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.

• 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)