Thursday, April 18, 2024
9:00-09:15
WELCOME AND CONFERENCE OPENING
Eduardo Terán-Yépez, Conference Chair
Cristina Segovia-López, Conference Co-Chair
Online Room: LINK
9:15-10:30. Session: Methodologies in Marketing/Consuming Technocultures/Health Marketing
Chair: Eduardo Terán-Yépez
Analyzing the relationship between healthcare quality and patient satisfaction in the case of Spain. Some panel data evidence
Paula Ortega-Perals, Salvador Cruz-Rambaud, Javier Sánchez-García
Beyond the Post: A SLR of business AI in social media
Juan Pedro Cabrera-Sánchez, Luis Alfonso Maldonado-Canca, Ana María Casado-Molina
AI-Based scenario analysis framework and validation using a Delphi approach
Gabriela Bessa, Belém Barbosa
Telehealth perspectives in the digital space: An exami-nation of public opinion on Twitter
Mario Sierra-Martín, Pilar Alarcón-Urbistondo, Fang-Wi Chen, Álvaro Díaz-Casquero
A critical analysis of bibliometric analysis use in marketing studies
Eduardo Terán-Yépez, Manuel Sánchez-Pérez, Cristina Segovia-López, María Belén Marín-Carrillo
Online Room: LINK
10:30-11:30. Session: Regulatory and Public Policy Issues/Sector-based marketing
Chair: Cristina Segovia-López
The European Digital Services Act Package: A preliminary assessment of the effects of public policy on consumer protection
Adriana Mutu
Analysis of public policies. Their impact on the music industry and consumer purchasing behavior
Blanca Isabel Llamas Félix, Anais Stephanía García López, Cesar Octavio De La Torre Llamas
Analysis why do we play golf? An exploratory research
María del Mar Martín-García, José Luis Ruiz-Real, Juan Carlos Gázquez-Abad, Juan Uribe-Toril
Online Room: LINK
11:30-11:45. BREAK
11:45-13:00. Session: Digital Technologies on Marketing Management
Chair: Manuel Sánchez-Pérez
Value-centric approaches to SMEs’ internationalization through the metaverse
Rafaela Martins, Belém Barbosa
Blending the portraits approach with Artificial Intelligence: A novel methodology for crafting strategic positioning
Mohammed Hakimi
Geographic Information Systems in hospitality: Spatial clustering of hotels based on marketing variables
María B. Marín-Carrillo, María Illescas-Manzano, Manuel Sánchez-Pérez, Sergio Martínez-Puertas
Online Room: LINK
13:00-14:30.
KEYNOTE SPEAKER
“Google and marketing research: Tools and projects”
Pablo Pérez, Senior Marketing Research & Insights Manager at Google.
Online Room: LINK
Friday, April 19, 2024
8:45-10:00. Session: Methodologies in Marketing/Consuming Technocultures
Chair: Cristina Segovia-López
Understanding online food purchase decisions: Insights text-mining user reviews
Adrián No-Pérez, Fernando Losada
The use of smart technologies in tourism destinations and their consequences
Bunyod Matyusupov, Belén Bande, Sandra Castro-González
Harmony in diversity: unravelling the global impact of K-Pop through social media and fandom dynamics
Irene Gómez Cámara, Maria Elena Aramendia-Muneta, Alaitz Gutierrez-Jauregi
In Love with our home robots: We bought or made their clothes
Bình Nghiêm-Phú
Online Room: LINK
10:00-11:00. Session: Marketing Education
Chair: Cristina Segovia-López
Sustainability teaching in Marketing: An Importance Performance Analysis in Higher Education Institutions
María del Mar Martínez-Bravo, María de las Mercedes Capobianco-Uriarte, Eduardo Terán-Yépez, Eugenia Maria Gonçalves-Matos Pedro, Carla Alexandra Barbosa-Pereira
Game-Based Learning through the use of artwork images: Influence on the perception of a product
Alejandro Galindo-Durán, Juan Uribe-Toril, José Luis Ruiz-Real
Sustainability in Marketing education. Students attitudes at Iberian Universities
Eduardo Terán-Yépez, Carla Alexandra Barbosa-Pereira, Eugenia Maria Gonçalves Matos-Pedro, Maria de las Mercedes Capobianco-Uriarte, María del Mar Martínez-Bravo
Online Room: LINK
11:00-11:45. Session: Marketing Oriented to ODS
Chair: Eduardo Terán-Yépez
Unveiling the collaborative dynamics of clusters in en-hancing cooperation for green Marketing initiatives: A conceptual model
Mohammad Reza Mazandarani, Marcelo Royo-Vela
Creating Shared Value: Conceptualization, scale development and measurement
Jonathan Cuevas Lizama, Marcelo Royo-Vela
Environmental and social sustainability in fashion industry: A proposal of assessment
Lorena Martínez-González, Mariola Palazón, María Sicilia
Online Room: LINK
11:45-12:00. BREAK
12:00-13:00. Session: New patterns of Living & Working/Non-profit Marketing and Ethics
Chair: Cristina Segovia-López
Proposal for a secondhand clothing buying behaviour model
Katherine Pinto
Mapping the Landscape of Sustainable Private Label Marketing: Insights, Trends, and Future Directions
Eduardo Terán-Yépez, María de las Mercedes Capobianco-Uriarte, María del Mar Martínez-Bravo, Irene Gea-Labella
Nurturing Sustainability in Agricultural Firms: The Role of Relational Marketing with Stakeholders and the Moderating Influence of Firm´s Attitudes Towards Sustainability
Ana Isabel García-Agüero, Eduardo Terán-Yépez, Luis J. Belmonte-Ureña, Francisco Camacho-Ferre
Online Room: LINK
13:00-14:00. Session: Social Media and Digital Marketing
Chair: Paulo Cardoso
Tweeting Green: Analyzing Social Media Conversations for Sustainability Insights
Sergio Valdelomar-Muñoz, Eva María Murgado-Armenteros, María Gutiérrez-Salcedo, Manuel Jesús Cobo-Martín
Firm generated content in ephemeral content: the influence of experiential messages and warm colors in recommendations
Sara Lapresta-Romero, Blanca Hernández-Ortega, José L. Franco
Use of online shop chatbots: How trust in seller moderates brand preference and purchase intention
María Illescas, Sergio Martínez-Puertas, Paulo Cardoso, Cristina Segovia-López
Online Room: LINK
14:00-14:30.
AWARDS ANNOUNCEMENT
CONFERENCE CLOSING
Eduardo Terán-Yépez, Conference Chair
Cristina Segovia-López, Conference Co-Chair
Online Room: LINK