Advances in Digital Marketing and eCommerce: Third International Conference, 2022 (Springer Proceedings in Business and Economics)

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. Preface Contents Recommendation Agents? I don’t Know Any and I don’t Trust Them! 1 Introduction 2 Recommendation Agents and Risk Perceptions 3 Trusting Recommendation Agents 4 Method 5 Results 5.1 Qualitative Data 5.2 Quantitative Data 6 Discussion References The Impact of a Company Website and Its Perceived Quality on the Buying Intention in B2B-Settings 1 Introduction 2 Theoretical Background 2.1 Company Website as a Digital Touchpoint of the Customer Journey 2.2 Quality Factors of a Website 3 Hypotheses Development 3.1 Research Question 1 3.2 Research Question 2 4 Research Design and Statistical Analysis 4.1 Research Design 4.2 Statistical Analysis 5 Results and Implications 6 Limitations of the Study and Future Research Direction References Impact of Purchasing Experience on Brand Loyalty Comparing Third Party and Brand Electronic Commerce Site 1 Introduction 2 Literature Review and Hypotheses 3 Methodology 4 Results 5 Conclusion and Implications References Humanizing Chatbots: The Effect of Fear from the COVID-19 Pandemic 1 Introduction 2 Hypotheses Development 3 Method 4 Results 4.1 Descriptive Statistics and Reliability Check 4.2 Mediation Analysis 4.3 Moderated Mediation Analysis 5 Conclusion 5.1 Theoretical Contributions 5.2 Managerial implications References Reassessing the Marketing Mix Through the Lens of Digitalization 1 Introduction 2 Literature Review 3 Discussion: 4Ss of Marketing Mix References Why Does the User’s Attitude for Co-creation Online Vary Across Cultural Contexts? The Role of Prior Experience, Perceived Risk of Use, Brand Reputation, and Brand Trust 1 Introduction 2 Theoretical Background and Hypotheses Development 3 Methodology 4 Results 4.1 PLS Structural Equation Modeling Analysis 4.2 Multigroup Analyses 5 Conclusions and implications References Key Opinion Leader and Business Growth: Econometrics and Machine Learning Approaches References Omnichannel Experience in Loyalty Loop for Customer Engagement Management 1 Introduction 2 The Research Model and Hypothesis Development 2.1 Channel Characteristics 2.2 Customer Characteristics 3 Methods 4 Analysis Results 5 Discussion References Consumers’ Online Brand Related Activities in the Context of Their Motives and Outcomes: Case Study of the Social Network YouTube 1 Introduction 2 Theoretical Background and Current State of Research 3 Methodology 4 Analysis Results 5 Discussion and Conclusions References An Analytical View of Online Consumers’ Behavior in the Visegrad Group Countries: Social Status Perspective 1 Introduction 2 Theoretical Background of the Issue 3 Methodology 4 Results 5 Conclusion References A Systematic Literature Review of Profit Models for Online Marketing Channels 1 Introduction 2 Methodology 3 Results 4 Conclusions, Limitations, and Future Research References The Use of the Shopping Cart: The Problem of Abandonment in e-Commerce 1 Introduction 2 The Use of the Shopping Cart 2.1 Offline vs. Online Commerce 2.2 Theoretical Background and Frameworks 3 Cart Abandonment in Online Commerce 4 Web Analytics and Other Mechanisms to Avoid Cart Abandonment 5 Discussion 5.1 Systematization and Methods 5.2 Definition of the Main Reasons for Cart Abandonment 6 Conclusions References Conceptual Framework of Influencer’s Marketing Power 1 Introduction 2 Role of the Source Credibility in Influencer Marketing 3 Brand Notoriety and Brand Attitude 4 Conceptual Framework Proposition 5 Conclusion References Cognitive Assimilation and Satisfaction with Live Streaming Commerce Broadcast in Hong Kong 1 Introduction 2 Theoretical Background and Hypotheses Development 3 Research Method 3.1 Participant 3.2 Measures and Data Analysis 4 Findings 4.1 Measurement Model 4.2 Structural Model 5 Discussion and Conclusion References The Influence of Linguistic Style on Consumer Engagement: A Study from Top Global Brands’ Posts on Facebook 1 Introduction 2 Consumer Engagement on Social Media 3 The Influence of Linguistic Style on Consumer Engagement 4 Method 5 Results and Discussion 6 Final Remarks References Magic Mirror: “You are the Fairest of Them All!” Cross-buying at the Point of Sale 1 Introduction 2 Theoretical Background 2.1 Cross-buying Behavior 2.2 Augmented Reality in Marketing 2.3 Research Model and Hypotheses 3 Methodology 3.1 Experimental Setup 3.2 Data Measurement 3.3 Data Sample and Data Overview 4 Empirical Results References Influencer Authenticity – Conceptualization, Nature and Nomological Role 1 Introduction 2 The Authenticity Concept 3 Influencer Authenticity 4 Related Concepts 5 Conceptual Model 6 Conclusion References Are Media Relevant in Promoting Brand Attitude? The Evidence of ‘Super Media’ During the Pandemic in Spain 1 Introduction 2 Relevant Literature 2.1 SMedia Proliferation and Media Choice 2.2 Media Consumption and Consumers’ Ties Among Users and Media 2.3 Media and the Brand-Attitude Behavior Link 3 Research Questions and Methodology 4 Media Preferences by Spaniards During Pandemic 5 The Role of Media in Promoting Positive Brand Attitudes 6 Discussion 7 Conclusions 8 Managerial