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Smart Innovation, Systems and Technologies 167
Álvaro Rocha
José Luís Reis
Marc K. Peter
Zorica Bogdanović Editors
Marketing
and Smart
Technologies
123
Smart Innovation, Systems and Technologies
Volume 167
Series Editors
Robert J. Howlett, Bournemouth University and KES International,
Shoreham-by-sea, UK
Lakhmi C. Jain, Faculty of Engineering and Information Technology,
Centre for Artificial Intelligence, University of Technology Sydney,
Sydney, NSW, Australia
The Smart Innovation, Systems and Technologies book series encompasses the
topics of knowledge, intelligence, innovation and sustainability. The aim of the
series is to make available a platform for the publication of books on all aspects of
single and multi-disciplinary research on these themes in order to make the latest
results available in a readily-accessible form. Volumes on interdisciplinary research
combining two or more of these areas is particularly sought.
The series covers systems and paradigms that employ knowledge and intelligence
in a broad sense. Its scope is systems having embedded knowledge and intelligence,
which may be applied to the solution of world problems in industry, the environment
and the community. It also focusses on the knowledge-transfer methodologies and
innovation strategies employed to make this happen effectively. The combination of
intelligent systems tools and a broad range of applications introduces a need for a
synergy of disciplines from science, technology, business and the humanities. The
series will include conference proceedings, edited collections, monographs, hand-
books, reference books, and other relevant types of book in areas of science and
technology where smart systems and technologies can offer innovative solutions.
High quality content is an essential feature for all book proposals accepted for
the series. It is expected that editors of all accepted volumes will ensure that
contributions are subjected to an appropriate level of reviewing process and adhere
to KES quality principles.
** Indexing: The books of this series are submitted to ISI Proceedings,
EI-Compendex, SCOPUS, Google Scholar and Springerlink **
More information about this series at http://www.springer.com/series/8767

Álvaro Rocha José Luís Reis
• •
Marc K. Peter Zorica Bogdanović

•
Editors
Marketing and Smart

Technologies
123
Editors
Álvaro Rocha José Luís Reis
DEI/FCTUC University Institute of Maia—ISMAI
University of Coimbra Maia, Portugal
Coimbra, Portugal
Zorica Bogdanović
Marc K. Peter Faculty of Organizational Sciences
FHNW School of Business University of Belgrade
FHNW University of Applied Sciences Belgrade, Serbia
and Arts
Olten, Switzerland
ISSN 2190-3018 ISSN 2190-3026 (electronic)

Smart Innovation, Systems and Technologies
ISBN 978-981-15-1563-7 ISBN 978-981-15-1564-4 (eBook)
https://doi.org/10.1007/978-981-15-1564-4
© Springer Nature Singapore Pte Ltd. 2020
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Preface
This book is composed of the papers written in English and accepted for presen-
tation and discussion at the 2019 International Conference on Marketing and
Technologies (ICMarkTech’19). This conference had the support of the University
Institute of Maia and Polytechnic Institute of Maia, and AISTI (Iberian Association
for Information Systems and Technologies). It will take place at Maia, Porto,
Portugal, during November 27–29, 2019.
The 2019 International Conference on Marketing and Technologies
(ICMarkTech’19) is an international forum for researchers and professionals to
present and discuss the latest innovations, trends, results, experiences, and concerns
in the various fields of marketing and technologies related to it.
The Program Committee of ICMarkTech’19 was composed of a multidisci-
plinary group of 152 experts and those who are intimately concerned with mar-
keting and technologies. They have had the responsibility for evaluating, in a
‘double-blind review’ process, the papers received for each of the main themes
proposed for the conference: (A) artificial intelligence applied in marketing;
(B) virtual and augmented reality in marketing; (C) business intelligence databases
and marketing; (D) data mining and big data—marketing data science; (E) Web
marketing, e-commerce, and v-commerce; (F) social media and networking;
(G) omnichannel and marketing communication; (H) marketing, geomarketing, and
IoT; (I) marketing automation and marketing inbound; (J) machine learning applied
to marketing; (K) customer data management and CRM; and (L) neuromarketing
technologies.
ICMarkTech’19 received 104 contributions from 19 countries around the world.
The papers accepted for presentation and discussion at the conference will be
published by Springer (this book) and by AISTI and will be submitted for indexing
by ISI, Ei Compendex, Scopus, DBLP, and/or Google Scholar, among others.
v
vi Preface
We acknowledge all those who have contributed to the staging of

ICMarkTech’19 (authors, committees, and sponsors). We deeply appreciate their
involvement and support that was crucial for the success of ICMarkTech’19.
Maia, Porto, Portugal Álvaro Rocha

November 2019 José Luís Reis
Marc K. Peter
Zorica Bogdanović
Contents
1 The Digital Advertising Conceptual Flow: A Literature Review . . . 1

Valerio Stallone
1.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1.2 Historical Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
1.3 Research Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
1.4 Descriptive Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
1.4.1 Year of Publication . . . . . . . . . . . . . . . . . . . . . . . . . 3
1.4.2 Publication Typology and Objectives . . . . . . . . . . . . 4
1.4.3 Theoretical Framework . . . . . . . . . . . . . . . . . . . . . . 4
1.4.4 Content Differences . . . . . . . . . . . . . . . . . . . . . . . . 4
1.5 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
1.6 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
1.7 Limitations and Future Research Direction . . . . . . . . . . . . . . . 6
1.7.1 Limitations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
1.7.2 Further Research . . . . . . . . . . . . . . . . . . . . . . . . . . 7
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
2 Featured Snippets Results in Google Web Search:
An Exploratory Study . . . . . . . . . . . . . . . . . . . . . . ............. 9
Artur Strzelecki and Paulina Rutecka
2.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
2.2 Literature Review . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
2.3 Research Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
2.4 Data and Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
2.4.1 Data Description . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
2.5 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
2.6 Conclusion and Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . 16
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
vii
viii Contents
3 Willingness to Pay a Premium Price for Streaming Services:

The Role of Trust in Services . . . . . . . . . . . . . . . . . . . . . . . . . .... 19
Luísa Augusto, Sara Santos, and Pedro Espírito Santo
3.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3.1.1 Contextualization Netflix . . . . . . . . . . . . . . . . . . . . . 20
3.2.1 Convenience of Service . . . . . . . . . . . . . . . . . . . . . 20
3.2.2 Service Sophistication . . . . . . . . . . . . . . . . . . . . . . . 20
3.2.3 Brand Trust . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
3.2.4 The Importance of Paying a Premium Price . . . . . . . 21
3.3 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
3.4 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
3.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
4 Websites as Spaces of Confluence: Narratives and the Pursuit
of Legitimacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... 29
Fernando Pinto Santos and Mafalda Nogueira
4.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
4.2 Related Literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
4.3 Methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
4.4 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
4.5 Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
4.6 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
5 User Behavior: The Case of Instagram . . . . . . . . .............. 38
Teresa Guarda, Isabel Lopes, José Avelino Victor,
and Encarnación González Vázquez
5.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
5.2 Social Networks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
5.3 Instagram . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
5.3.1 Origin and Evolution . . . . . . . . . . . . . . . . . . . . . . . 40
5.4 Research Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
5.4.1 Population . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
5.4.2 Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
5.5 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
5.5.1 Simple Descriptive Data Analysis . . . . . . . . . . . . . . 42
5.5.2 Bivariate Data Analysis . . . . . . . . . . . . . . . . . . . . . . 44
5.5.3 Statistical Inference . . . . . . . . . . . . . . . . . . . . . . . . . 46
5.6 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Contents ix
6 The Influence of YouTubers in Consumer Behavior . . . . ........ 49

Isabel Lopes, Teresa Guarda, José Avelino Victor,
and Encarnación González Vázquez
6.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
6.2 Social Networks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
6.3 YouTube . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
6.3.1 YouTubers as Influencers . . . . . . . . . . . . . . . . . . . . 51
6.3.2 YouTube Advertising and Purchase Intent . . . . . . . . 51
6.4 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
6.4.1 Population . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
6.4.2 Survey Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
6.5 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
6.5.1 Descriptive Analysis . . . . . . . . . . . . . . . . . . . . . . . . 53
6.5.2 Statistical Inference . . . . . . . . . . . . . . . . . . . . . . . . . 55
6.6 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
7 Service Loyalty in Retail Banking: An Empirical Study . ........ 59
Mathias Mujinga
7.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
7.2 Customer Satisfaction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
7.3 Service Loyalty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
7.4 SERVLOYAL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
7.5 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
7.6 Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
7.6.1 Descriptive Statistics . . . . . . . . . . . . . . . . . . . . . . . . 62
7.6.2 Instrument Reliability Test . . . . . . . . . . . . . . . . . . . 62
7.6.3 Inferential Statistical Analysis . . . . . . . . . . . . . . . . . 63
7.7 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
8 The Use of Virtual Reality in Marketing: Exploring the Need for
Technology and Language Adaptation to Create High Quality
Immersive Experiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 67
Markus Rach and Russell Scott
8.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67
8.2 Virtual Reality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68
8.3 Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68
8.3.1 Literature Review . . . . . . . . . . . . . . . . . . . . . . . . . . 68
8.4 Results and Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69
8.4.1 Areas of Application . . . . . . . . . . . . . . . . . . . . . . . . 69
8.4.2 How Successful Virtual Reality Is Determined . . . . . 70
8.4.3 Presence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70
8.4.4 Factors Affecting Presence . . . . . . . . . . . . . . . . . . . 70
x Contents
8.4.5 Divergences in Analysis . . . . . . . . . . . . . . . . . . . . . 71

8.4.6 Narrative Factors Affecting Presence . . . . . . . . . . . . 72
8.4.7 The Need for a Paradigm Shift . . . . . . . . . . . . . . . . 73
8.5 Conclusions and Implications . . . . . . . . . . . . . . . . . . . . . . . . 73
8.5.1 Limitations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73
8.5.2 Managerial Implications . . . . . . . . . . . . . . . . . . . . . 74
8.5.3 Future Research . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
9 Social Media Usage Among Wine Tourism DMOs ............. 78
Filipa Jorge, Mário Sérgio Teixeira, Carlos Fonseca,
Ricardo Jorge Correia, and Ramiro Gonçalves
9.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78
9.3 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80
9.4 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80
9.5 Final Considerations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86
10 Tactical Approaches to Disclose Influencers’ Advertising
Partners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ........ 88
Ana Filipa Couto and Pedro Quelhas de Brito
10.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88
10.3 Influencer Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89
10.4 Electric Word-of-Mouth . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
10.5 Self-branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
10.6 Digital Advertising Regulation . . . . . . . . . . . . . . . . . . . . . . . . 91
10.7 Effects of Paid Content Disclosure . . . . . . . . . . . . . . . . . . . . . 91
10.8 Disclosure Decision Process . . . . . . . . . . . . . . . . . . . . . . . . . 92
10.9 Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
10.9.1 Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
10.9.2 Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
10.9.3 Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
10.11 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
10.11.1 Academic Contribution . . . . . . . . . . . . . . . . . . . . . . 97
10.11.2 Contribution to Marketers and Digital
Influencers . . . . . . . . . . . . . . . . . . . . . . . ........ 97
10.11.3 Limitations and Future Research . . . . . . . ........ 98
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ........ 98
Contents xi
11 The Characteristics of Digital Influencers and Their Ethically

