Customer Experiences, Digital Advancements, and Multiple Stakeholders

This comprehensive volume open access book explores the dynamic intersection of evolving consumer dynamics, cutting-edge digital technologies, and the diverse stakeholder ecosystems that define modern marketing. As global markets become increasingly interconnected and digitally driven, understanding the multifaceted nature of market exchanges is paramount. This book synthesizes contemporary research and diverse methodologies across eight distinct thematic tracks to provide actionable insights for academics, practitioners, and policymakers alike. The This volume book opens with a deep dive into Consumer consumer Behaviorbehavior, analyzing shifting patterns of living, decision-making, and consumer welfare. It then bridges these insights into specific domains, examining Tourism tourism Marketing marketing through the lens of maximizing tourist satisfaction, and Sectorsector-based Marketingmarketing, which explores tailored strategies across diverse industries like agriculture, sports, and B2B services. Moving beyond purely commercial goals, the text critically examines Marketing marketing and Societysociety, addressing ethical forms of data exchange, corporate social responsibility, and practices aligned with the United Nations Sustainable Development Goals. A major focal point of the book is digital transformation. It investigates how Artificial Intelligence (AI) is Disrupting disrupting Marketing marketing Practicepractice, assessing how automation, robotics, and machine learning capture customer value while navigating technological pitfalls. This is complemented by an analysis of Digital digital Technologiestechnologies, Social social Mediamedia, and Mobile mobile Marketingmarketing, with special attention paid to influencer marketing and small-and-medium enterprises. Recognizing the borderless nature of modern business, the this book addresses International Marketing and Cross-Cultural cultural Studies, highlighting how cultural nuances impact global branding. Finally, the this volume book turns inward to examine Marketing marketing Educationeducation, exploring how teaching methodologies and curricula must adapt to digital disruption and university-business knowledge transfer. Inhaltsverzeichnis Gambling Motivations and Their Association with Problem Gambling: Evidence from Spain.- Bridging Moral and Rational Gaps: A Hybrid VBN-TPB Model to Predict Second-Hand Clothing Purchase from Mindful Consumption in Ecuador.- A Study with Japanese Tourists in Bangkok and Hanoi.- Agile Methodology Applied to Rural Tourism Business Development: The Lecrín Valley as a Case Study.- The Roles of Digital Marketing in Tourism: A Systematic Review and Thematic Mapping.- AI-Enabled Tourism Services and Customer Value Co-Creation: A Stimulus Organism Response Perspective.- Immersive Virtual Reality Experiences and Tourists Destination Visit Intentions: An Extended UTAUT Perspective in the UAE.- Relational Innovation and Sustainability in Retail: The Role of Customer Experience and Gender Differences.- Musical City Branding and Symbolic Regeneration in Medium-Sized Cities: The Case of the Cidnay Festival in the Ave Valley, Portugal.- Sustainability as a Value Proposition in the Almeria Economic Model: CANVAS Analysis.- Digital Signals in Emerging Markets: Impact of Trust Badges in Morocco s Peer-to-Peer Accommodation Industry.- Scenario Analysis as a Tool for Competitive Assessment in International Agri-food Markets.- Intelligent Service Quality and Perceived Warmth in Smart Tourism: How Perceived Benefits Drive Customer Involvement, Brand Preference, and Loyalty.- AI-Driven Brand Personalization: The Role of Transparency and Trust in the Experience-Commerce Gap.- The AI-Driven Marketplace: How Digital Customer Experience Influences Repurchase Intention through Trust in AI.- Artificial Intelligence as an Enabler of Sustainable Entrepreneurship: A Systematic Review of Data, Platforms, Capabilities, and Governance.- Social Listening to Strategic Action: Do Pati Autorenportrait Manuel Sánchez-Pérez is Professor in Marketing at the University of Almería, Spain. His research focuses on marketing strategy and consumer behaviour, having published in international marketing journals. He coordinates the research group 'Marketing and Strategy: Research and Innovation' and has also served as the Head of the Economic and Business Department and Coordinator of the Doctoral Program at the University of Almería, Spain. Carmen M. Sabiote-Ortiz is Associate Professor in Marketing and Marketing Research in the Department of Marketing and Marketing Research at the University of Granada, Spain. Her main research interests include cross-cultural marketing, sustainable tourism, and online consumer behavior. In addition to a track record of high-impact international publications, she currently leads the 'Tourmarketing' research group and serves as Coordinator of the Master's Degree in Marketing and Consumer Behavior. Ángel Millán-Campos is Associate Professor of Marketing at the University of Castilla-La Mancha, Spain. His research interests include consumer behavior, tourism, branding, and non-profit organizations. He has published in leading international marketing journals. He previously served as Vice-Rector for Communication at the University of Castilla-La Mancha. Antonio-Marín-García is Associate Professor of Marketing at eh University of Valencia, Spain. His research interests focus on the impact of innovation and sustainability on commercial distribution companies, as well as the analysis and implementation of new teaching methodologies in university settings. He has published his work in leading international journals, and served as Vice-Dean at the Faculty of Economics, University of Valencia.