This book highlights the latest research articles presented at the second Digital Marketing & eCommerce Conference in June 2021. Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, branding on social media, social media-based business models, user privacy and security protection on social media, social video marketing and commerce, among other topics.
Über den Autor Francisco J. (Hrsg.) Martínez-López
Francisco J. Martínez-López is Professor of Business Administration at the University of Granada in Spain.
Luis F. Martinez is Associate Professor of Marketing and Behavioral Science at Nova School of Business & Economics, Nova University Lisbon, Portugal.
Philipp Brüggemann is Postdoctoral Researcher at the University of Hagen, Germany.