Questionable Attitudes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .... 101
Sara Silva and Pedro Quelhas de Brito
11.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101
11.2.1 Digital Influencers . . . . . . . . . . . . . . . . . . . . . . . . . 102
11.2.2 Influencer Marketing . . . . . . . . . . . . . . . . . . . . . . . . 103
11.2.3 Ethics in Influencer Marketing . . . . . . . . . . . . . . . . . 104
11.3 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106
11.4 Data Analysis and Results . . . . . . . . . . . . . . . . . . . . . . . . . . . 106
11.4.1 Sample Characterization . . . . . . . . . . . . . . . . . . . . . 106
11.4.2 Content Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . 106
11.4.3 Comparison of Results with Research Question . . . . 107
11.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108
11.5.1 Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108
11.5.2 Contribution to Management . . . . . . . . . . . . . . . . . . 109
11.5.3 Research Limitations . . . . . . . . . . . . . . . . . . . . . . . . 109
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110
12 The Use of Influencers in Social Media Marketing . . . . . . . ...... 112
Mariana Oliveira, Renata Barbosa, and Alexandre Sousa
12.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112
12.2 Marketing and Social Networks . . . . . . . . . . . . . . . . . . . . . . . 112
12.2.1 Digital Versus Conventional Marketing . . . . . . . . . . 113
12.2.2 The Impact of Social Networks . . . . . . . . . . . . . . . . 113
12.2.3 The Appearance of Social Media Influencers . . . . . . 114
12.3 Key Factors Governing the Influencers Impact . . . . . . . . . . . . 116
12.3.1 Authenticity and Sponsorship Disclosure . . . . . . . . . 116
12.3.2 Achieving a Close Fit with the Brand . . . . . . . . . . . 118
12.3.3 Measuring Fitness and Impact . . . . . . . . . . . . . . . . . 119
12.4 Study of Portuguese Influencers . . . . . . . . . . . . . . . . . . . . . . . 120
12.5 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121
13 Potential and Advantages of Social Shopping in Portugal . ....... 125
Joana Ferreira, Vitor Santos, and Pedro Malta
13.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125
13.2 Consumer Behavior in Online Shopping . . . . . . . . . . . . . . . . . 126
13.3 Social Shopping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127
13.3.1 A Social Shopping Model Example . . . . . . . . . . . . . 128
13.4 Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130
13.4.2 Descriptive Analysis . . . . . . . . . . . . . . . . . . . . . . . . 130
xii Contents
13.4.3 Correlational Analysis . . . . . . . . . . . . . . . . . . . . . . . 130

13.4.4 Analysis by Association Rules . . . . . . . . . . . . . . . . 132
13.5 Conclusions and Future Work . . . . . . . . . . . . . . . . . . . . . . . . 134
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
14 The Role of Digital Influencers on Buying Intention . . . ......... 137
Rita Silva, Ana Sampaio, and Pedro Rodrigues
14.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137
14.2 Marketing 1.0, 2.0, 3.0–4.0 . . . . . . . . . . . . . . . . . . . . . . . . . . 137
14.3 User-Generated Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138
14.4 Perceived Risk . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139
14.5 Buying Intention . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139
14.6 Trust in the Influencer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139
14.8 Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140
14.8.1 Reliability Analysis and Factor Analysis . . . . . . . . . 140
14.8.2 Convergent and Discriminant Validity . . . . . . . . . . . 141
14.8.3 Structural Equation Model (SEM) . . . . . . . . . . . . . . 141
14.8.4 Hypothesis Validation . . . . . . . . . . . . . . . . . . . . . . . 141
14.9 Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141
14.10 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144
15 Driving Factors of Consumer Irrationality in Omnichannel
Consumer Behaviour . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .... 146
Jurgita Radzevičė and Jūratė Banytė
15.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .... 146
15.2 Theoretical Background . . . . . . . . . . . . . . . . . . . . . . . . . .... 147
15.2.1 Concept of Omnichannel Consumer Behaviour . .... 147
15.2.2 Omnichannel Consumer Behaviour Driving
Factors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .... 148
15.2.3 Consumers Irrationality Phenomenon
in Omnichannel Consumer Behaviour Context . . . . . 148
15.3 Conceptual Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 151
15.4 Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153
16 Event-Based Marketing: A Trendy and Emotional Way
to Engage with the Public . . . . . . . . . . . . . . . . . . . . . . . . . ....... 156
Amalia Hulubei (Georgescu) and Silvia Avasilcai
16.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 156
16.2 Events: Definition, Types, and Purpose . . . . . . . . . . . . . . . . . 158
16.3 Event-Based Marketing Strategy: Why Events? . . . . . . . . . . . 160
16.4 The Architecture of Events: From Idea to Execution . . . . . . . . 162
Contents xiii
16.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165
17 The Application of Social and Viral Marketing
and the Management of Social Networks to Promote
the European Defence Conscience . . . . . . . . . . . . . . . . . . . . . . . . .. 166
Manuel A. Fernández-Villacañas Marín
17.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 166
17.2 The New World Order and the Current International Scenario
of Defence and Security . . . . . . . . . . . . . . . . . . . . . . . . . . .. 168
17.3 The Defence and Security European Identity Construction . . .. 169
17.4 Generating a Solution in the Field of Marketing
and the Social Networks Management . . . . . . . . . . . . . . . . .. 171
17.4.1 Applying Social and Viral Marketing . . . . . . . . . . .. 171
17.4.2 Improving the Strategic Communication
and the Strategic Image Management . . . . . . . . . . .. 173
17.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 175
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 175
18 A Survey on Centennials’ Expectations of Mobile Operators . . . .. 178
Mirjana Stojanović, Marko Projović, Lazar Živojinović, Dušan Barać,
and Zorica Bogdanović
18.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 178
18.2 Who Are the Centennials? . . . . . . . . . . . . . . . . . . . . . . . . . . . 179
18.3 Centennials from the Mobile Operators’ Perspective . . . . . . . . 180
18.4 Survey and Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 181
18.4.1 Data Sample . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 182
18.4.2 Survey Methodology and Instruments . . . . . . . . . . . 182
18.4.3 Results and Analysis . . . . . . . . . . . . . . . . . . . . . . . . 183
18.5 Discussion and Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . 186
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188
19 Mobile Applications at Music Festivals in Portugal . . . . . . . . . . . . 190
Daniel Fonseca, José Luís Reis, Sandrina Teixeira, and Marc K. Peter
19.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190
19.2 Music Festivals in Portugal . . . . . . . . . . . . . . . . . . . . . . . . . . 191
19.3 Mobile Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191
19.3.1 Definition of Mobile Marketing . . . . . . . . . . . . . . . . 192
19.3.2 Mobile Applications . . . . . . . . . . . . . . . . . . . . . . . . 192
19.3.3 Mobile Marketing Tools . . . . . . . . . . . . . . . . . . . . . 192
19.4 Conceptual Model and Research Hypotheses . . . . . . . . . . . . . 194
19.5 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195
19.6 Analysis and Discussion of Results . . . . . . . . . . . . . . . . . . . . 196
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19.6.1 Size and Socio-Demographic Characterisation

of the Sample . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 196
19.6.2 Participation in Music Festivals and the Use
of Mobile Applications . . . . . . . . . . . . . . . . . . . . .. 196
19.6.3 Degree of Satisfaction with the Application Used . .. 197
19.6.4 Correlation Analysis . . . . . . . . . . . . . . . . . . . . . . .. 197
19.6.5 Reasons for Low Music Festival Mobile Apps
Adoption . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 198
19.7 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 199
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 200
20 The Use of Consumer Neuroscience Knowledge in Improving
Real Promotional Media: The Case of Worten . . . . . . . . . . . . .... 202
José Paulo Marques dos Santos, Hugo Ferreira, Joaquim Reis,
Diana Prata, Sofia Pereira Simões, and Inês Drummond Borges
20.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .... 202
20.1.1 Why Consumer Neuroscience? (And Not
Traditional Research Techniques) . . . . . . . . . . . . . . 202
20.1.2 The Challenge . . . . . . . . . . . . . . . . . . . . . . . . . . . . 203
20.1.3 Detecting Emotions . . . . . . . . . . . . . . . . . . . . . . . . 204
20.2 Methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205
20.2.1 General Structure . . . . . . . . . . . . . . . . . . . . . . . . . . 205
20.2.2 Montage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 206
20.2.3 Subjects and Instructions . . . . . . . . . . . . . . . . . . . . . 207
20.2.4 Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 208
20.3 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 208
20.3.1 TV Commercials . . . . . . . . . . . . . . . . . . . . . . . . . . 208
20.3.2 Printed Leaflets . . . . . . . . . . . . . . . . . . . . . . . . . . . 211
20.3.3 Mupi Posters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 212
20.4 Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 215
20.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 216
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 216
21 The Influence of Thinking Styles on Perceived Price Fairness:
An Experimental Study . . . . . . . . . . . . . . . . . . ................ 219
Sayanti Shaw
21.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 219
21.3 Research Objective . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 222
21.4 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 222
21.4.1 Hypothesis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 222
21.4.2 Conceptual Framework . . . . . . . . . . . . . . . . . . . . . . 223
21.4.3 Research Methods . . . . . . . . . . . . . . . . . . . . . . . . . 223
21.4.4 Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 224
Contents xv
21.5 Results and Discussions . . . . . . . . . . . . . . . . . . . . . . . . . . . . 224

