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conference program
our schedule
08.00 – 09.00
Hall
REGISTRATION
Accreditation and Registration
09.00 – 10.30
Salón de Grados
Session 1 – Opening Ceremony and Keynote Session
View in Live Stream 
Chair: Enrique Bigné
José Luís Reis
Steering Committee of ICMarkTech 2025, University of Maia
Enrique Bigné
Steering Committee of ICMarkTech 2025, University of Valencia
Francisco Muñoz
Dean of The Facultad de Economia, University of Valencia
Joaquin Aldas
Vice chancellor for technology and quality, University of Valencia
Amalia Georgescu
Advisory Committee of ICMarktech 2025, Gheorghe Asachi Technical University of Iași
Keynote Session
10.30 – 11.00
Hall
Coffee Break
11.00 – 12.30
Room Sessions
Session 2
Salón de Grados
View in Live Stream
Chair: Amalia Georgescu
115: Measuring Brand Reputation through Consumer Neuroscience: An ERP Approach Based on Semantic Congruence Enrique Bigné, Giuseppina Gifuni, Marco Bilucaglia, Vincenzo Russo
78: The Impact of User-Generated Content on Audience Engagement: Evidence from TikTok Justyna Grabowska, Artur Strzelecki
149: Personalization, Interactivity and Storytelling: How Generative AI Transforms Marketing in the Metaverse Valtteri Tomminen, Matti Leppäniemi, Lauri Frank
70: Online Reviews and Electronic Word of Mouth: A Study of Swiss Banks and their Google User Reviews Marc K Peter, Stefan Velikov, Sonja Dietrich, Pascal Sollberger
Session 3
Sala Sánchez Ayuso
View in Live Stream
Chair: Aroa Costa
32: Future Orientation and Minimalist Consumption: An Empirical Study of Temporal Self-Extension in Adolescents Andrea Lučić
50: Why do we buy things that we do not need: a second reflection Carlos Ramos-Galarza, Jennifer Obregón
164: Explaining the Use Intention of Low-Immersive Virtual Reality Stores: An Extension of UTAUT2 with Perceived Novelty and Personal Innovativeness Markus Makkonen
45: Implementation of Augmented Reality in E-Commerce: Analysis of Technologies, Benefits and Challenges Carlos Alves, José Luís Reis, José Paulo Marques dos Santos, Luís Paulo Reis, José Machado
Session 4
Support Room
Virtual Room
Chair: Rafael Curras-Perez
69: Beyond the Ads: Exploring the Value Factors Behind Spotify Premium Across Generations Muthiah Utami Sunaryo, Rafky Adriyansyah, Anisa Larasati
79: From Points to Tokens: Blockchain-Enabled Loyalty Programs as a New Frontier in Marketing Yana Kolesnik
64: Harnessing Business Intelligence for the Strategic Optimization of Urban Third Places Elizaveta Fainshtein
90: Leveraging AI-Driven E-Commerce Platforms to Advance Inclusive Entrepreneurship and Economic Empowerment in Underserved Communities Areej Tahir, Ali Raza
12.30 – 12.45
Group Photo
SALÓN DE GRADOS
12.45 – 13.45
University of Valencia
Lunch
14.30 – 16.00
Room Sessions
Session 5
Salón de Grados
View in Live Stream
Chair: Giuseppina Gifuni
140: Trust and its mediating effect between privacy perceptions, data security concerns on purchase intention in online stores Andrea Contreras-Valencia, Ariana Carnero-Miranda, Olger Gutierrez-Aguilar
113: Voice of Customer Extraction from Product Reviews: A Benchmark of RAG Variants Emanuele Fiocco, Serena Proietti, Vittorio Cesarotti
160: Attitudes of Generations X, Y and Z towards Corporate Social Responsibility: Impact on Purchase Intention and Perception of Greenwashing Manuel José Serra da Fonseca, Teresa Pereira, Andreia Teixeira, Bruno Barbosa Sousa, Jorge Esparteiro Garcia
