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.

Cuomo, M., Ceruti, F., Mazzucchelli, A., DI GREGORIO, A., Tortora, D., Metallo, G. (2016). TOTAL E-CUSTOMER EXPERIENCE AND SOCIAL COMMERCE. AN EXPLORATORY SURVEY ON THE ITALIAN MANAGERIAL PERSPECTIVE. In 2016 Global Marketing Conference at Hong Kong Proceedings (pp.1282-1298) [10.15444/GMC2016.09.06.04].

TOTAL E-CUSTOMER EXPERIENCE AND SOCIAL COMMERCE. AN EXPLORATORY SURVEY ON THE ITALIAN MANAGERIAL PERSPECTIVE

CUOMO, MARIA TERESA;CERUTI, FRANCESCA;MAZZUCCHELLI, ALICE;DI GREGORIO, ANGELO;TORTORA, DEBORA;
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.
paper
social, e-commerce, e-retailer, multichannel, mobile, tourism
English
2016 Global Marketing Conference
2016
2016 Global Marketing Conference at Hong Kong Proceedings
2016
1282
1298
none
Cuomo, M., Ceruti, F., Mazzucchelli, A., DI GREGORIO, A., Tortora, D., Metallo, G. (2016). TOTAL E-CUSTOMER EXPERIENCE AND SOCIAL COMMERCE. AN EXPLORATORY SURVEY ON THE ITALIAN MANAGERIAL PERSPECTIVE. In 2016 Global Marketing Conference at Hong Kong Proceedings (pp.1282-1298) [10.15444/GMC2016.09.06.04].
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10281/174380
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