Preface
Contents
About the Editors
Artificial Intelligence Applied in Marketing
Forecasting Hotel-booking Cancelations Using Personal Name Records: An Artificial Intelligence Approach
1 Introduction
2 Literature Review
2.1 The Context of the Hospitality Industry
2.2 Demand and Cancelation Forecasting: Methods and Techniques
3 Methodology
3.1 Data Preparation
3.2 Models and Validation
4 Results for Cancelation Forecasting
5 Conclusions
References
Managerial Decisions in Marketing: The Individual Perception of Explainable Artificial Intelligence
1 Introduction
2 Theoretical Background
3 Experimental Study: Research Procedure and Results
3.1 Research Procedure
3.2 Results
4 Implications and Future Research
5 Conclusion
References
Find Me if You Can! Identification of Services on Websites by Human Beings and Artificial Intelligence
1 Introduction
2 Promoting Services on Company Webpages
3 Methodology
3.1 Empirical Context—Service Typology in the Field of Advanced Manufacturing
3.2 Applied Methods for Analyzing Webpages
3.3 Human Behavior: Manual Annotations
3.4 Web Analysis Using Artificial Intelligence
4 Findings
5 Outlook and Limitations
References
Under Which Conditions Are Humans Motivated to Delegate Tasks to AI? A Taxonomy on the Human Emotional State Driving the Motivation for AI Delegation
1 Introduction
2 The Appreciation and Denial of AI Services
3 Emotions and Decision-Making
4 Linking AI Delegation to Emotional States
5 A Taxonomy on Human Motivation to Delegate Tasks Towards AI
6 Conclusion
References
Roadmapping Collaborative Exploitation and Marketing of an AI-Based Knowledge Platform
1 Introduction
2 Related Research
3 Collaboration-Oriented Roadmapping
3.1 Preference Elicitation and Collaborative Roadmapping Diagram Building
3.2 The Role of Real Options in the Roadmapping Process
3.3 Applying the Roadmapping Diagram to Marketing Action Planning
4 Summary and Conclusions
References
Business Intelligence Databases and Marketing
Does Concept Recall in Brand Image Show High Loyalty? An Experimental Study on the Apple MacBook
1 Introduction
2 Literature Review and Derivation of Hypothesis
3 Method
3.1 Survey
3.2 Verification
4 Results
5 Practical Implications and Limitations
References
What Makes a Movie Get Success? A Visual Analytics Approach
1 Introduction
2 The Datasets
2.1 Filtering
2.2 Cleaning
2.3 Merging
3 Exploratory Data Analysis and Hypothesis Formulation
4 Hypotheses Assessment
4.1 Titles Per Region
4.2 Title’s Success
5 Conclusions
References
Impact of COVID-19 and Rapid Response of Small Restaurants in Thailand
1 Introduction
1.1 Importance of Restaurants Businesses
1.2 Coronavirus and Impact for Restaurant Businesses
2 Methodology
3 Result
3.1 Impact of COVID-19 on Small Restaurants in Thailand
3.2 Rapid Response of Small Restaurants to the COVID-19
4 Recommendation and Suggestion
5 Conclusion
References
Improving Communication with Media: Portuguese National Public Police Case
1 Introduction
2 Conceptual Background
3 Methodology
3.1 Conceptual Model and Hypothesis
3.2 Method
3.3 Corpus and Procedures
4 Results
5 Conclusion
References
Database Encryption Performance Impact on PostgreSQL and MongoDB
1 Introduction
2 Related Work(s)
3 Experimental Setup
3.1 Encryption at Rest
3.2 AES Encryption Algorithm
3.3 Proposed Work
4 Results and Analysis
5 Conclusions and Future Work
5.1 Future Work
References
Multi-DB Data Streaming on Polyglot Systems
1 Introduction
2 Related Work(s)
3 Architecture and Technologies
4 Experimental Setup
5 Experimental Work and Results
5.1 Phase 1: Producer and Message Broker
5.2 Phase 2: Producer, Message Broker, and Two Consumers
5.3 Phase 3: Producer, Message Broker, and Four Consumers
5.4 Phase 4: DB Isolation and Connectivity Restore
5.5 Phase 5: ksqlDB Data Enrichment
