Advances in Digital Marketing and eCommerce First International Conf
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
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Francisco J. Martínez-López Steven D’Alessandro Editors
Advances in Digital Marketing and eCommerce First International Conference, 2020
Springer Proceedings in Business and Economics
Springer Proceedings in Business and Economics brings the most current research presented at conferences and workshops to a global readership. The series features volumes (in electronic and print formats) of selected contributions from conferences in all areas of economics, business, management, and finance. In addition to an overall evaluation by the publisher of the topical interest, scientific quality, and timeliness of each volume, each contribution is refereed to standards comparable to those of leading journals, resulting in authoritative contributions to the respective fields. Springer’s production and distribution infrastructure ensures rapid publication and wide circulation of the latest developments in the most compelling and promising areas of research today. The editorial development of volumes may be managed using Springer’s innovative Online Conference Service (OCS), a proven online manuscript management and review system. This system is designed to ensure an efficient timeline for your publication, making Springer Proceedings in Business and Economics the premier series to publish your workshop or conference volume.
More information about this series at http://www.springer.com/series/11960
Francisco J. Martínez-López Steven D’Alessandro
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Editors
Advances in Digital Marketing and eCommerce First International Conference, 2020
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Editors Francisco J. Martínez-López Department of Business Administration 1 University of Granada Granada, Spain
Steven D’Alessandro School of Management and Marketing University of Tasmania Sandy Bay, TAS, Australia
ISSN 2198-7246 ISSN 2198-7254 (electronic) Springer Proceedings in Business and Economics ISBN 978-3-030-47594-9 ISBN 978-3-030-47595-6 (eBook) https://doi.org/10.1007/978-3-030-47595-6 © The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editor
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