conference program
our schedule
08.00 – 09.00
Hall
REGISTRATION
Accreditation and Registration
09.00 – 10.30
auditorium
Session 1 – Opening Ceremony and Keynote Session
View in Live Stream 
CHAIR: Enrique Bigné
Personality 1
Affiliation
Personality 2
Affiliation
José Luís Reis
Steering Committee of ICMarkTech 2025, University of Maia
Keynote Session
10.30 – 11.00
Hall
Coffee Break
11.00 – 12.30
Room Sessions
113: Voice of Customer Extraction from Product Reviews: A Benchmark of RAG Variants Emanuele Fiocco, Serena Proietti, Vittorio Cesarotti
182: Toward Intelligent Conversational Systems: Chatbots with Behavior-Aware AI Models Irene Ariante, Emanuele Fiocco, Vittorio Cesarotti
76: Holistic Consumer Engagement in Social Media: Reexamining the Path to Brand Loyalty Ligita Zailskaitė-Jakštė, Robertas Damaševičius, Inga Minelgaitė
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
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
141: Green is the new black? The slight frontier between consumer perceptions and hospitality sustainability practices Amélia Brandão, Paolo Popoli, Hugo Ferreira, Vitor Pratte
32: Future Orientation and Minimalist Consumption: An Empirical Study of Temporal Self-Extension in Adolescents Andrea Lučić
149: Personalization, Interactivity and Storytelling: How Generative AI Transforms Marketing in the Metaverse Valtteri Tomminen, Matti Leppäniemi, Lauri Frank, Sirlei Glasenapp
164: Explaining the Use Intention of Low-Immersive Virtual Reality Stores: An Extension of UTAUT2 with Perceived Novelty and Personal Innovativeness Markus Makkonen
98: Curious but Cautious: Qualitative Consumer Insights on Immersive Technologies in Retail Ibolya Vizeli, Mónika-Anetta Alt
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
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
Session 4
Support Room
Virtual Room 3
Chair: To Assign
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
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
49: The Impact of a Digital Marketing Strategy on the Real Estate Sector Rafael Costa, Sara Teixeira, Sandrina Teixeira, Zaila Oliveira
90: Leveraging AI-Driven E-Commerce Platforms to Advance Inclusive Entrepreneurship and Economic Empowerment in Underserved Communities Areej Tahir, Ali Raza
Session 5
Support Room
Virtual Room 4
Chair: To Assign
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
131: Exploratory Physiological Analysis of Gambling Depending on Consumer Personality Filipa Sarmento, Bernardo T. Chagas, Marco Torrado, Hugo A. Ferreira
138: Naturally Emerging Stories on Online Consumer Review Platforms as Ground for Marketing Communication Ana Paula Marques, Fernando Pinto Santos
12.30 – 12.45
Group Photo
AUDITORIUM
13.00 – 14.00
University of Valencia
Lunch
14.00 – 15.30
Room Sessions 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
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
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
105: Firm-generated digital content: A Systematic Literature Review Sara Lapresta-Romero, Blanca Hernández-Ortega
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
Session 7
Room 2
View in Live Stream
Chair: To Assign
78: The Impact of User-Generated Content on Audience Engagement: Evidence from TikTok Justyna Grabowska, Artur Strzelecki
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
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
108: Impact of Generative Artificial Intelligence on Business and Society: Digital Transformation in the Marketing Context Desamparados Lluch Tormos, José Miguel Lorente Ayala, Eduardo Esteve Pérez, Francisco Suay Pérez
15.30 – 16.00
Hall
Coffee Break
16.00 – 17.30
Room Sessions
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
144: The Impact of Digital Influencers on Body Satisfaction and on Gender and Beauty Stereotypes José Duarte Santos, Elisabete Martins, Paulo Pires
168: Strategic Digital Communication for the Sports Modalities of FC Porto Jorge Esparteiro Garcia, Maria João Abreu, Manuel Fonseca, Bruno Sousa
ONLINE · 127: More Than a Store: IKEA’s Content Marketing as a Tool for Brand Awareness Diogo Costa, Rúben Pinhal
71:
Poland at the AI Crossroads: How Workers Use Technology to Stay Ahead
Karina Cicha, Paulina Rutecka
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
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
Session 10
Support Room
Virtual Room 3
Chair: To Assign
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
91: Understanding Visit Intention through Travel Influencer Content on TikTok: An Information Adoption Model Perspective Daniella Baldeon-Gonzales, Nadia Puelles-Davila, Martín Mauricio-Andía
101: From TikTok to Destination: The Power of UGC in Travel Decisions Cynthia Valery Basilio Buendia, Lucia Vanessa Munayco Abanto
142: Smarter Marketing for Stronger Economies: A Renovated Theoretical Framework Connecting Predictive Analytics and Performance Measurement to National Growth Thi Phuong Lan Nguyen
159: Motivating Purchases Through ASMR Storytelling on Social Media Kaori ElianaGamarra-Ponce, Davide Solari-Martin, Eliana Gallardo-Echenique
09.00 – 10.00
Auditorium
10.00 – 10.30
Hall
Session 12 – Poster Session
Presential
Virtual Room
Chair: To Assign
99 / 100: Consumers’ Evaluation of GenAI Sustainability Labels / How Constructive and Deceptive Serendipity
Luisa Andreu
Luisa Andreu
176: Smart Rural Tourism with AI: From Visitor Data to Personalized and Sustainable Experiences
Isabel Berruezo-Aldunate
Isabel Berruezo-Aldunate
154: GAI Applications to Tourism and Travel: A User-Perspective on Trip Planning and Decision-Making
