Smart Innovation, Systems and Technologies978-981-15-1564...Smart Innovation, Systems and...

Smart Innovation, Systems and Technologies

Volume 167

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Álvaro Rocha • José Luís Reis •

Marc K. Peter • Zorica BogdanovićEditors

Marketing and SmartTechnologiesProceedings of ICMarkTech 2019

123

EditorsÁlvaro RochaDEI/FCTUCUniversity of CoimbraCoimbra, Portugal

José Luís ReisUniversity Institute of Maia—ISMAIMaia, Portugal

Marc K. PeterFHNW School of BusinessFHNW University of Applied Sciencesand ArtsOlten, Switzerland

Zorica BogdanovićFaculty of Organizational SciencesUniversity of BelgradeBelgrade, Serbia

ISSN 2190-3018 ISSN 2190-3026 (electronic)Smart Innovation, Systems and TechnologiesISBN 978-981-15-1563-7 ISBN 978-981-15-1564-4 (eBook)https://doi.org/10.1007/978-981-15-1564-4

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https://doi.org/10.1007/978-981-15-1564-4

Preface

This book is composed of the papers written in English and accepted for presen-tation and discussion at the 2019 International Conference on Marketing andTechnologies (ICMarkTech’19). This conference had the support of the UniversityInstitute of Maia and Polytechnic Institute of Maia, and AISTI (Iberian Associationfor Information Systems and Technologies). It will take place at Maia, Porto,Portugal, during November 27–29, 2019.

The 2019 International Conference on Marketing and Technologies(ICMarkTech’19) is an international forum for researchers and professionals topresent and discuss the latest innovations, trends, results, experiences, and concernsin the various fields of marketing and technologies related to it.

The Program Committee of ICMarkTech’19 was composed of a multidisci-plinary group of 152 experts and those who are intimately concerned with mar-keting and technologies. They have had the responsibility for evaluating, in a‘double-blind review’ process, the papers received for each of the main themesproposed for the conference: (A) artificial intelligence applied in marketing;(B) virtual and augmented reality in marketing; (C) business intelligence databasesand marketing; (D) data mining and big data—marketing data science; (E) Webmarketing, e-commerce, and v-commerce; (F) social media and networking;(G) omnichannel and marketing communication; (H) marketing, geomarketing, andIoT; (I) marketing automation and marketing inbound; (J) machine learning appliedto marketing; (K) customer data management and CRM; and (L) neuromarketingtechnologies.

ICMarkTech’19 received 104 contributions from 19 countries around the world.The papers accepted for presentation and discussion at the conference will bepublished by Springer (this book) and by AISTI and will be submitted for indexingby ISI, Ei Compendex, Scopus, DBLP, and/or Google Scholar, among others.

v

We acknowledge all those who have contributed to the staging ofICMarkTech’19 (authors, committees, and sponsors). We deeply appreciate theirinvolvement and support that was crucial for the success of ICMarkTech’19.

Maia, Porto, PortugalNovember 2019

Álvaro RochaJosé Luís ReisMarc K. Peter

Zorica Bogdanović

vi Preface

Contents

1 The Digital Advertising Conceptual Flow: A Literature Review . . . 1Valerio Stallone1.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11.2 Historical Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21.3 Research Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21.4 Descriptive Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

1.4.1 Year of Publication . . . . . . . . . . . . . . . . . . . . . . . . . 31.4.2 Publication Typology and Objectives . . . . . . . . . . . . 41.4.3 Theoretical Framework . . . . . . . . . . . . . . . . . . . . . . 41.4.4 Content Differences . . . . . . . . . . . . . . . . . . . . . . . . 4

1.5 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51.6 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61.7 Limitations and Future Research Direction . . . . . . . . . . . . . . . 6

1.7.1 Limitations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61.7.2 Further Research . . . . . . . . . . . . . . . . . . . . . . . . . . 7

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

2 Featured Snippets Results in Google Web Search:An Exploratory Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9Artur Strzelecki and Paulina Rutecka2.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92.2 Literature Review . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102.3 Research Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112.4 Data and Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

2.4.1 Data Description . . . . . . . . . . . . . . . . . . . . . . . . . . . 122.5 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 142.6 Conclusion and Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . 16References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

vii

3 Willingness to Pay a Premium Price for Streaming Services:The Role of Trust in Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19Luísa Augusto, Sara Santos, and Pedro Espírito Santo3.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

3.1.1 Contextualization Netflix . . . . . . . . . . . . . . . . . . . . . 203.2 Literature Review . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

3.2.1 Convenience of Service . . . . . . . . . . . . . . . . . . . . . 203.2.2 Service Sophistication . . . . . . . . . . . . . . . . . . . . . . . 203.2.3 Brand Trust . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213.2.4 The Importance of Paying a Premium Price . . . . . . . 21

3.3 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 223.4 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 233.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

4 Websites as Spaces of Confluence: Narratives and the Pursuitof Legitimacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29Fernando Pinto Santos and Mafalda Nogueira4.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294.2 Related Literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 304.3 Methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 314.4 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 314.5 Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 334.6 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