174: A qualitative perspective of how traditional automotive repair businesses can benefit from digital transformation Catarina Carvalho, Ana Melro, Rui Carreira, Samuel Anjos, José Luís Reis
102: Consumer-demanded information in Digital Product Passports: a mixed-method approach in the toy sector Alberto Badenes-Rocha, Clara Blasco, Pablo Busó, Enrique Bigné
168: Strategic Digital Communication for the Sports Modalities of FC Porto Jorge Esparteiro Garcia, Maria João Abreu, Manuel Fonseca, Bruno Sousa
Session 6
Sala Sánchez Ayuso
View in Live Stream
Chair: Carla Ruiz
85: From Clicks to Greener Trips: A Bayesian Map of Channel-to-Action Pedro Mota Veiga, Vera Carlos, Teresa Sofia Amorim Faria de Oliveira Lopes, Filipe Sampaio Rodrigues
134: First Insights into Neuromarketing Responses to Artificial Intelligence vs Human-Crafted Ads Ana Valeria Calvo Castro, Alejandro Alvarado-Herrera, Karla Isabel Quintana Romero, Adriana del Carmen Sánchez Guzmán, Hrag Simonian
153: Evoking Envy and Negative Engagement: A Neurophysiological Analysis of Virtual Influencers in Tourism Marketing Estefania Ballester, Natalia Rubio, Enrique Bigne, Carla Ruiz
104: From Attitudes to Behavioral Profiles: The Role of Preliminary Research, Cultural Factors, and Digital Confidence in Furniture Purchasing Neviana Krasteva, Tsvetan Davidkov, Irena Mladenova
141: Green is the new black? The slight frontier between consumer perceptions and hospitality sustainability practices Amélia Brandão, Paolo Popoli, Hugo Ferreira, Vitor Pratte.
182: Toward Intelligent Conversational Systems: Chatbots with Behavior-Aware AI Models Irene Ariante, Emanuele Fiocco, Vittorio Cesarotti
Session 7
Support Room
Virtual Room
Chair: Carmen Pérez
110: Consumer-Centric Machine Learning in Life Insurance: Applications, Challenges, and Future Trends Isabel Clímaco, Dora Melo
118: Blockchain and Digital Product Passports in Marketing: Building Consumer Trust and Communicating Sustainability Joana Almeida, Rita Santos, Ciro Martins, Hélder Gomes, Fernando Costa
29: Augmented Cognition in Consumer Behavior: Eye-Tracking Cultural Differences in Color Perception and Decision-Making Hugo de Almeida, Luis Nunes, Ana Rita Teixeira, Sónia Brito-Costa
93: When Everything Connects: Effects of Omnichannel Integration on Post-Purchase Behavior Melanie Susy Quispe Mayta, Silvana Stephanie Ponce Gomez, Lucia Vanessa Munayco Abanto
138: Naturally Emerging Stories on Online Consumer Review Platforms as Ground for Marketing Communication Ana Paula Marques, Fernando Pinto Santos
16.00 – 16.30
Hall
Coffee Break
16.30 – 18.00
Room Sessions
Session 8
Salón de Grados
Special Session
WDMB – VI WDMB 2025 – 6th Special session on Digital Marketing and Branding
View in Live Stream
Chair: Ana Lima
144: The Impact of Digital Influencers on Body Satisfaction and on Gender and Beauty Stereotypes José Duarte Santos, Elisabete Martins, Paulo Pires
151: The Effect of Creative Strategies on Social Media Contents: Impacts on Brand Authenticity, Leadership and Image Joaquim Pratas, Leonor Carvalho, José Reis, Carla Amorim
155: Digital Storytelling as a Branding Strategy for Luxury Fashion Brands Sandrina Teixeira, Ana Lima, Sofia Baque
156: Programmatic Advertising as a Strategic Tool in Reputational Crisis Management Sandrina Francisca Teixeira, Ignacio José Martin Moraleda, Pilar del Peso Jiménez, Ana Torres Weber
Session 9
