| Description |
1 online resource (xxvi, 695 pages) : illustrations (chiefly color) |
| Series |
Smart innovation, systems and technologies ; volume 344 |
|
Smart innovation, systems, and technologies ; 344.
|
| Contents |
Intro -- Preface -- Contents -- About the Editors -- Part I Artificial Intelligence Applied in Marketing -- 1 Computer-Generated Imagery Influencer Marketing-Which Ends of the Continuum Will Prevail? Humans or Avatars? -- 1.1 Introduction -- 1.2 Literature Review -- 1.2.1 Concept of Influencers -- 1.2.2 Concept of Computer-Generated Imagery Influencers (CGIIs) -- 1.2.3 Blurry Lines on What Is Real and What Is Fake -- 1.2.4 Benefits and Risks of CGI Influencers -- 1.2.5 Form Realism versus Behavioural Realism -- 1.2.6 Digital Ethics of Computer-Generated Imagery Influencers -- 1.3 Methodology |
|
1.3.1 Developing a Research Plan and Establishing Entrée -- 1.3.2 Data Collection -- 1.3.3 Analysis and Interpretation of Results -- 1.3.4 Ensuring Ethical Standards -- 1.4 Discussion and Implications -- 1.5 Conclusion -- References -- 2 The AI Evolution in Marketing and Sales: How Social Design Thinking Techniques Can Boost Long-Term AI Strategies in Companies and Regions -- 2.1 Introduction -- 2.2 Literature Review -- 2.2.1 A Subsection Sample Framework Strategy -- 2.2.2 AI Applications from a Triangular Perspective: Technology, Business, Ethics -- 2.2.3 Pre-study on Barriers and Needs |
|
2.2.4 Research Questions -- 2.3 Methodological Approach-AI Social Design Thinking Lab -- 2.3.1 Social Lab -- 2.3.2 Design Thinking Methods -- 2.3.3 AI Applications for Marketing and Sales Along the Sales Funnel -- 2.3.4 Description of the Techniques with Exercises for Reflection -- 2.3.5 Description of the Target Group -- 2.4 Findings Based on the AI Social Design Thinking Lab -- 2.4.1 Level of Awareness -- 2.4.2 Barriers and Needs to Implement AI Applications in Companies -- 2.4.3 Ethical Implications -- 2.5 Conclusions -- 2.5.1 Learnings for Regions and Policymakers |
|
2.5.2 Findings for Companies -- 2.5.3 Learnings for AI Developers -- 2.5.4 Limitations and Future Research -- References -- 3 Creating a Well-being Index for a Company Using Customer Sentiment Analysis -- 3.1 First Section -- 3.2 Related Work -- 3.3 Customer Sentiment Analytics -- 3.3.1 One Problem, One Case Study -- 3.3.2 The Analytical System -- 3.3.3 Results Analysis -- 3.4 Conclusions and Future Work -- References -- 4 Alexa, Give Me a Hand...On GenZ' Smart Speaker Acceptance in a Retail Environment -- 4.1 Introduction -- 4.2 Literature Review -- 4.2.1 Hypotheses -- 4.3 Materials and Methods |
|
4.4 Results -- 4.5 Discussion and Conclusions -- 4.6 Limitations and Future Research -- References -- Part II Data Mining and Big Data-Marketing Data Science -- 5 Human Talent Management to Increase Productivity: Case Study EQUATOROSES EQR -- 5.1 Introduction -- 5.2 Background Literature -- 5.3 Methodology -- 5.3.1 Sample Population -- 5.3.2 Methodology of Evaluation and Data Collection -- 5.3.3 Information Validation -- 5.3.4 Solution Strategies -- 5.4 Results -- 5.4.1 Organizational Environment Scale (EDCO) -- 5.4.2 Psico 4.0 -- 5.4.3 EQR Performance Evaluation |
| Summary |
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2022), held at Universidade de Santiago de Compostela, Spain, during 1 3 December 2022. 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 |
| Notes |
Selected conference proceedings |
| Bibliography |
Includes bibliographical references and author index |
| Notes |
Online resource; title from PDF title page (SpringerLink, viewed September 12, 2023) |
| Subject |
Marketing -- Technological innovations -- Congresses
|
|
Marketing -- Technological innovations.
|
| Genre/Form |
Electronic books
|
|
proceedings (reports)
|
|
Conference papers and proceedings.
|
|
Conference papers and proceedings.
|
|
Actes de congrès.
|
| Form |
Electronic book
|
| Author |
Reis, José Luís, editor
|
|
Del Rio Araujo, Marisa, editor
|
|
Reis, Luís Paulo, 1970- editor.
|
|
Santos, José Paulo Marques dos, editor
|
| ISBN |
9789819903337 |
|
9819903335 |
|
