Marketing in a multicultural and vibrant world: Proceedings for the 2024 AMS World marketing congress, Bel Ombre, Mauritius, June 25-29
Series: Developments in marketing science: proceedings of the academy of marketing sciencePublication details: Cham: Springer Nature, 2024.Description: xx, 156p., ind., 24 cm X 16 cmISBN:- 9783031809033
- 658.8002
| Item type | Current library | Call number | Materials specified | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
| Books | KEIC | 658.8002 MAR (Browse shelf(Opens below)) | Available | 23872 |
Recommended by: Varsha Jain
Summary: Marketing as a discipline is in a perpetual state of evolution, continuously adapting to diverse and dynamic environments. From subsistence to highly developed markets characterized by technological advancements, and from tradition to modernity, marketing strategies must remain agile to thrive. This book explores the intricate interplay between research, education, culture, diversity, and the development of marketing strategies in a vibrant, multicultural, and sustainable world. Featuring papers presented at the 25th Academy of Marketing Science’s World Marketing Congress, held for the first time at the Island of Mauritius in West Africa, this proceedings volume presents insights from authors with diverse cultural background offering a comprehensive understanding of marketing on a global and multicultural level.
Content:
Explicit and Implicit Sustainability Cues in Online Clothing Stores: Shopper Perceptions and Visual Attention
David Bourdin, Lisa Greslehner, Ilona Pezenka
Pages 1-12
When the Link Between Users and Digital Sharing Platform Breakdowns: Exploring the User’s Process of Discontinuance
Duong Lien
Pages 13-24
Less Is More: How to Improve the Physical B2B Trade Fair Experience
Christopher Kanitz, Olivia Büsser, Michael Schade
Pages 25-32
Effects of Digital Technologies on the Role, Functions, and Interplay of Marketing and Sales Departments in Technical B2B Companies
Andreas Zehetner, Christopher Korntner-Kanitz
Pages 33-43
How Uncanny Are Virtual vs. Human Influencers: A Text Mining Approach
Joshua Enzig, Joao Guerreiro, Sandra Loureiro
Pages 45-58
Cognitive, Affective, and Social Drivers of Music Fan-Related Behavior
Maria Ganhão, Sandra Maria Correia Loureiro, João Guerreiro, Ricardo Godinho Bilro, Mariana Rodrigues
Pages 59-68
Retail Surveillance: From Consumers’ Interaction to Data Extraction when In-store and Online
Dinara Davlembayeva, Eleonora Pantano, Davit Marikyan, Francesca Serravalle, Daniele Scarpi
Pages 69-79
The VR Experience and Purchase Intentions in the Real State
Mariana Rodrigues, Sandra Maria Correia Loureiro, Beatriz Gonçalves, João Guerreiro, Ricardo Godinho Bilro
Pages 81-86
There’s Something Funny About Humour: Towards a New Understanding of Humour in Marketing
Daphne Greiner, Jean-François Lemoine
Pages 87-97
Enhancing User Engagement on Destination Brand Facebook Pages
Chebli Youness, Cynthia Assaf, Pierre Valette-Florence, Varsha Jain
Pages 99-112
Augmented Reality’s Influence in Shaping Consumer Participation in Value Co-creation: Exploration of Online Retail Context
Zineb Lazrek, Chakib Hamadi
Pages 113-120
Resource Scarcity and Psychological Well-Being: Is Less Really More?
Bahadır Ayar, Sebnem Burnaz
Pages 121-132
Managing Customer-Centricity in Complex B2B Settings: Formulation and Implementation
Kofi Osei-Frimpong, Nouha Berrada
Pages 133-142
Geographical Indications as a Strategy for International Market Orientation: A Bibliometric and Systematic Review of the Literature
Isaac Gezer, Janaina de Moura Engracia Giraldi, Simone Vasconcelos Ribeiro Galina, Rodolfo de Paião Campos, Vish Maheshwari
Pages 143-156
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