Sala Sánchez Ayuso
Special Session
IAAM- II IAAM 2025 – 2nd Special Session Artificial Intelligence Applied to Marketing
View in Live Stream
Chair: Pedro Malta
71: Poland at the AI Crossroads: How Workers Use Technology to Stay Ahead Karina Cicha, Paulina Rutecka
108: Impact of Generative Artificial Intelligence on Student Motivation, Competence, and Well-being in Higher Education Desamparados Lluch Tormos, José Miguel Lorente Ayala, Eduardo Esteve Pérez, Francisco Suay Pérez
171: The Growth of Digital Transformation in European Companies: Impact of AI Use to Better Decision Making in Organizational Processes Victor Santos, Pedro Malta
172: Artificial Intelligence as a Driver of Innovation in Digital Marketing Danijela Stojanović, Dijana Stojanović, Nenad Stanisavljević
80: Humanaise: Key AI Properties Augmenting Behavioural Response Svetlana Bialkova
Session 10
Support Room
Virtual Room
Chair: Giuseppina Gifuni
65: Travel Agencies’ Perception of the Use of E-Commerce in the Purchasing Process from Tourism Suppliers Leslie Armas Kjuro, Karen Chinchón Quispe, Brendali Carrillo, Enric Lopez
127: More Than a Store: IKEA’s Content Marketing as a Tool for Brand Awareness Diogo Costa, Rúben Pinhal
101: From TikTok to Destination: The Power of UGC in Travel Decisions Cynthia Valery Basilio Buendia, Lucia Vanessa Munayco Abanto
132: From Experience to Engagement and Loyalty: Consumer-Brand Relationships in the Metaverse and the Role of Brand Equity Matheus Ricardo de Avila Santos, Marta Olivia Rovedder de Oliveira, Amélia Maria Pinto da Cunha Brandão, Eduarda Rodrigues Siqueira
142: Smarter Marketing for Stronger Economies: Integrating AI-Driven Predictive Analytics with Performance Measurement for Sustainable National Growth Thi Phuong Lan Nguyen
159: Motivating Purchases Through ASMR Storytelling on Social Media Kaori Gamarra-Ponce, Davide Solari-Martin, Eliana Gallardo-Echenique
19.30 – 20.30
Valencia City Tour
Meeting Point: Torres de Serranos
End of Tour: Plaza del Ayuntamiento
Language: English
Begin your journey at the Torres de Serranos, one of Valencia’s former fortified gates and the perfect place to introduce the city’s rich historical legacy. From here, the tour enters the Historic Centre, following lively streets that lead to the Cathedral and its surroundings, where the blend of architectural styles reveals the many eras that shaped Valencia into the city it is today.
The route continues to the Silk Exchange (La Lonja de la Seda), a UNESCO World Heritage site and one of Europe’s finest examples of civil Gothic architecture, symbolising the commercial prosperity that once fuelled the city’s growth. Just across the square lies the Central Market, a modernist landmark and one of the continent’s largest fresh-produce markets, where Valencia’s culinary traditions come to life among vibrant stalls and Mediterranean aromas.
Throughout the walk, the tour connects past and present, showing how Valencia preserves its historic identity while advancing in innovation, sustainability, and creative culture. Designed to be accessible and engaging, it offers a clear sense of the city’s character and everyday life.
The experience concludes at the Plaza del Ayuntamiento, Valencia’s institutional centre and the backdrop for some of its most iconic celebrations, including the famous Mascletà during Fallas.
A balanced, lively introduction to Valencia — ideal for first-time visitors.
