ICoAMP awards

Best Extended Abstract Award interview for the I edition of ICoAMP

Title of the awarded work: Firm generated content in ephemeral content: the influence of experiential messages and warm colors in recommendations.

Author(s): Sara Lapresta-Romero, Blanca Hernández-Ortega, José L. Franco

1. How did the idea or motivation for the awarded work arise?

This work is part of Sara's doctoral thesis. The main motivation of the thesis is to analyze content elements in social media from a holistic perspective. At the same time, Blanca and José L. had started working in a similar line, with special emphasis on experiential messages. Thus, this idea emerged by bringing together both motivations. On the one hand, to understand the effect of experiential messages designed from firm`s perspective in ephemeral contexts, and on the other hand, to analyze visual elements of content in a novel manner. The new functionalities of Artificial Intelligence enabled us to develop the concept for this article. Prior to the emergence of these tools, measuring colors objectively in field studies was challenging.

2. What was the main challenge or issue for the development of the awarded work?

We encountered two major challenges. Firstly, the coder's procedure was a complex process that demanded careful planning and execution. Several sessions were held beforehand to discuss the operationalization of variables and to train and prepare the coders.

Secondly, we faced the challenge of utilizing artificial intelligence tools. We began the project from scratch, with none of us having prior experience with these tools. Consequently, the process involved conducting a market study, learning how to use the tools, and executing a large number of tasks for a vast number of frames.

3. What are the future lines of research related to the awarded work?

We are very interested in the analysis of content elements from a firm perspective. Recently, we concluded another study wherein we addressed the analysis of firm elements in social media. This study encompassed message types and visual elements, along with additional types such as auditory or symbolic elements. We would like to continue working along the same lines as these two studies, specifically in analyzing the content elements used by firms using Artificial Intelligence or through objective operationalizations that do not involve user perceptions. For example, we aim to develop another project wherein we can analyze emotions or facial expressions in content using Artificial Intelligence.

4. Finally, how would you assess the I edition of ICoAMP?

The I edition of ICoAMP was very positive; it was a highly enriching congress where high-quality research prevailed. I appreciated the diversity of topics covered and the quality of the speakers. I particularly enjoyed the opportunity to share innovative ideas. The learning experience was immeasurable.

Best Extended Abstract Award interview for the I edition of ICoAMP

Title of the awarded work: : Understanding online food purchase decisions: Insights text-mining user reviews.

Author(s): Adrián No-Pérez, Fernando Losada

1. How did the idea or motivation for the awarded work arise?

The concept for this project was developed based on several unique considerations. Firstly, there is a need to explore consumer behavior from a perspective different from that typically employed based on surveys. We identified a wealth of online data that can be leveraged to gain insights into consumer attitudes and behaviors; the challenge is to analyze this large amount of data. So, we saw that with textual analytics this was feasible, as it is a technique that, although incipient, is already beginning to be used in the field of consumer behavior.
Secondly, in terms of the sector in which we applied it, the choice came first because we work on a specialized university campus, the Campus Terra, at the University of Santiago de Compostela, where the food area is a line of research. Furthermore, the food sector presented an interesting case to analyze online, given that there are still barriers to buying this type of product through this channel.

2. What was the main challenge or issue for the development of the awarded work?

The most significant challenge was adapting to the utilization of a novel methodology, encompassing both training and the subsequent application of this methodology. The subsequent stage, which is arguably the most laborious, is the pre-processing of the data, particularly cleansing the data to ensure its suitability for analysis.

3. What are the future lines of research related to the awarded work?

The objective is to expand and improve the work in question. The contributions received at this congress have enabled us to embark on a deeper theoretical investigation of the decision-making processes of food products. As previously stated, this sector's specific characteristics are markedly distinct from others, which can help to elucidate the comparatively limited development that this type of product has experienced in the online context.
Furthermore, we will endeavor to examine food's psychological and even functional aspects and their influence on this behavior. For instance, it would be beneficial to examine in greater depth the factors influencing the perceived healthiness, freshness, and appearance of products, which could be particularly important in an online context. Furthermore, it would be beneficial to devote more attention to the nuances of conventional and artisanal products.

4. Finally, how would you assess the I edition of ICoAMP?

We've had a great time at the congress. From an admin and organizational point of view, it was fantastic. From an academic point of view, it's been great, too. The programmed sessions have been very interesting, and there have been lots of papers by other researchers that have allowed us to see ideas that could be applied to improve our own work, or topics that, although being more distant, have helped us to learn new things. Plus, we'll be able to make improvements to our work based on the feedback we got in the session.

Best Work in Progress Award interview for the I edition of ICoAMP

Title of the awarded work: : Environmental and Social Sustainability in Fashion Industry: A proposal of assessment.

Author(s): Lorena Martínez-González, Mariola Palazón, María Sicilia

1. How did the idea or motivation for the awarded work arise?

The idea for this project came from my Master's thesis, which I wrote to complete my Master's degree in Digital Marketing and Analytics at the University of Murcia. In this Master's thesis, supervised by Mariola Palazón and Maria Sicilia, we explored the factors that may influence purchase decisions through mobile fashion apps. The presence of sustainability policies in the fashion app was one of the factors we analysed. Including this assessment was important to understand whether companies were not only promoting sustainability policies, but also implementing them.
The preliminary results presented in the paper indicate that fashion companies are not yet making sufficient efforts to implement sustainability through their apps. From the two types of sustainability measured in this work, environmental sustainability, and social sustainability, it can be concluded that companies need to make more efforts to implement social sustainability strategies through their fashion applications.

2. What was the main challenge or issue for the development of the awarded work?

From our perspective, this work has presented a significant challenge. Firstly, although the topic of sustainability has been largely studied in marketing, it has been very focused on environmental sustainability but not in the social dimension, especially in the fashion domain. Consequently, it was challenging to identify from previous literature which features could be used to assess social sustainability in fashion.
Secondly, the most significant challenge we encountered was the development of indicators to measure both environmental sustainability and social sustainability. This was a complex task, as we had to identify sustainability policies conducted in fashion apps. We then had to observe fashion applications to ascertain whether fashion companies were implementing sustainability and how they were doing it (i.e. using a unisex products section).

3. What are the future lines of research related to the awarded work?

In relation to this work, our primary objective is to deepen in the concept of social sustainability. In addition to the indicator proposals, we want to complete the analysis with an analysis of consumer opinions based on reviews.
Similarly, we have proposed an extension of the study that would involve a comparative analysis of the implementation of sustainability strategies by fashion companies across their various channels.

4. Finally, how would you assess the I edition of ICoAMP?

Being able to attend the first edition of ICoAMP was a great experience for us. On the one hand, it was a great experience for Lorena as it was the first congress where she presented in English.
On the other hand, it was a great opportunity to show the progress of our work and receive feedback to help us improve. The session in which we presented our work was undoubtedly very enriching, as we were able to get a lot of advice on how to improve our work and make it even better by incorporating aspects that had not been considered before. It also brought to light future lines of research that we had not considered, which are of great interest and complement this work very well.

Best Full Paper Award interview for the I edition of ICoAMP

Title of the awarded work: Unveiling the Collaborative Dynamics of Clusters in En-hancing Cooperation for Green Marketing Initiatives: A Conceptual Model

Author(s): Mohammad reza Mazandarani, Marcelo Royo-Vela