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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

4P's 1: Product, Price, Communication & Distribution decisions 1

Time:

Thursday, 12/Sept/2024:

3:30pm - 5:00pm

Session Chair: Belén Bande

Location: Aula 1.08

1ª planta Facultad de Ciencias Sociales de Cuenca

Presentations

VALUE-BASED PRICING WITH LLMS: THE ROLE OF SYNTHETIC CONSUMER DATA

Anett Erdmann¹, Jose M. Ramos-Henriquez²

¹ESIC University; ²Universidad de la Laguna, Instituto Universitario de la Empresa

CONNECTEDNESS, SOCIAL MEDIA, AND SALES PERFORMANCE: A MODERATED-MODERATION APPROACH

Belén Bande, Sandra Castro-González, Pilar Fernández-Ferrín, Mencía Hermida

Universidade de Santiago de Compostela, España

AI IN ACTION: EXPLORING THE DRIVERS OF ADOPTION IN MARKETING AND SALES

Jorge Bullemore¹, Eduard Cristóbal²

¹Universidad del Desarrollo, Chile; ²Universitat de Lleida, España

EFECTOS DEL TIPO DE INFLUENCER VIRTUAL SOBRE LA RESPUESTA DEL CONSUMIDOR: HUMANO VS ANIMADO

Henar Ortega Pérez, Ana María Gutiérrez Arranz, Blanca García Gómez

Universidad de Valladolid, España