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.

Discusses smart technologies for effective solutions in business and marketing Presents the outcomes of the ICMarkTech 2025 conference, held in Valencia, Spain Serves as a reference resource for researchers and practitioners in academia and industry

Autorentext

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.

Enrique Bigné is a professor of Marketing at the University of Valencia (2001-) and formerly at Jaume I University (1996–2001). He has been a visiting scholar at the University of Maryland, Berkeley Haas School of Business, and the University of Westminster. His main research interests are advertising, neuromarketing, and virtual reality. His work has been published in Psychology & Marketing, Frontiers in Psychology,International Journal of Advertising, Annals of Tourism Research, Tourism Management, Journal of Business Ethics, Journal of Business Research, and International Journal of Research in Marketing, among others. He has served as the head of Department, dean, and vice-chancellor. He is the editor-in-chief of the European Journal of Management & Business Economics. The European Academy of Management and Business Economics edits the journal through Emerald Publishing.

Zorica Bogdanovi is a full professor at the University of Belgrade Faculty of Organizational Sciences, Serbia. She teaches subjects in e-business and e-business technologies in B.Sc., M.Sc., and Ph.D. studies. Her professional and scientific interests include e-business, Internet marketing, Internet technologies, and Internet of things. The results of her research have been published in many well-known international journals and conference proceedings. She is a member of IEEE, secretary of IEEE Computer chapter CO 16, and IEEE Computer MGA Region8 Area 1 vice-chair. She is the chair of seminar of IEEE Computer chapter CO 16. She is in chair of the summer school "E-business technologies" at Faculty of Organizational Sciences since 2014. Since 2016, she has been in chair of Center for Internet of things at Faculty of Organizational Sciences.

José Paulo Marques dos Santos is an associate professor at the Dept. of Business Administration, University of Maia, a researcher at the Unit of Experimental Biology, Faculty of Medicine, and LIACC—Artificial Intelligence and Computer Science Lab, both at the University of Porto, Portugal. He also collaborates with NECE—Research Centre for Business Sciences (University of Beira Interior) and Socius/CSG—Research Centre in Economic and Organizational Sociology (University of Lisbon). José Paulo completed his Ph.D. in Management (variant on Marketing) in 2011 at ISEG—Lisbon School of Economics and Management, University of Lisbon, and his 5-year bachelor’s in chemical engineering in 1989 at the University of Coimbra, Portugal. His research interests form the corners of a triangle: Artificial intelligence, neuroscience, and marketing. More specifically, José Paulo applies machine learning methods to model consumer functional brain data.

Inhalt

Contribution of Machine Learning in Advertising as a Marketing Strategy.- Impact of Generative Artificial Intelligence on Student Motivation,Competence, and Well-Being in Higher Education.- Poland at the AI Crossroads: How Workers Use Technology to Stay Ahead.- Artificial Intelligence as a Driver of Innovation in Digital Marketing.- Toward Intelligent Conversational Systems: Chatbots with Behavior-Aware AI Model.- AI in Travel Industry: From Consumer Acceptance to Real-World Application Insights from a Customer Study.- The Impact of a Digital Marketing Strategy on the Real Estate Sector.- Smart City Analysis and Strategy Recommendation in EU Capitals:A Prescriptive Framework Based on a Linguistic Model.- Enhancing Storefront Design Through Neuromarketing and AI-Driven.- Celebrity Endorsement: From Physical to Virtual Driven by Technology Advance.- Explaining the Use Intention of Low-Immersive Virtual Reality Stores:An Extension of UTAUT2 with Perceived Novelty and Personal Innovativeness.