Strategic Innovative Marketing: 6th IC-SIM, Pafos, Cyprus 2017 PDF
Preview Strategic Innovative Marketing: 6th IC-SIM, Pafos, Cyprus 2017
Springer Proceedings in Business and Economics Damianos P. Sakas Dimitrios K. Nasiopoulos Editors Strategic Innovative Marketing 6th IC-SIM, Pafos, Cyprus 2017 Springer Proceedings in Business and Economics More information about this series at http://www.springer.com/series/11960 Damianos P. Sakas Dimitrios K. Nasiopoulos (cid:129) Editors Strategic Innovative Marketing 6th IC-SIM, Pafos, Cyprus 2017 123 Editors Damianos P.Sakas Dimitrios K.Nasiopoulos Faculty of Economics, Management Faculty of Economics, Management andInformatics andInformatics University of Peloponnese University of Peloponnese Tripoli,Greece Tripoli,Greece ISSN 2198-7246 ISSN 2198-7254 (electronic) SpringerProceedings in Business andEconomics ISBN978-3-030-16098-2 ISBN978-3-030-16099-9 (eBook) https://doi.org/10.1007/978-3-030-16099-9 LibraryofCongressControlNumber:2019935479 ©SpringerNatureSwitzerlandAG2019 Thisworkissubjecttocopyright.AllrightsarereservedbythePublisher,whetherthewholeorpart of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission orinformationstorageandretrieval,electronicadaptation,computersoftware,orbysimilarordissimilar methodologynowknownorhereafterdeveloped. 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ThisSpringerimprintispublishedbytheregisteredcompanySpringerNatureSwitzerlandAG Theregisteredcompanyaddressis:Gewerbestrasse11,6330Cham,Switzerland Preface: 6th International Conference on Strategic Innovative Marketing (IC-SIM 2017) Aims and Scope of the Conference The 6th International Conference on Strategic Innovative Marketing 2017 took place in Pafos, Cyprus, during September 6–9, 2017. IC-SIM is an international interdisciplinary conference focusing on the theoretical approach of the contem- porary issues evolved in strategic marketing and the integration of theory and practice. More than 300 pre-registered authors submitted their work at the conference. IC-SIM 2017 finally accepted and hosted 95 original research papers, after a double-blinded peer-review process. During the conference, 9 Workshops were held in order to advance and contribute to specific research areas in the field of Innovative Marketing. The conference aims at creating a forum for further discussion for a Strategic Innovative Marketing Field incorporating a series of issues and/or related organi- zations that manage marketing in their everyday operations. Therefore, the call for paperswasaddressedtoscholarsand/orprofessionalsofthefieldsofSocialMedia and Marketing Innovation, E-marketing and new Technologies, Strategic Marketing, Services and Cultural Marketing, International and Cross-cultural Marketing, Marketing research and Analytics, Marketing Communications, B2B andB2CMarketing.Furthermore,papersfocusedonissuesofConsumerBehavior and Advertising and Promotion were also welcomed. IC-SIM provides a common groundfortheexchangeofinsightsonstrategicissuesinthescienceofinnovation marketing, ensuring significant contributions to this field. The primary objectiveofIC-SIM was thetheoreticalapproachof contemporary issuesevolvedinstrategicmarketingandtheintegrationoftheoryandpractice.The conference provides a common ground for the exchange of insights on strategic issues in the science of innovation marketing, ensuring significant contributions to this field. v vi Preface:6thInternationalConferenceonStrategicInnovativeMarketing(IC-SIM2017) Grouping emerging technologies in the Marketing field together in a close examination of practices, problems and trends, IC-SIM, and its emphases on integration and marketing presented the state of the art in the field. This Annual Eventisaddressedjointlytoacademicsandpractitionersandprovidesaforumfora number of perspectives, based on either theoretical analyses or empirical case studies that foster the dialogue and the exchange of ideas. Topics Marketing of Innovation, Social Media Marketing, Innovations in online Marketing, Marketing Technological Innovation, Facebook marketing strategies, Mobile Marketing,Blogging,Networkanalysis,e-branding&BrandExperience,Management Digital marketing, Marketing and Electronic Commerce, Marketing Analytics, Marketing Research, Marketing Information Systems, Marketing of Emerging Technologies, Sustainable Marketing, Distribution Channel Management, Integrated Marketing, Communications Strategic Marketing, Services Marketing, Services Branding/Online Brands, Benchmarking strategies, Customer satisfaction, Emerging Markets, Marketing Management, New Product Design and Development, Creativity Marketing, Sports Marketing, B2B and B2C Marketing, Pricing Strategies in Marketing, Marketing Theory and Applications, Art & Cultural Marketing, Cross-cultural marketing, Tourism & Destination, Marketing Transport Industry, Marketing Experiential and Sensory, Marketing Customer, Relationship Management and Social CRM Collaborative Marketing, Safety Marketing, Business economics, Economics of Business