6 Conclusions and Future Work
References
OSSpal Qualitative and Quantitative Comparison: Couchbase, CouchDB, and MongoDB
1 Introduction
2 Related Work
2.1 NoSQL
2.2 NoSQL Scaling Capabilities
2.3 Document-Oriented Storage
3 MongoDB, Couchbase, and CouchDB
4 OSSpal Results and Analysis
5 Conclusions and Future Work
References
Security Analysis in the Architecture of the ATM Service
1 Introduction
2 Materials and Methods
2.1 Documentary Research
2.2 Field Research
3 Results
4 Discussion
5 Conclusions
References
Critical Success Factors for BI Implementation in a Portuguese Higher Education Institution
1 Introduction
2 Literature Review
2.1 Critical Success Factors in BI Implementations
2.2 BI in Higher Education Institutions
3 Case Description
3.1 HEI Characterization
3.2 Information Systems Integration
3.3 Data Quality
4 Discussion
4.1 Recommendations
5 Conclusions
References
An Application of Open Data in Public Administrations: The Lanzarote Tourism Indicator Dashboard
1 Introduction
2 The Extraction Routine in Istacbaser
2.1 Downloading Data from ISTAC
2.2 Data Visualization
3 Dashboard for Lanzarote Tourism Data Visualization
4 Conclusions
References
Structuring Best Practices of Search Engine Optimization for Webpages
1 Introduction
2 Search Engine Marketing—SEM
3 Search Engine Optimization—SEO
4 Google’s Guidelines
5 Long Tail Keywords and Keyword Research
6 On-Page Optimization
6.1 Title Tags
6.2 Meta descriptions
6.3 Meta keywords
6.4 Heading Tags
6.5 Images and Media Alt-Text
6.6 Taxonomy and Ontology
6.7 Sitemap
6.8 Responsive Navigation, Page Speed and Structured Data
6.9 Bounce Rate and Time on Website
6.10 Status Code
6.11 SSL Security Certificate
6.12 URL Structure
6.13 Noindex and Nofollow Tags
6.14 Crawl Depth
6.15 Canonical Tag
6.16 Hreflang Tag
7 Page Rank—PR
8 Off-Page Optimization—Link Building
9 Content Marketing
10 Conclusion
References
Data Mining and Big Data—Marketing Data Science
The Influence of Emotions and Score Attributes on Online Ratings in P2P Accommodation: A Data Mining Study
1 Introduction
2 Theoretical Background and Hypothesis
2.1 Emotions and Ratings
2.2 P2P Attributes and Online Ratings
2.3 Location of the P2P Property and Ratings
2.4 Language and Online Ratings
3 Method and Data
4 Results and Discussion
5 Conclusions
References
Sensing the Impact of COVID-19 Restrictions from Online Reviews: The Cases of London and Paris Unveiled Through Text Mining
1 Introduction
2 Literature Review
2.1 Sentiment Analysis and the Impact of COVID-19
2.2 Conceptual Framing and Research Hypothesis
3 Methodology
4 Results
5 Conclusion
References
Sources Used to Data-Driven Decision-Making in Tourism Management. Identifying the Main Areas of Research
1 Introduction
2 Methodology of the Thematic Analysis
2.1 Methodology and Tools Used
2.2 Data Set
3 Bibliometric Thematic Analysis
3.1 Data Collection
3.2 Pre-processing
3.3 Co-occurrence Analysis
3.4 Building the Strategy Diagram
3.5 Identifying the Main Areas of Data-Driven Decision-Making in Tourism
4 Conclusions and Future Work
References
Assessing Corporate Reputation from Online Employee Reviews
1 Introduction
2 Literature Review
2.1 Definition of Corporate Reputation
2.2 Attributes to Assess Corporate Reputation
2.3 Hypothesis
2.4 Conceptual Model
3 Methodology
3.1 Data Collection
3.2 Data Processing
4 Results
5 Recommendations
References
Online Reviews of Discount Products: The Case of Steam
1 Introduction
2 Literature Review
3 Methodology
4 Results
5 Conclusions
6 Limitations and Future Research
References
Cough Sound Identification: An Approach Based on Ensemble Learning
1 Introduction
2 Methodology
2.1 Database
2.2 System Architecture
2.3 System Performance
3 Results
4 Discussion
5 Conclusions
References
Advantages and Benefits of Big Data in Business Communication
