Table Of ContentSpringer 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
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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
