The impact of digital shopping channels on multi-channel marketing and attribution in the changing retail landscape / guest editor, Associate Professor Kiseol Yang.

Format:

Book

Contributor:

Yang, Kiseol, editor.

Series:

Journal of Research in Interactive Marketing: Volume 9, Issue 2

Journal of Research in Interactive Marketing, 2040-7122 ; Volume 9, Issue 2

Language:

English

Subjects (All):

Consumer behavior.

Electronic commerce--Psychological aspects.

Electronic commerce.

Internet marketing.

Physical Description:

1 online resource (81 p.)

Edition:

1st ed.

Place of Publication:

[Bradford, England] : Emerald, 2015.

Language Note:

English

Summary:

The studies in this special issue of ""the impact of digital shopping channels on multi-channel marketing and attribution in the changing retail landscape"" put consumers at the center of marketing and attribution and provide implications how retailers can capitalize on digital shopping channels as competitive advantages.The first paper, ""Is this mobile coupon worth my private information? Customer evaluation of acquisition and transaction utility in a mobile coupon shopping context"", by Hyunjoo Im and Young Ha addresses consumer concerns for privacy in using mobile coupons and attempts to u

Contents:

Cover; EDITORIAL ADVISORY BOARD; Guest editorial; Is this mobile coupon worth my private information?; Typologies and touchpoints: designing multi-channel digital strategies; The impact of brand experiences on brand resonance in multi-channel fashion retailing; Building customer equity through trust in social networking sites

Notes:

Description based upon print version of record.

Includes bibliographical references at the end of each chapters.

Description based on online resource; title from PDF cover (ebrary, viewed July 25, 2015).

ISBN:

1-78560-413-9

OCLC:

921279120