Marketing and Smart Technologies

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2019), held at Maieutica Academic Campus (University Institute of Maia& Polytechnic Institute of Maia) in Maia, Portugal, from 27 to 29 November 2019. 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.

Álvaro Rocha holds the title of an Honorary Professor, D.Sc. in Information Science,Ph.D. in Information Systems and Technologies, M.Sc. in Information Management, and B.C.S. in Computer Science. He is a Professor of Information Systems at University of Coimbra, researcher at CISUC (Centre for Informatics and Systems of the University of Coimbra), and a collaborator researcher at LIACC (Laboratory of Artificial Intelligence and Computer Science) and at CINTESIS (Center for Research in Health Technologies and Information Systems). He is also President of AISTI (Iberian Association for Information Systems and Technologies), Chair of IEEE Portugal Section Systems, Man, and Cybernetics Society Chapter, Editor-in-Chief of JISEM (Journal of Information Systems Engineering & Management), and Editor-in-Chief of RISTI (Iberian Journal of Information Systems and Technologies). Moreover, he has acted as Vice-Chair of Experts in the Horizon 2020 of the European Commission, as Expert in 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 the University of Minho and a Professor with the title of specialist in Management and Administration by IPAM ¿ Porto. He is a Professor at ISMAI, IPAM, and as a Guest Professor at the Catholic Porto Business School. It carries out activities in the areas of training and information systems and technologies in various organizations, coordinating various national and international projects in the areas of information management, applied marketing, and strategic regional planning. He is the author of scientific papers and articles in the fields of information systems modeling, multimedia, gamification, and data mining. 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 Model for SMEs.

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

Zorica Bogdanovi¿ holds Ph.D and is an Associate Professor at Faculty of Organizational Sciences, University of Belgrade, Serbia. She teaches subjects in the areas 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 been published in many well-known international journals and conference proceedings. She is member of IEEE and secretary of IEEE Computer Chapter CO 16. She is in Chair of seminar of IEEE Computer Chapter CO 16. She is in Chair of the summer school "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 is the Head of Department of e-business at Faculty of Organizational Sciences.

The Digital Advertising Conceptual Flow - A Literature Review.- Featured Snippets Results in Google Web Search: An Exploratory Study.- Willingness to pay a premium price for streaming services: the role of trust in services.- Websites as spaces of confluence: narratives and the pursuit of legitimacy.- User Behavior: The Case of Instagram.- The Influence of YouTubers in Consumer Behavior.