KOREASCHOLAR

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

Maria Teresa Cuomo, Francesca Ceruti, Alice Mazzucchelli, Angelo Di Gregorio, Debora Tortora, Gerardino Metallo
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315183
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.1282-1298
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
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.

Keyword
sociale-commercee-retailermultichannelmobiletourism
Author
  • Maria Teresa Cuomo(University of Salerno, Italy)
  • Francesca Ceruti(University of Milan-Bicocca, Italy)
  • Alice Mazzucchelli(University of Milan-Bicocca, Italy)
  • Angelo Di Gregorio(University of Milan-Bicocca, Italy)
  • Debora Tortora(University of Salerno, Italy)
  • Gerardino Metallo(University of Salerno, Italy)