5 User Behavior: The Case of Instagram . . . . . . . . . . . . . . . . . . . . . . 38Teresa Guarda, Isabel Lopes, José Avelino Victor,and Encarnación González Vázquez5.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 385.2 Social Networks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 395.3 Instagram . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40

5.3.1 Origin and Evolution . . . . . . . . . . . . . . . . . . . . . . . 405.4 Research Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41

5.4.1 Population . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 415.4.2 Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41

5.5 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 425.5.1 Simple Descriptive Data Analysis . . . . . . . . . . . . . . 425.5.2 Bivariate Data Analysis . . . . . . . . . . . . . . . . . . . . . . 445.5.3 Statistical Inference . . . . . . . . . . . . . . . . . . . . . . . . . 46

5.6 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

viii Contents

6 The Influence of YouTubers in Consumer Behavior . . . . . . . . . . . . 49Isabel Lopes, Teresa Guarda, José Avelino Victor,and Encarnación González Vázquez6.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 496.2 Social Networks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 506.3 YouTube . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

6.3.1 YouTubers as Influencers . . . . . . . . . . . . . . . . . . . . 516.3.2 YouTube Advertising and Purchase Intent . . . . . . . . 51

6.4 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 516.4.1 Population . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 526.4.2 Survey Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . 52

6.5 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 526.5.1 Descriptive Analysis . . . . . . . . . . . . . . . . . . . . . . . . 536.5.2 Statistical Inference . . . . . . . . . . . . . . . . . . . . . . . . . 55


7 Service Loyalty in Retail Banking: An Empirical Study . . . . . . . . . 59Mathias Mujinga7.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 597.2 Customer Satisfaction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 597.3 Service Loyalty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 607.4 SERVLOYAL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 617.5 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 617.6 Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62

7.6.1 Descriptive Statistics . . . . . . . . . . . . . . . . . . . . . . . . 627.6.2 Instrument Reliability Test . . . . . . . . . . . . . . . . . . . 627.6.3 Inferential Statistical Analysis . . . . . . . . . . . . . . . . . 63


8 The Use of Virtual Reality in Marketing: Exploring the Need forTechnology and Language Adaptation to Create High QualityImmersive Experiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67Markus Rach and Russell Scott8.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 678.2 Virtual Reality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 688.3 Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68

8.3.1 Literature Review . . . . . . . . . . . . . . . . . . . . . . . . . . 688.4 Results and Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69

8.4.1 Areas of Application . . . . . . . . . . . . . . . . . . . . . . . . 698.4.2 How Successful Virtual Reality Is Determined . . . . . 708.4.3 Presence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 708.4.4 Factors Affecting Presence . . . . . . . . . . . . . . . . . . . 70

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8.4.5 Divergences in Analysis . . . . . . . . . . . . . . . . . . . . . 718.4.6 Narrative Factors Affecting Presence . . . . . . . . . . . . 728.4.7 The Need for a Paradigm Shift . . . . . . . . . . . . . . . . 73

8.5 Conclusions and Implications . . . . . . . . . . . . . . . . . . . . . . . . 738.5.1 Limitations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 738.5.2 Managerial Implications . . . . . . . . . . . . . . . . . . . . . 748.5.3 Future Research . . . . . . . . . . . . . . . . . . . . . . . . . . . 74

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74

9 Social Media Usage Among Wine Tourism DMOs . . . . . . . . . . . . . 78Filipa Jorge, Mário Sérgio Teixeira, Carlos Fonseca,Ricardo Jorge Correia, and Ramiro Gonçalves9.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 789.2 Literature Review . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 799.3 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 809.4 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 809.5 Final Considerations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86

10 Tactical Approaches to Disclose Influencers’ AdvertisingPartners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88Ana Filipa Couto and Pedro Quelhas de Brito10.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8810.2 Literature Review . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8910.3 Influencer Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8910.4 Electric Word-of-Mouth . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9010.5 Self-branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9010.6 Digital Advertising Regulation . . . . . . . . . . . . . . . . . . . . . . . . 9110.7 Effects of Paid Content Disclosure . . . . . . . . . . . . . . . . . . . . . 9110.8 Disclosure Decision Process . . . . . . . . . . . . . . . . . . . . . . . . . 9210.9 Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92

10.9.1 Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . 9210.9.2 Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . 9210.9.3 Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94

10.10 Results and Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9410.11 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97

10.11.1 Academic Contribution . . . . . . . . . . . . . . . . . . . . . . 9710.11.2 Contribution to Marketers and Digital

Influencers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9710.11.3 Limitations and Future Research . . . . . . . . . . . . . . . 98

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 98

x Contents

11 The Characteristics of Digital Influencers and Their EthicallyQuestionable Attitudes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101Sara Silva and Pedro Quelhas de Brito11.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10111.2 Literature Review . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102