1 Contextualization
1.1 Big Data, Definitions and Applicability in Strategic Communication 360
1.2 Impact of Big Data on Communication 360
2 Methodology
3 Results
3.1 Business Environment and Professionalization
3.2 Use and Importance of Big Data in Communication Management
3.3 Indicators and/or Variables to Be Taken into Account for the Construction of the Communication Strategy
4 Discussion and Conclusions
References
Estimating Customers’ Profitability: Influence of RFM Attributes, Web Metrics and Product Data
1 Introduction
2 Literature Review
3 Data and Methodology
3.1 Data
3.2 Methods
4 Results and Discussion
5 Conclusion
References
Marketing, Geomarketing and IOT
Toward Consumer Sustainable Consumption: Examining Factors Influencing Green Product Purchase Intention
1 Introduction
2 Literature Review
2.1 Environmental Concern (EC)
2.2 Environmental Knowledge (EK)
2.3 Theory of Planned Behavior
2.4 Willingness to Pay Premium (WTP)
2.5 Moral Attitude (MA)
2.6 Health Consciousness (HC)
2.7 Purchase Intention (PI)
3 Methodology
4 Results and Discussion
4.1 Respondent’s Profile
4.2 Measurement Model Analysis
4.3 Structural Model Analysis
4.4 Discussion
5 Conclusion
References
A Smart City IoT Crowdsensing System Based on Data Streaming Architecture
1 Introduction
2 Theoretical Background
2.1 IoT Crowdsensing
2.2 Data Streaming in IoT Crowdsensing Systems
3 Crowdsensing System Design
4 Pilot Implementation
5 Conclusion
References
IoT Application Model in Secondary Education
1 Introduction
2 Literature Review
2.1 Electronic Education in Secondary Schools
2.2 Technologies of Smart Learning Environments
3 Model Development
4 Evaluation
5 Conclusion
References
Digital Marketing Strategy: A Step-By-Step Approach
1 Introduction
2 Digital Marketing, Social Media and Multimedia Technologies
2.1 Digital Communication
2.2 The Role of Online Social Networks in a Company’s Communication
2.3 Implementing a Digital Marketing Strategy Based on Multimedia Technologies
3 Methodology
3.1 Questionnaire
3.2 Interview
3.3 Sample
3.4 Procedures and Information Processing
4 Results
4.1 Questionnaire
4.2 Interview Study
5 Conclusion
References
Non-invasive Individual Sensing System for Collecting Biometric Indicators
1 Introduction
2 Non-invasive Sensing System in the Wellness Sector
2.1 Non-invasive Sensing System
2.2 Wearable Sensing System
2.3 Wearable Devices
3 Logical Project
3.1 Wearable Device Chosen
3.2 System Architecture
4 Implementation
5 Conclusion
5.1 Study Limitations
5.2 Future Work
5.3 Final Thoughts
References
Machine Learning Applied to Marketing
Image Processing: Impact of Train and Test Sizes on Custom Image Recognition Algorithms
1 Introduction
2 Related Work(s)
3 Experimental Setup
3.1 Datasets
3.2 Parameters
4 Results and Analysis
5 Conclusions and Future Work
5.1 Future Work
References
Neuromarketing Technologies
Demand Analysis for the Creation of a Technology Application to Improve Decision Making
1 Introduction
2 Technological Proposal for Decision Making
3 Method
4 Results
5 Conclusions
References
Neuromarketing: Current Applications in Favor of Consumerism
1 Introduction
1.1 The Emotional Brain
1.2 Application of Neuromarketing
2 Conclusions
References
Expectations versus Perceptions: The Role of Consumers’ Senses in Composing of USP for PDO Wines
1 Introduction
2 Literature Review
3 Research Methodology
4 Results and Discussion
5 Final Remarks
References
Enterprise Information System for Digitalization and Organization of Innovation—A Case Study
1 Introduction
2 Theoretical Background
2.1 Organizational Innovation
2.2 Digitalization of Innovation Development
2.3 Enterprise Systems for Innovation Management
3 Research Design
4 Results and Discussion
4.1 GAPideaz Case Study