21.6 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 226
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 226
22 Disruptive Technologies or Big-Bang Disruption: A Research
Gap in Marketing Studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . .... 229
Mohammad Bagheri
22.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 229
22.1.1 Presentation and Delimitation of the Topic . . . . . . . . 229
22.1.2 Justification of the Study . . . . . . . . . . . . . . . . . . . . . 231
22.1.3 Problem Formulation . . . . . . . . . . . . . . . . . . . . . . . 232
22.2.1 Current Research Related to the Topic Under
Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 233
22.2.2 Research Proposition . . . . . . . . . . . . . . . . . . . . . . . 236
22.3 Methodological Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . 237
22.3.1 Methodological Approach . . . . . . . . . . . . . . . . . . . . 237
22.3.2 Research Design . . . . . . . . . . . . . . . . . . . . . . . . . . . 237
22.3.3 Measurement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 239
22.4 Expected Contribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 239
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 240
23 The Influence of Brand Experience in City Marketing . ......... 242
António Coelho, Ana Sampaio, and Pedro Rodrigues
23.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 242
23.2 Marketing and Experience: Conceptualization . . . . . . . . . . . . . 243
23.3 Experiential Marketing and Brand Experience . . . . . . . . . . . . 243
23.4 Place Marketing and City Marketing . . . . . . . . . . . . . . . . . . . 244
23.5 Place/City Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 244
23.6 Place Marketing and Place Branding: Comparison . . . . . . . . . 245
23.7 Brand Love . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 245
23.8 City Brand Love (CBL) . . . . . . . . . . . . . . . . . . . . . . . . . . . . 245
23.9 Customer-Based Brand Equity (CBBE) . . . . . . . . . . . . . . . . . 245
23.10 Visitor-Based Brand Equity . . . . . . . . . . . . . . . . . . . . . . . . . . 246
23.11 Conceptual Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 246
23.13 Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 247
23.13.2 Reliability and Internal Consistency . . . . . . . . . . . . . 247
23.13.3 Factor Analysis and SEM . . . . . . . . . . . . . . . . . . . . 247
23.14 Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 248
23.15 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 249
23.16 Limitations and Future Research . . . . . . . . . . . . . . . . . . . . . . 250
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 250
xvi Contents
24 The Human Senses as Consumption and Brand

Identity Boosters . . . . . . . . . . . . . . . . . . . . . . . . . . . ............ 253
Cátia Ramos, Ana Sampaio, and Pedro Rodrigues
24.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 253
24.2 Marketing and Brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 254
24.3 Sensory Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 254
24.4 Consumer Behavior . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 255
24.4.1 Consumer Behavior and the Senses . . . . . . . . . . . . . 256
24.5 Store Environment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 256
24.5.1 Store Environment and the Senses . . . . . . . . . . . . . . 257
24.6 Brand Identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 257
24.6.1 Brand Identity and the Senses . . . . . . . . . . . . . . . . . 257
24.7 Brand Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 258
24.7.1 Brand Experience and the Senses . . . . . . . . . . . . . . 258
24.8 Conceptual Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 259
24.10 Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 260
24.10.2 Reliability and Internal Consistency . . . . . . . . . . . . . 260
24.10.3 Factor Analysis and SEM . . . . . . . . . . . . . . . . . . . . 260
24.11 Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 261
24.12 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 263
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265
25 Geomarketing Based on Beacons BLE . . . . . . . . . . . . . . . . . . . . . . 268
Isaac Aleixo, João Paulo Fernandes, and Cláudia Jacy Barenco Abbas
25.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 268
25.1.1 Bluetooth Low Energy . . . . . . . . . . . . . . . . . . . . . . 268
25.1.2 Beacons BLE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 269
25.1.3 Geomarketing and Marketing with Beacons . . . . . . . 270
25.1.4 Differences Between Bluetooth Classic and BLE . . . 270
25.2 Developing the Application . . . . . . . . . . . . . . . . . . . . . . . . . . 270
25.2.1 API Nearby Messages . . . . . . . . . . . . . . . . . . . . . . . 271
25.2.2 Google Developers Console . . . . . . . . . . . . . . . . . . 271
25.2.3 Publishing and Subscribing with Beacons . . . . . . . . 272
25.2.4 Create Advertisement . . . . . . . . . . . . . . . . . . . . . . . 274
25.2.5 Publish Advertisement . . . . . . . . . . . . . . . . . . . . . . 274
25.2.6 View Published Ads . . . . . . . . . . . . . . . . . . . . . . . . 274
25.2.7 App Appearance . . . . . . . . . . . . . . . . . . . . . . . . . . . 274
25.2.8 Screen “CreateAd” . . . . . . . . . . . . . . . . . . . . . . . . . 275
25.2.9 Screen “PublishAd” . . . . . . . . . . . . . . . . . . . . . . . . 276
25.2.10 Screen “Offers” . . . . . . . . . . . . . . . . . . . . . . . . . . . 276
Contents xvii
25.3 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 277

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 277
26 Customer Acceptance of Shopping-Assistant Chatbots . . . . . . . . .. 278
Tiago Araújo and Beatriz Casais
26.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 278
26.2 Theoretical Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 279
26.2.1 Technology Acceptance Model . . . . . . . . . . . . . . . . 279
26.2.2 Chatbots . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 280
26.2.3 Online User Experience . . . . . . . . . . . . . . . . . . . . . 280
26.3 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 281
26.3.1 Purpose and Hypothesis . . . . . . . . . . . . . . . . . . . . . 281
26.3.2 Sample . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 282
26.3.3 Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 282
26.4 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 282
26.4.1 Knowledge and Behavior Intention About Chatbots
Interaction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 283
26.4.2 Attitudes Toward Chatbot . . . . . . . . . . . . . . . . . . . . 283
26.4.3 Hypothesis Test . . . . . . . . . . . . . . . . . . . . . . . . . . . 284
26.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 285
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 286
27 Words, Frequency, and Understanding: Ranking Marketing
Discipline Terms Using Machine Learning . . . . . . . . . . . . . . ..... 288
Peter Vitartas
27.1 Introduction and Background . . . . . . . . . . . . . . . . . . . . . . . . . 288
27.1.1 Development of an Ontology . . . . . . . . . . . . . . . . . 289
27.2 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 290
27.3 Determination of TFIDF Scores . . . . . . . . . . . . . . . . . . . . . . . 291
27.3.1 Salience of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . 292
27.4 Findings and Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . 293
27.5 Limitations and Future Scope of Research . . . . . . . . . . . . . . . 294
27.6 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 295
28 Developing a Web Application for Recognizing Emotions
in Neuromarketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 297
Filip Filipović, Luka Baljak, Tamara Naumović, Aleksandra Labus,
and Zorica Bogdanović
28.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 297
28.2 Related Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 298
28.2.1 Neuromarketing . . . . . . . . . . . . . . . . . . . . . . . . . . . 298
28.2.2 Neural Networks . . . . . . . . . . . . . . . . . . . . . . . . . . 299
28.3 Designing an Application . . . . . . . . . . . . . . . . . . . . . . . . . . . 299
xviii Contents
28.4 Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 305

28.5 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 306
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 307
29 Application of Genetic Algorithm on Multi-objective Email
Marketing Delivery Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 309
Lei Zhang, Jun He, Zhenyu Yan, Wuyang Dai, and Abhishek Pani
29.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 309
29.1.1 Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . .. 309
29.1.2 Existing Applications of Genetic Algorithms
in Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 310
29.1.3 The Scope of This Paper . . . . . . . . . . . . . . . . . . . .. 310
29.2 Problem Formulation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 310
29.2.1 Open Rate and Click Rate
Maximization (Static) . . . . . . . . . . . . . . . . . . . . . .. 310
29.2.2 Maximization with Open Rate Decay . . . . . . . . . . .. 311
29.2.3 At Least One Open/Click Probability
Maximization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 312
29.3 Algorithms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 313
29.3.1 Greedy Algorithm . . . . . . . . . . . . . . . . . . . . . . . . . . 313
29.3.2 Genetic Algorithm . . . . . . . . . . . . . . . . . . . . . . . . . 314
29.4 Simulation and Result . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 316
29.4.1 Open Rate and Click Rate
Maximization (Static) . . . . . . . . . . . . . . . . . . . . . .. 316
29.4.2 Open Rate and Click Rate with Open
Rate Decay . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 316
29.4.3 At Least One Open/Click Probability
Maximization . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 318
29.5 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 319
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 319
30 End User Involvement in the Big Data Based Service
Development Process . . . . . . . . . . . . . . . . . . . . . . . . . . .......... 321
Rui Carreira
30.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 321
30.2 Related Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 322
30.3 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 323
30.3.1 First Stage (Why, What) . . . . . . . . . . . . . . . . . . . . . 323
30.3.2 Second Stage (Where) . . . . . . . . . . . . . . . . . . . . . . 323
30.3.3 Third Stage (How) . . . . . . . . . . . . . . . . . . . . . . . . . 323
30.4 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 324
30.4.1 First Stage (Why, What) . . . . . . . . . . . . . . . . . . . . . 324
30.4.2 Second Stage (Where) . . . . . . . . . . . . . . . . . . . . . . 325
30.4.3 Third Stage (How) . . . . . . . . . . . . . . . . . . . . . . . . . 325
Contents xix
30.5 Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 328

30.6 Conclusions and Future Research . . . . . . . . . . . . . . . . . . . . . . 328
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 329
31 Managing Human Resources Resistance to Organizational
Change in the Context of Innovation . . . . . . . . . . . . . . . . . ...... 330
José-Luis Rodríguez-Sánchez, Nohora Mercado-Caruso,
and Amelec Viloria
31.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ...... 330
31.2 Theory Framework . . . . . . . . . . . . . . . . . . . . . . . . . . ...... 332
31.2.1 Organizational Change and Restructuring
Process . . . . . . . . . . . . . . . . . . . . . . . . . . . ...... 332
31.2.2 Steps of the Organizational Change and
Restructuring Process . . . . . . . . . . . . . . . . . . . . . . . 332
31.2.3 Personnel Resistance . . . . . . . . . . . . . . . . . . . . . . . . 332
31.3 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 333
31.4 Case Study Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 334
31.4.1 Leadership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 334
31.4.2 Communication Process . . . . . . . . . . . . . . . . . . . . . 335
31.4.3 Valuable Employees . . . . . . . . . . . . . . . . . . . . . . . . 335
31.4.4 Training . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 336
31.4.5 Participation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 337
31.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 338
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 339
32 Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important
in Consumer-Brand Relationship? . . . . . . . . . . . . . . . . . . . . . . . .. 341
Ricardo Cayolla, Sandra Loureiro, and José Luís Reis
32.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 341
32.2 Brand Meaning and Value . . . . . . . . . . . . . . . . . . . . . . . . . . . 342
32.3 Consumer-Brand Relationship (CBR) . . . . . . . . . . . . . . . . . . . 343
32.4 Deep Relationship Investment . . . . . . . . . . . . . . . . . . . . . . . . 344
32.5 Discussion and Future Research . . . . . . . . . . . . . . . . . . . . . . . 346
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 347
33 Information Society: Access to Public Information . . . . . . . . . . . .. 350
Susana Molina, Gina Parrales, Soraya Linzán, and Arturo Clery
33.1 Obligation of Active Publication and Access Facilitation . . . .. 350
33.2 The Need to Change the Administrative Culture . . . . . . . . . .. 353
33.3 Hierarchy of the Rules of Access to Information and
Protection for Whistleblowers . . . . . . . . . . . . . . . . . . . . . . .. 354
33.4 Limitations to the Exercise of the Right of Access . . . . . . . .. 355
33.5 Main Procedures for the Satisfactory Attention of Requests
for Access to Information . . . . . . . . . . . . . . . . . . . . . . . . . .. 358
xx Contents
33.6 Attention as Much as Possible to the Request and Types