11.2.1 Digital Influencers . . . . . . . . . . . . . . . . . . . . . . . . . 10211.2.2 Influencer Marketing . . . . . . . . . . . . . . . . . . . . . . . . 10311.2.3 Ethics in Influencer Marketing . . . . . . . . . . . . . . . . . 104

11.3 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10611.4 Data Analysis and Results . . . . . . . . . . . . . . . . . . . . . . . . . . . 106

11.4.1 Sample Characterization . . . . . . . . . . . . . . . . . . . . . 10611.4.2 Content Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . 10611.4.3 Comparison of Results with Research Question . . . . 107

11.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10811.5.1 Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10811.5.2 Contribution to Management . . . . . . . . . . . . . . . . . . 10911.5.3 Research Limitations . . . . . . . . . . . . . . . . . . . . . . . . 109

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110

12 The Use of Influencers in Social Media Marketing . . . . . . . . . . . . . 112Mariana Oliveira, Renata Barbosa, and Alexandre Sousa12.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11212.2 Marketing and Social Networks . . . . . . . . . . . . . . . . . . . . . . . 112

12.2.1 Digital Versus Conventional Marketing . . . . . . . . . . 11312.2.2 The Impact of Social Networks . . . . . . . . . . . . . . . . 11312.2.3 The Appearance of Social Media Influencers . . . . . . 114

12.3 Key Factors Governing the Influencers Impact . . . . . . . . . . . . 11612.3.1 Authenticity and Sponsorship Disclosure . . . . . . . . . 11612.3.2 Achieving a Close Fit with the Brand . . . . . . . . . . . 11812.3.3 Measuring Fitness and Impact . . . . . . . . . . . . . . . . . 119

12.4 Study of Portuguese Influencers . . . . . . . . . . . . . . . . . . . . . . . 12012.5 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121

13 Potential and Advantages of Social Shopping in Portugal . . . . . . . . 125Joana Ferreira, Vitor Santos, and Pedro Malta13.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12513.2 Consumer Behavior in Online Shopping . . . . . . . . . . . . . . . . . 12613.3 Social Shopping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127

13.3.1 A Social Shopping Model Example . . . . . . . . . . . . . 12813.4 Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130

13.4.1 Sample Characterization . . . . . . . . . . . . . . . . . . . . . 13013.4.2 Descriptive Analysis . . . . . . . . . . . . . . . . . . . . . . . . 130

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13.4.3 Correlational Analysis . . . . . . . . . . . . . . . . . . . . . . . 13013.4.4 Analysis by Association Rules . . . . . . . . . . . . . . . . 132

13.5 Conclusions and Future Work . . . . . . . . . . . . . . . . . . . . . . . . 134References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135

14 The Role of Digital Influencers on Buying Intention . . . . . . . . . . . . 137Rita Silva, Ana Sampaio, and Pedro Rodrigues14.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13714.2 Marketing 1.0, 2.0, 3.0–4.0 . . . . . . . . . . . . . . . . . . . . . . . . . . 13714.3 User-Generated Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13814.4 Perceived Risk . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13914.5 Buying Intention . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13914.6 Trust in the Influencer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13914.7 Research Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13914.8 Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140

14.8.1 Reliability Analysis and Factor Analysis . . . . . . . . . 14014.8.2 Convergent and Discriminant Validity . . . . . . . . . . . 14114.8.3 Structural Equation Model (SEM) . . . . . . . . . . . . . . 14114.8.4 Hypothesis Validation . . . . . . . . . . . . . . . . . . . . . . . 141

14.9 Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14114.10 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144

15 Driving Factors of Consumer Irrationality in OmnichannelConsumer Behaviour . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146Jurgita Radzevičė and Jūratė Banytė15.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14615.2 Theoretical Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 147

15.2.1 Concept of Omnichannel Consumer Behaviour . . . . . 14715.2.2 Omnichannel Consumer Behaviour Driving

Factors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14815.2.3 Consumers Irrationality Phenomenon

in Omnichannel Consumer Behaviour Context . . . . . 14815.3 Conceptual Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15115.4 Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153

16 Event-Based Marketing: A Trendy and Emotional Wayto Engage with the Public . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 156Amalia Hulubei (Georgescu) and Silvia Avasilcai16.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15616.2 Events: Definition, Types, and Purpose . . . . . . . . . . . . . . . . . 15816.3 Event-Based Marketing Strategy: Why Events? . . . . . . . . . . . 16016.4 The Architecture of Events: From Idea to Execution . . . . . . . . 162

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16.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165

17 The Application of Social and Viral Marketingand the Management of Social Networks to Promotethe European Defence Conscience . . . . . . . . . . . . . . . . . . . . . . . . . . 166Manuel A. Fernández-Villacañas Marín17.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16617.2 The New World Order and the Current International Scenario

of Defence and Security . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16817.3 The Defence and Security European Identity Construction . . . . 16917.4 Generating a Solution in the Field of Marketing

and the Social Networks Management . . . . . . . . . . . . . . . . . . 17117.4.1 Applying Social and Viral Marketing . . . . . . . . . . . . 17117.4.2 Improving the Strategic Communication

and the Strategic Image Management . . . . . . . . . . . . 17317.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 175References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 175