09.00 – 10.00
Auditorium
Session 11 – Keynote Session
Salón de Grados
View in Live Stream
Chair: Enrique Bigné
10.00 – 10.30
Hall
Session 12 – Poster Session
Presential
Virtual Room
Chair Monitoring: Antonio Carlos Cuenca
Chair: Carmen Pérez
61: Segmentation of European Countries by Globalization Development: An Approach Based on Limited Information and Clustering Monika Hadaś-Dyduch, Tomasz Żądło, Alicja Wolny-Dominiak, Tomaszs Sachurski, Adam Chwila, Małgorzata Krzciuk
99: Consumers’ evaluation of GenAI sustainability labels in coffee packaging: the moderator role of AI aversion and environmental awareness Enrique Bigne, Luisa Andreu, Anna Ward, Carmen Pérez-Cabañero, Anna S. Mattila.
100: How constructive and deceptive serendipity in Generative AI affects user trust Luisa Andreu, Enrique Bigne, Anna S. Mattila, Iis Tussydiah
106: Click, Buy, Regret? From Hedonic Review Browsing to Post-Purchase Dissonance in Online Impulse Consumer Health Products Shopping Jaime Andrés Riera-Muro, Carmen Pérez-Cabañero
112: AI-Driven Customer Happiness Analytics: A Data Fusion Model for Measuring Satisfaction and Strategic Decision-Making Miguel A. Becerra, Eduardo Duque-Grisales, John Dairo Ramirez-Aristizabal, Leonardo Serna-Guarín
121: Integrating Graph Attention Networks and TF-IDF for Complementary and Alternative Product Recommendations in Digital Marketing, Duarte Coelho, Daniel Alves de Oliveira, Ana P.O. Costa, Ivo Pereira, José Pedro Carvalho
126: The Use of Artificial Intelligence for Sustainability Communication: Evidence from Iberian Companies Cristiana Rodrigues Molho, Elisabete Sá, Sónia Monteiro
128: Services 4.0 and Sustainable Digital Transformation: Implications for Hyperdigital Brand Ecosystem
Gustavo Pé D’Arca
Gustavo Pé D’Arca
133: Artificial Intelligence as a Fundamental Structure of Influence in Marketing – AI, the Essence of Exchange Adriana Granados Poveda
154: GAI Applications to Tourism and Travel: A User-Perspective on Trip Planning and Decision-Making
Gabriel Inácio Pais,Vitor Duarte Santos, Pedro Malta
Gabriel Inácio Pais,Vitor Duarte Santos, Pedro Malta
170: Portuguese Perception of Visual Content Generated by Artificial Intelligence Bruno Santos, Samuel Anjos, Carlos Alves, José Luís Reis, José Machado
176: Smart Rural Tourism with AI: From Visitor Data to Personalized and Sustainable Experiences
Isabel Berruezo-Aldunate
Isabel Berruezo-Aldunate
177: Analysis of the Perception of Safety in a Colombian City Using Social Media News
Carlos Alberto Arango Pastrana, Lida Valentina, Carlos Fernando
Carlos Alberto Arango Pastrana, Lida Valentina, Carlos Fernando
Vote to Choose the Best Poster
10.30 – 11.00
Hall
Coffee Break
11.00 – 12.30
Room Sessions
Session 13
Salón de Grados
View in Live Stream
Chair: Sara Lapresta-Romero
94: Digital Transformation in Nonprofit Sports Clubs: Opportunities and Challenges Anna Victoria Rozumowski, Marcel Hüttermann, Marc K. Peter, Adele Dörner, Alain Neher
114: Enhancing Marketing Mix Modelling (MMM) Testing, Flexibility and Inferential Reliability: Simulation of Warming-Up Advertising and Joint Estimation with Temporal Effects via Bayesian MCMC Miguel Franco-Pérez, Xavier Puig-Oriol
105: Firm-generated digital content: A Systematic Literature Review Sara Lapresta-Romero, Blanca Hernández-Ortega
