Wednesday, April 22, 2026 (CEST Time)
09:00 – 10:00
Keynote Speaker Session
Prof. Miguel Moital
Chair: Dr. Ángel Millán-Campos
Chair: Dr. Ángel Millán-Campos
"Abstract thinking as the researcher's superpower: Developing strong theoretical insights by identifying patterns, structures and relationships"by Prof. Miguel Moital, Principal Academic in Events, Bournemouth University Business School.
10:00 – 11:30
Digital Technologies, Social Media & Digital Marketing (I)
Session Chair: Dra. Carlota Lorenzo Romero
- Do emojis enhance or undermine review helpfulness? The moderating effect of product type — Moayery, Meysam. ISG (France)
- Efficacy and efficiency of brand and communication strategies on e-commerce platforms by SMEs in Spain — Kazakova, Ekaterina; Gómez Borja, Miguel Ángel; Lorenzo Romero, Carlota. UCLM (Spain)
- Micro-influencer–nonprofit collaborations: Toward sustainable co-creation practices — Martínez-Navarro, Jesús; Ouvrein, Gaëlle; Kyguolienė, Asta. UA (Spain), VUB (Belgium), VMU (Lithuania)
- Digital marketing for entrepreneurship: Enablers and inhibitors from a systematic Grounded Theory review — Purnomo, Agung; Zubaidah, Tantri Risda; Rosyidah, Elsa; Murniati, Muniarti; Anam, Fatkul; Fahlevi, Mochammad. BINUS (India), UNUS, BNU, UWKS (Indonesia)
- Social media marketing in accounting: A systematic review and bibliometric trend analysis of success factors — Fahriani, D., Wicaksono, A., Novie, M., Violita, C., Sholikhah, A. UNUS (Indonesia)
Open throughout the congress
Casino Marketing
11:30 – 12:00
Marketing Nugget
By CuarteroArgucia, Digital Marketing Consulting
Session Chair: Dra. Carlota Lorenzo Romero
Session Chair: Dra. Carlota Lorenzo Romero
"When AI acts for you: Digital agents" By CuarteroArgucia, Digital Marketing Consulting
12:00 – 13:30
Tourism Marketing (I)
Session Chair: Dra. María Illescas-Manzano
- Locals’ (In)Hospitality and (Un)Friendliness: A study with Japanese tourists in Bangkok and Hanoi — Nghiêm-Phú, B.; Ohno, Yoko. UHYOGO (Japan)
- The influence of personality traits on tourists’ perceptions and behaviors in niche tourism destinations — Hervás Cortina, Carmen María; Ruiz Molina, María Eugenia; Gil Saura, Irene; Bordian, Mariia. UV (Spain)
- The roles of digital marketing in tourism: A systematic review and thematic mapping — Mustaqim, Muhammad; Zaki, Achmad; Larassaty, Ayu Lucy; Muzakki, Kafidin; Anwar, Chairil. UNUS (Indonesia)
- AI-enabled tourism services and customer value co-creation: A Stimulus–Organism–Response perspective — Khalifa, Gamal S.A.; Alameri, Alyazia Salem Mohammed Balhatem; Alshamsi, Mouza Ahmed Mohammed Abdulla; Almemari, Alreem Salem Saeed Khamis; Alneyadi, Shamma Ali Saeed Mohammed; Alshamsi, Mariam Nasser Mohammed Balabda; Saleh, AlYazia Saeed. HCT (United Arab Emirates)
- Immersive virtual reality experiences and tourists’ destination visit intentions: An extended UTAUT perspective in the UAE — Khalifa, Gamal S.A.; Al Hajeri, Kholoud Mohammed Shayea Hmoud; Abdulla Mubarak Humaid Alshamsi, Fatima; Bader Hamad Salem Alblooshi, Alyazia; Hasan Abdulla Bin Bayal Alshemeili, Shahad; Hesham Ali Hasan Alsuwaidi, Wadima; Rashed Mohammed Rashed Aleissaee, Nouf. HCT (United Arab Emirates)
13:30 – 14:30
Sector-based Marketing (I)
Session Chair: Dr. Antonio Marín-García
- Relational innovation and sustainability in retail: The role of customer experience and gender differences — Marín García, Antonio; Ruiz Molina, María Eugenia; Gil Saura, Irene; Moise, Mihaela Simona. UV (Spain)
- Re-examining Neuro-Linguistic Programming claims in B2B selling: Linguistic and behavioral alignment as testable mechanisms — Bullemore, Jorge. UA (Chile)