18 A Survey on Centennials’ Expectations of Mobile Operators . . . . . 178Mirjana Stojanović, Marko Projović, Lazar Živojinović, Dušan Barać,and Zorica Bogdanović18.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17818.2 Who Are the Centennials? . . . . . . . . . . . . . . . . . . . . . . . . . . . 17918.3 Centennials from the Mobile Operators’ Perspective . . . . . . . . 18018.4 Survey and Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 181

18.4.1 Data Sample . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18218.4.2 Survey Methodology and Instruments . . . . . . . . . . . 18218.4.3 Results and Analysis . . . . . . . . . . . . . . . . . . . . . . . . 183

18.5 Discussion and Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . 186References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188

19 Mobile Applications at Music Festivals in Portugal . . . . . . . . . . . . 190Daniel Fonseca, José Luís Reis, Sandrina Teixeira, and Marc K. Peter19.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19019.2 Music Festivals in Portugal . . . . . . . . . . . . . . . . . . . . . . . . . . 19119.3 Mobile Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191

19.3.1 Definition of Mobile Marketing . . . . . . . . . . . . . . . . 19219.3.2 Mobile Applications . . . . . . . . . . . . . . . . . . . . . . . . 19219.3.3 Mobile Marketing Tools . . . . . . . . . . . . . . . . . . . . . 192

19.4 Conceptual Model and Research Hypotheses . . . . . . . . . . . . . 19419.5 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19519.6 Analysis and Discussion of Results . . . . . . . . . . . . . . . . . . . . 196

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19.6.1 Size and Socio-Demographic Characterisationof the Sample . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 196

19.6.2 Participation in Music Festivals and the Useof Mobile Applications . . . . . . . . . . . . . . . . . . . . . . 196

19.6.3 Degree of Satisfaction with the Application Used . . . 19719.6.4 Correlation Analysis . . . . . . . . . . . . . . . . . . . . . . . . 19719.6.5 Reasons for Low Music Festival Mobile Apps

Adoption . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19819.7 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 200

20 The Use of Consumer Neuroscience Knowledge in ImprovingReal Promotional Media: The Case of Worten . . . . . . . . . . . . . . . . 202José Paulo Marques dos Santos, Hugo Ferreira, Joaquim Reis,Diana Prata, Sofia Pereira Simões, and Inês Drummond Borges20.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 202

20.1.1 Why Consumer Neuroscience? (And NotTraditional Research Techniques) . . . . . . . . . . . . . . 202

20.1.2 The Challenge . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20320.1.3 Detecting Emotions . . . . . . . . . . . . . . . . . . . . . . . . 204

20.2 Methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20520.2.1 General Structure . . . . . . . . . . . . . . . . . . . . . . . . . . 20520.2.2 Montage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20620.2.3 Subjects and Instructions . . . . . . . . . . . . . . . . . . . . . 20720.2.4 Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 208

20.3 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20820.3.1 TV Commercials . . . . . . . . . . . . . . . . . . . . . . . . . . 20820.3.2 Printed Leaflets . . . . . . . . . . . . . . . . . . . . . . . . . . . 21120.3.3 Mupi Posters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 212


21 The Influence of Thinking Styles on Perceived Price Fairness:An Experimental Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 219Sayanti Shaw21.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21921.2 Literature Review . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22021.3 Research Objective . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22221.4 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 222

21.4.1 Hypothesis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22221.4.2 Conceptual Framework . . . . . . . . . . . . . . . . . . . . . . 22321.4.3 Research Methods . . . . . . . . . . . . . . . . . . . . . . . . . 22321.4.4 Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 224

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21.5 Results and Discussions . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22421.6 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 226References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 226

22 Disruptive Technologies or Big-Bang Disruption: A ResearchGap in Marketing Studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 229Mohammad Bagheri22.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 229

22.1.1 Presentation and Delimitation of the Topic . . . . . . . . 22922.1.2 Justification of the Study . . . . . . . . . . . . . . . . . . . . . 23122.1.3 Problem Formulation . . . . . . . . . . . . . . . . . . . . . . . 232

22.2 Literature Review . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23322.2.1 Current Research Related to the Topic Under

Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23322.2.2 Research Proposition . . . . . . . . . . . . . . . . . . . . . . . 236

22.3 Methodological Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23722.3.1 Methodological Approach . . . . . . . . . . . . . . . . . . . . 23722.3.2 Research Design . . . . . . . . . . . . . . . . . . . . . . . . . . . 23722.3.3 Measurement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 239

22.4 Expected Contribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 239References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 240

