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Accceptance and usage of technology through the digital user experience / edited by Nedra Bahri-Ammari and Imene Ben Yahia-Boumaiza.
- Format:
- Book
- Language:
- English
- Subjects (All):
- Customer relations--Technological innovations.
- Customer relations.
- Social media--Economic aspects.
- Social media.
- Customer relations--Management.
- Internet marketing.
- Physical Description:
- 1 online resource (211 pages)
- Place of Publication:
- Newcastle upon Tyne, England : Cambridge Scholars Publishing, [2022]
- Summary:
- The contemporary world is characterized by the massive use of digital communication platforms and services that allow people to stay in touch with each other and their organizations. This digital transformation has changed marketing in an unpredictable way. However, despite a great deal of investigation in this regard, digital transformation and its impact on consumer behaviour still require exploration. This book sheds light on the challenges and solutions for companies when dealing with the online consumer on social media and in the era of Web 4.0. It investigates the digital transformation in terms of customer experience, customer empowerment, resistance, influencer marketing, and trust. The volume shows how consumers perceive, react and behave towards brands' digital marketing strategies in addition to the barriers, constraints, advantages and modes of action of online consumers.
- Notes:
- Includes bibliographical references.
- Description based on print version record.
- Other Format:
- Print version: Bahri-Ammari, Nedra Acceptance and Usage of Technology Through the Digital User Experience
- ISBN:
- 1-5275-8041-5
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