Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches
Digital marketing communication, that is, communication through digital or electronic media
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …
Cross-channel effects of omnichannel retail marketing strategies: A review of extant data-driven research
The authors review 50 empirical retailing research papers that have appeared over the last
20 years to take stock of what we know, need to know better, and do not know yet about …
20 years to take stock of what we know, need to know better, and do not know yet about …
How technology is changing retail
Retailing is undergoing a remarkable transformation brought by recent advances in
technology. In this paper, we provide a deep discussion of and look ahead on how …
technology. In this paper, we provide a deep discussion of and look ahead on how …
The omnichannel continuum: Integrating online and offline channels along the customer journey
SA Neslin - Journal of retailing, 2022 - Elsevier
This paper provides a framework for conceptualizing omnichannel integration as a
continuum, identifies phenomena that determine how firms should position along that …
continuum, identifies phenomena that determine how firms should position along that …
Online and offline retailing: What we know and directions for future research
The fast-paced growth of e-commerce is rapidly changing consumers' shopping habits and
shaping the future of the retail industry. While online retailing has allowed companies to …
shaping the future of the retail industry. While online retailing has allowed companies to …
Loyalty formation for different customer journey segments
D Herhausen, K Kleinlercher, PC Verhoef, O Emrich… - Journal of …, 2019 - Elsevier
The proliferation of new touchpoints empowers today's customers to design their own
journey from search to purchase. To address this new complexity, we segment customers by …
journey from search to purchase. To address this new complexity, we segment customers by …
[HTML][HTML] Leveraging in-store technology and AI: Increasing customer and employee efficiency and enhancing their experiences
Due to digital innovations, retailing is undergoing radical changes. Scholars have proposed
frameworks to address outcomes of implementing technology eg, an increased customer …
frameworks to address outcomes of implementing technology eg, an increased customer …
Value co-creation through branded apps: enhancing perceived quality and brand loyalty
Purpose Branded applications (apps) are increasingly important in marketers' omnichannel
strategies. They have not only changed the way customers purchase but also changed the …
strategies. They have not only changed the way customers purchase but also changed the …
Modeling mobile commerce applications' antecedents of customer satisfaction among millennials: An extended tam perspective
A Ngubelanga, R Duffett - Sustainability, 2021 - mdpi.com
The continued growth for both smartphone usage and mobile applications (apps)
innovations has resulted in businesses realizing the potential of this growth in usage …
innovations has resulted in businesses realizing the potential of this growth in usage …
Does the interface quality of mobile shopping apps affect purchase intention? An empirical study
S hopping using mobile applications (apps) is becoming a trend. Studies have highlighted
the importance of interface in the case of shopping websites. However, to the best of our …
the importance of interface in the case of shopping websites. However, to the best of our …