Strategy, Accounting Marketing, Global Business Marketing, FinanceHealthcareManagement,AccountingEducationSkills&CompetencesHigher Education Paper Peer Review More than 225 original researches had been submitted for consideration in ICSIM 2017. All papers submitted to the Conference were reviewed using a double-blind peer-review process. The Conference Scientific Committee decided about the acceptance or not of the submitted papers, with the contribution of competent and expertised reviewers. Preface:6thInternationalConferenceonStrategicInnovativeMarketing(IC-SIM2017) vii Thanks WewouldliketothankallmembersthatparticipatedinanywayintheICSIM2017 Conference and especially: (cid:129) The famous publication house Springer for their communication sponsorship. (cid:129) Theco-organizingUniversitiesandInstitutesfortheirsupportanddevelopment of a high-quality Conference scientific level and profile. (cid:129) The members of the Scientific Committee that honored the Conference with theirpresenceandprovidedasignificantcontributiontothereviewofpapersas well as for their indications for the improvement of the Conference. (cid:129) All members of the Organizing Committee for their help, support, and spirit participation before, during and after the Conference. (cid:129) TheSessionOrganizersfortheirwillingtoorganizesessionsofhighimportance and for their editorial work, contributing to the development of valued services to the Conference. (cid:129) Dr. Dimitrios K. Nasiopoulos, Chairman of the Organizing Committee. (cid:129) Ms. Antonia Veltsista, editorial assistant. Conference Details Chairs Damianos P. Sakas, University of Peloponnese, Greece International Advisory Committee Dimitrios Buhalis, Bournemouth University, UK Michael Belch, San Diego State University, USA Philip Kitchen, ESC Rennes School of Business, France Yorgos Zotos, Cyprus University of Technology, Cyprus Sally Dibb, The Open University, UK C. B. Bhattacharya, ESMT European School of Management and Technology, Germany Scientific Committee Fiona Lettice, University of East Anglia, UK David P. Evans, La Rochelle School of Business, France Carlota Lorenzo Romero, Universidad de Castilla-La Mancha, Albacete, Spain Giacomo Del Chiappa, University of Sassari, Italy Denisa Kasl Kollmannová, Charles University in Prague, Czech Republic Russell Belk, York University, Canada Nergis Aziz, Suleyman Sah University, Turkey Barry Friedman, State University of New York at Oswego, USA Chris Cooper, Oxford Brookes University, UK Annette Pritchard, Cardifff Metropolitan University, UK ix x ConferenceDetails Adriana Giurgiu, University of Oradea, Romania PanagiotisTrivellas,TechnologicalEducationalInstituteofCentralGreece,Greece Apostolos Giovanis, Technological Educational Institute of Athens, Greece Yiorgos A. Bakamitsos, A.B. Freeman School of Business, Tulane University, Luisiana, USA Sarfraz Mian, State University of New York at Oswego, USA Ram Herstein, Jerusalem Academic Center, Israel Melanie Smith, Budapest Business School, Hungary Maja Konečnik Ruzzier, University of Ljubljana, Slovenia Kir Kuščer, University of Ljubljana, Slovenia Dimitrios K. Nasiopoulos, University of Peloponnese, Greece Cristinel Constantin, Transilvania University of Brasov, Romania Can Seng Ooi, Copenhagen Business School, Denmark Ausrine Armaitiene, Klaipeda University, Klaipeda, Lithuania Alzbeta Kiralova, University of Business in Prague, Czech Republic Nigel Morgan, Cardiff Metropolitan University, UK Nikolaos Konstantopoulos, University of the Aegean, Greece Konstadinos Kutsikos, University of the Aegean, Greece Jan Jirak, Charles University, Prague/Metropolitan University Prague, Czech Republic Kimberly Armani, State University of New York at Oswego, USA Dragos Paun, Universitatea Babes-Bolyai, Cluj-Napoca, Romania Axel Schlich, University of Applied Sciences, Fachhochschule Koblenz, Germany Umran Yugruk Planken, The Hague University, Netherlands Renata Tomljenović, Institute for Tourism, Croatia Ahmet Sengonul, Cumhuriyet University, Sivas, Turkey Evgenia Bitsani, Technological Educational Institute of Kalamata, Greece George Boustras, European University, Cyprus Diren Bulut, Istanbul University, Turkey Radka Johnova, Vyssi Odborna Skola Informacnich Sluzeb, Prague, Czech Republic Efstathios Kefallonitis, State University of New York at Oswego, USA Françoise Lorant, Université Paris Nord 13, France José Manuel Rosa Nunes, Universidade dos Açores, Portugal Tijana Rakić, Edinburgh Napier University, UK Teresa Borges Tiago, Universidade dos Açores, Portugal Stylianos Papathanassopoulos, National & Kapodistrian University of Athens, Greece Senija Causevic, SOAS, University of London, UK Goetz Greve, Hamburg School of Business Administration, Germany Saila Saraniemi, University of Oulu, Finland Peter Yannopoulos, Brock University, Canada Nick Marinescu, Transilvania University of Brasov, Romania Suleyman Degirmen, Mersin University, Turkey Jakub Fischer, University of Economics in Prague, CZ Republic
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