This volume includes the full proceedings from the 2016 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida, entitled Creating Marketing Magic and Innovative Future Marketing Trends. The marketing environment continues to be dynamic. As a result, researchers need to adapt to the ever-changing scene. Several macro-level factors continue to play influential roles in changing consumer lifestyles and business practices. Key factors among these include the increasing use of technology and automation, while juxtaposed by nostalgia and “back to the roots” marketing trends. At the same time, though, as marketing scholars, we are able to access emerging technology with greater ease, to undertake more rigorous research practices. The papers presented in this volume aim to address these issues by providing the most current research from various areas of marketing research, such as consumer behavior, marketing strategy, marketing theory, services marketing, advertising, branding, and many more. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.

Contents: Editorial: Marketing after COVID-19: Crisis adaptation, innovation and sustainable technological advances - Katia Iankova and Pedro Longart Branding Al Ain as a tourist destination - Pedro Longart and Katia Iankova Impact of digital marketing on SMEs performance in Saudi Arabia: Implications on building NEOM - Areej Algumzi Innovative crisis-response through best human resources practices during COVID-19 - Bharti Pandya and Bistra Boukareva Antecedents of consumptive behavior prior to the celebration of Eid Al-Fitr during the COVID-19 Pandemic - Amaliyah Amaliyah and Aminatus Zakhra The shifting trend in online buyer’s behaviour under the impact of COVID-19 pandemic in Vietnam - Ha Thu Nguyen, Thuy Dam Luong Hoang, and Huy Khanh Nguyen Social media usage in higher education: Role in marketing and communication during COVID-19- Abhishek Shukla and Kamini Bhasin Slave to sachet economy: Socio-cultural insights -Hernani Manalo and Ma. Riza Manalo Revenue management during the COVIDization of the economy - Radko Radev and Veselina Yankova Exploring the Emirati female student entrepreneurs in the UAE through the theory of planned behaviour - V.S. Damodharan and K.A. Asraar Ahmed A new perspective of brand equity: the case of pottery craft village collective brand in Vietnam - Quang Van Ngo and Ha Thu Thi Vu Antecedents of QR code acceptance during Covid-19: Towards sustainability - K.A. Asraar Ahmed and V.S. Damodharan

Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how storytelling affects our brains using consumer psychology and neuroscience insights. With theories, practice, application, and several conceptual models, tools, and techniques, this book invites researchers, academics, marketing practitioners, and students to decode the art of storytelling and join the debate on how storytelling transforms the discourse of marketing and brand communications. Ancient people gathered around fires to bond and tell stories, passing wisdom from generation to generation. Likewise, we tell stories through social media platforms that transcend time and space. Moreover, digital storytelling in multiple forms and formats has transformed marketing, ushering in an era of a creative renaissance by infusing the imagination of human minds with the power of technology. In this context, the book positions brand storytelling as an artistic science, evolving in the content creators' playground that fosters brand-consumer conversation and co-creation. Although the future of storytelling is mysterious, the author argues that human minds will continue to dominate machines, creating marketing magic at the intersection of narrative art and technological science. With a balance of theories and practice, including conceptual models, tools and techniques, this book offers valuable insights, allowing researchers, academics as well as astute marketing practitioners and students to follow how the art of storytelling, empowered by science and technology, is transforming the discourse of brand communications in the imagination age.

Social welfare is riddled with ingrained problems that have already defeated all standard approaches, and reform calls for counterintuitive action. Digital Social Innovation (DSI) is primarily about promoting grassroots initiatives to address localized societal problems, and is not normally talked about in relation to welfare reform, but perhaps social innovation initiatives, with their localized and case-based approach, could help to solve the enormous structural problems faced by our welfare democracies today. This book addresses the potential and implications of DSI for the reform of the European welfare state. The 14 papers collected here focus on key issues, such as the nature of social innovation and its effects; scaling up to address structural problems and make systemic change; new social risks and challenges; the role of digital thinking and emerging technologies; public governance approaches; tolerance of institutions; integrating innovation in the welfare system; and the empowerment of marginalized citizens. These topics are examined from an integrated and multi-disciplinary perspective, taking into consideration not only current EU debate on policy trends for social protection, but also the nature of digital transformation and its effects on social change. The book also highlights barriers to adoption, as well as the potential limitations and failures of this emerging approach. Digital social innovation is an emerging discipline that deserves more attention from policy makers and more resources from government. Drawing on welfare studies, political science, sociology, psychology, law and computer science, this book will be of interest to researchers, practitioners and policy makers alike.

This book contains peer-reviewed selected papers of the 7th International Conference on Educational Innovation (CIIE 2020). It presents excellent educational practices and technologies complemented by various innovative approaches that enhance educational outcomes. In line with the Sustainable Development Goal 4 of UNESCO in the 2030 agenda, CIIE 2020 has attempted to “ensure inclusive and equitable quality education and promote lifelong learning opportunities for all.” The CIIE 2020 proceeding offers diverse dissemination of innovations, knowledge, and lessons learned to familiarize readership with new pedagogical-oriented, technology-driven educational strategies along with their applications to emphasize their impact on a large spectrum of stakeholders including students, teachers and professors, administrators, policymakers, entrepreneurs, governments, international organizations, and NGOs.

The Future of Rural Manufacturing provides insights on the transformations that have occurred in manufacturing across rural regions in recent decades. It describes opportunities and challenges in this context, highlighting those relating to climate and demographic change and digitalisation, as well as shifting patterns in globalisation.