of Responses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 359
33.7 Notification of the Existence of Resources and Other
Requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 360
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 362
34 Facebook and Polícia de Segurança Pública: An Exploratory
Study of Follower’s Engagement . . . . . . . . . . . . . . . . . . . . . . . .... 363
Sónia M. A. Morgado, Tiago Moniz, and Sérgio Felgueiras
34.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .... 363
34.2 State of the Art . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .... 364
34.2.1 Information and Communication Technologies
and Networked Society . . . . . . . . . . . . . . . . . . . . . . 365
34.2.2 Social Networks and Facebook . . . . . . . . . . . . . . . . 365
34.2.3 Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 367
34.3 Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 368
34.3.1 Conceptual Model and Hypothesis . . . . . . . . . . . . . . 368
34.5 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 371
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 372
35 The LexDoBusiness Collaborative Platform . . . . . . . . . . . . ...... 377
Helder Azeredo, José Luís Reis, and Agostinho Sousa Pinto
35.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 377
35.2 Systematization of the Literature Review . . . . . . . . . . . . . . . . 378
35.2.1 Digital Transformation . . . . . . . . . . . . . . . . . . . . . . 379
35.2.2 The Business Plan . . . . . . . . . . . . . . . . . . . . . . . . . 379
35.2.3 The Business Model . . . . . . . . . . . . . . . . . . . . . . . . 380
35.2.4 E-Commerce, E-Business, and M-Business . . . . . . . 380
35.2.5 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . 380
35.2.6 Digital Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . 381
35.2.7 Customer Relationship Management—CRM . . . . . . . 382
35.2.8 Content Management System—CMS . . . . . . . . . . . . 382
35.3 Project Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 383
35.3.1 The Idea for the LexDoBusiness . . . . . . . . . . . . . . . 383
35.3.2 Model and Working Plan . . . . . . . . . . . . . . . . . . . . 384
35.4 Ethical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 385
35.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 386
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 386
Contents xxi
36 Machine Learning Applied to the H Index of Colombian Authors

with Publications in Scopus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 388
Amelec Viloria, Jenny Paola Lis-Gutiérrez, Mercedes Gaitán-Angulo,
Carmen Luisa Vásquez Stanescu, and Tito Crissien
36.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 389
36.2 Recent Application of Machine Learning . . . . . . . . . . . . . . . . 389
36.3 Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 390
36.3.1 Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 390
36.3.2 Algorithms Used . . . . . . . . . . . . . . . . . . . . . . . . . . 391
36.4 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 391
36.4.1 Descriptive Results . . . . . . . . . . . . . . . . . . . . . . . . . 391
36.4.2 Algorithms Used . . . . . . . . . . . . . . . . . . . . . . . . . . 394
36.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 396
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 396
37 Management Model for the Logistics and Competitiveness
of SMEs in the City of Barranquilla . . . . . . . . . . . . . . . . . . ...... 398
Juan de la Hoz Hernandez, Hugo Martinez Caraballo,
Jairo Martinez Ventura, Hugo Hernandez Palma,
Julio Cesar Mojica Herazo, Sandra Milena Acosta Orozco,
Andres Rodriguez Toscano, and Jesus Silva
37.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 398
37.2 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 399
37.3 Importance of Logistics for the Development of SMEs . . . . . . 399
37.4 Logistics Model for Competitiveness in SMEs . . . . . . . . . . . . 401
37.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 403
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 404
38 Business Intelligence and Data Mining to Support Sales
in Retail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..... 406
Francisca Castelo-Branco, José Luís Reis, José Carvalho Vieira,
and Ricardo Cayolla
38.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 406
38.2 Business Intelligence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 407
38.2.1 Online Analytical Processing (OLAP) . . . . . . . . . . . 407
38.2.2 Release and Express Technology . . . . . . . . . . . . . . . 408
38.3 Data Mining . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 409
38.3.1 Data Mining Forms and Cycle . . . . . . . . . . . . . . . . 409
38.3.2 Data Warehouse . . . . . . . . . . . . . . . . . . . . . . . . . . . 410
38.3.3 Market Basket Analysis . . . . . . . . . . . . . . . . . . . . . 411
38.3.4 Association Rules . . . . . . . . . . . . . . . . . . . . . . . . . . 412
38.3.5 Cross-Selling and Up-Selling . . . . . . . . . . . . . . . . . . 412
38.4 The Future of Retail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 413
38.5 CRISP-DM Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 415
xxii Contents
38.6 Case Studies of Data Mining in Retail . . . . . . . . . . . . . . . . . . 416

38.7 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 417
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 418
39 The Residents’ Perception of the Impacts of Tourism in Porto . ... 420
João Carvalho, Sandrina Ribeiro, and Marc K. Peter
39.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 420
39.2 Tetra-Value Theory and Societal Sustainability . . . . . . . . . . . . 421
39.3 The Impacts of Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . 421
39.4 Methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 423
39.5 Analysis and Discussion of Results . . . . . . . . . . . . . . . . . . . . 424
39.6 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 429
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 431
40 Good Practices in Logistics for SMEs: A Strategy for the Global
Marketplace . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 435
Juan de la Hoz Hernandez, Hugo Martinez Caraballo,
Jairo Martinez Ventura, Hugo Hernandez Palma,
Julio Cesar Mojica Herazo, Sandra Milena Acosta Orozco,
Andres Rodriguez Toscano, and Jesus Silva
40.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 435
40.2 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 436
40.3 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 437
40.3.1 World Class Logistics . . . . . . . . . . . . . . . . . . . . . . . 438
40.4 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 441
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 441
41 How Can Marketing Managers Thrive in the Age of Artificial
Intelligence? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... 444
Gioia V. Volkmar
41.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 444
41.2 Theoretical Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 445
41.3 Challenges and Research Question . . . . . . . . . . . . . . . . . . . . . 446
41.4 Current Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 446
41.5 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 447
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 447
42 Customer’s Acceptance of Humanoid Robots in Services:
The Moderating Role of Risk Aversion . . . . . . . . . . . . . . . ....... 449
Daniel Belanche, Luis V. Casaló, and Carlos Flavián
42.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 449
42.1.1 The Rise of Robots . . . . . . . . . . . . . . . . . . . . . . . . . 449
42.2 Hypotheses Development . . . . . . . . . . . . . . . . . . . . . . . . . . . 450
42.3 Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 452
42.3.1 Procedure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 452
Contents xxiii
42.3.2 Measures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 453

42.4 Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 454
42.4.1 Test of the Hypotheses . . . . . . . . . . . . . . . . . . . . . . 454
42.4.2 Post Hoc Analysis . . . . . . . . . . . . . . . . . . . . . . . . . 454
42.5 Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 456
42.5.1 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 456
42.5.2 Managerial Implications . . . . . . . . . . . . . . . . . . . . . 456
42.5.3 Limitations and Further Research . . . . . . . . . . . . . . 456
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 457
About the Editors
Álvaro Rocha holds the title of an Honorary Professor, D.Sc. in Information

Science, Ph.D. in Information Systems and Technologies, M.Sc. in Information
Management, and B.C.S. in Computer Science. He is a Professor of
Information Systems at University of Coimbra, researcher at CISUC (Centre for
Informatics and Systems of the University of Coimbra), and a collaborator
researcher at LIACC (Laboratory of Artificial Intelligence and Computer Science)
and at CINTESIS (Center for Research in Health Technologies and Information
Systems). He is also President of AISTI (Iberian Association for Information
Systems and Technologies), Chair of IEEE Portugal Section Systems, Man, and
Cybernetics Society Chapter, Editor-in-Chief of JISEM (Journal of Information
Systems Engineering & Management), and Editor-in-Chief of RISTI (Iberian
Journal of Information Systems and Technologies). Moreover, he has acted as
Vice-Chair of Experts in the Horizon 2020 of the European Commission, as Expert
in the Ministry of Education, University and Research of the Government of Italy,
and as Expert in the Ministry of Finance of the Government of Latvia.
José Luís Reis holds a Ph.D. in Technologies and Information Systems from the
University of Minho and a Professor with the title of specialist in Management and
Administration by IPAM – Porto. He is a Professor at ISMAI, IPAM, and as a Guest
Professor at the Catholic Porto Business School. It carries out activities in the areas of
training and information systems and technologies in various organizations, coordi-
nating various national and international projects in the areas of information man-
agement, applied marketing, and strategic regional planning. He is the author of
scientific papers and articles in the fields of information systems modeling, multi-
media, 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” and “Gamification Model
for SMEs.
xxv
xxvi About the Editors
Marc K. Peter holds doctorate from CSU Sydney, an Executive M.B.A. from
UAS Bern/Babson College/PKU Beijing, and a Master of Marketing from the
University of Basel. He is a Fellow of both the British Computer Society and the
Chartered Institute of Marketing. At the FHNW School of Business, he is building
and leading the Competence Center for Digital Transformation in Olten,
Switzerland. His research and teaching focuses are digital transformation, digital
marketing, and cybersecurity. Before joining FHNW, he held management posi-
tions at Swiss bank PostFinance, eBay International, E*TRADE Australia, and
LexisNexis in the areas of strategy, technology, sales, and marketing in Europe and
Asia-Pacific.
Zorica Bogdanović holds Ph.D. and is an Associate Professor at Faculty of

