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  • Day 01 09 May 2024
  • Day 02 10 May 2024
  • Day 03 11 May 2024
07:30 - 08:00 GMT

Welcome and Registration

08:00 - 08:30 GMT

Opening Session

08:30 - 09:30 GMT
Prof. Ali Idri, National School of Computer Science and Systems Analysis, Mohammed V

Keynote speech 1

Session chair: Prof. Hicham Sadok

Prof. Ali Idri, National School of Computer Science and Systems Analysis, Mohammed V (Biography)

Artificial Intelligence and Modern Societies: Concept of Augmented Intelligence


Prof. Ali Idri is a Full Professor at the National School of Computer Science and Systems Analysis, Mohammed V University. He holds a Ph.D. in Computer and Cognitive Sciences from the University of Québec at Montréal (2003). Ali has published more than 290 papers in well-known journals and conferences and received many recognitions for his contributions. He is an Associate Editor of two international journals: BMC Medical Informatics and Decision Making, and Scientific African.

09:30 - 10:00 GMT

Coffee break

10:00 - 11:00 GMT
Dr. Maha Gmira, Expert at the United Nations for Development

Keynote speech 2

Session chair: Prof. Kaltoum Lajfari

Dr. Maha Gmira, Expert at the United Nations for Development (Biography)

AI Challenges: Inclusion and Regulation


Dr. Maha Gmira is an Expert specializing in Artificial Intelligence Strategies and Gender at the United Nations for Development. Formerly, she served as the head of the Artificial Intelligence engineering school at EUROMED University of Fez. Her educational background includes a bachelor's degree in engineering, a Master's in Mathematics, and a PhD in Artificial Intelligence from Polytechnique Montréal, Canada. Her doctoral studies were conducted in one of the world's leading centers of excellence in artificial intelligence, specifically under the Canada Excellence Chair in Data Science for Real-Time Decision Making, MILA, IVADO, CIRRELT, GERAD, among others.

Dr. Maha Gmira actively participates in various research projects, focusing on areas such as Mobility, Agriculture, and Smart Manufacturing. In 2022, she obtained a Horizon Europe project, which deals with artificial intelligence in Agriculture, with a budget of more than 1.4 million Euros.

11:00 - 12:00 GMT

Lunch Break

12:00 - 14:00 GMT

3 Parallel Sessions:

Session 1: Digital Transformation

Session chairs: Beatriz Casais and El Hadj Ezzahid

Stephanie Jordan, Alexander H. Kracklauer, and Claas Christian Germelmann (Neu-Ulm University of Applied Sciences, University of Bayreuth, Germany)

Advancements and Challenges in AI Applications for B2C Retail Promotions: Unveiling a Socio-Technical Framework for Computer Vision Technologies and Generative Adversarial Networks

Roula Jabado and Rim Jallouli (Lebanese International University, Lebanon & University of Manouba, Tunisia)

Impact of Customer Data Platforms' Integration on CRM Success Empirical Evidence in the Retail Industry: A Customer Perspective

Dibakar Sarker and Nora Johanne Klungseth (Norwegian University of Science and Technology, Norway)

Successful Digital Transformation: Observations on Digital Maturity, Technology and Logistics in Multiple Industries

Luís Ferreira (School of Economics and Management, University of Minho; ISAG – European Business School, Portugal)

Unravelling the adoption of digital technologies by European SMEs

Session 2: Digital Economy and Investment

Session chairs: Javier Gonzalo Rodríguez Ruiz and Mohamed Bachisse

Ilyass Zeamari and Wim Laurier (Université Catholique de Louvain, Belgium)

Defining Digital Platforms: A Systematic Literature Review

Amira Dridi and Fedya Telmoudi (University of Tunis, Tunisia)

Digital Economy and Digital Maturity: A Comprehensive Review

Houda Mahboub and Hicham Sadok (Mohammed V university of Rabat, Morocco)

Digital investment and firm performance: evidence from Moroccan companies

Hamdi Becha, Kamel Helali, and Ons Hbaieb (Faculty of Economics and Management of Sfax, University of Sfax, Tunisia)