23 The Influence of Brand Experience in City Marketing . . . . . . . . . . 242António Coelho, Ana Sampaio, and Pedro Rodrigues23.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24223.2 Marketing and Experience: Conceptualization . . . . . . . . . . . . . 24323.3 Experiential Marketing and Brand Experience . . . . . . . . . . . . 24323.4 Place Marketing and City Marketing . . . . . . . . . . . . . . . . . . . 24423.5 Place/City Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24423.6 Place Marketing and Place Branding: Comparison . . . . . . . . . 24523.7 Brand Love . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24523.8 City Brand Love (CBL) . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24523.9 Customer-Based Brand Equity (CBBE) . . . . . . . . . . . . . . . . . 24523.10 Visitor-Based Brand Equity . . . . . . . . . . . . . . . . . . . . . . . . . . 24623.11 Conceptual Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24623.12 Research Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24623.13 Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 247

23.13.1 Sample Characterization . . . . . . . . . . . . . . . . . . . . . 24723.13.2 Reliability and Internal Consistency . . . . . . . . . . . . . 24723.13.3 Factor Analysis and SEM . . . . . . . . . . . . . . . . . . . . 247

23.14 Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24823.15 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24923.16 Limitations and Future Research . . . . . . . . . . . . . . . . . . . . . . 250References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 250

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24 The Human Senses as Consumption and BrandIdentity Boosters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 253Cátia Ramos, Ana Sampaio, and Pedro Rodrigues24.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25324.2 Marketing and Brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25424.3 Sensory Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25424.4 Consumer Behavior . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 255

24.4.1 Consumer Behavior and the Senses . . . . . . . . . . . . . 25624.5 Store Environment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 256

24.5.1 Store Environment and the Senses . . . . . . . . . . . . . . 25724.6 Brand Identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 257

24.6.1 Brand Identity and the Senses . . . . . . . . . . . . . . . . . 25724.7 Brand Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 258

24.7.1 Brand Experience and the Senses . . . . . . . . . . . . . . 25824.8 Conceptual Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25924.9 Research Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25924.10 Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 260

24.10.1 Sample Characterization . . . . . . . . . . . . . . . . . . . . . 26024.10.2 Reliability and Internal Consistency . . . . . . . . . . . . . 26024.10.3 Factor Analysis and SEM . . . . . . . . . . . . . . . . . . . . 260


25 Geomarketing Based on Beacons BLE . . . . . . . . . . . . . . . . . . . . . . 268Isaac Aleixo, João Paulo Fernandes, and Cláudia Jacy Barenco Abbas25.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 268

25.1.1 Bluetooth Low Energy . . . . . . . . . . . . . . . . . . . . . . 26825.1.2 Beacons BLE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26925.1.3 Geomarketing and Marketing with Beacons . . . . . . . 27025.1.4 Differences Between Bluetooth Classic and BLE . . . 270

25.2 Developing the Application . . . . . . . . . . . . . . . . . . . . . . . . . . 27025.2.1 API Nearby Messages . . . . . . . . . . . . . . . . . . . . . . . 27125.2.2 Google Developers Console . . . . . . . . . . . . . . . . . . 27125.2.3 Publishing and Subscribing with Beacons . . . . . . . . 27225.2.4 Create Advertisement . . . . . . . . . . . . . . . . . . . . . . . 27425.2.5 Publish Advertisement . . . . . . . . . . . . . . . . . . . . . . 27425.2.6 View Published Ads . . . . . . . . . . . . . . . . . . . . . . . . 27425.2.7 App Appearance . . . . . . . . . . . . . . . . . . . . . . . . . . . 27425.2.8 Screen “CreateAd” . . . . . . . . . . . . . . . . . . . . . . . . . 27525.2.9 Screen “PublishAd” . . . . . . . . . . . . . . . . . . . . . . . . 27625.2.10 Screen “Offers” . . . . . . . . . . . . . . . . . . . . . . . . . . . 276

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26 Customer Acceptance of Shopping-Assistant Chatbots . . . . . . . . . . 278Tiago Araújo and Beatriz Casais26.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27826.2 Theoretical Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 279

26.2.1 Technology Acceptance Model . . . . . . . . . . . . . . . . 27926.2.2 Chatbots . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28026.2.3 Online User Experience . . . . . . . . . . . . . . . . . . . . . 280

26.3 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28126.3.1 Purpose and Hypothesis . . . . . . . . . . . . . . . . . . . . . 28126.3.2 Sample . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28226.3.3 Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 282

26.4 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28226.4.1 Knowledge and Behavior Intention About Chatbots

Interaction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28326.4.2 Attitudes Toward Chatbot . . . . . . . . . . . . . . . . . . . . 28326.4.3 Hypothesis Test . . . . . . . . . . . . . . . . . . . . . . . . . . . 284


27 Words, Frequency, and Understanding: Ranking MarketingDiscipline Terms Using Machine Learning . . . . . . . . . . . . . . . . . . . 288Peter Vitartas27.1 Introduction and Background . . . . . . . . . . . . . . . . . . . . . . . . . 288

27.1.1 Development of an Ontology . . . . . . . . . . . . . . . . . 28927.2 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29027.3 Determination of TFIDF Scores . . . . . . . . . . . . . . . . . . . . . . . 291

27.3.1 Salience of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . 29227.4 Findings and Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29327.5 Limitations and Future Scope of Research . . . . . . . . . . . . . . . 29427.6 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 295