4.2 Organizational Innovativeness through GAPideaz
4.3 Insights for Organizing and Digitalizing Innovation across Enterprise
5 Conclusion
References
What Changed in One Year of a Pandemic and What the Portuguese are not Willing to Admit: Consumer Neuroscience and Predictive Analytic Contributes to Communication Strategy
1 Introduction
2 Background and Related Work
2.1 Behaviour is the Key to Success
2.2 Communication Strategy
3 Methodology
3.1 Research Method
3.2 Process
3.3 Analysis
4 Results
5 Conclusion
References
Pre-ordering Music Vynils: The Impact of Price and Number of Band Supporters
1 Introduction
2 Methods
2.1 Sample
2.2 Measures
2.3 Design
2.4 Procedure
3 Results
4 Discussions and Conclusions
References
Technologies Applied to Tourism Marketing
360° Technology Applied to Touristic Marketing
1 Introduction
2 360° Technology
2.1 Devices for the Creation of 360° Proposals in Tourism
2.2 Virtual Reality Glasses and 360° Technology in Tourism
2.3 Applications to Create Touristic Proposals with 360° Technology
2.4 Tourism Marketing and Technology 360º
3 Conclusions
References
Digital Marketing and User-Generated Content: A Case Study of Vidago Palace Hotel
1 Introduction
2 Literature Review
2.1 Technologies and Internet in Tourism
2.2 Digital Marketing in Tourism
2.3 User-Generated Content
2.4 Social Media and UGC Influence on Tourist Behavior
3 Methodology
3.1 Vidago Palace Hotel
3.2 Organic Search Results
3.3 Website
3.4 Social Media
3.5 Online Review Platforms
4 Conclusion
References
Websites Usability Evaluation of the Terras De Trás-Os-Montes Hotels
1 Introduction
2 Usability
3 Methodology
4 Data Analysis and Results
4.1 Analysis and Indicators
4.2 Data Sample and Its Characterization
4.3 Website Usability Analysis
5 Conclusions
References
Quality Factors for Agro-touristic Websites—An Exploratory Study
1 Introduction
2 Literature Review
3 Research Method
4 Data and Results
4.1 Data Description
4.2 Results
5 Conclusion and Discussion
References
Tracking Techniques in the Study of Tourists’ Spatiotemporal Behavior
1 Introduction
2 Main tracking techniques: strengths and weaknesses
3 Applications of Georeferencing Technologies
3.1 GPS
3.2 Bluetooth
3.3 Smart Cards
3.4 Social Networks
3.5 Main Contributions of Modern Tracking Technologies
4 Conclusions
5 Limitations and Future Research
References
Organisation, Classification and Analysis of Online Reviews Directed to Retail in the Municipality of Porto
1 Introduction
2 Background
2.1 The Evolution of Retail and WEB 2.0
2.2 Store Image
2.3 Online Reviews as a Form of Word of Mouth
2.4 Sentiment Analysis
3 Methodology
3.1 Data Extraction and Management
3.2 Coding and Final Sample
4 Results
4.1 Frequency Distribution
4.2 Analysis of Relationships Between Variables Through Association Tests
4.3 Analysis of Relationships Between Variables Through Difference in Means Tests
4.4 Analysis of Correlation Between Variables
5 Discussion
6 Conclusion and Future Work
6.1 Conclusions
6.2 Future Work
Appendix
References
Strategic Digitization of Tourism
1 Introduction
2 Related Work
3 Methodology Used
4 Strategic Digitization of Tourism
4.1 Step 1: Selection Criteria and Alternatives
4.2 Step 2: Structuring the Decision Problem into a Hierarchical Model
4.3 Step 3: Make Pairwise Comparisons and Derive the Judgement Matrix
4.4 Step 4: Local Weights and Consistency of Comparisons to Obtain the Final Weights of the Alternatives
5 Conclusions
References
Tourism Professionals’ Awareness of the New Technologies: A Premise of the Destinations’ Modernization and Development
1 Introduction
2 Literature Review
3 Methodology
4 Results and Discussion
5 Conclusions
References
Social Media Usage Patterns and Motivations in Tourism Companies: An Outlook
1 Introduction
2 Digital Marketing and Social Networks
