Digital economy : emerging technologies and business innovation : 5th International Conference on Digital Economy, ICDEc 2020, Bucharest, Romania, June 11-13, 2020 : proceedings

This book constitutes the refereed proceedings of the 5th International Conference, ICDEc 2020, held in Bucharest, Romania, in June 2020. Due to the COVID-19 pandemic the conference took place virtually. The 13 full papers presented in this volume together with 3 abstracts of keynotes and 1 introductory paper by the steering committee were carefully reviewed and selected from a total of 41 submissions. The core theme of this year’s conference was “Emerging Technologies & Business Innovation”. The papers were organized in four topical sections named: digital transformation, data analytics, digital marketing, and digital business models. Preface 6 Organization 8 Invited Talks 13 Digital Business Model Innovation Towards Competitive Advantage 14 DSS: Concepts and Enabling I&C Technologies to Augment Problem Solving Capabilities of Decision-Makers 17 Embeddings for Recommendation Systems 21 Contents 24 Introductory Paper from the Steering Committee 26 Holding ICDEc 2020 Fully Online 27 1 Introduction 27 2 Targeted Participants 28 3 Revised Registration Fees 28 4 Value Proposition 28 5 A Personalized Conference Program 29 6 Organizational Capabilities and Technical Tools 29 7 Conclusion 33 References 34 Digital Transformation 35 Corporate Culture: Impact on Companies’ Readiness for Digital Transformation 36 1 Introduction 36 2 Related Works 38 3 Case-Study 41 4 Questionnaire 43 5 Results 45 6 Conclusion 48 References 48 Digitalisation, Productivity, and Measurability of Digital Economy: Evidence from BRICS 50 1 Introduction 50 2 The Problem of Measurability and Digital Economy 52 2.1 Aggravation of Existing Economic Measurement Problems 52 2.2 Perspectives of Digital Economy 52 3 The Impact of Digitalisation on Labour Productivity 53 3.1 Econometric Model 54 3.2 Data Characteristics 55 4 Empirical Results 55 5 Discussion of Results 57 6 Conclusion 58 References 58 Technological Change and Future Skill-Shortages in Engineering and Architecture Education: Lessons from Lebanon 61 1 Introduction 61 2 The Construction Sector in Lebanon and Its Globalization 63 2.1 The Morphology of the Construction Sector in Lebanon 63 2.2 The Structural Effect: Changes in the Market Structure 64 2.3 Structural Shifts in the Recruitment Policies 66 3 The Occupational Effect: New Skills and Tasks 67 3.1 Technology and the Emergence of New Occupations and Tasks 67 3.2 New Tasks for Architects and Engineers in Leading Positions 68 4 Skill-Mismatch and Educational Reforms 69 4.1 Future Skills Needed in a Fluid and Flexible Work Environment 69 4.2 The Skill-Supply in Lebanon: The Education Reforms Needed 70 5 Conclusion and Recommendations 72 References 73 Data Analytics 74 Clustering of Social Media Data and Marketing Decisions 75 1 Introduction: Evolution of Social Media 75 2 Social Media Data: Evolution and Marketing Decisions 76 2.1 Evolution of Data Generated by Social Media: Big Social Media Data 77 2.2 Social Media Data and Marketing Decision Making 77 3 Techniques Used for Analyzing Social Media Data 78 4 Social Media Data Clustering and Marketing Decisions: Research Methodology 79 5 Main Results and Discussions 80 6 Conclusion, Future Research and Limitations 84 References 85 The Effect of Big Data Analytics on Firm Decision Making: The Case of the Lebanese Banking Sector 88 1 Introduction 88 1.1 Overview of the Lebanese Financial Sector 89 2 Literature Review 89 2.1 Big Data Analytics 90 2.2 Benefits of Using Big Data in Decision Making 90 2.3 BDA Impact on the Financial Sector 91 3 Methodology 92 3.1 Data Analysis 93 4 Findings 94 5 Recommendation 95 References 96 A Trust-Based Clustering Approach for Identifying Grey Sheep Users 98 1 Introduction 98 2 State of the Art 99 3 A Novel Approach in Identifying Grey Sheep Users 100 3.1 Identification Phase 100 3.2 Recommendation Phase 103 4 Illustrative Example 103 5 Experimental Study 105 5.1 Analysis of the Obtained Experimental Results 108 6 Conclusion 109 References 109 Digital Marketing 111 Opportunity for Video-on-Demand Services – Collecting Consumer’s Neurophysiology Data for Recommendation Systems Improvement 112 1 Introduction 112 2 State of the Art 113 2.1 Recommendation Systems Based on Conscious Choices 113 2.2 Electrodermal Activity 114 2.3 Heart Rate 115 3 Research 115 3.1 Sample and Methodology 115 3.2 Data Processing and Results 117 4 Discussion 122 5 Conclusion 123 References 123 «Man-Machine» Interaction: The Determinants of the Untact Service’s Use 126 1 Introduction 126 2 Theoretical Framework 127 2.1 The Value 127 2.2 The Value Co-creation 128 3 Methodology 128 4 Determinants of Untact Services: Key Findings 129 5 Conclusion 132 Appendix 1: Characteristics