Abstract
Renewable energy communities (REC) are an increasingly interesting solution for all energy market stakeholders. In RECs consumers and producers come together to form energy cooperatives with a strong incorporation of renewables in order to make the market and energy trading more advantageous for both sides. This growing trend has been followed by several studies aimed at understanding which are the best models for energy sharing within the community. This paper proposes different models of energy sharing within the community and evaluates their efficiency. Energy sharing can be based on constant coefficients or variable coefficients based on the net consumption of the self-consumers. This study proposes a new methodology based on a hybrid model. The results show the advantages and challenges of the individual energy-sharing models, showing that up to 41% of the energy imports from the grid can be reduced. © 2023 IEEE.

Abstract
The recent pandemic crisis has greatly impacted startups, and some changes are expected to be long-lasting. Small businesses usually have fewer resources and are more vulnerable to losing customers and investors, especially during crises. This study investigates how startups’ business processes were affected and how entrepreneurs managed this sudden change brought by the COVID-19 outbreak. Data were analyzed using qualitative research methods through in-depth interviews with the co-founders of eighteen startups. Results show that the three core business processes affected by the COVID-19 crisis were marketing and sales, logistics and operations, and organizational support. The way to succeed is to be flexible, agile, and adaptable, with technological knowledge focusing on digital channels to find novel opportunities and innovate. Additionally, resilience, self-improvement, education, technology readiness and adoption, close relationship with customers and other stakeholders, and incubation experience seem to shield startups against pandemic crisis outbreaks.

Abstract
Marketing, and specifically its digital marketing component, is being challenged by disruptive innovations, which are creating new, unique, and unusual opportunities, and with the emergence of new paradigms and models. Other areas of knowledge have embraced these innovations with swiftness, adapting promptly and using them as leverage to create new paradigms, models, and realities. Marketing, in clear opposition, has been somewhat dismissive, ignoring the potential of these new contexts that are emerging, some of which are already unavoidable. Confronting Security and Privacy Challenges in Digital Marketing identifies the most relevant issues in the current context of digital marketing and explores the implications, opportunities, and challenges of leveraging marketing strategies with digital innovations. This book explores the impact that these disruptive innovations are having on digital marketing, pointing out guidelines for organizations to leverage their strategy on the opportunities created by them. Covering topics such as blockchain technology, artificial intelligence, and virtual reality, this book is ideal for academicians, marketing professionals, researchers, and more. © 2023 by IGI Global. All rights reserved.

Abstract
The internet massification and e-commerce growth that have been driven by “millennials” and the coronavirus pandemic cannot remain indifferent to luxury brands. These brands have had to adapt to e-commerce and develop an online shopping experience which satisfies its customers, so that they repeat purchase. Therefore, the main objective of this research is to understand the main impacts of shopping experience on luxury brand websites on satisfaction and loyalty. A model which analyzes the relationship between the three constructs was developed and information was gathered through an online survey, from which resulted 356 valid answers. Through the analysis of data collected and using a structural equation model, using SmartPLS software, we realized that online shopping experience is positively related to satisfaction. Loyalty, in turn, is positively affected by brand satisfaction. This study makes an important contribution to luxury brands and to people in charge of marketing and online platforms selling luxury goods. It helps brands understand that enhancing online shopping experience can positively impact satisfaction and loyalty levels. © 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Abstract
Companies are increasingly focusing on audiovisual content as part of their strategy, and YouTube being a massive video hosting platform that makes content sharing possible has been the most successful platform for reaching their consumers products and services. Researches have proven that user-generated content impacts brand engagement, loyalty and firm revenue. Therefore, it is necessary to determine what factors stimulate the creation of consumers perceived value from user-generated content, on social media. We analyze the driving factors of user-generated content on YouTube and its influence on consumers perceived value. The sample data consists of 282 YouTube users’ responses collected through an electronic survey. This research contributes toward the digital content marketing literature by complementing existing research exploring consumer behavior on social media, assessing the driving factors of user-generated content and its impacts on customer perceived value. The study findings provide academic contributions and several challenges for firm and user-generated content, on actions they can tackle. Finally, based on the study limitations, we discuss future research in generated content in social media, providing insights for future research directions. © 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Abstract
Artificial intelligence (AI) has altered our world in numerous ways. Although its application has benefits, the underlying issues surrounding privacy and security in AI need to be understood, not only by the organizations that use it but also by the users that are susceptible to its vulnerabilities. To better understand the impact of privacy and security in AI, this chapter reviews the current literature on artificial intelligence, trustworthiness, and privacy and security concepts and uses bibliometric techniques to understand and identify current trends in the field. Finally, the authors highlight the challenges facing AI and machine learning and discuss the results obtained from the bibliometric analysis, which provides insight into the several implications for managers and contributions to future research and policy. © 2023, IGI Global. All rights reserved.