This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2025), held at University of Valencia, Valencia, Spain, between November 27 and 29, 2025. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Contribution of Machine Learning in advertising as a Marketing
strategy.- Impact of Generative Artificial Intelligence on the work of
Digital Marketing Professionals.- Poland at the AI Crossroads: How Workers
Use Technology to Stay Ahead.- Leveraging AI-Driven E-Commerce Platforms to
Advance Inclusive Entrepreneurship and Economic Empowerment in Underserved
Communities.- Impact of Generative Artificial Intelligence on Student
Motivation, Competence, and Well-being in Higher Education.- The growth of
digital transformation in European companies: impact of AI use to better
decision making in organizational processes.- Toward Intelligent
Conversational Systems: Chatbots with Behavior-Aware AI Model.- The impact of
digital influencers on body satisfaction and on gender and beauty
stereotypes.- Digital Storytelling as a Branding Strategy for Luxury Fashion
Brands.- Smart City Analysis and Strategy Recommendation in EU Capitals: A
Prescriptive Framework Based on a Linguistic Model.- Developing
Entrepreneurial Competencies and Digital Skills in High School Students
through Project-Based Learning.- Fostering Player Communities through Game
Support Systems in Individual Ball Sports.- A Unified Model of Consumer
Value, Product Attributes, and Motivation in the Mobile Phone Market.-
Measuring Brand Reputation through Consumer Neuroscience: An ERP Approach
Based on Semantic Congruence.- Place and Role of Place Marketing in Ensuring
Sustainable Innovative Technological Development of Regional Tourism.-
Curious but Cautious: Qualitative Consumer Insights on Immersive Technologies
in Retail.- Explaining the Use Intention of Low-Immersive Virtual Reality
Stores: An Extension of UTAUT2 with Perceived Novelty and Personal
Innovativeness.
José Luís Reis has Ph.D. in Technologies and Information Systems from the University of Minho and the title of specialist teacher in Management and Administration since 2011. He is an assistant professor at the University of Maia, where he serves as the dean of the Department of Business Administration and coordinates the master's program in Digital Transformation. Additionally, he is an invited adjunct teacher at the Polytechnic Institute of Porto's School of Accounting and Administration of Porto. He is an integrated researcher at LIACC-Laboratory of Artificial Intelligence and Computer Science and a collaborating member of the Center for Organizational and Social Studies of the Polytechnic of Porto (CEOS.PP). His work focuses on technologies and information systems, with a strong emphasis on computer science, information science, and economics and business.
Carla Ruiz-Mafé is a professor of Marketing at the University of Valencia (2022-). She has been a visiting scholar at the University of Glasgow (2013, 2014, 2015, 2017) and University of North Carolina Wilmington, USA (2010,2014). Her research has been published in high-impact journals such as Computers in Human Behaviour, International Journal of Advertising, Pshychology and Marketing, Journal of Service Management, Journal of Business Research, Journal of Destination Marketing and Management and Electronic Commerce Research and Applications. Her main research interests are digital marketing, neuromarketing, machine learning, and tourism marketing. She is the co-editor-in-chief of the Spanish Journal of Marketing-ESIC.
Marc K Peter is a professor of Digital Business at the HES-SO Valais-Wallis School of Management (CH). He is a faculty member of the University of Rochester (USA), at Charles Sturt University (AU), Rochester-Bern Executive Programs (USA/CH) and at the University of Basel (CH). Following a career at eBay, E*TRADE (ANZ), and LexisNexis in Europe and Asia-Pacific, his research and teaching focus is digital transformation, digital marketing, digital technology, and cybersecurity. He is the author of "The Digital Transformation Canvas" (FT Publishing/Pearson) and co-author of "Strategic Digital Transformation" (Sage).
Luís Paulo Reis has B.Sc. (5 years-1993), M.Sc. (1995), and Ph.D. (2003) degrees in Electrotechnical Engineering (with specializations in computer science, industrial informatics, and artificial intelligence/robotics). He is an associate professor with habilitation at the University of Porto in Portugal and director of LIACCArtificial Intelligence and Computer Science Laboratory. He is an IEEE senior member. He was the president of the Portuguese Society for Robotics and of the Portuguese Association for Artificial Intelligence. He is a co-director of LIACD-First Degree in Artificial Intelligence and Data Science. During the last 30 years, he has lectured courses, at the university mostly on artificial intelligence, intelligent robotics, multi-agent systems and simulation. He was the principal investigator of more than 30 research projects in those areas.
