Conference Agenda

Session

ICT4: ICT, e-marketing & mobile marketing 4

Time:

Friday, 13/Sept/2024:

4:00pm - 5:30pm

Session Chair: Manuela López

Location: Aula 1.12

Capacidad 20

Presentations

From Filters to Fictions: The Influence of AI TikTok Advertising on Online Brand Engagement

Manuela López¹, Eva Lahuerta Otero², Rebeca Cordero Gutiérrez³, Ahmad Aljarah⁴

¹Universidad de Murcia; ²IME, Universidad de Salamanca; ³Universidad Pontificia de Salamanca; ⁴Bahçeşehir Cyprus University, Nicosia, North Cyprus

WILL YOU CHANGE YOUR DIET IN VIRTUAL REALITY? A NEUROPHYSIOLOGICAL STUDY

Enrique Bigne

Universitat de Valencia, España

Neuromarketing and Artificial Intelligence: A Systematic Literature Review

Lidia Maestre Zarzo, Enrique Bigné

University of Valencia

HUMAN OR VIRTUAL? EXPLORING VIRTUAL INFLUENCER EFFECTIVENESS

Lorena Blasco-Arcas, Hsin Hsuan Meg Lee

ESCP Business School

Diving into the Brand: Enhancing Engagement and Willingness to Pay in an Immersive Context

NADIA JIMENEZ, PAULA RODRÍGUEZ-TORRICO, ISMAEL BECERRIL-CASTRILLEJO, SONIA SAN-MARTIN

Universidad de Burgos, España