Implications Appendix. Description of Variables Used in Core Analysis References Can Eye Trackers and EEG Be Used by Small-Medium Marketing and Advertising Agencies? A Qualitative Study 1 Introduction 2 Eye Tracking 3 Electroencephalography (EEG) 4 Methodology 5 Findings 6 Conclusions 7 Limitations and Future Research References Privacy-Preserving User Modeling for Digital Marketing Campaigns: The Case of a Data Monetization Platform 1 Introduction 2 Related Work 2.1 Representation Learning for User Modelling 2.2 Machine Learning Approaches for Privacy-Preserving with GAN 2.3 Machine Learning Approaches for Privacy-Preserving with Federated Learning 3 Platform Design 3.1 Illustrate the Platform Design 3.2 User Modelling from Poincaré Embeddings 3.3 User Representation Synthesized Using GAN 3.4 Distributed Training Using Federated Learning 4 Results 4.1 Data Description 4.2 Result from Poincaré Embeddings 4.3 Results from GAN 4.4 Result from Federated Learning 4.5 Result from Recommender System 5 Conclusion References Profiling the Users of Mobile Payments in Belgium: A Study Exploring Socio-demographics, Social Media Usage, and General Impulsive Buying Tendency 1 Introduction 2 Research Objectives 3 Methodology 3.1 Sampling 3.2 Questionnaire 4 Results 4.1 Mobile Payment RMP and AMP-Scores 4.2 Individual Differences in M-Payment 5 Discussion 5.1 Theoretical and Managerial Implications 5.2 Limitations and Suggestions for Future Research References Analysis of the Impact of Brand Fit on Perceived Credibility of Social Media Influencers by European Millennials 1 Introduction 2 Theoretical Background 2.1 Influencer Credibility 2.2 Parasocial Relationship 2.3 Brand Fit 2.4 European Millennials (EM) Attributes 3 Methodology 3.1 Target Audience 3.2 Data Collection Instrument 3.3 Sample Size, Sampling and Statistical Technique 3.4 Data Screening 4 Results 4.1 Profile of the Respondents 4.2 Measurement Model 4.3 Structural Model 4.4 Group Comparison of European Millennials Characteristics 5 Conclusion and Discussion References Omnichannel: Factors that Determine Adoption of Webrooming and Showrooming for Three Product Categories 1 Introduction 2 Theoretical Framework and Hypotheses 3 Methodology 4 Results 5 Conclusion Appendix 1. Questionnaire References The Impact of Pandemic Restrictions on Offline and Online Grocery Shopping Behavior - New Normal or Old Habits? 1 Introduction 2 Data and Empirical Analysis 2.1 Data and Purchase Patterns 2.2 Empirical Results 3 Implications 4 Conclusion References Factors Leading to the Adoption of IoT in the Home: An Exploratory Model of the Domestication Theory and Technology Adoption Theories 1 Introduction 2 Theoretical Framework and Hypotheses 3 Methodology 4 Results 5 Conclusions References The Highly Sensitive Person (HSP) and Online Shopping Behavior: The Impact of Visual Stimuli on Attitude Towards the Ad and Purchase Intention 1 Introduction 2 Literature Review 2.1 Consumer Behavior and Sensory Marketing 2.2 Stimulus-Organism-Response (SOR) and Visual Stimuli 2.3 Attitude Towards the Ad, Purchase Intention, and Biometrics 2.4 The Highly Sensitive Person (HSP) 2.5 Hypotheses Formulation 3 Method 4 Conclusion References Online Customer Engagement in the Aftermath of COVID-19: Opportunities for the Luxury Industry 1 Introduction 2 Online CE Cycle and the Luxury Fashion Industry 3 Conclusion References The Effect of Electronic Word-of-Mouth (eWOM) on Consumer Ratings in the Digital Era 1 Introduction 2 Literature Review 3 Method 4 Results 5 Discussion 5.1 Practical Implications 5.2 Theoretical Implications 5.3 Limitations and Suggestions for Future Research References Effects of Endorsers Popularity and Gender on the Audience’s Attention to the Advertisement from a Neuromarketing Perspective: An Eye-Tracking Study 1 Introduction 2 Literature Review 3 Method 4 Results 4.1 Fixation Durations 4.2 Fixation Counts 5 Discussion References Influencers’ (Parasocial) Relationships with Their Followers: Lessons for Marketers and Influencers 1 Introduction 2 Theoretical Perspective 2.1 Influencer Marketing 3 Lessons for Marketers and Influencers 3.1 The Importance of Showing Up 3.2 A Clear Identity as Foundation 3.3 Meaningful Collaboration 3.4 An Ethos of Disclosure? 3.5 Power Requires Responsibility 4 Conclusion References Innovation, Commercialization, and Sustainability of Earth Observation in Space Business: Tensions and Paradoxes 1 Introduction 2 Space Business, and Satellite EO: Past, Present, and Future 3 Tensions and Paradoxes in Satellite EO 3.1 Focus of EO Sustainability and Funding: Financial and/or Environmental/Social 3.2 EO-Based Services and Organizational Teams: Tech-Push and/or Market-Pull 3.3 EO Ecommerce: Glocalization and Mass Customization 3.4 Business Models for EO Marketplaces: Centralized and/or Decentralized 3.5 Public and Private Governance of Joint EO Projects: Cooperation and/or Competition 4 Managerial and Public Policy Implications References Is a Video Worth More Than a Thousand Images? A Neurophysiological Study on the Impact of Different Types of Product Display on Consumer Behaviour in e-Commerce 1 Introduction 2 Theoretical Background 3 Materials and Methods 4 Results 5 Conclusions References Author Index