68: Place and Role of Place Marketing in Ensuring Sustainable Innovative Technological Development of Regional Tourism Lidia Minchenkova, Aleksandra Minchenkova, Elena Zenkina, Petr Kostromin, Cristian Cornejo Gaete
119: AI-Driven Hyper-Personalization in Omnichannel Marketing Automation: A Conceptual Framework Daniel Alves de Oliveira, Ana P.O. Costa, Duarte Coelho, Ivo Pereira, José Pedro Carvalho
Session 14
Sala Sánchez Ayuso
View in Live Stream
Chair: Alejandro Alvarado
150: How Do Storytelling and Perceived Context Awareness Influence the Perceived Intelligence of an AI Chatbot? Matilda Holkkola, Markus Makkonen, Jussi Nyrhinen, Eero Rantala, Lauri Frank
74: User Fulfilment and Continuance Usage Intention with Destination Chatbots: Insights from Quito’s Smart Tourism Experience Natalia Conejero Riquelme, Miguel Orden-Mejía, Lidia Minchenkova, Mauricio Carvache-Franco, Orly Carvache-Franco
180: Mitigating Uninformed Risk-Taking in the Age of AI-Driven Fintech: Striking a Balance Between Competitiveness and Consumer Protection Sandrine Prom Tep, Maya Cachecho, Vahideh Gholami
136: Traceability and Digital Product Passports for Sustainable Supply Chains Nikola Vojičić, Vladimir Urošević, Dejan Drajić, Danica Sovtić, Imrane Mokhtari
178: Fostering Player Communities through Game Support Systems in Individual Ball Sports Andrzej Skulimowski
Session 15
Support Room
Virtual Room
Chair: Rafael Curras-Perez
75: Yet Another Persuasion Tactic? De-Influencing with Alternative Brand Recommendations and Consumer Perceptions Bettina Beurer-Züllig, Adele Dörner, Anna V. Rozumowski
39: Social Media Marketing Management – Planning & Good Practices for Brand Success (SMEs, Portugal) Sílvia Faria, Diogo Silva, Sónia Nogueira, Bruno Sousa
49: The Impact of a Digital Marketing Strategy on the Real Estate Sector Rafael Costa, Sara Teixeira, Sandrina Teixeira, Zaila Oliveira
111: Virtual Influencers: The Magic of Sensory Stimuli Henar Ortega Pérez, Ana Isabel Rodríguez Escudero, Ana María Gutiérrez Arranz, Pilar Carbonell-Foulquie
116: AI in Travel Industry: From Consumer Acceptance to Real-World Application – Insights from a Customer Insight Study Stefan Mang
137: Strategic Digital Marketing for Promoting Microcredentials in Higher Education Marta Santos, João Miguel Lopes, Irina Saur-Amaral, Teresa Aragonez
Session 16
Support Room
Virtual Room
Chair: Paula Tonda
40: Study on the Impact of Emoji Usage in Virtual Influencers’ Posts on Audience Engagement Tingxuan Zhang, Simon S.M. Yuen, Cheris Wing Chi Chow, Matthew Tingchi Liu
66: Influencer Marketing in Luxury Fashion Brand Marketing: Trend and Technology Yifei Gan, Simon S.M. Yuen, Matthew Tingchi Liu, Xuechang Xian, Ting-Hsiang Tseng
41: Impact of Content Emotions and Visuals on Brand Communication Yijia Chen, Yingpeng Zhu, Matthew Tingchi Liu, Edmund H.N. Loi
48: Celebrity Endorsement: From Physical to Virtual Driven by Technology Advance Manman Xu, Matthew Tingchi Liu, Huimei Bu, Edmund H.N. Loi, Fangyi Lo
131: Exploratory Physiological Analysis of Gambling Depending on Consumer Personality Filipa Sarmento, Bernardo T. Chagas, Marco Torrado, Hugo A. Ferreira
12.30 – 13.30
University of Valencia
Lunch
14.00 – 15.00
SALÓN DE GRADOS
Meeting with Editors
Salón de Grados