- Musical city branding and symbolic regeneration in medium-sized cities: The case of the Cidnay Festival in the Ave Valley, Portugal — Abreu, João; Ribeiro Cardoso, Paulo. IPCA, IPAM (Portugal)
- Digital signals in emerging markets: Impact of trust badges in Morocco’s Peer-to-Peer accommodation sector — Marín-Carrillo, M., Sánchez-Pérez, M., Laouad, S. UAL (Spain)
- Intelligent service quality and perceived warmth in smart tourism: How perceived benefits drive customer involvement, brand preference, and loyalty — Khalifa, Gamal S.A.; El-Dief, Mohamed; Alderei, Maitha Mohammed Musabbah Salem; Alefari, Alreem Hareb Saeed Hareb; Al Buraiki, Salma Hassan Mubarak; Alkaabi, Noufa Musabbeh Saeed Khalfan; Aldhaheri, Alyazia Saeed Ali. HCT (United Arab Emirates)
14:30 – 16:00
Meet the Editor's Session
Dr. Enrique Bigné & Dr. Ajay Manrai
Chairs: Dr. Antonio Marín-García & Dr. Manuel Sánchez Pérez
Chairs: Dr. Antonio Marín-García & Dr. Manuel Sánchez Pérez
Prof. Enrique Bigné, Professor of Marketing at the University of Valencia. — Editor-in-Chief, European Journal of Management and Business Economics
Prof. Ajay Manrai, Professor Emeritus of Marketing, University of Delaware. — Editor-in-Chief, Journal of Global Marketing
Prof. Ajay Manrai, Professor Emeritus of Marketing, University of Delaware. — Editor-in-Chief, Journal of Global Marketing
16:00 – 16:30
Marketing Nugget
By Trestristestigres.com, Marketing Consulting
Chair: Dr. Manuel Sánchez Pérez
Chair: Dr. Manuel Sánchez Pérez
"Growth Hacks in Email Marketing" by Trestristestigres.com, Marketing Consulting
16:30 – 18:00
International Marketing & Marketing Education
Chair: Dr. Francisco Peco-Torres
- How does market value interact between ESG disclosure and profitability in Indonesian firms? — Hakiki, Moh Saiful; Gumanti, Tatang Ary; Tasrim, Tasrim; Wibowo, Martino. UNUS, UKWMS, UPGRI, UT (Indonesia)
- The brand image of Real Madrid: Measurement and cross-country comparison between Spain and Germany — Pérez Campos, Antonio; Terán Yépez, Eduardo; Preiss, David. UAL, IE University, Real Madrid (Spain)
- Persuasion in international advertising: Discourse, culture and argumentative strategies across borders — Tuna, Sandra; Simões, Elsa. UFP (Portugal)
- Integration of artificial intelligence into teaching consumer behavior: An international classroom experience using the cognitive-affective-conative framework — Blanco Moreno, Sofía; Torres Reynoso, Oliver; Fernández Martínez, Silvia; Rodríguez Tomé, Patricia. UNILEON (Spain)
- Digital marketing strategies for Ecuadorian agri-food products: A preliminary diagnosis of the entrepreneurial environment from university students’ perceptions — Espinosa-Aguilar, Marcos; Millán Campos, Ángel. UCLM (Spain)
- The influence of teachers’ servant leadership on students’ academic performance: Evidence from class-related satisfaction — Ábalos Albares, María; Ruiz-Palomino, Pablo; Delpozo-Rubio, Raúl; Linuesa-Langreo, Jorge. UCLM (Spain)
- Territorial patterns of female entrepreneurship: A spatial and institutional analysis of gender inequalities — Alemán Castillo, Roxana; Muñoz Leiva, Francisco; Liébana Cabanillas, Francisco. UGR (Spain)
- Reducing food waste through value co-creation: A retail communication experience — Solís Rivera, Luis Ricardo; Royo, Marcelo. UV (Spain)
Thursday, April 23, 2026 (CEST Time)
08:30 – 10:00
Consumer Behaviour
Chair: Dra. Carlota Lorenzo Romero
- Gambling motivations and their association with problem gambling: Evidence from Spain — Millán Campos, Ángel; García Martín, Juan Antonio; Lillo Pradillo, Andrés; Mondéjar Jiménez, Juan Antonio. UCLM (Spain)
