دانلود کتاب Marketing and Smart Technologies: Proceedings of ICMarkTech 2022, Volume 2

فهرست مطالب :

Preface
Contents
About the Editors
Part I Blockchain Applied to Marketing
1 The Use of Cryptocurrencies as a Tool for the Development of Marketing in Tourism
1.1 Introduction
1.2 Materials and Methods
1.2.1 Creation of Cryptocurrencies by Travel Services, Negative Consequences
1.3 Results
1.4 Discussion
1.5 Conclusion
References
2 Blockchain Use Possibilities: A Systematic Literature Review
2.1 Introduction
2.2 Background
2.2.1 Obstacles to Blockchain Implementation in Tourism
2.3 Materials and Methods
2.4 Findings
2.4.1 Blockchain Application Possibilities in the Tourism Industry
2.4.2 Payments with the Use of Cryptocurrencies in Spain and Poland in Tourism-Related Services
2.5 Discussion and Conclusion
References
Part II Business Intelligence Databases and Marketing
3 Comparison of Semi-structured Data on MSSQL and PostgreSQL
3.1 Introduction
3.2 Related Work
3.3 Experimental Setup
3.3.1 Generate JSON
3.3.2 Setup DBMS Environment
3.3.3 Insert Data
3.3.4 Query Data
3.3.5 Update Data
3.4 Results and Analysis
3.4.1 Tables Sizes
3.4.2 Inserts
3.4.3 Selects
3.4.4 Updates
3.5 Conclusions
References
4 Coolhunting Canvas: A Pedagogical Toolkit to Support Trendspotting and Sociocultural Innovation in Marketing
4.1 Introduction: Analysing Patterns in Culture
4.2 Mapping the Cool
4.3 Trend Research Tools: An Academic Perspective
4.4 The Coolhunting Canvas
4.5 Conclusions
References
5 Hotel Customer Segmentation Using the Integrated Entropy-CRITIC Method and the 2T-RFMB Model
5.1 Introduction
5.2 Theoretical Framework
5.2.1 The RFM Model and Its Improvement
5.2.2 The 2-Tuple Linguistic Model
5.2.3 The 2T-RFMB Model
5.2.4 The Entropy Method
5.2.5 The CRiteria Importance Through Intercriteria Correlation (CRITIC) Method
5.2.6 The Integrated Entropy-CRITIC Method
5.3 Application of the Proposed Model to Hotel Customer Segmentation
5.3.1 Data Collection and Cleaning
5.3.2 Data Transformation
5.3.3 Calculation of the Objective Weights for Each Indicator
5.3.4 Customer Value and Ranking
5.3.5 Customer Segmentation and Strategies
5.4 Conclusions and Future Work
References
6 Intellectual Capital Versus Competitive Advantages: Together Which Underlines Some Relevant Literature?
6.1 Introduction
6.2 Literature Review
6.3 Conclusions
References
7 Press Consumption in Chile During COVID-19: Digital Marketing Variables at Analysis
7.1 Introduction
7.2 Materials and Method
7.3 Data Analysis
7.4 Conclusions
References
8 Information Visualization (InfoVis) in the Decision Process
8.1 Introduction
8.2 Objectives and Questions
8.3 Information Visualization (InfoVis)
8.3.1 Definitions
8.3.2 Visualization Goals
8.4 Characterize the Variants of the Visualization Areas
8.5 Visual Analysis in Dynamic Social Networks
8.6 InfoVis Framework
8.6.1 The Visualization Design
8.6.2 InfoVis Evaluation
8.6.3 InfoVis Decision Support
8.6.4 Visual Comparison for Viewing Information
8.6.5 InfoVis in Mobile Environments
8.6.6 Viewing Defined Sets and Data
8.6.7 Advances and Challenges
8.7 Visual Analytics in the Future
8.8 Conclusion
References
Part III Customer Data Management and CRM
9 CRM and Smart Technologies in the Hospitality
9.1 Introduction
9.2 Customer Relationship Management (CRM) and Personalization