3 Social Networks in Tourism
4 Method
5 Results
5.1 Use of Social Networks
5.2 Reasons for Joining and not Joining Social Networks
6 Conclusions
References
Digital Eco Tree Platform: A Proposal of an Effective Mobile Application in World Heritage Cities
1 Introduction
1.1 World Heritage Cities
1.2 Mobile Applications in Tourism
1.3 Design of an Effective Mobile Application Model
2 Methodology
3 Results
4 Discussion
5 Conclusion
6 Limitations and Future Research Directions
References
Virtual and Augmented Reality in Marketing
An Integrated Framework of the Relation Between Augmented Reality and Brand Love
1 Introduction
2 Literature Review
2.1 Augmented Reality (AR): Definition
2.2 AR Characteristics
2.3 AR and the “Consumer–Brand” Relation
2.4 Brand Love Definition
2.5 Brand Love Dimensions
3 Methodology
4 Results
5 Conclusions, Limitations, and Further Research
References
A View of Augmented Reality in the Beauty Industry from an Exploratory Perspective: Generations X and Z
1 Introduction
2 How to Implement Augmented Reality in the Shopping Decision Process
3 Method
3.1 Focus Group Design
4 Results
4.1 Augmented Reality Perception
4.2 In-Sore Augmented Reality Mirrors
4.3 Augmented Reality Drawbacks
5 Discussion and Conclusions
References
Place Attachment Through Virtual Reality: A Comparative Study in Douro Region (Northern Portugal) with Video and ‘Real’ Visit
1 Introduction
2 Theoretical Framework
3 Methodology
4 Results
5 Discussion and Conclusion
References
The Use of Virtual Reality as an Advertising Tool for Brand Experience in Peru
1 Introduction
2 Brand Experience in Advertising Through VR
3 Methodology and Procedures
4 Results
4.1 Category 1: VR Advertising Communication Capabilities
4.2 Category 2: VR Versus Traditional Media
4.3 Category 3: Presence and Immersion: Sensory Elements in the VR Brand Experience
4.4 Category 4: Effect of VR Brand Experience on Purchase Intention
5 Conclusions
References
Immersive Digital Marketing for Smart Cities Focusing Tourism
1 Introduction
2 Perspectives for Digital Marketing
3 Tourism in Tech and Immersive Experience
4 Proposed Conceptual Model
5 Conclusion
References
Digital Marketing and Branding
Are Colors Emotional Triggers in Digital Branding?
1 Introduction
2 The Aesthetics of Digital Branding
2.1 The Emotional Side of Involvement
2.2 Color Psychology
3 Design Science Research
3.1 Development of an Innovative Purposeful Artifact
3.2 Evaluation and Re-design of the Artifacts
4 Artifact Description—Social Coupons Proposal
5 Evaluation and Artifact Re-design
6 Final Remarks and Business Implications
References
The Brand-Cause Fit in the Advertising Campaign for Sprite’s #YouAreNotAlone
1 Introduction
2 Methodology
3 Results and Discussion
3.1 Brands Addressing Social Issues in Communication
3.2 The Social Issue Chosen by the Brand
3.3 Brands No Longer just Tell, They also Do
4 Conclusions
References
Consumer Bullying in Online Brand Communities—Quantifying a Dark Social Media Phenomenon
1 Introduction
2 Literature Background
3 Methodology
4 Results
5 Discussion and Conclusion
References
Consumer Perception of Fast-Moving Consumer Goods About the Continente Food Lab Brand
1 Introduction
2 Marketing Myopia
2.1 Label, Product, and Customer, the Triad of Branding Myopia
3 Brand Model
4 Case Study
4.1 Data Collection and Analysis
4.2 Interview
5 Data Analysis and Discussion
5.1 Definition of the Identity Mix
5.2 Definition of the Marketing Mix
5.3 Definition of the Response Mix
6 Conclusions and Future Work
6.1 Conclusions
6.2 Future Work
References
Gender Role Stereotypes as an Ethical Resource in the Peruvian Advertising Discourse
1 Introduction
2 Methodology
3 Results
3.1 Advertising Professionals’ Perceptions Regarding the Use of Stereotypes of Female Gender Roles
