ICIEMC Proceedings; No 1 (2020): Proceedings of the 4th International Conference on Innovation and Entrepreneurship in Marketing & Consumer Behaviour, November 12-13, 2020; 120-126 ICIEMC Proceedings; n.º 1 (2020): Proceedings of the 4th International Conference on Innovation and Entrepreneurship in Marketing & Consumer Behaviour, November 12-13, 2020; 120-126