The Web and social media offer opportunities and challenges to e-commerce players, by allowing customers to access more information and share opinions about products and services with much wider scope than before their advent. The major objective of this paper is to provide e-commerce marketers with a critical overview of the most important social media company-consumer touch points useful to improve their competitiveness
Arrigo, E. (2016). The Influence of Social Media Management on Firms' Competitiveness. In I. Lee (a cura di), Encyclopedia of E-Commerce Development, Implementation and Management (pp. 2051-2061). IGI Global [10.4018/978-1-4666-9787-4.ch146].
The Influence of Social Media Management on Firms' Competitiveness
ARRIGO, ELISA
2016
Abstract
The Web and social media offer opportunities and challenges to e-commerce players, by allowing customers to access more information and share opinions about products and services with much wider scope than before their advent. The major objective of this paper is to provide e-commerce marketers with a critical overview of the most important social media company-consumer touch points useful to improve their competitiveness
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