9.3 Smart Technologies and Experience Personalization in the Context of the Hospitality Industry
9.3.1 Gamification
9.3.2 The Internet of Things (IoT)
9.3.3 Chatbots
9.3.4 Augmented Reality (AR) and Virtual Reality (VR)
9.3.5 Smart Technologies, Experience Personalization in the Hospitality and Customer Knowledge Framework
9.4 Conclusions
References
10 A Systematic Approach to Segmentation Analysis Using Machine Learning for Donation-Based Crowdfunding
10.1 Introduction
10.1.1 Background
10.1.2 Donation-Based Crowdfunding Platforms
10.1.3 Marketing Challenge in Donation-Based Crowdfunding
10.2 Literature Review
10.2.1 Segmentation Analysis Using Socio-Demographic and RFM Metric
10.2.2 Theoretical and Practical Limitations
10.3 Empirical Application and Methodology
10.3.1 Data and Model Specification
10.3.2 Model Development
10.3.3 Model Estimation Using RFMP Framework
10.4 Model Performance and Result Analysis
10.4.1 Donor Segmentation
10.4.2 Segmentation Analysis
10.4.3 Campaign-Wise Analysis
10.5 Conclusion and Future Research
References
11 Models of Destination Loyalty at Heritage Sites: Are We There Yet?
11.1 Introduction
11.2 Recent Literature of Destination Loyalty on the Context of Heritage Tourism
11.2.1 A Bird-View of Destination Loyalty’ Related Variables and Methodologies Used in Heritage Tourism
11.2.2 The Construct of Destination Loyalty in Tourism Literature
11.2.3 Place Attachment Literature
11.3 Methodology
11.4 Results and Discussion
11.5 Conclusions
References
Part IV Gamification Technologies to Marketing
12 Develop a Virtual Learning Environment (Eva) to Train Agents in Security and Private Surveillance
12.1 Introduction
12.2 Methodology
12.2.1 PMBOK
12.2.2 Scrums
12.3 Results
12.3.1 Start Phase
12.3.2 Planning Phase
12.3.3 Monitoring and Control Phase
12.4 Conclusion
References
Part V Innovative Business Models and Applications for Smart Cities
13 Internal Stakeholders’ Readiness for Developing Smart Railway Services Through Crowd-Based Open Innovations
13.1 Introduction
13.2 Literature Review
13.3 Roles and Stakeholders in Crowd-Based Open Innovation in Railway Context
13.3.1 A Model for Introducing the Concept of Open Innovation in Serbian Railways
13.3.2 Stakeholders in Serbian Railways
13.4 Methodology
13.5 Results
13.6 Conclusion
References
14 A Model for Municipality Buildings Renting Auction on Algorand Blockchain
14.1 Introduction
14.2 Blockchain for the Smart City
14.3 Algorand Blockchain
14.4 Problem Statement and Solution Design
14.5 Discussion and Conclusion
References
15 Rethinking Smart Mobility: A Systematic Literature Review of Its Effects on Sustainability
15.1 Introduction
15.2 Background
15.2.1 Smart Mobility
15.2.2 Sustainability
15.3 Methodology
15.3.1 Research Strategy
15.3.2 Screening Process
15.4 Results
15.4.1 General Observations
15.4.2 Alternatives to Private Car
15.4.3 Improvements of Existing Infrastructures
15.4.4 Urban Mobility Policies
15.4.5 Smart Mobility Environment Models
15.5 Discussion and Conclusion
References
16 The Power of a Multisensory Experience—An Outlook on Consumer Satisfaction and Loyalty
16.1 Introduction
16.2 Literature Review
16.2.1 Sensory Marketing
16.2.2 Customer Satisfaction
16.2.3 Customer Loyalty
16.3 Methodology
16.4 Results
16.5 Main Findings and Conclusions
16.5.1 Research Limitations