28 Developing a Web Application for Recognizing Emotionsin Neuromarketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 297Filip Filipović, Luka Baljak, Tamara Naumović, Aleksandra Labus,and Zorica Bogdanović28.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29728.2 Related Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 298

28.2.1 Neuromarketing . . . . . . . . . . . . . . . . . . . . . . . . . . . 29828.2.2 Neural Networks . . . . . . . . . . . . . . . . . . . . . . . . . . 299

28.3 Designing an Application . . . . . . . . . . . . . . . . . . . . . . . . . . . 299

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28.4 Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30528.5 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 306References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 307

29 Application of Genetic Algorithm on Multi-objective EmailMarketing Delivery Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 309Lei Zhang, Jun He, Zhenyu Yan, Wuyang Dai, and Abhishek Pani29.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 309

29.1.1 Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . 30929.1.2 Existing Applications of Genetic Algorithms

in Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31029.1.3 The Scope of This Paper . . . . . . . . . . . . . . . . . . . . . 310

29.2 Problem Formulation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31029.2.1 Open Rate and Click Rate

Maximization (Static) . . . . . . . . . . . . . . . . . . . . . . . 31029.2.2 Maximization with Open Rate Decay . . . . . . . . . . . . 31129.2.3 At Least One Open/Click Probability

Maximization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31229.3 Algorithms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 313

29.3.1 Greedy Algorithm . . . . . . . . . . . . . . . . . . . . . . . . . . 31329.3.2 Genetic Algorithm . . . . . . . . . . . . . . . . . . . . . . . . . 314

29.4 Simulation and Result . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31629.4.1 Open Rate and Click Rate

Maximization (Static) . . . . . . . . . . . . . . . . . . . . . . . 31629.4.2 Open Rate and Click Rate with Open

Rate Decay . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31629.4.3 At Least One Open/Click Probability

Maximization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31829.5 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 319References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 319

30 End User Involvement in the Big Data Based ServiceDevelopment Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 321Rui Carreira30.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32130.2 Related Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32230.3 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 323

30.3.1 First Stage (Why, What) . . . . . . . . . . . . . . . . . . . . . 32330.3.2 Second Stage (Where) . . . . . . . . . . . . . . . . . . . . . . 32330.3.3 Third Stage (How) . . . . . . . . . . . . . . . . . . . . . . . . . 323

30.4 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32430.4.1 First Stage (Why, What) . . . . . . . . . . . . . . . . . . . . . 32430.4.2 Second Stage (Where) . . . . . . . . . . . . . . . . . . . . . . 32530.4.3 Third Stage (How) . . . . . . . . . . . . . . . . . . . . . . . . . 325

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30.5 Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32830.6 Conclusions and Future Research . . . . . . . . . . . . . . . . . . . . . . 328References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 329

31 Managing Human Resources Resistance to OrganizationalChange in the Context of Innovation . . . . . . . . . . . . . . . . . . . . . . . 330José-Luis Rodríguez-Sánchez, Nohora Mercado-Caruso,and Amelec Viloria31.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33031.2 Theory Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 332

31.2.1 Organizational Change and RestructuringProcess . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 332

31.2.2 Steps of the Organizational Change andRestructuring Process . . . . . . . . . . . . . . . . . . . . . . . 332

31.2.3 Personnel Resistance . . . . . . . . . . . . . . . . . . . . . . . . 33231.3 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33331.4 Case Study Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 334

31.4.1 Leadership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33431.4.2 Communication Process . . . . . . . . . . . . . . . . . . . . . 33531.4.3 Valuable Employees . . . . . . . . . . . . . . . . . . . . . . . . 33531.4.4 Training . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33631.4.5 Participation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 337


32 Fournier (BRQ) Versus Rusbult (IM): Is Love Really Importantin Consumer-Brand Relationship? . . . . . . . . . . . . . . . . . . . . . . . . . 341Ricardo Cayolla, Sandra Loureiro, and José Luís Reis32.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34132.2 Brand Meaning and Value . . . . . . . . . . . . . . . . . . . . . . . . . . . 34232.3 Consumer-Brand Relationship (CBR) . . . . . . . . . . . . . . . . . . . 34332.4 Deep Relationship Investment . . . . . . . . . . . . . . . . . . . . . . . . 34432.5 Discussion and Future Research . . . . . . . . . . . . . . . . . . . . . . . 346References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 347

33 Information Society: Access to Public Information . . . . . . . . . . . . . 350Susana Molina, Gina Parrales, Soraya Linzán, and Arturo Clery33.1 Obligation of Active Publication and Access Facilitation . . . . . 35033.2 The Need to Change the Administrative Culture . . . . . . . . . . . 35333.3 Hierarchy of the Rules of Access to Information and

Protection for Whistleblowers . . . . . . . . . . . . . . . . . . . . . . . . 35433.4 Limitations to the Exercise of the Right of Access . . . . . . . . . 35533.5 Main Procedures for the Satisfactory Attention of Requests

for Access to Information . . . . . . . . . . . . . . . . . . . . . . . . . . . 358

