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Conference Agenda

Overview and details of the sessions of this conference. Please select a date or location to show only sessions at that day or location. Please select a single session for detailed view (with abstracts and downloads if available).

Session Overview

Session

MMK2: Multisectorial marketing 2

Time:

Friday, 13/Sept/2024:

4:00pm - 5:30pm

Session Chair: Jon CHARTERINA ABANDO

Location: Sala de Vistas

Presentations

Demographic segmentation on international football teams' social media strategy in China: the case of U.D. Las Palmas in Tiktok (Douyin)

Roberto Claudio Sandulli Saldaña

Universidad de La Laguna ULL, España

THE ENGINE ROLE OF ACTOR ENGAGEMENT TOWARDS EMERGENCE IN OPEN PLATFORM ECOSYSTEMS

María J. Quero¹, Rotem Shneor^2,3, Luzi Marco¹

¹Universidad de Málaga, España; ²University of Agder; ³UiA Crowdfunding Research Center

Marketing diversity in higher education in Spain: An analysis of Spanish Catholic universities´ websites

César García Muñoz, Oliver Carrero Márquez

ESIC University, España

DYNAMIC CAPABILITIES AND AMBIDEXTERITY IN THE SUPPLY CHAIN OF SMES: AN EMPIRICAL STUDY

Íñigo IBÁÑEZ LARRETA, Jon CHARTERINA ABANDO

Universidad del País Vasco - UPV/EHU, España