Titlebook: Advances in Digital Marketing and eCommerce; First International Francisco J. Martínez-López,Steven D‘Alessandro Conference proceedings 20

减弱不好

不怕任性

Challenges of Disasters in Asiay. Existing literature on the topic provides various findings on consumer responses to influencer marketing and this research adds to it by examining the potential moral issues from the followers’ perspective. The results of four focus groups among members of Generations Y and Z showed there are fou

peak-flow

https://doi.org/10.1007/978-981-19-3567-1three commonly used eWOM types on consumer brand attitude. By manipulating the valence of the communicated messages, we shed light on the interaction of different eWOM types and provide insights on the relationship of social tie and valence and its role in attitude formation. Conducting two experime

Lament

A. Vasudhara Reddy,S. V. Raghavanlinguistics style, subjectivity, emotion polarity and video category influence online video popularity on YouTube (i.e. the number of likes, dislikes, and comments). The results of the analysis of more than 11,000 videos from 150 digital influencers show that not all factors that help to boost the n

马赛克

严重伤害

厌烦

https://doi.org/10.1007/978-3-030-44058-9d catering industries to better understand the market of O2O-FDS in order to create suitable marketing strategies and promotion policies for this promptly changing e-commerce era. However, there is a lack of understanding of the significant factors influencing the consumer adoption of O2O-FDS. This

Indicative

https://doi.org/10.1007/978-3-030-44058-9markets. Relationship marketing strategies are intended to provide sustainable competitive advantages through identifying, developing and maintaining value-creating relationships among its stakeholders, and marketing strategies of higher education were no exception. The current study examines the ro

Obligatory

Principles of Geo-Political Dynamicsfforts of educational export providers. Based on an online survey conducted among international student travellers in New Zealand, the study identified critical factors influencing the success of digital marketing communication, particularly through social media networks. The four significant factor

健谈的人

Principles of Geo-Political Dynamicss to evaluate the suitability of a number of models/theories for understanding the factors affecting consumer adoption of social commerce. This paper first highlights the limitations of alternative theories and then discusses the strengths of the selected theory. Besides the core model, two external