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.

Features latest research on social commerce and social media strategies Includes articles studying psychological and behavioral factors Provides latest insights on developing business models for the digital landscape

Autorentext

Francisco J. Martínez-López is a Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain.
David López López is a Professor, and the Academic Coordinator, co-founder and strategy director of FHIOS Smart Knowledge program at the International University of La Rioja in Spain.