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The Digital Marketing and eCommerce Conference aims to bring together leading researchers and research scholars to exchange and share their experiences and research results on any aspects of ecommerce and digital marketing. This volume presents the proceedings of the 2023 edition in a collection of contributions with many original approaches. They address diverse areas of application such as online brand communities, channel design, online retailing, cryptocurrencies, user-generated content, TikTok, among others. A wide variety of theoretical and methodological approaches have been used.

This proceedings volume highlights the latest research presented at the 8th International Conference on Research on National Brand & Private Label Marketing (NB & PL2021). The topics covered include: retailing, private label portfolio and assortment management, marketing of premium store brands, using national brands to exclude (delist) and include, optimal assortment size, consumer store patronage, etc. Several contributions also focus on private label pricing and promotion, especially on the relative pricing of standard and premium private labels, and with regard to the national brands in the assortment.

Intro -- Preface -- Contents -- About the Authors -- Part I: An Introduction to Social Media Monetization -- 1: Introduction -- 1.1 The Business Value of Social Media -- 1.2 Challenges and Problems that Firms Need to Consider in Social Media Monetization -- 1.3 The Importance and Necessity of Studying Social Media Monetization -- References -- Part II: A Strategic Framework for Social Media Monetization -- 2: How Companies Can Exploit the Commercial Value of Social Media Through Advertising -- 2.1 Social Media Advertising: What It Is and Why It Is Important -- 2.2 Push-Based Social Advertising -- 2.3 Pull-Based Social Advertising -- 2.4 A Combined Use of Push- and Pull-Based Social Advertising -- References -- 3: How Companies Can Use Social Media for Social Selling -- 3.1 Social Selling: What It Is and Why It Is Important -- 3.2 Critical Success Factors of Social Selling -- 3.3 Key Activities in Social Selling: How to Convert ``Social´´ into ``Sales´´ -- 3.3.1 Social Media Lead Generation -- 3.3.2 Managing Customer-Related Social Media Data and Information -- 3.3.3 ``Friending´´ and Networking Customers -- 3.3.4 Achieving Sales -- References -- 4: How Social Media Profits from Advertising and Social Commerce -- 4.1 Advertising as a Major Revenue Source for Social Media -- 4.2 Social Commerce and the Online Marketplace -- 4.3 Digital Business Solutions -- 4.4 Livestreaming -- References -- Untitled -- 5: How Social Media Can Monetize by Offering Premium Service or Content -- 5.1 Premium Service -- 5.2 Ad-Free as a Premium Feature -- 5.3 Premium Social Media Content -- 5.4 Premium Digital Items or User Privileges -- 5.5 Managing Multiple Monetization Models -- 5.6 Social Media Platforms Monetizing via Premium Service or Content -- References -- Part III: Know-how for Companies to Monetize Social Media -- 6: Monetization Process for Companies.

Social media initiatives, when effectively used and correctly monetized, can engage customers better and provide higher ROI rates than traditional marketing and sales initiatives. This book presents a selection of monetization strategies that can help companies benefit from social media initiatives and overcome the current challenges in connection with generating and growing revenues. Using cases and examples covering several social media platforms, the authors describe a variety of strategies and holistic solutions for companies. In addition, the book highlights the latest social media innovations, best business practices, successful monetization cases, and strategic trends in future social media monetization. Top executives need to read this book to have a big picture of corporate-wide "social strategy," form a "social mindset," and infuse a "social gene" into their company's culture, strategy, and business processes. Armed with these social elements, companies can gain confidence, effectively introduce social media tools, and invest in major social media initiatives. Due to changing consumer behavior, social media is also ideal for building and sustaining quality relationships with customers - which is why it is becoming an indispensable element in today's business. .

The 2023 International Conference on National Brand & Private Label Marketing is a unique academic forum to present and discuss original, rigorous, and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers. The two-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and statistics. The conference addressed diverse areas of application such as branding strategies, innovation in private labels, private label consumers, customer databases, Covid-19 consequences, loyalty programs, sustainability, and online grocery retailing, among others. A wide variety of theoretical and methodological approached have been used in these areas. This volume presents the proceedings of this 2023 NB&PL marketing conference in a collection of original, rigorous, and relevant contributions.

"This book presents the latest research on national brand and private label marketing - in a collection of original and highly relevant contributions to the 2018 International Conference on National Brand & Private Label Marketing in Barcelona. It covers a wide range of topics from fields as varied as retailing, marketing, general business, psychology, economics and statistics. Further, the papers address diverse areas of application, including: purchase-decision models, premium private labels, decisions involved in introducing new products, M-commerce, private label adoption, assortment decisions, private label pricing, brand equity and collaborative relationships. The main theme of the 2018 conference was "Building Strong Brands in the Digital Age"."--

This volume presents the proceedings of the 2016 International Conference on National Brand & Private Label Marketing (NB & PL Marketing) in a collection of thought-provoking, in-depth and highly relevant contributions. The 2016 NB & PL Marketing provided a unique academic forum to present and discuss original, rigorous and significant contributions from researchers around the world on marketing issues affecting retailers, store brand managers and national brand managers. The three-day event covered a wide range of topics from varied fields, including retailing, marketing, general business, tourism, psychology, economics and statistics. The conference papers further addressed diverse areas of application such as value co-creation, assortment decisions, private label proneness, anthropomorphism, sales promotions, tourist services, the online channel, retail brand extension and price differentials, pursuing a wide variety of theoretical and methodological approaches to do so.

This book presents the latest research and recent studies in the field of national brand and private label marketing. It covers a wide range of topics, including retailing, marketing, general business, psychology, economics and statistics. It addresses diverse areas of application, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer motivation, online communities, economic crisis, strategies in growth and mature private labels. The contributions are organized according to the following themes: consumer behaviour, strategic decisions, branding, market trends and theoretical research. The book presents a collection of original, rigorous and relevant contributions from the 2015 National Brands and Private Label Marketing conference in Barcelona.

This paper analyzes how Digital Transformation (DT) processes have influenced the Attitude of local governments (LGs) toward the COVID-19 pandemic and their effect on achieving the United Nations' Sustainable Development Goals (SDGs). The data were collected from LGs in Spain ( n = 124) through a questionnaire in which the IT skills of their workers, the DT processes, budgets, degree of regulatory compliance, and implementation of trust seals were measured, together with the IT security measures adopted. The contrast between the proposed model and the results showed that the direct influence of IT security influences the government's attitude toward COVID-19 and DT implementing actions to achieve SDGs. The findings of this work are of great value both for the actors involved in the design and implementation of public policies and for those responsible for local governance in their objective to improve citizens' experience of the services provided and in exceptional situations such as the one experienced as a result, of-COVID-19.

This volume presents the proceedings of the 2017 International Conference on National Brand & Private Label Marketing - a collection of original, rigorous and highly relevant contributions. The 2017 NB & PL marketing conference offers a unique academic forum where researchers present and discuss original and significant contributions on the marketing issues that retailers, store brand managers and national brand managers are now facing. This year, the three-day event covered a wide range of topics from fields as varied as retailing, marketing, general business, psychology, economics and statistics. Further, the conference addressed diverse areas of application, including: purchase-decision models, premium private labels, decisions involved in introducing new products, M-commerce, private label adoption, assortment decisions, private label pricing, brand equity and collaborative relationships. Lastly, a wide variety of theoretical and methodological approaches were also presented, as is reflected in many of the book's chapters.