The nature of the relationship between Digital Financial Inclusion Index and China’s Regional Economic Growth: GMM-system empirical evidence

Session 3: Artificial Intelligence and E-learning

Session chairs: Gunnar Piho and Sidi Yahia El Ouazzani

Othmane Lamzihri, Mohammed El Kamli, Driss Mafamane, and Omar Hniche (Mohammed V university in Rabat, Morocco)

Potential of Artificial Intelligence in Education: A Practical Case Study at Mohammed V University – Rabat

Marcos Xavier and Selma Oliveira (Fluminense Federal University, Brazil)

Construction of Knowledge with Strategies Enabled by Generative Artificial Intelligence

Sven Packmohr and Nicole Draxler-Weber (Malmö University, Sweden & Universität Osnabrück, Germany)

Students’ Perceptions of Barriers in Four Teaching Formats – a Quantitative Study

Sameh Tebourbi, Hana Siala, Hanedi Bouzidi, and Romdhane Khemakhem (Sfax university, Tunisia)

Investigating the Higher Student’s Acceptance of E-Learning in Universities: An Application of UTAUT Model

14:00 - 14:30 GMT

Coffee break

14:30 - 16:30 GMT

3 Parallel Sessions:

Session 4: E-commerce and Social Media Marketing

Session chairs: Ana Maria Soares and Abdelwafi El Aidouni

Lukas Rudolf Germut Fitz and Jochen Scheeg (Brandenburg University of Applied Sciences, Germany)

Content-and-Review Platform Engagement of End-Users and Local Businesses – an Explorative Analysis based on Google Maps Data

Louati Fatma, Damak Mouna and Drira Fatma (Laboratoire de recherche Marketing, Tunisia)

The effect of product innovativeness on online consumer engagement through the mediating role of intrinsic motivation and ewom

Heru Muara Sidik, Mulyadi Mulyadi, Hadiyati Munawaroh, Suci Wulandari, Komalawati Komalawati, Rizky Prayogo Ramadhan, Pihri Buhaerah, and Irwanda Wisnu Wardhana (Hajj Fund Management Agency, National Research and Innovation Agency, Indonesia)

Does Religiosity Matter? An Indonesian Experience in Building Awareness and Developing Sharia E-Commerce

Moez Bellaaj and Myriam Elloumi (Higher Institute of Business Administration – ISAAS, Tunisia)

Unlocking Success in Social Media Across the Customer Journey: An Integrated Marketing Communication Perspective

Session 5: Exploring the Nexus of Digital and Sustainable Economies in Developing States

Session chairs: Adriana Anamaria Davidescu and Vasile Alecsandru Strat

Iulia Iulia Siedschlag, Gretta Mohan, and Weijie Yan (Economic and Social Research Institute and Trinity College Dublin, Ireland & E.CA Economics, United Kingdom)

Twin Transitions Across Enterprises: Do Digital Technologies and Sustainability Go Together?

Cristina Maria Geambasu, Eduard Mihai Manta, and Margareta-Stela Florescu (Bucharest University of Economic Studies, Bucharest, Romania)

Digitalization and Shadow Economy. A Literature Review

Sarra Gharbi, Hamdi Becha, Maha Kalai, and Kamel Helali (Faculty of Economics and Management of Sfax, University of Sfax, Tunisia)

The impact of Green Innovation on Green Growth in the era of digitalization: Evidence from EU countries

Marina-Diana Agafiței and Adriana Anamaria Davidescu (Bucharest University of Economic Studies, Romania)

Is there a relationship between shadow economy, digitalization and sustainable development? Insights from a national and regional bibliometric analysis

Session 6: Digital Business Models

Session chair: Sven Packmohr

Maike Netscher, Stephanie Jordan and Alexander H. Kracklauer (Neu-Ulm University of Applied Sciences, Germany)

Exploring Customer Acceptance of Smart Stores: An Advanced Model Approach

Hasna Koubaa, Foued Ben Said, and Rim Jallouli (University of Manouba, Tunisia)