of the Sample 132 Appendix 2: Vertical and Horizontal Analysis of the Analysis Grid 132 Appendix 3: The Untact Machine 134 References 135 Investigating Travelers’ Dilemma in Managing Their Online/Offline Presence on Travel Experience 136 1 Introduction 136 2 Literature Review 137 3 Methodology 139 4 Results and Discussion 139 5 Conclusion 142 Appendices 143 References 144 Interactivity: A Key Element for Future Digital Communication 147 1 Introduction 147 2 Literature Review 148 2.1 Online Advertisements 148 2.2 Interactive Advertisements 149 3 Methodology 150 3.1 Mini Focus Group with Developers 150 3.2 Semi-structured Interviews 150 3.3 Video Elicitation 151 4 Findings 152 5 Discussions 153 5.1 Perception of Online Advertisements 154 5.2 Consumers’ Behaviour Towards Online Advertisements 154 5.3 Perception of Interactive Online Advertisements 154 5.4 Impact of Interactivity on Consumers’ Behaviour 154 5.5 Vision of Interactivity 155 6 Conclusion 155 Appendix 156 References 158 Digital Business Models 160 Towards Different Enterprise Architecture Project Types 161 1 Introduction 161 2 Enterprise Architecture 162 3 Research Methodology 163 3.1 Introduction 163 3.2 Step 1: Define Project and Project Characteristics 163 3.3 Step 2: Identify a Method to Determine Project Types from Literature Review 164 3.4 Step 3: Apply the Method to Determine EA Project Types 164 4 EA Project Types 165 4.1 EA Project Type: EA Establishment Project 166 4.2 EA Project Type: Applying EA Method to Understand Internal Business Problems 166 4.3 EA Project Type: Business-IT Alignment 166 4.4 EA Project Type: Business Transformation 168 4.5 EA Project Type: Digital Transformation 168 4.6 EA Project Type: Nine EA Project Types Derived from EA Benefits 168 4.7 EA Project Types: Three EA Project Types Derived from EA Goals 169 4.8 EA Project Type: Corporate Strategic Planning 169 4.9 EA Project Type: Organizational Development 169 4.10 EA Project Type: IT Decision-Making 169 5 Discussion and Conclusion 170 References 170 Digital Business Model Innovation in SMEs - Case Studies with DIH Support from Brandenburg (Germany) 175 1 Introduction 175 2 Literature Review 176 2.1 Digital Business Model Innovation in SMEs 176 2.2 Implementation of Digital Technologies in SMEs in Brandenburg 178 3 Methods and Design 179 3.1 Case Study Design 179 4 Case Study Analysis 180 4.1 Case A: Company A - Growth Orientation 180 4.2 Case B: Company B - Profitability Orientation 181 5 Discussion 182 6 Conclusion 183 References 183 Pricing Digital Arts and Culture Through PWYW Strategies 186 1 Introduction 186 2 Empirical Examples: Old and New Methods of PWYW 188 3 Why Pay Less if You Can Pay More? 190 4 Practical Framework 192 5 Discussion and Conclusion 193 References 195 Author Index 197 Front Matter ....Pages i-xxvi Front Matter ....Pages 1-1 Holding ICDEc 2020 Fully Online (Mohamed Anis Bach Tobji, Rim Jallouli)....Pages 3-10 Front Matter ....Pages 11-11 Corporate Culture: Impact on Companies’ Readiness for Digital Transformation (Olga Stoianova, Tatiana Lezina, Victoriia Ivanova)....Pages 13-26 Digitalisation, Productivity, and Measurability of Digital Economy: Evidence from BRICS (Thabo J. Gopane)....Pages 27-37 Technological Change and Future Skill-Shortages in Engineering and Architecture Education: Lessons from Lebanon (Nizar Hariri, Raymond Bou Nader, Sarah Haykal)....Pages 38-50 Front Matter ....Pages 51-51 Clustering of Social Media Data and Marketing Decisions (Teissir Benslama, Rim Jallouli)....Pages 53-65 The Effect of Big Data Analytics on Firm Decision Making: The Case of the Lebanese Banking Sector (Lina Shouman, Jamal Chehade)....Pages 66-75 A Trust-Based Clustering Approach for Identifying Grey Sheep Users (Ghassen Bejaoui, Raouia Ayachi)....Pages 76-88 Front Matter ....Pages 89-89 Opportunity for Video-on-Demand Services – Collecting Consumer’s Neurophysiology Data for Recommendation Systems Improvement (Kristian Dokic, Tomislava Lauc)....Pages 91-104 «Man-Machine» Interaction: The Determinants of the Untact Service’s Use (Arij Jmour)....Pages 105-114 Investigating Travelers’ Dilemma in Managing Their Online/Offline Presence on Travel Experience (Inès Mestaoui, Mourad Touzani)....Pages 115-125 Interactivity: A Key Element for Future Digital Communication (Yoldes Rannen, Norchene Mouelhi Ben Dahmane, Faten Malek)....Pages 126-138 Front Matter ....Pages 139-139 Towards Different Enterprise Architecture Project Types (Aletta Klopper, Machdel Matthee, Alta van der Merwe)....Pages 141-154 Digital Business Model Innovation in SMEs - Case Studies with DIH Support from Brandenburg (Germany) (Marc Gebauer, Cyrine Tangour, Diana Zeitschel)....Pages 155-165 Pricing Digital Arts and Culture Through PWYW Strategies (Racquel Antoun-Nakhle, Nizar Hariri, Rim Haidar)....Pages 166-176 Back Matter ....Pages 177-177