Human and Smart Marketing

This is the inaugural volume of the book series "European Marketing Academy Insights", a flagship publication of the European Marketing Academy (EMAC). This volume, which showcases top research from the EMAC 2025 Conference, was developed through a rigorous two-stage review process, and presents high-impact contributions under the theme “Human and Smart Marketing: Understanding and Enhancing Our Future.” Produced for both academic and practitioner audiences, it features dual abstracts, interdisciplinary perspectives, and a focus on behavior change and real-world relevance. The series reflects EMAC’s commitment to global scholarly exchange and inclusivity. This first volume sets a new standard for conference-based publications, offering advanced insights into marketing technologies, customer understanding, and strategic innovation. It is a collaborative effort by leading scholars across Europe, with editorial oversight by the EMAC Insights Book Series Board.