3.2 Ethical Arguments Regarding the Use of Gender Role Stereotypes in Peruvian Advertising Discourse
3.3 Ethical Consideration about the Gender Role Stereotypes Present in Plaza Vea’s Spot
4 Conclusions
References
Consumer Involvement in the Co-creation of a Disruptive Offer: The Case Study of Continente Labs
1 Introduction
2 Literature Review
2.1 Consumer Participation in Co-creation Processes
2.2 Customer Focus
2.3 Online Communities
2.4 Company–Customer Connection and Value Co-creation
3 Conceptual Model
4 Methodological Decisions
4.1 Methodological Approach
4.2 Data Collection
4.3 Universe of Analysis and Participants
4.4 Data Analysis
5 Results
5.1 Descriptive Analysis
5.2 Content Analysis
6 Discussion and Conclusions
6.1 Main Findings
6.2 Contributions of the Study
6.3 Limitations and Suggestions for Future Research
Attachment
Annex 1: Continente Labs Customer Segmentation
Annex 2: Comunidade Labs Dashboard (1st moment)
Annex 3: Comunidade Labs Dashboard (2nd moment)
References
Brands at the Nexus of Organizations and Markets: How Organizational Structures and Technology Shape Marketing Practice
1 Introduction
2 Related Literature
3 Methodology
4 Findings
5 Discussion
5.1 Strategy Versus Tactics: Not “Either-Or” but “Both-And”
5.2 Brand as the Nexus Between Organizations and Markets
6 Conclusions
References
The Impact of Brand Community on the Consumer Behavior: The Harley-Davidson Brand Community in Portugal Case
1 Introduction
2 Literature Review
2.1 Harley-Davidson (HD) Brand, Harley Owners Group (HOG) and 1%er Culture
2.2 HOG Members’ Consumer Behavior
3 Proposed Conceptual Model, Research Questions and Methodology
3.1 Proposed Conceptual Model and Research Questions
3.2 Sample, Data Collection Method and Statistical Techniques Used
4 Results
4.1 Relationship Between Brand Community Members Characteristics and the Purchase of a HD Motorcycle
4.2 Relationship Between Brand Community Members Characteristics and the Purchase of HD Merchandising and Accessories
4.3 Relationship Between Having a HD Motorcycle and Purchasing HD Merchandising and Accessories
4.4 Relationship Between Having a HD Motorcycle and Loyalty Behaviors Toward HD Brand
4.5 Relationship Between the Purchase of HD Merchandising and Accessories and Loyalty Behaviors Toward HD Brand
5 Discussion and Future Research Directions
References
Luxury Fashion Brands’ Website Strategies: A Study with Portuguese Designers
1 Introduction
2 Literature Review
2.1 The Concept of Luxury
2.2 The Atmosphere of Online Luxury
2.3 Online Strategies of Luxury Brands
3 Method
3.1 Website Analysis
3.2 Interviews with LFDB Managers
3.3 Sampling
4 Results
4.1 Website Analysis—Hansen Framework
4.2 Analysis of the Results of the Digital Visual Merchandising Grid—MVD
4.3 Results from the Interviews
4.4 Final Notes on the Results
5 Conclusions
5.1 Implications for Management
5.2 Limitations of the Study and Recommendations for Future Research
References
Author Index
520270_1_En_61_Chapter_OnlinePDF.pdf
Correction to: Critical Success Factors for BI Implementation in a Portuguese Higher Education Institution
Correction to: Chapter “Critical Success Factors for BI Implementation in a Portuguese Higher Education Institution” in: J. L. Reis et al. (eds.), Marketing and Smart Technologies, Smart Innovation, Systems and Technologies 279, https://doi.org/10.1007/978-981-16-9268-014
520270_1_En_61_Chapter_OnlinePDF.pdf
Correction to: Critical Success Factors for BI Implementation in a Portuguese Higher Education Institution
Correction to: Chapter “Critical Success Factors for BI Implementation in a Portuguese Higher Education Institution” in: J. L. Reis et al. (eds.), Marketing and Smart Technologies, Smart Innovation, Systems and Technologies 279, https://doi.org/10.1007/978-981-16-9268-014