Part: Online Advertisements and Referential Systems -- Forecasting Online Advertising Campaigns in the Wild -- Ranking for the Top: A Misconception of Search Engine Advertisers -- Measuring Supportiveness of the Internet and Mobile Platforms for Personalized Ad -- Part: Recommender Systems and Pricing -- The Matthew Effect in Online Review Helpfulness -- Association Rules in Web Usage Logfile Data - Empirical Insights into the Use of User-Generated Web Site Features -- Leaving the Tier: An Examination of Asymmetry in Pricing Patterns in Online High Tech Shops -- Part: Social Media -- Social Media Data Relevant for Measuring Key Performance Indicators? A Content Analysis Approach -- Understanding Individuals' Switching of eService: An Empirical Study of Social Network Games Switching Intentions in China -- A Social Referral Mechanism on e-Marketplace -- Part: Mobile Services -- Mobile Credit Payment - Innovation for Leadership in E-Commerce -- Fool's Gold? Developer Dilemmas in a Closed Mobile Application Market Platform -- Part: Business Models -- Collaborative Business Model Innovation Process for Networked Services -- Part: Societal Implications -- Digital Inequality on Global Online Knowledge Exchange Platforms.

This book constitutes the refereed proceedings of the 15th International Conference on Electronic Commerce, ICEC 2013, held in Turku, Finland, in August 2013. The theme of ICEC 2013 was "effective, agile, and trusted e-services co-creation" and reflects the alignment between computerized, formalized business procedures with the need to flexibly adapt and innovate businesses on the spot according to changing customer needs and requirements. The 13 papers published in this book were carefully reviewed and selected from more than 50 submissions, resulting in an acceptance rate of less than 25%. They are organized in topical sections on online advertisements and referential systems, recommender systems and pricing, social media, mobile services, business models, and societal implications.