- Bridging moral and rational gaps: A hybrid VBN-TPB model to predict second-hand clothing purchase from mindful consumption in Ecuador — Pinto, Katherine; Royo, Marcelo. UV (Spain)
- Effectiveness of contextual video advertising in digital media: An experimental Eye-Tracking study — Montero Rosado, Francisco; Retamosa Ferreiro, Marta; Quirós Guzmán, Ana Belén; García Martín, Juan Antonio. UCLM (Spain)
- Mapping the evolution of healthy consumer research (1976–2025): A bibliometric analysis from a business and marketing perspective — Amer, Carol Jean; Alcantara Pilar, Juan Miguel; Rojas Lamorena, Álvaro José. UGR (Spain)
- From engagement to fatigue: How the excessive presence of clothing brands on TikTok leads to passive behavior among young users — Sueldo Calderón, Nora Lucía; Pineda Mendoza, José Ignacio. ESAN Univesity (Peru)
- The influence of anthropomorphism on the intention to use service robots: The mediating role of empathy — Martínez Ruiz, María Pilar; García Haro, Mmaría Ángeles; Yañez Araque, Benito; Martínez-Cañas, Ricardo. UCLM (Spain)
- Personalization and purchase intention: The importance of reactance and privacy concerns — No-Pérez, Adrián; Castro-González, Sandra. USC (Spain)
- e-Branding and digital marketing strategies: Impact on consumer loyalty — Mendiola-Contreras, Luis; Laguna, Elmer; Vargas, Willynthom. ESAN Univesity (Peru)
10:00 – 11:30
Digital Technologies, Social Media & Digital Marketing (II)
Chair: Dr. Antonio Marín-García
- Social listening to strategic action: Do patient-derived insights create measurable return on investment in healthcare marketing — Chaparro, Mario. URJC (Spain)
- Digitalisation in the music industry: The role of digital tools in artist communication and promotion in Portugal — Alves, Francisco; Vaz, Joel Filipe Pedroso; Ribeiro Cardoso, Paulo. ULN, IMPAM (Portugal)
- Brand community identification as an emotional bond to promote positive eWOM intention in higher education institutions in Colombia — Diaz Huertas, Néstor Fabián; Deaza Avila, José Armando; Castiblanco Moreno, Suelen Emilia; López Rodríguez, Campo Elia. USALLE, CUA, UCMC (Colombia)
- Mapping the perception of AI impact with a focus on gender and age — Filimon, Nela; Fusté-Forné, Francesc. UG (Spain)
- Business to consumer mobile interaction across the customer journey: A TCCM-based review — Illescas Manzano, María Dolores; Terán Yépez, Eduardo; Marín Carrillo, María Belén; Marín Carrillo, Gema María. UAL (Spain)
11:30 – 12:30
Keynote Speaker Session
Lissbeth Agurcia, CuarteroArgucia Digital Marketing Consulting
Chair: Dra. Carlota Lorenzo Romero
Chair: Dra. Carlota Lorenzo Romero
"GenAI in Digital Marketing" by Mrs. Lissbeth Agurcia, CuarteroArgucia, Digital Marketing Consulting
Open throughout the congress
Casino Marketing
Open both conference days
12:30 – 14:00
How AI is Disrupting Marketing Practice
Chair: Dr. Francisco Peco-Torres
- AI driven brand personalization: The role of transparency and trust in the experience-commerce gap — Cardoso, António; Sousa Pereira, Manuel; Figueiredo, Jorge; Oliveira, Isabel. UFP, IPVC, LUP (Portugal)
- How different AI intelligences affect consumer psychological well-being — Millastre, Paola; Casaló, Luis V.; Belanche, Daniel; Flavián, Carlos. UNIZAR (Spain)
- The AI-driven marketplace: How digital customer experience influences repurchase intention through trust in AI — Firahmi Wildi, Muhammad; Firdaus Riza, Muhammad; Anisah, Hastin Umi; Yulianti, Farida; Wicaksono, Teguh. LMU, IUKMAAB (Indonesia)