16.5.2 Recommendations for Future Research
References
Part VI Mobile Marketing and Wearable Technologies
17 Technology Acceptance: Does the Users Accept the Change of Operating System of Their Smartphone?
17.1 Introduction
17.2 Literature Review
17.2.1 Mobile Communications
17.2.2 Mobile Operating Systems
17.2.3 Technology Adoption
17.3 Methodology
17.4 Analysis and Discussion of Results
17.5 Conclusion
References
18 Database Performance on Android Devices, A Comparative Analysis
18.1 Introduction
18.2 Related Work(s)
18.3 Architectures
18.3.1 SQLite
18.3.2 greenDAO
18.3.3 Room
18.3.4 ObjectBox
18.3.5 Realm
18.4 Experimental Setup
18.4.1 Dataset
18.5 Results and Analysis
18.6 Conclusions and Future Work
18.6.1 Future Work
References
19 QR Codes Research in Marketing: A Bibliometric and Content Analysis
19.1 Introduction
19.2 Literature Review
19.2.1 QR Code Early Beginnings
19.2.2 Future Projections for QR Codes After COVID-19
19.3 Research Questions and Methodology
19.3.1 Research Questions
19.3.2 Methodology
19.4 Results
19.4.1 Most Cited Documents
19.4.2 Evolution of Documents Publication About QR Codes
19.4.3 Main Research Trends in the Field of QR Codes
19.5 Final Considerations
References
Part VII Omnichannel and Marketing Communication
20 How Brand Marketing Communications Affect Brand Authenticity for Fast-Moving Consumer Goods
20.1 Background
20.2 Theoretical Framework and Research Hypothesis
20.2.1 Brand Authenticity
20.2.2 The Direct Influence of Brand Marketing Communication on Brand Authenticity
20.2.3 The Indirect Influence of Brand Marketing Communications on Brand Authenticity Through the Clarity of Positioning
20.2.4 Control Influences of Place, Product, and Price of Marketing Mix
20.3 Methodology
20.3.1 Sample and Data Collection
20.3.2 Measurement
20.4 Results
20.4.1 Measurement Model
20.4.2 Structural Model
20.5 Discussion
20.5.1 Implications
20.6 Limitation and Future Research
20.7 Conclusion
References
21 Digital Innovation Hubs: SMEs’ Facilitators for Digital Innovation Projects, Marketing Communication Strategies and Business Internationalization
21.1 Introduction
21.2 Literature Review on DIHs’ Role in Business Development
21.3 Context, Data and Methods
21.4 Results and Discussions
21.4.1 Global Perspective on European Union DIHs
21.4.2 Commercial Infrastructure—DIHs Support Services for SMEs
21.4.3 Market Intelligence—DIHs Support Services for SMEs
21.4.4 Voice of the Customer, Product Consortia—DIHs Support Services for SMEs
21.4.5 Ecosystem Building, Scouting, Brokerage, Networking—DIHs Support Services for SMEs
21.5 Conclusions and Future Research
References
22 Omnichannel Marketing in Ambato’s SMEs
22.1 Introduction
22.2 Methodology
22.3 Results
22.4 Discussion
22.5 Conclusions
References
23 Relationship Marketing, The Way to Customer Satisfaction and Loyalty
23.1 Introduction
23.2 Literature Review
23.2.1 Marketing
23.2.2 Brand
23.2.3 Satisfaction
23.2.4 Loyalty
23.3 Methodology
23.4 Results Analysis
23.5 Conclusion
References
Part VIII Social Media and Networking
24 Behaviour of the Adolescents and Their Parents in Relation to the Micro-Influencers in Instagram
24.1 Introduction
24.2 Consumer Behaviour and Influence Marketing
24.2.1 Micro-influencers
24.2.2 Influencing Agencies
24.3 Instagram Social Network
24.4 Adolescence and Social Networks
