Titlebook: Advances in Digital Marketing and eCommerce; Fifth International Francisco J. Martínez-López,Luis F. Martinez,Phili Conference proceedings

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The Role of Convenience Category Attributes in Sustaining the Growth of Online Grocery Shopping,roducts; (ii) lower online purchases of perishable goods and of channel expensive ones. While overall variety of items and product expensiveness were not found as significant category-specific drivers/barriers of online grocery shopping.

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Assessing the Social Performance of Emerging Business Models of the Metaverse,e archetypes, offering insights into business model innovation in the metaverse. Additionally, it incorporates a framework on social sustainability, extending the analysis beyond market dynamics to include social performance considerations in the metaverse business models.

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Negative WOM for Liking Brands vs Positive WOM for Disliking Brands: Differences in Length and Cont competitiveness. Consequently, compared to the other groups, positive WOM toward liking brands had a significantly higher rate of mentions of costs and delivery. In other words, the psychological state in this situation tends to express the most concrete value.

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Digital Luxury Fashion Shows: Leveraging Interactive Marketing Opportunities Through Social Media Spaper is amongst the first to examine consumers’ sentiment towards digital fashion shows. The literature related to digital strategies based on the sentiment analysis conveyed towards luxury fashion shows is still nascent. This study fills a considerable gap in the literature regarding marketing str