View in Live Stream
Chair: Luis Paulo Reis
Marianna Sigala
Journal of Hospitality and Tourism Management
Justin Paul
Colocar Revista Correta
Enrique Bigne,
European Journal of Management & Business Economics
Carlos Flavián
Spanish Journal of Marketing – ESIC
15.00 – 16.30
Room Sessions
Session 17
Salón de Grados
View in Live Stream
Chair: Paula Tonda
139: The Emotional Infrastructure of Omnichannel Communication: Rethinking Bot-Human Interaction Paola Palomino-Flores, Olenka Palomino, Klaus Berckholtz-Benavides, Wilmer Carvache
82: Do You Really Care? A New Responsible Omnichannel Marketing Approach Through Social Enterprises Amalia Georgescu, Lidia-Amelia Vatamaniuc
73: Formation of Necessary Conditions for Implementing High-Tech Innovations in Marketing in the Context of Digital Transformation Alexandra Minchenkova, Marcelo Ruiz Toledo, Orly Carvache-Franco, Mauricio Carvache-Franco, Wilmer Carvache-Franco
54: Impact of Generative Artificial Intelligence on the work of Digital Marketing Professionals Margarida Martins, Bráulio Alturas, Tiago Lapa
67: A Unified Model of Consumer Value, Product Attributes, and Motivation in the Mobile Phone Market Paulo Botelho Pires, John Petter Pimentel, José Duarte Santos
86:“Google It” or “ChatGPT It”? An Exploratory Study on User Preferences Across Search Categories and Age Groups Ana Estima, Rúben Pinhal, Adriana Santos Cardoso, Inês Oliveira
Session 18
Sala Sánchez Ayuso
View in Live Stream
Chair: Javier Casanoves
98: Curious but Cautious: Qualitative Consumer Insights on Immersive Technologies in Retail Ibolya Vizeli, Mónika-Anetta Alt
55: Playful Learning and New Technologies for Country Brand Marketing: The Role of Sports Amongst University Students Elisabet Mora-Pérez, Javier Casanoves-Boix, Inés Küster-Boluda, Natalia Vila-López
76: Holistic Consumer Engagement in Social Media: Reexamining the Path to Brand Loyalty Ligita Zailskaitė-Jakštė, Robertas Damaševičius, Inga Minelgaitė
147: Beyond the Click: Artificial Intelligence Impact on Digital Marketing Metrics Zlata Borsic-Laborde, Diego Cordero-Guzman, Rosa Blacio Jara
146: A Way of St. James Pilgrim: Reflections from a Digital Communication Perspective Ricardo Cayolla
120: Modeling Price Sensitivity for Personalized Product Recommendations in Digital Marketing Ana P.O. Costa, Daniel Alves de Oliveira, Duarte Coelho, Ivo Pereira, José Pedro Carvalho
Session 19
Support Room
Virtual Room
Chair: Luisa Andreu
81: JSON vs JSONB in PostgreSQL: Performance Implications for Querying and Data Management Maryam Abbasi, José Silva, Paulo Váz, Filipe Cardoso, Pedro Martins
107: The Effect of Toxicity on News Network Formation in Turkish Super League Football Subcommunities on Reddit: An Affiliation Network Approach Rob Loke, Burakhan Özay
87: Creativity, Consumer Orientation, and Organizational Performance: A Framework for Marketing Professionals Sérgio Dominique-Ferreira, Jorge Rocha, Andreia Ferreira
89: Empowerment Discourses in the Shaping of Brand Identity from the Insights of Peruvian Women Workers Sandra Cáceres-Rodas, Eliana Gallardo-Echenique
91: Understanding Visit Intention through Travel Influencer Content on TikTok: An Information Adoption Model Perspective Daniella Baldeon-Gonzales, Nadia Puelles-Davila, Martín Mauricio-Andía
