Marketing and Smart Technologies

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2025), held at University of Valencia, Valencia, Spain, between November 27 and 29, 2025. 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.

Contribution of Machine Learning in Advertising as a Marketing Strategy. - Impact of Generative Artificial Intelligence on Student Motivation, Competence, and Well-Being in Higher Education. - Poland at the AI Crossroads: How Workers Use Technology to Stay Ahead. - Artificial Intelligence as a Driver of Innovation in Digital Marketing. - Toward Intelligent Conversational Systems: Chatbots with Behavior-Aware AI Model. - AI in Travel Industry: From Consumer Acceptance to Real-World Application Insights from a Customer Study. - The Impact of a Digital Marketing Strategy on the Real Estate Sector. - Smart City Analysis and Strategy Recommendation in EU Capitals:A Prescriptive Framework Based on a Linguistic Model. - Enhancing Storefront Design Through Neuromarketing and AI-Driven. - Celebrity Endorsement: From Physical to Virtual Driven by Technology Advance. - Explaining the Use Intention of Low-Immersive Virtual Reality Stores:An Extension of UTAUT2 with Perceived Novelty and Personal Innovativeness.