Advances in Digital Marketing and eCommerce

This book highlights the latest research articles presented at the Third Digital Marketing & eCommerce Conference in June 2022. Papers include a varied set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies and social commerce characteristics. The papers also extends to the topics of branding, business models, user and data privacy, social video marketing and commerce, among others.

Auteur

Francisco J. Martínez-López is a Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain. Luis F. Martinez is an Associate Professor of Marketing and Behavioral Science (with Habilitation in Management) at the Nova School of Business and Economics, Universidade Nova de Lisboa, Carcavelos, in Portugal.