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33.6 Attention as Much as Possible to the Request and Typesof Responses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 359

33.7 Notification of the Existence of Resources and OtherRequirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 362

34 Facebook and Polícia de Segurança Pública: An ExploratoryStudy of Follower’s Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . 363Sónia M. A. Morgado, Tiago Moniz, and Sérgio Felgueiras34.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36334.2 State of the Art . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 364

34.2.1 Information and Communication Technologiesand Networked Society . . . . . . . . . . . . . . . . . . . . . . 365

34.2.2 Social Networks and Facebook . . . . . . . . . . . . . . . . 36534.2.3 Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 367

34.3 Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36834.3.1 Conceptual Model and Hypothesis . . . . . . . . . . . . . . 368

34.4 Results and Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36934.5 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 371References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 372

35 The LexDoBusiness Collaborative Platform . . . . . . . . . . . . . . . . . . 377Helder Azeredo, José Luís Reis, and Agostinho Sousa Pinto35.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37735.2 Systematization of the Literature Review . . . . . . . . . . . . . . . . 378

35.2.1 Digital Transformation . . . . . . . . . . . . . . . . . . . . . . 37935.2.2 The Business Plan . . . . . . . . . . . . . . . . . . . . . . . . . 37935.2.3 The Business Model . . . . . . . . . . . . . . . . . . . . . . . . 38035.2.4 E-Commerce, E-Business, and M-Business . . . . . . . 38035.2.5 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38035.2.6 Digital Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . 38135.2.7 Customer Relationship Management—CRM. . . . . . . 38235.2.8 Content Management System—CMS . . . . . . . . . . . . 382

35.3 Project Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38335.3.1 The Idea for the LexDoBusiness . . . . . . . . . . . . . . . 38335.3.2 Model and Working Plan . . . . . . . . . . . . . . . . . . . . 384

35.4 Ethical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38535.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 386References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 386

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36 Machine Learning Applied to the H Index of Colombian Authorswith Publications in Scopus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 388Amelec Viloria, Jenny Paola Lis-Gutiérrez, Mercedes Gaitán-Angulo,Carmen Luisa Vásquez Stanescu, and Tito Crissien36.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38936.2 Recent Application of Machine Learning . . . . . . . . . . . . . . . . 38936.3 Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 390

36.3.1 Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39036.3.2 Algorithms Used . . . . . . . . . . . . . . . . . . . . . . . . . . 391

36.4 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39136.4.1 Descriptive Results . . . . . . . . . . . . . . . . . . . . . . . . . 39136.4.2 Algorithms Used . . . . . . . . . . . . . . . . . . . . . . . . . . 394


37 Management Model for the Logistics and Competitivenessof SMEs in the City of Barranquilla . . . . . . . . . . . . . . . . . . . . . . . . 398Juan de la Hoz Hernandez, Hugo Martinez Caraballo,Jairo Martinez Ventura, Hugo Hernandez Palma,Julio Cesar Mojica Herazo, Sandra Milena Acosta Orozco,Andres Rodriguez Toscano, and Jesus Silva37.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39837.2 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39937.3 Importance of Logistics for the Development of SMEs . . . . . . 39937.4 Logistics Model for Competitiveness in SMEs . . . . . . . . . . . . 40137.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 403References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 404

38 Business Intelligence and Data Mining to Support Salesin Retail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 406Francisca Castelo-Branco, José Luís Reis, José Carvalho Vieira,and Ricardo Cayolla38.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40638.2 Business Intelligence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 407

38.2.1 Online Analytical Processing (OLAP) . . . . . . . . . . . 40738.2.2 Release and Express Technology . . . . . . . . . . . . . . . 408

38.3 Data Mining . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40938.3.1 Data Mining Forms and Cycle . . . . . . . . . . . . . . . . 40938.3.2 Data Warehouse . . . . . . . . . . . . . . . . . . . . . . . . . . . 41038.3.3 Market Basket Analysis . . . . . . . . . . . . . . . . . . . . . 41138.3.4 Association Rules . . . . . . . . . . . . . . . . . . . . . . . . . . 41238.3.5 Cross-Selling and Up-Selling . . . . . . . . . . . . . . . . . . 412

38.4 The Future of Retail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41338.5 CRISP-DM Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 415

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38.6 Case Studies of Data Mining in Retail . . . . . . . . . . . . . . . . . . 41638.7 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 417References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 418

39 The Residents’ Perception of the Impacts of Tourism in Porto . . . . 420João Carvalho, Sandrina Ribeiro, and Marc K. Peter39.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42039.2 Tetra-Value Theory and Societal Sustainability . . . . . . . . . . . . 42139.3 The Impacts of Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42139.4 Methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42339.5 Analysis and Discussion of Results . . . . . . . . . . . . . . . . . . . . 42439.6 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 429References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 431