Bibliometric analysis and network mapping on Mobile Technologies in the area of marketing: Emerging topics and research agenda

Noura El Farissi and Ouafa Barakat (Ibn-Zohr University-ENCG Agadir, Morocco)

Catalysts driving the integration of artificial intelligence (AI) in project management: an in-depth exploration with a focus on the Moroccan context

Jens Gessler, Hanspeter Rychlik, and Wolfgang H. Schulz (Zeppelin University, Germany)

Integrating Advanced Mobility Services in Federated Data Spaces: An Exploration of Organizational Roles

07:30 - 09:00 GMT

2 Parallel Sessions:

Dr. Mariem Belkhir, University of Sfax, Tunisia

Data Analysis Workshop

Session chair: Prof. Rim Jallouli

Dr. Mariem Belkhir, University of Sfax, Tunisia

Handling Moderator Variables in Research: Conceptual Framework and Statistical approach

Moderator variables have seen an increased use in empirical studies across various disciplines including consumer behavior, education science, psychology, management, and more. Integrating and testing moderator variables in a research requires following some guidelines both at the conceptual and statistical levels.

Session 7: Application of Machine Learning for Business

Session chair: Mohamed Anis Bach Tobji

Lyudmila Gadasina, Azaliia Masalimova, and Lyudmila Vyunenko (Saint-Petersburg State University, University ITMO, Russia)

Application of Machine Learning Methods to Assess Player Skills via Business Simulation Logs

Soukaina Laaouina, Mimoun Benali, Abdelhamid El Bouhadi, and Hicham Sadok (LAREMEF, National School of Commerce and Management of Fez, USMBA, Mohammed V university of Rabat, Morocco)

Modeling funding decision of industrial projects using boosting machine learning algorithms

Haïfa Nakouri, Mouna Chebbah, and Ahmed Jbali (University of Manouba, Ecole Supérieure de l’Economie Numérique (ESEN), Tunisia)

A Sentiment Analysis Approach for Hotels Rating

09:00 - 09:30 GMT

Coffee break

09:30 - 11:00 GMT

2 Parallel Sessions:

Session 8: Digital Technologies and Innovative Management

Session chairs: Igor Bossenko and Driss Mafamane

Alexandra Monteiro, Beatriz Casais, and Ana Paula Ferreira (University of Minho, School of Economics and Management, Portugal)

The application of Blockchain to Human Resources Management

Berkay Topçu, Mukaddes Altuntaş, Dilruba Topçuoğlu, Talip Akdemir, Elif Kurt, and Zeynep Deniz Cankut (Yıldız Tech, Turkey)

Predicting Turnover Tendency of Candidates/Employees Based on Personality Assessment Tests: A Data-Driven Approach

Asma Lakhal, Nadia Montacer, and Fatma Smaoui (Institut Supérieur de Gestion de Tunis, University of Tunis, Tunisia)

‘Why embrace augmented reality beauty Filters?’: Delving into young women's motivations

Session 9: Online Session

Session chair: Kaltoum Lajfari

Karima Ghzaiel, Rym Bouzaabia, and Manel Hassairi (LRM laboratory, Faculty of Economics and Management of Sfax, Carthage High Commercial Studies Institute, Higher Institute of Management of Sousse, ARBRE laboratory- ISG Tunis, Tunisia)

When the artificial revolutionizes the reality: Focus on this new trend of Virtual Influencers

Barbara Pisker, Kristian Dokic ,and Judy M V (Faculty of Tourism and Rural Development, Croatia & Cochin University of Science and Technology, India)

Search Engine Gender Bias: Cross Cultural Analysis

Samia Dalhoum, Abir Zouari, and Romdhane Khemakhem (Faculty of Economics and Management Sciences (FSEG) of Sfax, Institute of Higher Business Studies (IHEC) of Sfax, Sfax university, Tunisia)

Delving into the Shadows of Artificial Intelligence in Green Marketing

11:00 - 12:00 GMT

Lunch Break

12:00 - 14:00 GMT

3 Parallel Sessions:

Session 10: Social Networks and Information Technologies

Session chair: Mouna Chebbah

Ilyass Zeamari (Université Catholique de Louvain, Belgium)