24.4.1 Parental Intervention
24.4.2 Research Methodology
24.4.3 Objectives
24.4.4 Research Hypotheses and Conceptual Model
24.4.5 Data Collection Method
24.5 Analysis of the Survey Results
24.6 Analysis of Interviews
24.7 Validation of the Hypotheses
24.8 Conclusions, Limitations, and Future Work
References
25 Consumer Profile and Behavior in Specific Marketing Contexts: A Study on Luxury Brands
25.1 Introduction
25.2 Luxury and Marketing
25.3 Luxury Products and Services
25.4 Luxury Brands
25.5 Luxury Consumer
25.6 Final Considerations and Next Steps
References
26 The Impact of YouTube and TikTok Influencers in the Customer Journey: An Empirical Comparative Study Among Generation Z Users
26.1 Introduction
26.2 Theoretical Background
26.2.1 Generation Z and the Use of Social Network Sites
26.2.2 Customer Journey and Touchpoints
26.2.3 Digital Influencers in the Customer Journey
26.3 Methods
26.4 Results
26.5 Conclusions, Limitations, and Implications
References
27 Relationship Marketing on Higher Education Institutions (HEI) in Times of Pandemic (Covid-19)
27.1 Introduction
27.2 Theoretical Framework
27.2.1 Relationship Marketing
27.2.2 HEI Relationship Marketing
27.2.3 Relationship Marketing Strategies
27.3 Methodology
27.3.1 Data and Simple
27.3.2 Analysis Methods and Results
27.4 Conclusions
References
28 Analysis of #YoDecidoCuando (I Decide When) Campaign on TikTok, as Educational Communication for Teenage Pregnancy Prevention
28.1 Introduction
28.2 State of the Art
28.2.1 Teenage Pregnancy
28.3 Research Method
28.4 Results and Discussion
28.4.1 TikTok and TikTokers
28.4.2 Perception of TikTok in the Areas of Education and Health
28.4.3 TikTok in Educational Campaigns for Teenage Pregnancy Prevention
28.4.4 #YoDecidoCuando Case
28.5 Conclusions
References
29 Social Media Followers: The Role of Value Congruence and the Social Media Manager
29.1 Introduction
29.2 Research Background and Hypotheses
29.2.1 The Social Media Manager’s Perceived Authenticity
29.2.2 The Follower’s Value Congruence
29.2.3 The Social Media Manager’s Task Competence
29.3 Methodology
29.3.1 Sample
29.3.2 Measures
29.4 Results
29.5 Discussion
29.5.1 Managerial Implications
29.5.2 Limitations and Future Research
References
30 Hybrid Entrepreneurship: A Systematic Review
30.1 Introduction
30.2 Methods
30.3 Results and Discussion
30.4 Conclusion
References
31 Impact of Mobile Apps on Building Customer Relationships and Financial Support for the Football Club: Findings from Ruch Chorzów
31.1 Introduction
31.2 The Ruch Chorzów Mobile App
31.2.1 Incomes to the Club
31.2.2 Building Relationships with Fans
31.3 Methodology
31.4 Results
31.4.1 Usability of Ruch Chorzów App
31.4.2 Usage of Ruch Chorzów App
31.4.3 Impact of Application on Financial Performance
31.5 Discussion
31.6 Conclusions
References
32 Understanding Bullying and Cyberbullying Through Video Clips on Social Media Platforms
32.1 Introduction
32.2 Background
32.3 Method
32.4 Results
32.5 Conclusions
References
33 Gender Bias in Chatbots and Its Programming
33.1 Introduction
33.2 Related Work
33.3 Method
33.3.1 Participants
33.3.2 Instruments
33.3.3 Procedure
33.4 Results
33.5 Conclusions
References
34 Production, Exhibition, and Promotion of the Peruvian Web Series: Miitiin, Brigada de Monstruos y Leo en el Espacio
