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Description of  Advances in Digital Marketing and eCommerce: Fifth International Conference, 2024 (Springer Proceedings in Business and Economics)

3031621344 pdf The Digital Marketing and eCommerce Conference brings together leading researchers and scholars to exchange and share their experiences and findings on all aspects of ecommerce and digital marketing. This volume presents the proceedings of the 2024 edition. Showcasing a range of original theoretical and methodological approaches, they address such diverse areas of application as social media digital nudging digital luxury trends crowdfunding virtual reality (VR), augmented reality (AR) and the metaverse generative artificial intelligence (AI) green ecommerce environmental, social, and corporate governance (ESG) electronic word-of-mouth (eWOM) gamification text mining customer journey and private label brands.