16.30 – 17.00
Hall
Coffee Break
17.00 – 18.30
Room Sessions
62: A Review of Maritime Digital Twins: Driving the Next Wave of Sustainable Supply Chains Ana Dora Pontinha, Helena Gervásio, Valentina Chkoniya, Iuri Baldaconi da Silva Bispo
96: Smart Contracts and Blockchain-Driven Decision Support in Port Concessions: BI & Data Science Contributions for Sustainable Supply Chains in Angola Délcio Gunza, Valentina Chkoniya
117: Navigating Digitalisation and Sustainability in Seaports: A Business Intelligence and Data Science Framework Bárbara Rios, Carolina Videira, Sandra Filipe
145: Port-Oriented Free Zones as Sustainable Supply Chain Hubs: Collaborative Strategies Backed by Business Intelligence in the Barra do Dande Case Study Alberto Antonio Bengue, Valentina Chkoniya
165: Data-Driven Creative Learning for Sustainable Supply Chains and Green Marketing Valentina Chkoniya, José Luis Reis
161: Digitalization and Standardization of Industrial Processes: Enhancing Information Management and Maintenance in the Cork Composites Sector Sandra Pinho, Miguel Vieira, Telmo Pinto
95: Fostering Social E-Commerce of Small Fashion Brands with Digital Marketing and Artificial Intelligence Marina Jevtić, Lazar Marković, Aleksandra Labus, Branka Rodić, Miloš Radenković
158: From Classroom to Deep Tech Innovation: An Approach to Transforming the Higher Education Curricula Zorica Bogdanović, Marijana Despotović-Zrakić, Dušan Barać, Ana Miličević, Tamara Naumović
163: Developing Entrepreneurial Competencies and Digital Skills in High School Students Through Project-Based Learning Marija Muljajić, Milica Simić, Dušan Barać, Marijana Despotović-Zrakić, Zorica Bogdanović
63: Smart City Analysis and Strategy Recommendation in EU Capitals: A Prescriptive Framework Based on a Linguistic Model Ziwei Shu, Ramón Alberto Carrasco, Orlando Lima Rua
Session 22
Support Room
Virtual Room
Chair: Rafael Curras-Perez
51: Contribution of Machine Learning in Advertising as a Marketing Strategy Ivo Frank Fernández Rodríguez, Rosalia Del Pilar Caramutti De La Piedra
152: Dark Patterns and Mindful Commerce: Portuguese Consumers’ Perceptions and the Impact on Trust, Loyalty, and Purchase Intention
Rita Moreira, Vera Carlos, Teresa Lopes
Rita Moreira, Vera Carlos, Teresa Lopes
92: Can Artists Create Omnichannel Experiences for Their Fans? The Case of Taylor Swift’s Eras Tour Danny Barbery-Montoya, Elisa Ledesma-Traverso, Tatiana Rojas-Espinoza
56: Enhancing Storefront Design Through Neuromarketing and AI-Driven Style Transfer: A Data-Driven Approach for Small Businesses Xiaohan Yu, Venkata Duvvuri, Aarnav Garg
162: Influencer Marketing Effects on Gen Z in Masstige Fashion: A Systematic Review Ana Beatriz Pessoa, Ana Cristina Graça, Solange Santos, Miguel Cachulo Pereira, Lara Mendes Bacalhau
173: Smart Parking Marketing: Real-Time Space Detection Using YOLOv8 on Edge Devices Inês Pinto, Ana Pereira, Nuno Martins, Filipe Sá
179: Strategic Management of Digital Transformation in Gastronomic Tourism: Interactivity, Innovation, and Responsible Consumption Elvira Vieira, Paula Rodrigues, Ana Pinto Borges
Information
Support Room
November 27th: Class 1P06
(first floor of the Faculty of Economics).
November 28: Class 5P01
(fifth floor of the Faculty of Economics).