impact of digital shopping channels on multi-channel marketing and attribution in the changing retail landscape (eBook, PDF)
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The studies in this special issue of "e;the impact of digital shopping channels on multi-channel marketing and attribution in the changing retail landscape"e; 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, "e;Is this mobile coupon worth my private information? Customer evaluation of acquisition and transaction utility in a mobile coupon shopping context"e;, by Hyunjoo Im and Young Ha addresses consumer concerns for privacy in using mobile coupo...
The studies in this special issue of "e;the impact of digital shopping channels on multi-channel marketing and attribution in the changing retail landscape"e; 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, "e;Is this mobile coupon worth my private information? Customer evaluation of acquisition and transaction utility in a mobile coupon shopping context"e;, by Hyunjoo Im and Young Ha addresses consumer concerns for privacy in using mobile coupons and attempts to uncover determinants of consumer permission-granting intention in receiving mobile coupons. The second paper, "e;Typologies and touchpoints: designing multi-channel digital strategies"e;, by Karla Straker, Cara Wrigley, and Michael Rosemann attempts to identify and refine digital channel typologies and touchpoints using a content analysis of 100 companies across 16 industries.The third paper by Ran Huang, Stacy Lee, HaeJung Kim, and Leslie Evans, "e;The impact of brand experiences on brand resonance in multi-channel fashion retailing"e;, approaches to build brand-consumer resonance across channels and examines the effects of multi-dimensions of brand experience on brand resonance in offline and online channels. The fourth paper by Chawanuan Kananukul, Sojin Jung, and Kittichai Watchravesringkan, "e;Building customer equity through trust in social networking sites: a perspective from Thai consumers"e;, provides implications developing customer equity through retailers' brand pages in social networking sites (SNS), focusing on how trust in social networking sites generates customer equity.This special issue will deepen and enrich your insights to capitalize on each channel's strength and optimize digital touchpoints to provide a smart and pleasant shopping experience that leverages a retailer's success in this digital era.
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