Organizational Sciences, University of Belgrade, Serbia. She teaches subjects in the
areas of e-business and e-business technologies on B.Sc., M.Sc., and Ph.D. studies.
Her professional and scientific interests include e-business Internet marketing,
Internet technologies, and Internet of things. Results of her researches have been
published in many well-known international journals and conference proceedings.
She is member of IEEE and secretary of IEEE Computer Chapter CO 16. She is in
Chair of seminar of IEEE Computer Chapter CO 16. She is in Chair of the summer
school “E-business technologies” at Faculty of Organizational Sciences since 2014.
Since 2016, she is in Chair of Center for Internet of things, and since 2017, she is
the Head of Department of e-business at Faculty of Organizational Sciences.
Chapter 1
The Digital Advertising Conceptual Flow:
A Literature Review
Valerio Stallone1,2(&)
1
Zürich University of Applied Sciences, Stadthausstrasse 14, 8401 Winterthur,
Switzerland
valerio.stallone@zhaw.ch
2
Maastricht University, 6200 Maastricht, MD, The Netherlands
Abstract. This paper presents a systematic review of the literature of 22

research articles, which used a visualization of the digital advertising conceptual
flow with a focus on programmatic advertising. This review aims to address a
gap in the literature by identifying a standardization of digital advertising
conceptual flow visualization and explanation. Achieving our aims will bring
together fragmented literature to serve as a foundation for research into digital
advertising conceptual flows and other related research. In our literature review,
we have found discrepancies, which imply different understandings of how the
advertising exchange between a publisher and an advertiser works. Our work
should minimize the risk of wrong conclusions in literature as well as in prac-
tice. We therefore recommend a visualization in the field of digital advertising,
which should be challenged in future research.
1.1 Introduction
Visiting a website or opening a free app often results as a web user often results in a
certain amount of frustration: advertisements popping up can disturb the user’s expe-
rience. Advertising intrusiveness is a cognitive process in which users perceive ads in a
media vehicle to be distracting [1]. The perception of advertising intrusiveness there-
fore tends to evoke, in the web user, negative emotional reactions, such as annoyance
[2]. In a web context, this means avoidance of the site [3]. The digital advertising
conceptual flow (“DACF”) describes the steps starting with the user’s visit of a website
or of an app and ending with an interaction of the very same user with the advertising
element itself. This flow contains steps in the connection via an exchange platform (“ad
exchange”) between a website or an app (“publisher”) and a company, which wants to
advertise a product or a service (“advertiser”). A setting of intermediaries takes part in
auctions to decide, which advertisements to show. In this paper, we focus on the steps
in the conceptual flow and on how researchers have tried to model the flow in their
work. We have considered literature, which discussed at least two steps of the DACF
and dated 2015 or younger. Due to this approach, we are able to suggest a visualization
of the DACF, which researchers should rely upon for their future studies. Our work
starts with an introduction to the historical background and moves forward to the
© Springer Nature Singapore Pte Ltd. 2020

Á. Rocha et al. (eds.), Marketing and Smart Technologies, Smart Innovation,
Systems and Technologies 167, https://doi.org/10.1007/978-981-15-1564-4_1
2 V. Stallone
methodologies scholars have worked with when using the DACF in literature. In the
last chapter, we suggest a standardization of the DACF visualization for scientific
literature as well as for work in nonacademic fields.
1.2 Historical Background
The DACF explains how a website’s visitor gets to see an advertising element (e.g., a
banner or a video) and how the information and data flow via the intermediaries. The
flow starts with the user, with human eyes, which should generate the interaction that is
the main resource elements on both ends of the flow, as well as the intermediaries,
depend upon: attention [2]. This stream has grown in the last decade to an extent with
an increasing amount of companies trying to be a part of it [4]. The simple bilateral
relationship between publisher and advertiser evolved into an aggregation of sub-
sequential connections. First descriptions date beginning of the millennium [5] and did
not change much. To find visualizations, we have to rely on work created toward the
end of last decade. The DACF contains the first sparkle, the user [6], the ad market [7],
the data logging [8], and the delivery of [9], as well as the redirection to the destination
URL [8].
1.3 Research Method
This review investigates the digital advertising conceptual flow from a multidisci-
plinary perspective. We selected peer-reviewed articles from four bibliographic data-
bases (IEEE Xplore, Sage journals online, Science Direct, and Google Scholar). We
considered peer-reviewed journals and conference proceedings based on their knowl-
edge validity and their highest impact on the research field. In these very journals, the
author considered only full papers. To ensure the relevance of the articles in this study,
we used a combination of 11 keywords. Each of the selected articles is required to
contain one of the following combinations of keywords at least in the abstract:
1. *digital advertising* AND *conceptual flow*,
2. *digital advertising* AND *ecosystem flow*,
3. *display advertising* AND *conceptual flow*,
4. *display advertising* AND *process*,
5. *display advertising* AND *ecosystem flow*,
6. *programmatic advertising* AND *conceptual flow*,
7. *programmatic advertising* AND *process*,
8. *programmatic advertising* AND *ecosystem flow*,
9. *real-time bidding* AND *conceptual flow*,
10. *real-time bidding* AND *process*, and
11. *real-time bidding* AND *ecosystem flow*.
The search for articles took place between May and June 2019 and was limited to
English-speaking journals between 2013 and 2019. The rationale is to capture the latest
change in investigating the digital advertising ecosystem.
1 The Digital Advertising Conceptual Flow: A Literature Review 3
Identification Selection Eligibility Included
• 98 articles • 78 articles • 22 articles • 22 articles
Fig. 1.1. The graph of the overview of the reviewed papers
As shown in Fig. 1.1, the identification phase generated 98 articles, which were
further limited to those actually mentioning the digital advertising conceptual flow as a
whole. The author selected 78 articles. Out of these articles, only 22 visualized the
digital advertising conceptual flow, which the author fully included in the literature
review of this paper.
1.4 Descriptive Results
1.4.1 Year of Publication

Table 1.1 and Fig. 1.2 show that the highest number of publications between in 2017,
which slightly declined in 2018. The trend is evident: researchers obviously make use of a
visualization of the DACF in their analyses, whereas the need is growing more and more.
Table 1.1. The overview of the reviewed papers

Year 2014 2015 2016 2017 2018
Amount 2 [10, 11] 1 [12] 4 [8, 9, 13, 14] 8 [4, 6, 7, 15–19] 7 [20–26]
This academic development reflects itself in the industry: programmatic advertising

has turned into a globally 200-billion-dollars per annum business [24] and has grown,
since 2014, at a 40% year-on-year pace [27].
Fig. 1.2. The graph of the overview of the reviewed papers

Another random document with
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there"—pointing to a corner of his library—"playing with her doll's-
house."
"Indeed, rector, she is a woman, and a very clever woman. She gave
me excellent advice the other day when we were threatened with a
strike in the north. She has a better head for business than I have."
"That may be," said Mr. Mallandine, smiling at him. "But she is not
old enough to be married."
"She will be nineteen on her next birthday, sir."
"What a pertinacious young man you are. Her next birthday is nearly
a year off. She shall not take the cares of a husband and a
household until she is twenty."
"That means two years, rector. What am I to do with myself all that
time?" Sir Hector asked ruefully.
"Do as other young men do. Isn't there sport enough and travel
enough for such as you? Go to Canada, to the North Pole, to the
Pamirs, over the roof of the world. I thought no young man of spirit
was satisfied till he had crossed the Pamirs, or shot lions in
Bechuanaland."
"I have left off caring for such things since I have known Grace."
"Well, you'll have to possess your soul in patience. My daughter's
girlhood belongs to me. Two years hence she will be a woman, and
able to know whether she loves you well enough to live and die with
you, or whether she only wants to be called my lady. It will be hard
enough for me to part with her then."
"You shall not part with her, rector. You will have a son as well as a
daughter. That will be the only difference."
"All prospective sons-in-law say the same thing. Come, Sir Hector, I
don't want to be selfish. Grace has been the sunshine of my life ever
since she and I were left alone in the world together. I want to see
her happily married before I lay me down for the long sweet sleep;
but I will not have her marry till she has had time to fall in love and
out of love a good many times with the man who is to have the
charge of her destiny."
There was no choice but to submit, since Grace thought as her
father thought, so Sir Hector reconciled himself to a two years'
engagement, but could but smile as he thought how brief need have
been his probation had his choice fallen in the Mayfair marriage
market.
Fate was on his side, after all. For a little more than half a year
Grace and he were betrothed lovers, meeting under restrictions; and
the rector had leisure to study his future son-in-law's character.
He found no evil in Hector Perivale, and he found much good—a
warm heart, an honest, open disposition, pluck such as should go
with good blood. It was quite true that Grace was the cleverer of the
two, and could even give good advice in the difficulties between
capital and labour, always in favour of concessions, yet always
counselling a firm attitude when labour put on the aspect of an
enemy, and refused to hear reason.
Then, one day, when it was least expected of him, the rector held out
his hand to Sir Hector over their evening wine, and said—
"I believe you are a good fellow, Hector, and that you will make my
Grace happy. Marry her as soon as you and she like—the sooner the
better for me!"
"Oh, sir, this is indeed generous."
"No; it is only prudent. I told you I wanted to see my daughter happily
married before I die. Well, when I was in London the other day I saw
a specialist—at the advice of Ringston, here—and he told me my life
is not quite so good as I thought."
"Oh, sir, I hope he was wrong."
"So do I, Hector. But I shall act as if I was sure he was right. There is
nothing certain about his verdict—a man and a mortal disease may
jog on for years together—so not a word to alarm Grace. I would not
have the bright morning of her life clouded by fears about me. You
can tell her that I admire your character so much that I want to
secure you at once as my son-in-law. I shall only tell her to set about
her trousseau."
Grace required a great deal of talking to, on her father's part and on
Hector's, before she was reconciled to a speedy marriage. She was
sure her father wanted her. He had not been looking well lately. He
had left off those early morning rides which had been so delightful,
and which she had often shared with him—those long scampers on
the broad margins of greensward on the edge of the pine-woods, in
the freshness of the new day. He let his groom drive for him, even
his favourite cob, whose mouth no hand but his own had been
allowed to control till lately.
Her father laughed off her fears.
"Did you think I was never going to be an old man, Gracie?"
"Not yet, father! Oh, not yet for a score of years. Why, it was only last
summer everybody was telling me how young you looked—growing
younger instead of older."
"That was last summer, Gracie. Où sont les neiges d'antan? Don't
you know that when Time has seemed to stand still for ever so long,
he seems to move on very fast all of a sudden? It is all only seeming.
The sands are always falling, and the scythe is always moving—slow
and sure, my love, slow and very sure. But I shall be a happy old
man when I see my darling married to the man of her choice."
"If you call yourself an old man, I won't marry him," Grace said
almost angrily. "If you are an old man, you want a spinster daughter
to take care of you—and in that case I shall never marry."
He smiled at her with a touch of mournfulness. She would not have
long to wait, perhaps, if she insisted on staying to the end.
After this he was careful to talk in a cheerful strain, and played his
part so well that she left him for an Italian honeymoon without the
faintest apprehension of evil—left him a gay and happy bride, going
out into a beautiful world of which she knew nothing but East Anglia.
The whole of May was spent on the lakes—first Maggiore, and then
Como. They stayed at Baveno, lived most of their life on the lake,
and visited the three islands till they knew them by heart—the
gardens, the palaces, the fishermen's huts, the caffes, the people,
old and young, crones, children, boatmen, priests. Those island
gardens in their glory of Maytime made a region of enchantment that
even Grace's dreams over Rogers's Italy had never equalled. The
facilities of travel, repetition, the crowding of tourists, may have
cheapened these exquisite scenes; but to each of us on that first
Italian journey they offer the same magic philter, the same revelation
of a loveliness beyond our power of dreaming.
Then came Bellagio, Cadenabbia, Varenna, a leisurely tour of that
still lovelier lake; and then, when June began and the days waxed
hot, a quiet week at Promontogno, roaming in chestnut woods,
driving up the hill to Soglio. Then to the cool breezes of the
Engadine.
It was at Pontresina that a telegram came—one of those fatal
messages that are opened so lightly, expectant of some trivial
intelligence, and which bring despair—
"The Rector dangerously ill. Pray come home immediately.—

