Abstract
With excess energy use from non-renewable sources, new energy generation solutions must be adopted to make up for this excess. In this sense, the integration of renewable energy sources in high-rise buildings reduces the need for energy from the national power grid to maximize the self-sustainability of common services. Moreover, self-consumption in low-voltage and medium-voltage networks strongly facilitates a reduction in external energy dependence. For consumers, the benefits of installing small wind turbines and energy storage systems include tax benefits and reduced electricity bills as well as a profitable system after the payback period. This paper focuses on assessing the wind potential in a high-rise building through computational fluid dynamics (CFD) simulations, quantifying the potential for wind energy production by small wind turbines (WT) at the installation site. Furthermore, a mathematical model is proposed to optimize wind energy production for a self-consumption system to minimize the total cost of energy purchased from the grid, maximizing the return on investment. The potential of a CFD-based project practice that has wide application in developing the most varied processes and equipment results in a huge reduction in the time and costs spent compared to conventional practices. Furthermore, the optimization model guarantees a significant decrease in the energy purchased at peak hours through the energy stored in energy storage systems (ESS). The results show that the efficiency of the proposed model leads to an investment amortization period of 7 years for a lifetime of 20 years.

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.

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.