40 Good Practices in Logistics for SMEs: A Strategy for the GlobalMarketplace . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 435Juan de la Hoz Hernandez, Hugo Martinez Caraballo,Jairo Martinez Ventura, Hugo Hernandez Palma,Julio Cesar Mojica Herazo, Sandra Milena Acosta Orozco,Andres Rodriguez Toscano, and Jesus Silva40.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43540.2 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43640.3 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 437

40.3.1 World Class Logistics . . . . . . . . . . . . . . . . . . . . . . . 43840.4 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 441References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 441

41 How Can Marketing Managers Thrive in the Age of ArtificialIntelligence? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 444Gioia V. Volkmar41.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44441.2 Theoretical Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44541.3 Challenges and Research Question . . . . . . . . . . . . . . . . . . . . . 44641.4 Current Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44641.5 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 447References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 447

42 Customer’s Acceptance of Humanoid Robots in Services:The Moderating Role of Risk Aversion . . . . . . . . . . . . . . . . . . . . . . 449Daniel Belanche, Luis V. Casaló, and Carlos Flavián42.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 449

42.1.1 The Rise of Robots . . . . . . . . . . . . . . . . . . . . . . . . . 44942.2 Hypotheses Development . . . . . . . . . . . . . . . . . . . . . . . . . . . 45042.3 Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 452

42.3.1 Procedure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 452

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42.3.2 Measures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45342.4 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 454

42.4.1 Test of the Hypotheses . . . . . . . . . . . . . . . . . . . . . . 45442.4.2 Post Hoc Analysis . . . . . . . . . . . . . . . . . . . . . . . . . 454

42.5 Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45642.5.1 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45642.5.2 Managerial Implications . . . . . . . . . . . . . . . . . . . . . 45642.5.3 Limitations and Further Research . . . . . . . . . . . . . . 456

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 457

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About the Editors

Álvaro Rocha holds the title of an Honorary Professor, D.Sc. in InformationScience, Ph.D. in Information Systems and Technologies, M.Sc. in InformationManagement, and B.C.S. in Computer Science. He is a Professor ofInformation Systems at University of Coimbra, researcher at CISUC (Centre forInformatics and Systems of the University of Coimbra), and a collaboratorresearcher at LIACC (Laboratory of Artificial Intelligence and Computer Science)and at CINTESIS (Center for Research in Health Technologies and InformationSystems). He is also President of AISTI (Iberian Association for InformationSystems and Technologies), Chair of IEEE Portugal Section Systems, Man, andCybernetics Society Chapter, Editor-in-Chief of JISEM (Journal of InformationSystems Engineering & Management), and Editor-in-Chief of RISTI (IberianJournal of Information Systems and Technologies). Moreover, he has acted asVice-Chair of Experts in the Horizon 2020 of the European Commission, as Expertin the Ministry of Education, University and Research of the Government of Italy,and as Expert in the Ministry of Finance of the Government of Latvia.

José Luís Reis holds a Ph.D. in Technologies and Information Systems from theUniversity of Minho and a Professor with the title of specialist in Management andAdministration by IPAM – Porto. He is a Professor at ISMAI, IPAM, and as a GuestProfessor at the Catholic Porto Business School. It carries out activities in the areas oftraining and information systems and technologies in various organizations, coordi-nating various national and international projects in the areas of information man-agement, applied marketing, and strategic regional planning. He is the author ofscientific papers and articles in the fields of information systems modeling, multi-media, gamification, and datamining. He is the author and co-author of several books,namely “Personalization in Marketing – Technologies and Information Systems,“Marketing in agri-food – fundamentals and case studies” and “Gamification Modelfor SMEs.

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Marc K. Peter holds doctorate from CSU Sydney, an Executive M.B.A. fromUAS Bern/Babson College/PKU Beijing, and a Master of Marketing from theUniversity of Basel. He is a Fellow of both the British Computer Society and theChartered Institute of Marketing. At the FHNW School of Business, he is buildingand leading the Competence Center for Digital Transformation in Olten,Switzerland. His research and teaching focuses are digital transformation, digitalmarketing, and cybersecurity. Before joining FHNW, he held management posi-tions at Swiss bank PostFinance, eBay International, E*TRADE Australia, andLexisNexis in the areas of strategy, technology, sales, and marketing in Europe andAsia-Pacific.

Zorica Bogdanović holds Ph.D. and is an Associate Professor at Faculty ofOrganizational Sciences, University of Belgrade, Serbia. She teaches subjects in theareas of e-business and e-business technologies on B.Sc., M.Sc., and Ph.D. studies.Her professional and scientific interests include e-business Internet marketing,Internet technologies, and Internet of things. Results of her researches have beenpublished in many well-known international journals and conference proceedings.She is member of IEEE and secretary of IEEE Computer Chapter CO 16. She is inChair of seminar of IEEE Computer Chapter CO 16. She is in Chair of the summerschool “E-business technologies” at Faculty of Organizational Sciences since 2014.Since 2016, she is in Chair of Center for Internet of things, and since 2017, she isthe Head of Department of e-business at Faculty of Organizational Sciences.

xxvi About the Editors

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