- Artificial intelligence as an enabler of sustainable entrepreneurship: A systematic review of data, platforms, capabilities, and governance — Purnomo, Agung; Rosyidah, Elsa; Zubaidah, Tantri Risda; Kurniawan, Bambang Kartono; Sutiksno, Dian Utami; Firdaus, Mega. BNU, UNUS, PNA (Indonesia)
- The elitist vision of Spain and Turkey: Luxury tourism analysis through a network approach — Blanco Moreno, Sofía; Santos Rodríguez, Carmen; Costa, Aroa; Benítez Andrades, José Alberto. UNILEON (Spain)
- Human value in an automated world: Freelancers’ experiences of AI-driven work — Liébana Cabanillas, Francisco; Muñoz Leiva, Francisco; Higueras Castillo, Elena. UGR (Spain)
- AI agents in marketing operations: From task automation to autonomous decision-making — Masats de Angulo, Enrique Luis. TACTO Agencia (Spain)
- Knowledge processes and performance in distributed deep-Tech teams — Porras Torres, J., Moliner Tena, M. UJI (Spain)
- AI-Enabled Patient Relationship Management and Big Data Analytics for Sustainable Healthcare Performance: Evidence from Egypt — Khalifa, Mohammad Galam S. A.; Khalifa, Gamal S.A.; El-Aidie, Safaa A. M. ; Elshaer, Abdallah M.; Bonsu, Nana. MUST, ARC, USC (Egypt), HCT (United Arab Emirates), UNIMEL (Malaysia)
14:00 – 14:30
Marketing Nugget
By INNOVA Digital Export
Chair: Dr. Manuel Sánchez Pérez
Chair: Dr. Manuel Sánchez Pérez
"Chinese digital market: Marketplaces in the social era" by INNOVA Digital Export
14:30 – 16:00
Tourism Marketing (II)
Chair: Dra. María Illescas-Manzano
- Agile methodology applied to rural tourism business development: The Lecrín valley as a case study — Medina Marín, Pedro Francisco; Sabiote-Ortiz, Carmen María UGR (Spain)
- Craft beers in Spain: packaging, price and place — Sánchez Cubo, Francisco; Benavides Chicón, Carlos G.; Sánchez Ollero, José Luis. UMA (Spain)
- Unveiling the underlying complexity in beer tourism — Sánchez Cubo, Francisco; Benavides Chicón, Carlos G.; Sánchez Ollero, José Luis. UMA (Spain)
- From overcrowding to regenerative tourism: residents' perspectives on the social exchange of tourism — Vena Oya, Julio; Coves Martínez, Ángel Luis; Peco Torres, Francisco; Frías Jamilena, Dolores María. UGR (Spain)
- The influence of local amenities and competition on hotel price — Martínez Puertas, Sergio; Illescas Manzano, María Dolores; Marín Carrillo, María Belén; Segovia López, Cristina. UAL (Spain)
- Interpretative analysis of communication strategies in collaborative access business models: A comparative study of Airbnb and BlaBlaCar — Marín Carrillo, María Belén; Sánchez Pérez, Manuel; Bechar, Anis. UAL (Spain)
16:00 – 17:30
Sector-based Marketing (II)
Chair: Dr. Ángel Millán-Campos
- Sustainability as a value proposition in the Almeria economic model: A canvas analysis — Gayo Escobar, Olga; Illescas Manzano, María Dolores. UAL (Spain)
- Scenario analysis as tool for competitive assessment in international agri-food markets — Mayoral Salmerón, María del Carmen; Marín Carrillo, María Belén; Segovia López, Cristina; Sánchez Pérez, Manuel. UAL (Spain)
- Web scraping in tourism marketing studies: A methodological literature review — Terán Yépez, Eduardo; Sánchez Pérez, Manuel; Martínez Puertas, Sergio; Gálvez Rodríguez, José Fulgencio. UAL (Spain)
- Heritage tourism, hotel differentiation and performance — Sánchez Pérez, Manuel; Marín Carrillo, Gema María; Martínez Puertas, Sergio; Terán Yépez, Eduardo. UAL (Spain)
- Linking sustainable innovativeness to organizational performance: The mediating role of in-store service and process innovation — Badenas Boldó, María; Berenguer Contri, Gloria; Gil Saura, Irene; Marín García, Antonio. UV (Spain)