Mary."
Mary was Mr. Mallandine's cook and housekeeper, an admirable

person, not without considerable dignity, and a black silk gown for
Sundays; but who had risen from the ranks, and was still only
"Mary," as she had been when she was a kitchen-maid at seven
pounds a year.
That hurried journey through the long June days was a never-to-be-
forgotten experience. Sir Hector planned everything, so that not a
minute should be lost. They left Pontresina at two in the morning in a
carriage and four, and halted only to change horses; reached Coire
in time for the express, and halted no more till they were at Victoria.
Then across London to Liverpool Street, and then to the grey quiet of
the Suffolk Rectory, in the second evening of their journey.
Grace was not too late. Her father lingered for nearly a month after
her return, and all the consolation that last hours and fond words,
mutual prayers, tears, and kisses, can give in the after time, were
given to her. She never forgot those solemn hours, that sweet
communion and confession of faith, her education for eternity. Never,
perhaps, until those sad hours had she known how true a Christian
her father was, or realized the perfect beauty of the Christian life and
the Christian death.
She had further evidence of his goodness in the grief of his
parishioners, to whom his bounty had been limited only by his
means, life at the Rectory being planned with a Spartan simplicity, so
as to leave the wider margin for the poor.
When all was over Sir Hector took his wife back to Switzerland; but
not to the scenes where those evil tidings had found her. He was all
the world to her now, and his heart was a fountain of tenderness.
The bond between husband and wife was strengthened by Grace's
sorrow. They lived alone in the loveliest places of the earth for more
than a year, and then it was for Hector's sake that Grace took up the
burden of life, and began her new duties as mistress of the house in
Grosvenor Square, and the Castle in Northumberland. The town
house had been refurnished while they were on their travels. All the
ponderous early Victorian rosewood and mahogany had been swept
into the limbo of things that were once thought beautiful. The chairs
with curved backs and Brussels sprouts upon their gouty legs, the
acres of looking glass framed in cabbage leaves, the loo-tables, and
heavy valances shutting out the top-light of every window, all the
draperies making for darkness, disappeared under the ruthless hand
of improvement; and from the dust and shadow of a lumber-room
filled by past generations, mirrors crowned with golden eagles,
chairs with shield-shaped backs and wheatsheaf carving, were
brought out into the light of day, and were deemed worthy.
"I wonder whether anybody will ever want the loo-tables and
Victorian sideboards back again?" Grace said; but the upholsterer
had provided against that contingency by carrying everything away,
to be sold for firewood, he told Sir Hector, and a very small item on
the credit side of his account was supposed to represent their value
in that capacity.
Then began Grace Perivale's new phase of existence—a life of
luxury that was as much a revelation as the loveliness of lakes and
mountains, the blue of an Italian sky. She was only twenty, and she
found herself almost a personage, one of the recognized beauties,
who could not move without a paragraph. Her appearance on a tiara
night at the opera, her diamonds, her frocks, her parties, her poodles
were written about. All the lady journalists followed her movements
with unflagging pens. She could not take up a newspaper, at least
among those of the frivolous order, without seeing her name in it.
She laughed, was inclined to be disgusted, and made mock of the
papers, but was not actually displeased. Even in East Anglia, after a
round of tennis-parties in the gardens of neighbouring squarsons, in
a district where almost everybody was a parson, and most of the
parsons were land-owners and rich—even in those rural scenes she
had discovered that people admired her; and then Sir Hector had
come with his adulation, taking fire at her beauty as at a flame, and
declaring that she was the loveliest girl in England. And at twenty to
be called—even by irresponsible young women—a queen of Society,
has its intoxication.
She plunged into the world of pleasure. Her husband was a member
of all the pleasure clubs—Hurlingham, Sandown, and the rest. Had
there been a hundred he would have belonged to them all. He was
popular, and had scores of friends, and if Grace had been much less
attractive, she would have been well received for Sir Hector's sake.
She caught the knack of entertaining, and her parties were
pronounced right from the outset. She was open to advice from old
hands, but had ideas of her own, and thought out the subject
thoroughly. She imparted a touch of originality to the commonest
things. Her dinner-table surprised with some flower that nobody else
had thought of.
"I expect to see ferns and green frogs at your next dinner," said Mr.
George Howard, famous in literature and politics, ultra Liberal scion
of a Liberal house, and a great admirer of Lady Perivale's. "I don't
think you can find anything new—short of frogs. They must have tiny
gold chains to fasten them to the épergne, like the turtle that swim
about under the jetty at Nice."
It was by the pleasantness and number of her parties that Grace
established herself as an entertainer, rather than by their splendour.
Who can be splendid in an age of African millionaires, of Americans
with inexhaustible oil-springs? She did not vie with the oil and
diamond people. She left them their proper element—the colossal.
Her métier was to give small parties, and to bring nice people
together. She studied every invitation as carefully as a move at
chess. Her queen, her knights, her bishops—she knew exactly how
to place them. The knights—those choicest pieces that move
anyway—were her wits and brilliant talkers, the men whom
everybody wants to meet, and who always say the right thing. Her
queens were of every type; first the beauties, then the clever women,
then the great ladies, dowagers or otherwise, the women whose
social status is in itself an attraction.
She smiled when people praised her tact and savoir faire.
"I have so little to think about," she said; "no child, no near relations.
And Hector spoils me. He encourages me to care for trivial things."
"Because he cares for them himself—if you call the pleasantness of
life trivial. I don't. I call it the one thing worth thinking about. I could
name a score of women in London who have all the essentials of
happiness and yet their houses are intolerable."
Thus Mr. Howard, her self-appointed mentor. He went about praising
her. Everybody wondered that a girl of twenty, who had been reared
in a rural parsonage, could commit so few gaucheries.
"Few!" cried Howard, indignantly. "She has never been gauche. She
is incapable of the kind of blunder Frenchmen call a gaffe. Some
women are born with a feeling for society, as others are born with a
feeling for art."
In Northumberland, as in London, Lady Perivale's success was
unquestionable. Sir Hector's old chums—the shooting and hunting
and fishing men—were delighted with his choice, and Sir Hector
himself was in a seventh heaven of wedded bliss. One only blessing
was denied him. Grace and her husband longed for a child on whom
to lavish the overplus of love in two affectionate natures. But no child
had come to them.
A child might have brought consolation in that dark season when,
after three days and nights of acute anxiety, Grace Perivale found
herself a widow, and more lonely in her wealth and station than
women often are in that sad hour of bereavement.
Her father had been the last of an old Norfolk family in which only
children were hereditary. She had neither uncles nor aunts. She had
heard of remote cousinships, but her father had held but scantiest
communion with those distant kindred, most of whom were distant in
locality as well as in blood.
CHAPTER III.
"I see him furnished forth for his career,
On starting from the life-chance in our world,
With nearly all we count sufficient help:
Body and mind in balance, a sound frame,
A solid intellect: the wit to seek,
Wisdom to choose, and courage wherewithal
To deal with whatsoever circumstance
Should minister to man, make life succeed.
Oh, and much drawback! What were earth without?"
Now began the third phase of Lady Perivale's existence. She spent
the next three years, not in utter loneliness, but in complete
retirement from worldly pleasures. It was in this time of bereavement
that her devoted Sue was of most use to her. She persuaded Sue to
travel with her during her first year of widowhood, at the risk of losing
that to which Miss Rodney had been a slave—her connection. Grace
insisted on her friend accepting a salary to cover that jeopardized
connection; and, when they went back to London, it was Grace's
care to find new pupils to fill the gaps. When West Kensington or
Balham had fallen away, Lady Perivale sent recruits from Mayfair
and Belgravia. She had a host of girl-friends—her court, her
"Queen's Maries"—and she could order them to have lessons from
her dearest Sue. In some cases she went further than this, and paid
for the lessons—girl-friends being often impecunious—but this her
friend never knew. But she may have been near guessing the truth
later, for, after that one Italian winter, Miss Rodney would travel no
more.
"I am one of the working bees, Grace," she said; "and you are trying
to make a drone of me."
"No, dear, that could never be; but I want you to have your butterfly
season."
It was while she was with her friend that they came upon the villa
above Porto Maurizio. Grace fell in love with the spot because,
although near the high-road to Genoa, it lay off the beaten track, and
was purely Italian—no Swiss-German hotel, no English tourists. The
villa was out of repair, and by no means beautiful; but some extent of
land went with it—olive woods, lemon groves, old, old mulberry
trees, festooned with vines that were looped from tree to tree, banks
of carnations, a wilderness of roses.
Lady Perivale sent for the owner's agent, and bought land and villa
as easily as she would have bought a bonnet. The agent saw her
child-like eagerness for a new toy, and only asked twice as much as
the reserve price.
"It is a place that can be made anything in the hands of an owner of
taste and means," he said; "and if you find the land a burden you can
always let it on the métairie system."
"But I mean to keep the land, and employ people—to have my own
olive woods, my own oranges and lemons."
She smiled, remembering a nursery game of her childhood. Oranges
and lemons! Never had she thought to see them growing on sunlit
heights, sloping upward from a sapphire sea, to that dark line where
the olives cease and the pines begin, darker and darker, till they
touch the rugged edge of far-off snow-peaks.
It was three years before Lady Perivale went back to the world in
which everybody's business—barring the few who live for politics or
philanthropy—is to cram the utmost amusement into the shortest
space of time. The briefer the season the faster the pace. Three
balls a night. Mrs. A.'s concert jostling with Mrs. B.'s private
theatricals, and both of them crushed under the Juggernaut car of
her Grace's fancy ball. The longer the invitation the worse chance of
a dull party: for those duchesses and marchionesses can spring a
great entertainment on the town at a fortnight's notice, and empty
meaner people's dancing-rooms, and leave the Coldstreams or the
Hungarians fiddling to twenty couples in a house where there is
breathing space everywhere.
Lady Perivale felt as if she were awaking from a long dream of
beautiful places and tranquil hours, awaking in the din and riot of a
crowded fair. But she opened her own little booth with a proper
dignity. She was almost glad to see old faces, and to be made a
prodigious fuss about.
She was the rage in that season of her return. There was hardly a
bachelor in town who did not want to marry her, though many were
too wise to pursue the charming prey. Her girl-friends who had
married, and her girl-friends who were still single, flocked round her,
and her house was the rendezvous of all the pretty people in
London. Her dinners, her luncheons, her little musical afternoons—a
single artist, perhaps, or at most two, and a room only half full—but,
most of all, her suppers after the play or the opera were the top of
the mode.
"She spends her money on the things that are best worth having,"
Mr. Howard said of her, "and that alone is genius. She breakfasts on
an egg, and dines on a cutlet, but she has taken the trouble to
secure an incomparable cook, and she gives him carte blanche. She
drinks nothing stronger than salutaris, but she lets me order her
wine, and gives me a free hand, as she does Herr Ganz when he
organizes her concerts. Such a woman knows how to live."
It was in this year of her return to the world of pleasure, when all
things seemed more dazzling by contrast, that she made the
acquaintance of two men whom she had not known during her
married life. One was Arthur Haldane, a man of letters, who had
leapt at once into renown by the success of a first novel—a work of
fire and flame, which had startled the novel-reading world, and
surprised even the critics, in an age when all stories have been told,
and when genius means an original mind dealing with old familiar
things. Since that success Mr. Haldane had devoted himself to more
solid and serious works, and he was now a personage in the literary
world. The other was Colonel Rannock, a Scotchman of old family,
grandson of the Earl of Kirkmichael, and late of the Lanarkshire
regiment, the man who was destined to bring trouble into Grace
Perivale's smooth and prosperous life. He was a reprobate, a man
who had long been banished from the holy of holies in the temple of
society, but who contrived to whirl in the vortex, nevertheless, by the
indulgence of old friends and allies of his house, who would not cast
him off utterly so long as he was only suspected and had never been
found out. He was known to have ruined other men, callow
subalterns who had admired and trusted him; he was known to have
lived in the company of vicious women, to have said to evil, "Be thou
my good"; and he was even suspected of having cheated at cards,
though that is a common suspicion of every Captain Rook who
keeps company with pigeons.
But against all this there was the man's personal charm—that subtle,
indescribable charm of a high-bred Scotchman who has lived in the
best Continental society, and is also a cosmopolitan. "A charm that
no woman could resist." That was what men who knew him well said
of him.
It was this man that in an evil hour Grace Perivale admitted to her
friendship. She had not known him a week before she had been
lectured about him, assured solemnly that he ought not to cross her
threshold. Her friendly mentor, Mr. Howard, was the most
importunate.
"I am old enough to be your father, Lady Perivale," he began; but
she stopped him with a laugh.
"If you say that I know something horrid is coming; though my dear
father never said a disagreeable thing to me in his life."
"Ah, but you were safe then—a little boat chained to a pier—and
now you are a fast sailing schooner racing through unknown waters.
I know the chart, and where there are shoals. You must not let
Colonel Rannock visit you."
"Why he, too, is old enough to be my father."
"No; I am ten years older than he, and thirty years more trustworthy."
"I don't care about the trustworthiness of a casual acquaintance."
"Rannock will not remain your casual acquaintance. He will make
himself your friend, whether you like it or not, unless you put him in
his place at once, or, in plain words, tell your butler you are never to
be at home to him."
"I am not going to shut my door against the most amusing man I
have met for a long time."
"Ah, that is how he begins. He amuses. It is the thin end of the
wedge. Then he interests—then—and then—— But I need not
pursue the subject. He will never reach those later stages. You will
find him out before then. But in the mean time he——"
"Why do you stop short like that?"
Howard had been nearly saying, "He will compromise you," but
would not for worlds have made an insulting suggestion to a woman
he so thoroughly believed in.
"Come, my dear Mr. Howard, you must credit me with some
knowledge of human nature, and believe that if I find Colonel