34.1 Introduction
34.1.1 The Internet as a Protagonist of Audiovisual Evolution
34.1.2 New Features for Web Series
34.1.3 YouTube as an Exhibition Medium
34.1.4 Marketing and Promotion of Web Series
34.2 Methodology
34.3 Results
34.3.1 Digital Platforms and Universe of YouTube
34.3.2 Production, Exhibition, and Promotion of Peruvian Web Series
34.4 Discussion and Conclusion
References
35 Management Model and Capture of Benefits Integrated into the Practice of Project Management
35.1 Introduction
35.2 Research Background
35.3 The Solution
35.3.1 Proposed Framework—Step 1
35.3.2 Tool Development—Step 2
35.4 Evaluation
35.4.1 Results Discussion
35.5 Conclusion
References
36 The Influence of Social Media on Voters’ Decision-Making Process in Portugal: A Case Study
36.1 Introduction
36.2 Theoretical Background
36.2.1 Marketing
36.2.2 Political Marketing
36.2.3 Digital Marketing and Social Media
36.2.4 Online Political Communication
36.3 Methods
36.4 Presentation and Results Analysis
36.4.1 Questionnaire Survey 1—During the Pre-election Campaign Period
36.4.2 Questionnaire Survey 2—During the Election Campaign Period
36.4.3 Questionnaire Survey 3—During the Post-election Period
36.5 Conclusions and Practical Implications
References
37 How Endorser Promotes Emotional Responses in Video Ads
37.1 Introduction
37.2 Theoretical Framework
37.2.1 Endorser Fit, Familiarity, and Altruism
37.2.2 Narrative Transportation
37.2.3 Emotional Responses: Sympathy
37.3 Methodology
37.3.1 Sample
37.4 Results
37.4.1 Measurement Model
37.4.2 Structural Model
37.5 Discussion
37.6 Conclusions
References
38 The Impact of Surprise Elements on Customer Satisfaction
38.1 Introduction
38.2 Theoretical Background
38.2.1 Surprise
38.2.2 Customer Satisfaction
38.2.3 Customer Delight
38.2.4 Sales Promotion
38.2.5 Relevant Aspects When Using the Surprise Element
38.2.6 Research Hypotheses
38.3 Methodology
38.3.1 Experimental Design
38.3.2 Choosing and Assignment of the Participants
38.3.3 Experimental Design Results
38.3.4 Manipulation Check
38.3.5 Internal Consistency
38.3.6 Questionnaire and Hypotheses Research Analysis
38.4 Discussion
38.4.1 Final Considerations
38.4.2 Theoretical Contributes and Managerial Implications
38.5 Conclusions
References
39 The Social and Financial Impact of Influencers on Brands and Consumers
39.1 Introduction
39.2 From Traditional Marketing to Digital Marketing
39.3 Consumer Buying Process
39.4 Social Media
39.4.1 Instagram
39.4.2 Influencers
39.4.3 Influencer Marketing
39.5 Research Methodology
39.5.1 Objectives
39.5.2 Research Hypotheses, Propositions and Conceptual Model
39.5.3 Data Collection Method
39.6 Analysis of Interviews
39.7 Analysis of the Questionnaire Results
39.7.1 Exploratory Factor Analysis
39.8 Validation of the Hypotheses and Propositions
39.9 Conclusions, Limitations and Future Work
References
40 Has It Ever Been the Fashion Blog’s Dusk? A Thematic Analysis-Based Research on the Anguishes in the Post-transition from Text Blog Writers to the Ready-Made Scroll, Scroll, Scroll Instagram Images
40.1 Introduction
40.2 Method
40.2.1 Participants
40.2.2 Semi-Structured Interview
40.2.3 Data Analysis with Thematic Analysis
40.3 Data Analysis and Results
40.3.1 Data Familiarisation
40.3.2 Coding
40.3.3 Search for Themes
40.3.4 Review and Refinement of the Themes