Marketplace Platforms: Towards a New Taxonomy

Marina Ivanova, Igor Bossenko, Gunnar Piho, and Peeter Ross (Tallinn University of Technology, Estonia)

Comparative analysis of clinical terminology servers: a quest for an improved solution

Maiara Rosa Cencic, Johannes Demer, Sebastian Haberl, Van Thanh Le, Kai Lindow, Christian Metzner, Isabelle Rösler, Martin Schulze, Cansu Tanrikulu, Horst Wieker, and Christian Winter (Fraunhofer Institute for Production Systems and Design Technology, Automotive Solution Center for Simulation, msg systems ag, ETLabs Research GmbH, Saarland University of Applied Sciences, Research Group Traffic Telematics, msg DAVID GmbH, Software AG, Germany)

A payment architecture for decentralized data spaces based on Gaia-X

Igor Bossenko, Gunnar Piho, and Peeter Ross (Tallinn University of Technology, Estonia)

Modelling a patient identifier system in the Estonian National Health Information System

Session 11: Digital Economy in Emerging Countries

Session chairs: Gretta Mohan and Redouane Raouf

Rhaya Fikry and Yahia El Ouazzani (Laboratory of Economic, Analysis and Modeling, Mohammed V University, Morocco)

ICT and the Digital Divide: Analyzing ICT Indicators in Morocco Using PCA

Hugo César Enríquez García and Javier Gonzalo Rodríguez Ruiz (University of Guadalajara, National Autonomous, University of Mexico, Institute of Economic Research, Mexico)

Technological digitalization model for medium-sized pig farms in Mexico

Safa Benazzouz and Hicham Sadok (Mohammed V University of Rabat, FSJES-Souissi, Rabat, Morocco)

Analysis of the relationship between innovation, digitalization and economic growth in North African countries

Sourour Guidara, Afifa Ferhi, and Kamel Helali (Faculty of Economics and Management of Sfax, University of Sfax, Tunisia)

Unveiling the dynamics: Global Innovation Index and digital technologies corporate sophistication in emerging country institutions

Session 12: Mobile Banking and Digital Assets

Session chair: Alexander H. Kracklauer

Lajfari Kaltoum and Soumbara Sid'Ahmed (UM5 Rabat-FSJES Souissi, Morocco)

Mobile money in Morocco: Evaluating the Role of Mobile Money in Alleviating Liquidity Deficit

Ahmed Hentati and Rim Jallouli (University of Manouba, Tunisia)

Diagnosing Mobile Banking Applications to Optimize User Experience and Engagement Method, Features and Recommendations

Sara El Yahyaoui and Moulay Ali Rachidi (Faculty of Juridical, Economic and Social Sciences, Moulay Ismail University, Morocco)

The impact of internet banking adoption on the profitability of the banking industry: evidence from Morocco

Rima Aloulou, Maha Kalai, Sabrina Hidri, and Afef Bouattour (Faculty of Economics and Management of Sfax, University of Sfax, Higher Institute of Business Administration of Sfax, University of Sfax, Tunisia)

Examining the impact of Bitcoin price volatility on stock markets: a comparative analysis between ARDL and NARDL approaches with a focus on the role of monetary digitization

14:00 - 14:30 GMT

Coffee break

14:30 - 15:30 GMT

Closing ceremony (best paper award, best reviewer award)

19:00 - 22:00 GMT

Gala Dinner

08:00 - 11:00

Cultural Tour

The cultural program consists of a half-day excursion to the city center of Rabat, from 9:00 a.m. to 12:00 a.m. The excursion which begins at 9:00 a.m. from the faculty in a chartered collective transport, will crisscross the city to discover the Moroccan capital and its main historical and cultural sites such as the 12th century Hassan Tower and the Mohammed V mausoleum, the “Kasbah” (fortress) at the top of the blue and white cliff on the edge of the Atlantic Ocean, the fortified “medina” (old town) and the Roman ruins of Chellah, protected by UNESCO.