Rannock unworthy of my acquaintance, I shall know how to dismiss
him. I want to be amused. I have had two great sorrows in my life—
the loss of a father I adored, and of the best of husbands. Perhaps
you don't know how sad life is when one is always looking back."
"Do I not? I, who have lived nearly half a century!"
"Ah, no doubt you too have your griefs. But you are a sportsman and
an explorer, a politician and a philanthropist. You have so many
ways of forgetting. I have only a woman's distractions, dawdling
about the Continent, or steeping myself in London gaieties."
Mr. Howard did not pursue the argument, and he never recurred to it.
He was too proud a man to hazard a second repulse. If she made so
light of his counsel she should be troubled with no more of it. He
admired and esteemed her, and there may have been some touch of
deeper feeling, which, at his sober age, he would scarcely confess to
himself, though Lafontaine's sad question often found an echo in his
breast—"Ai-je passé le temps d'aimer?"
Lady Perivale lived in a crowd all that season, but Colonel Rannock
was a prominent figure in the crowd, and people were kinder to him
than they had been, on her account. It was thought that she would
marry him, and he would shine forth rehabilitated, rich, and a power
in society; and the clever, pushing, second-rate people who had cut
him last season began to think they had been precipitate and ill-
advised. The end of the season came in a moment, as it seemed,
after Goodwood. Everybody was going or gone, and the Park was a
Sahara sprinkled with nurse-maids and perambulators. Lady
Perivale made up her house-party for her Border Castle, but Colonel
Rannock was not of the party. She let him haunt her footsteps in
London, but she would not admit him to the intimacy of a house-
guest. So much evil had George Howard's warning done him. He
tried hard for an invitation, and was irritated at failing.
"You will have no music in your villeggiatura, and what a dull set you
have chosen. Your women are nice enough, young and bright, and
pretty, and only wanting to be amused; but your men are hopeless.
Frank Lawford—a quarterly review in breeches, Canon Millighan—a
Jesuit in disguise, and Captain Grant, Sir Henry Bolton, Jack
Scudamore, who live only to fill game-bags."
"They were my husband's friends, and I am very glad for them to
shoot his birds. Poor Hector! I always think of the birds and the moor
as his still—the cruel moor that cost him his life."
Her eyes clouded as she spoke of her husband. Commonplace and
kindly, a homely figure in the drama of life, he had been her first and
only lover, her faithful and devoted husband, and, after three years of
mourning, regret was not lessened. Colonel Rannock talked again of
her house-party. He was going to Iceland to shoot things, and to live
under canvas in unconceivable roughness and discomfort. He spoke
with bitterness of a joyless holiday, and then, as if on the impulse of
the moment, confessed his passion, his jealous rage at the thought
of her surrounded by other men, and asked her to be his wife.
This was his first throw of the dice. She rejected him with a kindly
firmness which she thought would settle the question for ever. He
promised that it should be so. He would be content to know himself
her friend, and so he went off to Iceland without further murmuring.
History repeated itself next season, when people were beginning to
wonder why she did not marry him—nay, even to say that she ought
to marry him. Mr. Howard was in China, on a diplomatic mission, so
there was no prophet in Israel to warn her of coming evil. In this year
Colonel Rannock offered himself to her twice, and was twice
refused; but even after the third disappointment, he declared himself
still her friend, and the concertante duets, and the dinners and
suppers, at which he was her most brilliant talker, went on. And
people said, "Dear Lady Perivale is so very unconventional."
CHAPTER IV.
"Knowledge is now no more a fountain sealed:
Drink deep, until the habits of the slave,
The sins of emptiness, gossip and spite
And slander, die. Better not be at all
Than not be noble."
Susan Rodney and her friend dined tête-à-tête, in a solemn
splendour of butler and silk-stockinged footmen, and talked of music
and the Opera. They spent the evening in Lady Perivale's sitting-
room on the second floor, a delightful room, with three windows on a
level with the tree tops in the square, and containing all her favourite
books, her favourite etchings, her favourite piano, and her marron
poodle's favourite easy-chair. The poodle was the choicest thing in
ornamental dogs, beautiful exceedingly, with silken hair of the
delicatest brown, and a face like a Lord Chief Justice, beautiful, but
cold-hearted, accepting love, but hardly reciprocating, thinking
nothing the world holds too good for him. Susan Rodney called him
marron glacé.
Lady Perivale glanced at the drawing-rooms, and turned away with a
faint shiver. Their spacious emptiness glittered with a pale brilliancy
in the electric light.
"We shall be cosier in my den, Sue," she said; and they went
upstairs together, and seated themselves in low, luxurious chairs, by
tables loaded with roses and lilies of the valley.
A wood fire flamed and crackled on the amber-tiled hearth, and the
varied colouring of exquisitely bound books, the brightness of rose-
bud chintz, and satin pillows heaped on low sofas, gave an air of life
and cheerfulness which was wanting in the sumptuous spaciousness
below.
"Why, what has happened to your photographs?" cried Sue, looking
round the room, where one attractive feature had been a collection
of panel, promenade, and other portraits of handsome and
fashionable women, in court gowns, in ball gowns, in tea gowns, in
riding habits, in fancy dress, nay, even in bathing dress, at Trouville
or Dieppe, each in the costume the sitter thought most becoming—
photographs framed in silver, in gold, in tortoiseshell, in ivory, in
brocade, in Dresden china, in every kind of frame that ingenious
manufacturers devise for people with expensive tastes. They had
filled a long shelf at the top of the dado. They had been stuck up in
every available corner, when Sue was last in the room; and, behold,
there was not one of them left!
"Oh, I put the horrid things away," Grace said impatiently; "I wonder I
didn't burn them. Who would wish to be surrounded by lying smiles
—false friends?"
Sue said nothing; and even here, within four walls, the conversation
was still about impersonal matters, the books the friends had read in
the last half-year—a subject which both were fond of discussing—
the authors they loved, the authors they hated, the successes they
wondered at.
After an hour's talk Miss Rodney persuaded her friend to sing, but
Lady Perivale was not in voice. She sang "There was a King in
Thule" with less than her usual power, and then played desultory bits
of Schumann and Schubert, while Sue turned over a pile of new
magazines.
They parted without any allusion to the scandal, except that angry
remark about the photographs.
"Good night, dear; it has been so sweet to spend a quiet evening
with you."
"Come again very soon, Sue. Come to luncheon or dinner, whenever
you can spare an hour or two."
The week wore itself out. Lady Perivale received plenty of letters, but
they were almost all of them appeals to her purse—programmes of
concerts, applications from hospitals, tradesmen's circulars; not a
single letter or card of invitation from anybody of mark.
She was not without visitors on Wednesday afternoon; but they
made a vastly different appearance in her drawing-rooms to her
visitors of last year, and there were no yellow barouches and French
victorias waiting in the square. A gushing widow with two rather
tawdry daughters, whom she had met only at charity bazaars and an
occasional omnium gatherum, and had severely kept at a distance,
came sailing and simpering in, followed by two bushy fringes, pert
retroussé noses, and suspiciously rosy lips, under picture hats of a
cheap smartness, scintillating with mock diamonds.
"Dear Lady Perivale, I know you are at home on Wednesday, so I
thought I would take my courage in my two hands, and call on you,
in the hope of interesting you in the bazaar at the Riding School. The
cause is such a good one—providing bicycles for daily governesses
of small means. I think you know my girls, Flora and Nora?"
Grace was coldly civil. She promised to think about the bicycles, and
she began to pour out tea, which had just been brought in.
"My girls" composed themselves upon low chairs, whisking the rose-
coloured flounces under their pale-green frocks into due prominence,
unconscious of a slightly draggled effect in skirts that had done
church parade on three Sundays. They scanned the spacious
drawing-rooms with eyes accustomed to the band-box limitations of
a flat in West Kensington, where, if a sudden gust blew, one could
shut the window with one hand, and the door with the other.
How vast and splendid the rooms were, and yet Lady Perivale was
only a country parson's daughter! They appraised her beauty, and
wondered at her good luck. They took in every detail of her pale
lavender frock—softest silk, tucked, and frilled, and ruched, and
pleated, by a fashionable dressmaker, until, by sheer needle-work,
twenty yards of China silk were made to look worth forty guineas.
There was more work in that little visiting-gown than in six of Nora's
frocks, although she spent most of her morning hours at her sewing
machine.
"How delicious it must be to be so rich," thought Flora. "And what
can a trumpery scandal matter to a woman with a house in
Grosvenor Square and powdered footmen? It's ridiculous of mother
to be 'poor thing-ing' her."
"Flora and Nora are helping Lady de Green at the tea-stall," Mrs.
Wilfred explained. "They mean to have a quite original tea, don't you
know; Japanese cups and saucers, and tiny brown and white
sandwiches."
"Nora has a German friend who can make thirty kinds of
sandwiches," said Flora. "I believe sandwich cutting ranks before
Wagner's music as an accomplishment in Berlin."
Three young men straggled in while the tea was circulating. They
were men whom Lady Perivale knew very well, but they were not in
the best set, not the men with highly placed mothers and sisters,
whose presence gives a cachet. She thought them a shade too
empressé in their satisfaction at her return to town. They hoped she
was going to give some of her delightful parties, and that she was
not going to waste time before she sent out her cards.
"The season is so short nowadays. Everybody rushes off to some
German cure before July is half over," said Mr. Mordaunt, a clerk at
the Admiralty.
Nobody asked Lady Perivale where she had spent the winter. She
hated them for their reticence, hated them for finding her in the
emptiness of her three drawing-rooms, with only that detestable Mrs.
Wilfred, and still more hateful Flora and Nora. It was so much worse
than being quite alone. But she had sworn to herself to stay in
Grosvenor Square, and could not deny herself to detrimentals.
Nobody stopped long. Mrs. Wilfred did not feel her visit a success,
and the men saw that Lady Perivale was bored.
Captain Marduke, of the Blues, outstayed the others, and put on a
certain familiarity of tone. It was the faintest shade of difference, but
Lady Perivale was aware of it, and froze him out in five minutes by
her distant manner.
He met Mordaunt at his club before dinner.
"Wasn't it awful in Grosvenor Square, Tommy?" said his friend.
"Ghastly. Don't you think she was a fool to show herself in London
after her escapade?" returned Marduke, who had been christened
Reginald Stuart Ponsonby, and was Tommy to his friends and the
Society papers.
"I can't understand it," said Mordaunt, chalking his cue slowly, and
looking at the tip with a puzzled expression, as if the mystery were
there. "Such a good woman I always thought her. The very last, don't
you know, to pitch her cap over the mill. And the way she looked at
us this afternoon, through and through, with such proud, steady
eyes! It's damn perplexing."
"So it is, Bill. Your shot."
"But are people sure of the story? Is there no mistake, do you think?"
asked Mordaunt, missing an easy cannon.
"Oh! people are sure enough. It isn't one man's word, you see.
Brander met them at Ajaccio, saw her stepping into a carriage in
front of the hotel, met him face to face in the coffee-room, knew by
his confused manner that there was something up, questioned the
manager, and found they had been living there a fortnight as Mr. and
Mrs. Randall. Jack Dane saw them in Sardinia. The Willoughby
Parkers came upon them in Algiers, staying at a second-rate hotel in
the town, saw them sitting under a palm-tree, taking their coffee, as
they drove by, and met them driving in the environs. No mistaking
her—as handsome a woman as you'd see in a day's journey; no
mistaking him—a wrong 'un, but a damn good-looking demon, with
the manners of Chesterfield and the morals of Robert Macaire, the
sort of man most women admire."
"Only the wrong sort of women, I think," said Mordaunt, resuming his
cue, the soldier having spaced his sentences with cannons and
losers, and made a break of twenty while he talked. "I can't
understand such a woman as Lady Perivale disgracing herself by an
intrigue of that kind—least of all for such a man as Rannock.
Thoroughly bad style!"
"Women don't know bad style from good in our sex; they only know
their own by the clothes."
"If she cared for the man, why not marry him?"
"Not much! She is a rich woman, and doesn't want a husband who
would spend every shillin' in two or three years."
"Oh! but nowadays a woman can take care of her money. The law
will protect her!"
"Not from a spendthrift that she's fond of. And nowadays the clever
women have free and easy ideas of the marriage tie. They've been
educated up to it by novels and newspapers. Well, it isn't a nice
story, anyhow you look at it; but I thought it was friendly to call."
"So did I," said Mordaunt. "But I'm afraid she'd rather not have seen
us. I hope she'll go to her place in the north, and cut the whole
boiling."
"Not much left for her to cut, poor soul, if people have given her the
cold shoulder."
"She can cut Mrs. Wilfred and her girls," said Mordaunt. "I should
think she'd enjoy doing it."
Lady Perivale drove in the park three or four afternoons a week at
the fashionable hour, when carriages had to move slowly, and
mounted policemen were keeping the way clear for the passing of
royal personages. Some of her women friends bowed to her coldly,
and she returned the salute with the same distance. The men
lounging by the railings were on the alert to acknowledge a bow from
her; but she had a way of not seeing them that they could hardly call
offensive. The more strait-laced among the women looked at her
with unrecognizing eyes; and she gave them back the same blank
stare. Young, very handsome, exquisitely dressed by the faiseuse at
the top of the mode, and seated in a victoria whose every detail,
from the blood horses to the men's gloves and collars, was
perfection, she drove to and fro, knowing herself under a dark cloud
of undeserved disgrace. Anger was her strongest feeling. Her heart
beat fast, and her cheek flushed as she drove past those
treacherous women whom she had called friends. She had not
cultivated sentimental friendships in the fashionable world. She had
no alter ego, no bosom friend, in society. But she had liked people,
and had believed they liked her; and it was difficult to think they
could insult her by giving credence to such a preposterous story as
some idiots had set on foot.
She sought no society, sent out no invitations to the intimates of old,
the girls who had made her little court of adorers, her Queen's
Maries, whose hats and gloves had so often figured in her milliner's
bills, since if a nice girl were assisting at her own choice of head-
gear, and cast longing looks upon some sparkling vision of roses and
leghorn, or ostrich feathers and spangled lace, what more natural
than to insist upon buying the things for her, in spite of all protests.
She had scattered such gifts with lavish hands, forgetting all about
them till surprised by the total of her milliner's bill.
"Can I have spent so much on finery in a single season? Ah, by-the-
by, I gave Kate Holloway a hat, and Emily Dashwood an ostrich fan,
and Laura Vane had an ostrich boa, and a dozen long gloves. There
are ever so many things I had forgotten." And now the Lauras and
Emilys and Kates had other patronesses to eke out the paternal