40.3.5 Naming the Themes
40.3.6 Final Reporting
40.3.7 Results of the Analysis Centred Around the Research Questions
40.3.8 Summary of Results
40.4 Discussion and Conclusions
References
Part IX Web Marketing, E-Commerce and V-Commerce
41 Impact of E-commerce on Corporate Sustainability—Case Study
41.1 Introduction
41.2 Literature Review
41.2.1 Sustainability in Companies
41.2.2 Sustainability and E-commerce
41.2.3 Environmental Sustainability and E-commerce
41.2.4 Social Sustainability and E-commerce
41.2.5 Economic Sustainability and E-commerce
41.3 Methodological Approach
41.4 Presentation, Analysis and Discussion of Results
41.5 Conclusion
References
42 Social Commerce—When Social Media Meets E-commerce: A Swiss Consumer Study
42.1 Introduction
42.2 Social Commerce
42.2.1 Background
42.2.2 Social Commerce Features on Major Social Media Platforms
42.3 Research Methodology
42.4 Results
42.4.1 Social Media Usage Among Swiss Consumers
42.4.2 E-commerce Usage Among Swiss Consumers
42.4.3 Social Commerce: When Social Media Meets E-commerce
42.5 Discussion and Conclusion
42.6 Limitations and Future Research
References
43 Web Marketing Trends—Case Study of Trigénius
43.1 Introduction
43.2 Literature Review
43.2.1 Digital Marketing at a Glance
43.2.2 Relationship Marketing and Loyalty
43.2.3 SEM and SEO
43.2.4 Social Media Marketing
43.2.5 Content Marketing
43.2.6 E-mail Marketing
43.3 Methodology
43.4 Case Study—Trigénius
43.4.1 Brief Description of Trigénius
43.4.2 The Study Case Operations
43.5 Results and Discussion
43.6 Conclusion
References
44 Augmented Reality: Toward a Research Agenda for Studying the Impact of Its Presence Dimensions on Consumer Behavior
44.1 Introduction and Research Aim
44.2 Background
44.3 Methodology
44.4 Results
44.5 Future Research Directions
44.6 Implications for Theory and Practice
44.7 Conclusion
References
45 Online Purchasing Behavior of Portuguese Consumers of Garment and Beauty Products During the COVID-19 Pandemic
45.1 Introduction
45.2 Methods
45.3 Results and Discussion
45.4 Conclusion
References
46 Systematic Literature Review—Factors of Loyalty and Acceptance in Voice Commerce
46.1 Introduction
46.1.1 Voice Commerce
46.1.2 Virtual Assistants
46.1.3 Loyalty in e-Commerce
46.2 Methodology
46.2.1 Phase 1: Formulating the Research Question
46.2.2 Phase 2: Identifying the Relevant Studies
46.2.3 Phase 3: Inclusion and Exclusion Criteria
46.2.4 Phase 4: Extracting and Analyzing the Relevant Data
46.2.5 Phase 5: Compiling, Summarizing, and Reporting
46.3 Results
46.3.1 Key Characteristics of Studies on the Topic
46.4 Discussion
46.4.1 Expected Performance
46.4.2 Hedonic Motivation
46.4.3 Perceived Value
46.4.4 Previous Experience with Voice Commerce
46.4.5 Power Experience
46.4.6 Perceived Risk
46.4.7 Social Presence
46.4.8 Convenience
46.4.9 Animation
46.5 Example of a Success Story—Alexa (Amazon)
46.6 Conclusion
46.7 Declaration of Conflicting Interests
References
47 Analyzing Driving Factors of User-Generated Content on YouTube and Its Influence on Consumers Perceived Value
47.1 Introduction
47.2 Existing Studies of UGC and Background
47.3 Methodology
47.3.1 Research Questions and Conceptual Model
47.3.2 Questionnaire Structure
47.3.3 Data Collection
47.3.4 Sample Characteristics
47.4 Results and Discussion
47.5 Conclusion
References
