ICIEMC Proceedings; No 4 (2023): Proceedings of the 7th International Conference on Innovation and Entrepreneurship in Marketing & Consumer Behaviour, June 29-June 30, 2023; 250-261 ICIEMC Proceedings; n.º 4 (2023): Proceedings of the 7th International Conference on Innovation and Entrepreneurship in Marketing & Consumer Behaviour, June 29-June 30, 2023; 250-261