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Marketing and Smart Technologies

Proceedings of ICMarkTech 2019

Information Technology and Systems Proceedings of ICITS

Advances in Smart System Technologies Select

Smart Technologies for Sustainable Development Select

Developments and Advances in Defense and Security

Foundations and Trends in Smart Learning Proceedings of

Science and Technologies for Smart Cities 5th EAI

Advances in Smart Technologies Applications and Case

Advances in Industrial Automation and Smart

More information about this series at http://www.springer.com/series/8767

Marc K. Peter Zorica Bogdanović

Marketing and Smart

ISSN 2190-3018 ISSN 2190-3026 (electronic)

We acknowledge all those who have contributed to the staging of

Maia, Porto, Portugal Álvaro Rocha

1 The Digital Advertising Conceptual Flow: A Literature Review . . . 1

3 Willingness to Pay a Premium Price for Streaming Services:

6 The Inﬂuence of YouTubers in Consumer Behavior . . . . ........ 49

8.4.5 Divergences in Analysis . . . . . . . . . . . . . . . . . . . . . 71

11 The Characteristics of Digital Inﬂuencers and Their Ethically

13.4.3 Correlational Analysis . . . . . . . . . . . . . . . . . . . . . . . 130

16.5 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164

19.6.1 Size and Socio-Demographic Characterisation

21.5 Results and Discussions . . . . . . . . . . . . . . . . . . . . . . . . . . . . 224

24 The Human Senses as Consumption and Brand

25.3 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 277

28.4 Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 305

30.5 Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 328

33.6 Attention as Much as Possible to the Request and Types

36 Machine Learning Applied to the H Index of Colombian Authors

38.6 Case Studies of Data Mining in Retail . . . . . . . . . . . . . . . . . . 416

42.3.2 Measures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 453

Álvaro Rocha holds the title of an Honorary Professor, D.Sc. in Information

Zorica Bogdanović holds Ph.D. and is an Associate Professor at Faculty of

Abstract. This paper presents a systematic review of the literature of 22

© Springer Nature Singapore Pte Ltd. 2020

1.2 Historical Background

1.3 Research Method

Identification Selection Eligibility Included

• 98 articles • 78 articles • 22 articles • 22 articles

Fig. 1.1. The graph of the overview of the reviewed papers

1.4 Descriptive Results

1.4.1 Year of Publication

Table 1.1. The overview of the reviewed papers

This academic development reflects itself in the industry: programmatic advertising

Fig. 1.2. The graph of the overview of the reviewed papers

"The Rector dangerously ill. Pray come home immediately.—

Mary was Mr. Mallandine's cook and housekeeper, an admirable

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