48 Exploratory Analysis of Financial Literacy and Digital Financial Literacy: Portuguese Case
48.1 Introduction
48.2 Literature Review
48.2.1 Actual Financial Literacy
48.2.2 Perceived Financial Literacy
48.2.3 Digital Financial Literacy
48.3 Study Design and Data Analysis
48.4 Results and Discussion
48.4.1 Actual Financial Literacy
48.4.2 Perceived Financial Literacy
48.4.3 Digital Financial Literacy
48.5 Conclusions
References
49 The Influence of Instagram on Consumer Behavior and Purchase of Home Decor Items in Brazil
49.1 Introduction and Theoretical Framework
49.2 Methods
49.3 Results and Discussion
49.4 Conclusion
References
50 Study of the Online Fashion Consumer Shopping Journey and the Effects of Digital Communication Media: Case Study MO Online
50.1 Introduction
50.2 Literature Review
50.2.1 Online Consumer Journey and Touchpoints
50.2.2 Digital Marketing Communication
50.3 Conceptual Model
50.4 Methodological Decisions
50.4.1 Methodological Approach Case Study
50.4.2 Data Collection
50.5 Results
50.5.1 Characterization of Respondents
50.5.2 Instrument Validation
50.5.3 Consumer Behavior Analysis: Online Shopping Journey and Digital Media
50.5.4 Descriptive Statistics: Digital Media Communication Preferences
50.6 Discussion and Conclusions
50.6.1 Discussion of Results
50.6.2 Contributions of the Study
50.6.3 Limitations and Suggestions for Future Research
References
51 Optimizing Marketing Through Web Scraping
51.1 Introduction
51.2 Literature Review
51.3 Materials and Methods
51.3.1 Web Scraping Process
51.3.2 Design of the Topic Base
51.4 Results: Development of Data Extraction Software
51.4.1 Web Scraping Software
51.4.2 Web System—Appliance Search Optimization
51.5 Conclusions
References
52 Online Shopping Experience on Satisfaction and Loyalty on Luxury Brand Websites
52.1 Introduction
52.2 Literature Review and Hypothesis Development
52.3 Research Methodology
52.4 Analysis and Results
52.4.1 Sociodemographic Characterization
52.4.2 Validation of the Measurement Model
52.4.3 Validation of the Structural Model
52.4.4 Measurement Analysis of the Total and Specific Indirect Effects
52.4.5 Multi-Group Analysis
52.5 Discussion
52.6 Conclusion
52.6.1 Research Implications
52.6.2 Limitations and Future Research
References
53 The Impact of Food Delivery Applications on the Restaurant Industry: The Perception of Restaurant Managers in the Metropolitan Area of Porto
53.1 Introduction
53.2 Reviewing the Literature
53.2.1 Food Delivery Applications—FDAs
53.2.2 The Practices and Strategies Implemented by the FDAs
53.2.3 The Context of Restaurants
53.2.4 Customers’ Relationships
53.2.5 Value Proposition and Value Perceived by Customers
53.3 Methodology
53.4 Data Analysis and Empirical Results
53.4.1 Restaurant “A”
53.4.2 Restaurant “B”
53.4.3 Restaurant “C”
53.4.4 Restaurant “D”
53.5 Conclusions
53.5.1 Research Conclusions
Appendix 1—Method Used for Literature Review
References
54 Exploring the Impact of Esthetics and Demographic Variables in Digital Marketing Campaigns
54.1 Introduction
54.2 Theoretical Framework
54.3 Research Method
54.3.1 Experimental Participants
54.3.2 Selection of Advertising Photos
54.3.3 Design of Survey Questions
54.4 Results
54.4.1 Esthetics
54.4.2 Demographics
54.5 Discussion
54.6 Conclusion
54.7 Future Research
References
Author Index