discussion
54.4.1 Augmented Reality: Concept and Importance
54.4.2 Practical Applications of Augmented Reality
54.4.3 Augmented Reality and Brand Perception
54.5 Conclusion
References
55 Which Factors Influence Word-of-Mouth for Tourism Video Ads?
55.1 Introduction
55.2 Literature Review
55.2.1 Word-of-Mouth
55.2.2 Destination Familiarity
55.2.3 Narrative Transportation and Structure
55.3 Methodology
55.4 Results
55.5 Conclusions
References
56 Augmented Reality in Omnichannel Marketing: A Systematic Review in the Retail Sector
56.1 Introduction
56.2 Systematic Literature Review
56.2.1 AR Basics
56.2.2 Omnichannel Customer Experience and Journey
56.2.3 Metaverse Enabled by AR and Impact in Omnichannel, Customer and Retail
56.2.4 AR Impact on Customers Through Omnichannel Marketing
56.2.5 AR Implementation in Omnichannel Marketing Strategies in Retail
56.2.6 Strategies to Implement Omnichannel AR Marketing in Retail
56.2.7 Future Research
56.3 Discussion
56.4 Conclusions
References
57 Spatial Computing and Augmented Reality-Challenges in E-Commerce
57.1 Introduction
57.1.1 Timeline
57.2 Methodology and Article Selection
57.3 Discussion of Results
57.3.1 Analysis of Articles Resulting from PRISMA
57.4 Discussion
57.5 Conclusions
57.5.1 Evolution of E-Commerce in Spatial Computing
57.5.2 Limitations
57.5.3 Future Research
References
58 Exploring Virtual Reality in Omnichannel Marketing: A Systematic Review
58.1 Introduction
58.2 Metaverse and Virtual Reality Fundamentals in Marketing
58.2.1 Virtual Reality Definition
58.2.2 Uses for Virtual Reality in Marketing
58.2.3 Metaverse Definition
58.2.4 Omnichannel Marketing
58.2.5 Phygital Marketing
58.3 Systematic Literature Review
58.3.1 How VR Is Currently Being Used in Retailing
58.3.2 Examples of VR and Omnichannel Use in Retail
58.3.3 Marketing in the Metaverse
58.3.4 Non-fungible Tokens
58.3.5 Consumer Wellbeing and Trust
58.3.6 Policy Implications
58.3.7 Challenges for the Metaverse
58.4 Conclusions
References
Correction to: The Three Congruence Perspectives and the Effects of Social Media Influencers on Consumer Behavior: A Belgium-Croatia Comparison
Correction to: Chapter 40 in: J. L. Reis et al. (eds.), Marketing and Smart Technologies, Smart Innovation, Systems and Technologies 386, https://doi.org/10.1007/978-981-97-1552-7_40
Correction to: Phygital Brand Experience: Merging Physical and Digital Formats to Enhance Customer Engagement
Correction to: Chapter 23 in: J. L. Reis et al. (eds.), Marketing and Smart Technologies, Smart Innovation, Systems and Technologies 386, https://doi.org/10.1007/978-981-97-1552-7_23
Author Index

System requirements

Save as PDF Copy link into clipboard

Schweitzer Fachinformationen

Marketing and Smart Technologies

Description

More details

Other editions

Additional editions

Persons

Content

System requirements