© 2020

Advances in Digital Marketing and eCommerce

First International Conference, 2020

  • Francisco J. Martínez-López
  • Steven D'Alessandro
Conference proceedings

Part of the Springer Proceedings in Business and Economics book series (SPBE)

Table of contents

  1. Front Matter
    Pages i-ix
  2. Joan-Francesc Fondevila-Gascón, Josep Rom-Rodríguez, Marc Polo-López, Javier L. Crespo
    Pages 1-8
  3. Marios Sotiriadis, Shiwei Shen, Qing Zhou
    Pages 9-16
  4. Maria Vernuccio, Michela Patrizi, Alberto Pastore
    Pages 31-39
  5. Robert Zniva, Wolfgang J. Weitzl, Julian M. Müller, Andrea Schneider
    Pages 62-69
  6. Ana Cristina Munaro, Renato Hübner Barcelos, Eliane Cristine Francisco Maffezzolli, João Pedro Santos Rodrigues, Emerson Cabrera Paraiso
    Pages 70-79
  7. Prianka Sarker, D. Laurie Hughes, Yogesh K. Dwivedi
    Pages 122-129

About these proceedings


This book highlights the latest research presented at the first Digital Marketing & eCommerce Conference (Barcelona, Spain, June 2020). Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, social branding, business model, user privacy, and more.


Digital transformation eCommerce research Social web technology Social commerce Psychological and behavioral marketing

Editors and affiliations

  • Francisco J. Martínez-López
    • 1
  • Steven D'Alessandro
    • 2
  1. 1.Department of Business Administration 1University of GranadaGranadaSpain
  2. 2.School of Management and MarketingUniversity of TasmaniaSandy BayAustralia

About the editors

Francisco J. Martínez-López is a Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain.

Steven D'Alessandro is an Associate Head of Research, School of Management and Marketing, University of Tasmania in Hobart, Australia.

Bibliographic information

  • Book Title Advances in Digital Marketing and eCommerce
  • Book Subtitle First International Conference, 2020
  • Editors Francisco J. Martínez-López
    Steven D'Alessandro
  • Series Title Springer Proceedings in Business and Economics
  • Series Abbreviated Title Springer Proceed. Business, Economics
  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management Business and Management (R0)
  • Softcover ISBN 978-3-030-47594-9
  • eBook ISBN 978-3-030-47595-6
  • Series ISSN 2198-7246
  • Series E-ISSN 2198-7254
  • Edition Number 1
  • Number of Pages IX, 220
  • Number of Illustrations 18 b/w illustrations, 10 illustrations in colour
  • Topics Marketing
    IT in Business
  • Buy this book on publisher's site
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