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  • Conference proceedings
  • Jul 2023

Marketing and Smart Technologies

Proceedings of ICMarkTech 2022, Volume 1

  • Discusses smart technologies for effective solutions in business and marketing

  • Presents the outcomes of the ICMarkTech 2022 conference, held during 1 – 3 December 2022

  • Serves as a reference resource for researchers and practitioners in academia and industry

Part of the book series: Smart Innovation, Systems and Technologies (SIST, volume 344)

Conference series link(s): ICMarkTech: International Conference on Marketing and Technologies

Conference proceedings info: ICMarkTech 2022.

About this book

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2022), held at Universidade de Santiago de Compostela, Spain, during 1 – 3 December 2022. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.


  • Artificial Intelligence
  • Virtual and Augmented Reality
  • Data Mining
  • Big Data
  • Marketing Data Science
  • Geomarketing
  • ICMarkTech 2022 Proceedings

Editors and Affiliations

  • University of Maia-ISMAI, Maia, Portugal

    José Luís Reis

  • Universidade de Santiago de Compostela, Santiago de Compostela, Spain

    Marisa Del Rio Araujo

  • University of Porto, porto, Portugal

    Luís Paulo Reis

  • University of Maia - ISMAI, Maia, Portugal

    José Paulo Marques dos Santos

About the editors

José Luís Reis, PhD in Technologies and Information Systems from the University of Minho and Professor with the title of specialist in Management and Administration by IPAM - Porto. He is a Professor at University of Maia - ISMAI and ISCAP.IPP. Integrated Researcher in LIACC - Laboratory of Artificial Intelligence and Informatics of the University of Porto. It carries out activities in the area of training and information systems and technologies in various organizations, coordinating various national and international projects in the area of information management, applied marketing and strategic regional planning. He is the author of scientific papers and articles in the fields of marketing automation, artificial intelligence, augmented and virtual reality, information systems modeling, multimedia, gamification, and data mining. He is the author and co-author of several books, namely "Personalization in Marketing - Technologies and Information Systems", "Marketing in agri-food - fundamentals and case studies", "Gamification Model for SMEs", “Marketing and Smart Technologies”, and “Information Systems - Diagnostics and Prospectives”.


Marisa del Río Araujo is Associate Professor in the Business and Marketing Department of the University of Santiago de Compostela (Spain). She has a PhD in Marketing. Her doctoral thesis received the Annual Award Best Doctoral Thesis in Marketing in Spain - granted by the Spanish Association of Academic and Professional Marketing.  Her papers have been published in high-impact national and international journals. Among others, Technovation, European Journal of Marketing, Active Learning in Higher Education or European Management Journal, ranked by the Journal Citation Report within the 25% of journals with the highest global impact in its areas.  She is specialized in the use of multivariate research techniques, fundamentally, Structural Equation Systems.  Nowadays, she is the coordinator of the research group POSMARK (PEOPLE, SUSTAINABLE ORGANIZATIONS AND MARKETING). She has been Vice Dean of Economic Affairs and International Relations at the USC Faculty of Economics and Business. She has coordinated the Master in Tourism Management and has launched the Master in Online Marketing, which she manages.


Luis Paulo Reis has BSc (5 years - 1993), MSc (1995) and PhD (2003) degrees in Electrotechnical Engineering (with specializations in Computer Science, Industrial Informatics and Artificial Intelligence/Robotics). He is an Associate Professor at the University of Porto in Portugal and Director of LIACC – Artificial Intelligence and Computer Science Laboratory. He is an IEEE Senior Member and he was president of the Portuguese Society for Robotics and vice-president of the Portuguese Association for Artificial Intelligence. He is the President of APPIA - Portuguese Association for Artificial Intelligence. He is also Co-Director of LIACD - First Degree in Artificial Intelligence and Data Science. During the last 25 years, he has lectured courses, at the University, on Artificial Intelligence, Intelligent Robotics, Multi-Agent Systems, Simulation and Modelling, Games and Interaction, Educational/Serious Games and Computer Programming. He was the principal investigator of more than 15 research projects in those areas. He won more than 60 scientific awards including wining more than 15 RoboCup international competitions and best papers at conferences such as ICEIS, Robotica, IEEE ICARSC and ICAART. He supervised 22 PhD and 140MSc theses to completion and is supervising 12 PhD theses. He evaluated more than 50 projects and proposals for FP6, FP7, Horizon2020, FCT, and ANI. He was a plenary speaker at several international conferences such as ICAART, ICINCO, LARS/SBR, WAF, IcSports, SYROCO, CLAWAR, WCQR and ECIAIR. He organized more than 60 international scientific events, belonged to the Program Committee of more than 250 scientific events and edited more than 30 Springer volumes. He is the author of more than 400 publications in international conferences and journals (indexed at SCOPUS or ISI Web of Knowledge).


José Paulo Marques dos Santos is an Associate Professor at the Dept. of Business Studies, University of Maia, a researcher at the Unit of Experimental Biology, Faculty of Medicine, and at LIACC – Artificial Intelligence and Computer Science Lab, both in the University of Porto, Portugal. Paulo is visiting professor at the Universidade Europeia, Portugal. He also collaborates in Socius/CSG – Research Centre in Economic and Organizational Sociology (University of Lisbon). Paulo completed his PhD in Management (variant on Marketing) in 2011 at ISEG – Lisbon School of Economics and Management, University of Lisbon, and the 5-year bachelor’s in Chemical Engineering, in 1989, at the University of Coimbra, Portugal. His research interests lie in the area of consumer neuroscience, focusing on brand perception and brand meaning, ranging from neuroscientific techniques, like fMRI, EEG, and tDCS/tACS, to qualitative approaches like Grounded Theory, and passing by Semiotics. Modelling neural data with artificial neural networks and other AI methods is also a matter of study. Paulo has been publishing in neuroscience and branding academic journals like Frontiers in Neuroscience, Journal of Product and Brand Management, and Journal of Brand Management. He has been participating in the World Neuromarketing Forum (NMSBA) scientific committee and is one of the founders of the IC MarkTech – International Conference on Marketing and Technologies.

Bibliographic Information

  • Book Title: Marketing and Smart Technologies

  • Book Subtitle: Proceedings of ICMarkTech 2022, Volume 1

  • Editors: José Luís Reis, Marisa Del Rio Araujo, Luís Paulo Reis, José Paulo Marques dos Santos

  • Series Title: Smart Innovation, Systems and Technologies

  • Publisher: Springer Singapore

  • eBook Packages: Engineering, Engineering (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023

  • Hardcover ISBN: 978-981-99-0332-0Due: 16 July 2023

  • Softcover ISBN: 978-981-99-0335-1Due: 16 July 2024

  • eBook ISBN: 978-981-99-0333-7Due: 16 July 2023

  • Series ISSN: 2190-3018

  • Series E-ISSN: 2190-3026

  • Edition Number: 1

  • Number of Pages: XX, 580

  • Number of Illustrations: 60 b/w illustrations, 100 illustrations in colour

  • Topics: Internet of Things, Artificial Intelligence, Computational Intelligence, Data Analysis and Big Data