Gabriel Inácio Pais
Gabriel Inácio Pais
126: The Use of Artificial Intelligence for Sustainability Communication: Evidence from Iberian Companies
Cristiana Rodrigues Molho
Cristiana Rodrigues Molho
133: Artificial Intelligence as a Fundamental Structure of Influence in Marketing – AI, the Essence of Exchange
Adriana Granados Poveda
Adriana Granados Poveda
177: Analysis of the Perception of Safety in a Colombian City Using Social Media News
Carlos Alberto Arango Pastrana
Carlos Alberto Arango Pastrana
61: Segmentation of European Countries by Globalization Development: An Approach Based on Limited Information and Clustering
Monika Hadaś-Dyduch
Monika Hadaś-Dyduch
106: Click, Buy, Regret? From Hedonic Review Browsing to Post-Purchase Dissonance in Online Impulse Consumer Health Products Shopping
Jaime Andrés Riera-Muro
Jaime Andrés Riera-Muro
10.30 – 11.00
Hall
Coffee Break
11.00 – 12.15
Room Sessions
Session 13
Auditorium
View in Live Stream
Chair: To Assign
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
156: Programmatic Advertising as a Strategic Tool in Reputational Crisis Management Ignacio José Martin Moraleda, Sandrina Francisca Teixeira, Pilar del Peso Jiménez, Ana Torres Weber
50: Why do we buy things that we do not need: a second reflection Carlos Ramos-Galarza, Jennifer Obregón
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
Session 14
Room 2
View in Live Stream
Chair: To Assign
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
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
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 Rodrigues
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 3
Chair: To Assign
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
111: Virtual Influencers: The Magic of Sensory Stimuli Henar Ortega Pérez, Ana Isabel Rodríguez Escudero, Ana María Gutiérrez Arranz, Pilar Carbonell-Foulquie
137: Strategic Digital Marketing for Promoting Microcredentials in Higher Education Marta Santos, João Miguel Lopes, Irina Saur-Amaral, Teresa Aragonez
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 16
Support Room
Virtual Room 4
Chair: To Assign
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
12.15 – 13.30
University of Valencia
Lunch
14.00 – 15.00
auditorium
Meeting with Editors
Chair: Luís 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 – 17.00
Room Sessions
Session 17
Auditorium
View in Live Stream
Chair: To Assign
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
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
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
80: HUMANAISE: KEY AI PROPERTIES AUGMENTING BEHAVIOURAL RESPONSE Svetlana Bialkova
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
Session 18
Room 2
View in Live Stream
Chair: To Assign
116: AI in Travel Industry: From Consumer Acceptance to Real-World Application – Insights from a Customer Insight Study Stefan Mang
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
115: Measuring Brand Reputation Through Consumer Neuroscience: An ERP Approach Based on Semantic Congruence Enrique Bigné, Giuseppina Gifuni, Marco Bilucaglia, Vincenzo Russo
56: Enhancing Storefront Design through Neuromarketing and AI-Driven Style Transfer: A Data-Driven Approach for Small Businesses Xiaohan Yu, Venkata Duvvuri, Aarnav Garg
64: Harnessing Business Intelligence for the Strategic Optimization of Urban Third Places Elizaveta Fainshtein
79: From Points to Tokens: Blockchain-Enabled Loyalty Programs as a New Frontier in Marketing Yana Kolesnik
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
Session 19
Support Room
Virtual Room 3
Chair: To Assign
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 Burakhan Ozay, Rob Loke
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
90: Leveraging AI-Driven E-Commerce Platforms to Advance Inclusive Entrepreneurship and Economic Empowerment in Underserved Communities Areej Tahir, Ali Raza
91: Understanding Visit Intention through Travel Influencer Content on TikTok: An Information Adoption Model Perspective Daniella Baldeon-Gonzales, Nadia Puelles-Davila, Martín Mauricio-Andía
17.00 – 17.15
Hall
Coffee Break
17.15 – 18.00
Room Sessions
Session 20
Auditorium
Special Session
SSBIDSSSC – II SSBIDSSSC – 2nd Special Session on Business Intelligence and Data Science for Sustainable Supply Chain
View in Live Stream
Chair: To Assign
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
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
161: Digitalization and Standardization of Industrial Processes: Enhancing Information Management and Maintenance in the Cork Composites Sector Sandra Pinho, Miguel Vieira, Telmo Pinto
Session 21
Room 2
Special Session
BMASmartC – VI BMASmartC 2025 – 5th Work sessions on Innovative Business Models and Applications for Smart Cities
View in Live Stream
Chair: To Assign
173: YOLOv8 for Edge Parking Systems Inês Pinto, Ana Pereira, Nuno Martins, Filipe Sá
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 3
Chair: To Assign
51: Contribution of Machine Learning in Advertising as a Marketing Strategy Ivo Frank Fernández Rodríguez, Rosalia Del Pilar Caramutti De La Piedra
89: Empowerment Discourses in the Shaping of Brand Identity from the Insights of Peruvian Women Workers Sandra Cáceres-Rodas, Eliana Gallardo-Echenique
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
179: Strategic Management of Digital Transformation in Gastronomic Tourism: Interactivity, Innovation, and Responsible Consumption Elvira Vieira, Paula Rodrigues, Ana Pinto Borges