The paper focuses on the social commerce paradigm, underlining how social media are able to assist e-retailers in their effort of creating a total omni-channel e-customer experience. The empirical research represents a new prospect on the topic, because nowadays social commerce is not completely understood and realized from a managerial perspective.
TOTAL E-CUSTOMER EXPERIENCE AND SOCIAL COMMERCE. AN EXPLORATORY SURVEY ON THE ITALIAN MANAGERIAL PERSPECTIVE
CUOMO, Maria Teresa;TORTORA, DEBORA;METALLO, Gerardino
2016
Abstract
The paper focuses on the social commerce paradigm, underlining how social media are able to assist e-retailers in their effort of creating a total omni-channel e-customer experience. The empirical research represents a new prospect on the topic, because nowadays social commerce is not completely understood and realized from a managerial perspective.File in questo prodotto:
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