Francisco J. Martínez-López 
Advances in Digital Marketing and eCommerce [PDF ebook] 
Fourth International Conference, 2023

Less for More: Does Consumers’ Proneness to Join More Online Brand Communities Negatively Impact Consumers’ Sharing Ability?.- Who buys when and where? How channel design and consumer attributes influence customer journey outcomes.- Descending Beats Ascending: Effects of Order on the Likert Scale on Consumer Ratings.- Recommendation by Multiscale Semantic-Visual Analysis of User Reviews and Product Images.- Deepening Branding Opportunities in VR-based Metaverses. A Qualitative Study.- An Exploratory Study of Audiobook Discount Pricing.- Assessing streamer attributes: Role of trust in purchase intention for live e-commerce.- Advertising Value of Podcast Advertising.- They Don’t Do What They Say – The Attitude-Behavior Gap in Online and Offline Grocery Shopping for Organic Products.- How the quick commerce business model delivers convenience in online grocery retailing.- Influencer Marketing Strategies In Foreign marketplaces.- Analysis of the possibilities of implementing Bitcoin and other cryptocurrency payments at the university.- How digital channels enhance firm internationalization: An explorative study on space tech startups.- A Multiple-Case Study on the Role of CRM and Big Data in the Automotive Industry.- Antecedents And Effects of Influencer Marketing Strategies: A Systematic Literature Review and Directions for Future Research.- How Technology Helps Farmers to Cater to Consumers – Channel Formats and Consumer Motives.- The influence of digital storytelling using the Hero’s Customer Journey communication technique on customer acquisition and retention.- The Development of Online Shopping and Find-ing Information about Products in the Visegrad Four Countries.- How Facebook’s brand personality affects brand commitment and preference: The mediating role of self-image congruence.- Exploring Colombian Digital Buyers of Luxury Jewellery: Segment Exploration (FIMIX-PLS).- Covid-19 pandemic: The least factor affecting the Lebanese E-commerce.- On the capture and use of private conversations on mobile phones for marketing purposes: A case in the tourism sector.- The impact of influencers on consumers’ purchasing decisions when shopping online.- Black Friday vs. Green Friday: A comparative sentiment analysis of Spanish social media users’ perceptions.- Analyzing the Retail In-store Environment: A Review of Available Technologies.- .- Digital Marketing and E-Commerce A Bibliometric Analysis The influence of Tik Tok videos on German Gen Z consumers’ attitude and purchase intention towards sustainable brands.- Louis Vuitton, Cristiano Ronaldo and Lionel Messi. The greatest marketing stunt of the century, or just hype driven vanity-metrics?.- Traditional brands vs. born-digital brands: the case of the fashion industry.

Francisco J. Martínez-López is a Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain.