Marketing and Smart Technologies : Proceedings of ICMarkTech 2023, Volume 1 / edited by José Luís Reis, Jiří Zelený, Beáta Gavurová, José Paulo Marques dos Santos.

Format:

Book

Contributor:

Reis, José Luís, editor.

Series:

Smart Innovation, Systems and Technologies, 2190-3026 ; 386

Language:

English

Subjects (All):

Internet of things.

Computational intelligence.

Artificial intelligence.

Quantitative research.

Internet of Things.

Computational Intelligence.

Artificial Intelligence.

Data Analysis and Big Data.

Local Subjects:

Internet of Things.

Computational Intelligence.

Artificial Intelligence.

Data Analysis and Big Data.

Physical Description:

1 online resource (859 pages)

Edition:

1st ed. 2024.

Place of Publication:

Singapore : Springer Nature Singapore : Imprint: Springer, 2024.

Summary:

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2023), held at Faculty of Economics and Management (FEM), Czech University of Life Sciences Prague (CZU), in partnership with University College Prague (UCP), in Prague, Czech Republic, between 30 November and 2 December 2023. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.

Contents:

Intro

Contents

About the Editors

Part I Artificial Intelligence Applied in Marketing

1 Social Media Presence Impacts AI Influencer's Endorsement: An Empirical Evidence

1.1 Introduction

1.2 Literature Review and Hypotheses Development

1.2.1 Social Media Presence

1.2.2 Fantasy

1.3 Pilot Study

1.3.1 Methodology

1.3.2 Analysis and Results

1.3.3 Discussion

1.4 Main Study

1.4.1 Methodology

1.4.2 Analysis and Results

1.4.3 Discussion

1.5 Limitations and Future Research Directions

References

2 GSP Internet Users Based on Their Navigation Preferences: Second Round-Law Sentences

2.1 Introduction

2.2 Data Mining Applied to Educational Environments

2.3 Description of the Problem

2.3.1 GSP Algorithm

2.3.2 GSP_M Algorithm

2.4 Experimentation

2.5 Conclusion

3 Artificial Intelligence in the Development of Eco-innovations

3.1 Introduction

3.2 Theoretical Background

3.2.1 AI in Product Innovation Development

3.2.2 AI in the Development of Eco-innovations

3.3 Research Design

3.3.1 Data and Scope

3.3.2 Bibliometric Analysis

3.4 Results

3.5 Discussion and Conclusion

4 The Authenticity of ChatGPT's Responses in the Tourism and Hospitality Sector: An Explorative Study on Human Perception of Artificial Intelligence

4.1 Introduction

4.2 Literature Review

4.2.1 Usage of AI in the Hospitality Sector

4.2.2 Usage of ChatGPT in the Tourism and Hospitality Businesses

4.2.3 Usage of ChatGPT and Perspectives of Customers/Tourists

4.3 Research Methodology

4.3.1 Generated Textual Content by ChatGPT

4.3.2 Agents Employed in Semi-standardized Interviews and Explored Topics

4.4 Results

4.4.1 Ideal Types of Interviewed Agents

4.5 Discussion and Final Remarks

References.

5 Artificial Neural Networks and Discrete Choice Models: Comparing and Contrasting

5.1 Introduction

5.2 Literature Review

5.2.1 Artificial Neural Networks

5.2.2 Discrete Choice Models

5.2.3 ANNs Versus DCM

5.3 Methodology

5.4 Results and Findings

5.5 Concluding Remarks

6 Usage of Artificial Intelligence for Advertising Creation for Social Media Marketing: ChatGPT Combined with Pictory and DALL·E

6.1 Introduction

6.2 Literature Review

6.3 Methodology

6.4 Discussion

6.5 Results: Real-World Case Studies

6.5.1 Case Study 1: Successful Social Media Marketing Campaigns Utilizing AI-Generated Advertising

6.5.2 Case Study 2: Challenges Faced and Lessons Learned from Implementing AI in Ad Creation from Smartly.io and Dagmar (Finnish Companies)

6.6 The Near Future of the Use of AI for Advertising Creation for Social Media Marketing

6.7 Conclusion

7 Retail Chatbots' Main Themes and Research over Time: A Bibliometric and Content Analysis

7.1 Introduction

7.2 Literature Review

7.2.1 Retail Chatbots' Advantages for Retailers and Consumers

7.2.2 Retail Chatbots' Disadvantages for Retailers and Consumers

7.2.3 Main Concerns with Chatbots

7.3 Research Questions and Methodology

7.3.1 Research Questions

7.3.2 Methodology

7.4 Results

7.4.1 Citation Analysis: Documents with the Greatest Significance and Influence

7.4.2 Evolution of Published Research About Retail Chatbots

7.4.3 Retail Chatbots' Researched Themes and Trends

7.5 Final Considerations

8 Gastronomic Consumers' Attitudes Toward AI-Generated Food Images: Exploring Different Perceptions Based on Generational Segmentation

8.1 Introduction

8.2 Literature Review

8.3 Research Methodology

8.4 Results

8.5 Discussion and Final Remarks

9 Negative Impacts of Human-AI Interaction in Brands: A Data Mining Exploratory Approach

9.1 Introduction

9.2 Literature Review

9.2.1 Artificial Intelligence

9.2.2 Negativity in Consumer/Brand Relationship

9.3 Methodology

9.3.1 Objective and Research Question

9.3.2 Netnography Approach and Web Scrapping

9.4 Results and Discussion

9.5 Conclusions

10 What Factors Determine the Consumer Acceptance of AI-Based Services? The Case of Lithuanian Consumers

10.1 Introduction

10.2 Theoretical Background and Hypothesis

10.2.1 Social-Emotional Factors and the Consumer Acceptance of AI-Based Services

10.2.2 Functional Factors and the Consumer Acceptance of AI-Based Services

10.2.3 Relational Factors and the Consumer Acceptance of AI-Based Services

10.2.4 Consumer Acceptance and Usage of AI-Based Services

10.3 Methodology

10.4 Results and Discussion

10.4.1 Results of Correlation Analysis

10.4.2 Results of Hypothesis Testing

10.5 Conclusions

Appendix 1: Results of Linear Regression: Beta Coefficients

11 "Ready for Your Insurance Quote?" the Impact of Chatbot Empathy on Emotions and User Experience

11.1 Introduction

11.2 Literature Review

11.2.1 Anthropomorphism and Empathy in Chatbots

11.2.2 The Positive Effects of Anthropomorphization and Empathy on Emotions and User Experience

11.2.3 The Negative Effects of Anthropomorphization and Empathy on Emotions and the User Experience

11.3 Research Methodology

11.3.1 Research Design

11.3.2 Participant Recruitment

11.3.3 Procedure and Data Collection for Retrospective Post-test Interviews

11.3.4 Data Analysis

11.4 Results

11.4.1 How Do Users Experience Interacting with an Empathetic Chatbot?

11.4.2 Synthesis of Results

11.5 Research Contributions

11.5.1 Theoretical Implications.

11.5.2 Managerial Implications

11.6 Limitations and Avenues for Future Research

12 Wine Consumers' Attitudes Toward AI-Generated Images of Wine Regions: Exploring Relationship Between Preferences and Imaginative Conceptions

12.1 Introduction

12.2 Research Methodology and Conduction

12.3 Results

12.4 Discussion and Final Remarks

Part II Customer Data Management and CRM

13 Measuring Leadership Through CELID-S: A Contemporary Perspective

13.1 Introduction

13.2 Literature Review

13.3 Methodology

13.3.1 Data Collection Techniques

13.4 Data Analysis

13.4.1 Analysis of Results

13.4.2 Reliability or Trustworthiness Analysis

13.4.3 Relationship Between Leadership Styles

13.4.4 Work Satisfaction

13.4.5 Relationship Between Leadership and Satisfaction

13.5 Conclusions

Part III Data Mining and Big Data-Marketing Data Science

14 Analyzing the Framework Conditions for Digital Entrepreneurship. An Empirical Evaluation of Country Performance

14.1 Introduction

14.2 Literature Review

14.3 Research Methodology

14.4 Results and Discussions

14.5 Conclusions

15 Profiling Online and Physical Supermarket Customers Using Factor and Clustering Methods

15.1 Introduction

15.2 Related Work

15.2.1 Profiling Supermarket Customers Through Transactions and Questionnaires

15.2.2 Profiling Supermarket Customers Based on Purchased Products Characteristics

15.3 Methods

15.3.1 Overview of Analysis Process

15.3.2 Data Collection and Preparation

15.3.3 Factor and Cluster Analysis

15.4 Analysis Results

15.4.1 MCA Results

15.4.2 HCPC Results

15.5 Discussion

15.6 Conclusion

16 Data-Driven Insights: Analysing Variables in Black Soldier Fly Larvae's Transformation of Organic Waste

16.1 Introduction.

16.2 Materials and Methods

16.2.1 Organic Waste Sampling

16.2.2 Organic Waste Pretreatment

16.2.3 Organic Waste Characterisation

16.2.4 Experiment Design

16.2.5 Bromatological Characteristics of the Larvae

16.2.6 Manure Characterisation

16.3 Results

16.3.1 Waste Characterisation

16.3.2 Biotransformation

16.4 Discussion

16.5 Conclusions

17 Big Data in Journalism in Ecuador

17.1 Introduction

17.2 Methodology

17.3 Results

17.4 Conclusions

Part IV Digital Marketing and Branding

18 Destination Brands Experienced Through Digital Platforms: A Semiotic Approach for the Interpretation of a Case Study

18.1 Introduction

18.2 Theoretical Background

18.2.1 Marketing and Branding of Places

18.2.2 Tourism Marketing and Destination Brands

18.2.3 New Technologies in Tourism Digital Platforms

18.3 Research Methodology

18.3.1 Analysis Framework: Semiotic Structures and Interactional Regimes

18.3.2 Analysis Protocol

18.4 Application in Case

18.4.1 Case Presentation

18.4.2 Case Study

18.5 Conclusion

19 Resilience and Transformation: Examining Marketing Strategies and Consumer Behavior in a COVID-19 World Connected by Social Media

19.1 Introduction

19.2 Consumer Behavior During the COVID-19 Period

19.3 Marketing in the Time of COVID-19

19.4 Online Social Networks in the Time of COVID-19

19.5 Final Considerations

20 Key Pillars in Storytelling to Generate Emotional Branding

20.1 Introduction

20.1.1 Key Pillars of Emotional Branding

20.2 Methodology

20.3 Results and Discussion

20.3.1 Emotions that Awaken in the Storytelling of the Amaras Spot for General Emotional

20.3.2 Key Pillars in Storytelling of the Amarás Spot to Generate Emotional Branding

20.4 Conclusions

21 Emotions in Advertising and Their Connection to Consumers.

Notes:

Includes bibliographical references and index.

Other Format:

Print version: Reis, José Luís Marketing and Smart Technologies

ISBN:

9789819715527