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Anotace knihy

This timely edited collection offers a multidisciplinary perspective on social commerce, a phenomenon that has gained increasing interest over the last 8 years. Investigating how social media can be used to generate value for brands beyond customer relationship purposes, the skilled authors explore how social media users co-create value for businesses, influence other consumers and generate electronic word-of-mouth (eWOM). Providing insights from practitioners and academics, this book goes further than simply exploring ecommerce and social media, and addresses the real relevance of social commerce in today's business landscape. With a selection of contemporary case studies and a Foreword written by Inthefrow's creator, Victoria Magrath, Social Commerce will be an engaging read for those studying consumer behaviour, online marketing, and ecommerce.

Parametry knihy

• Plný název: Social Commerce
• Podnázev: Consumer Behaviour in Online Environments
• Autor: Rosy Boardman, Marta Blazquez, Claudia E. Henninger, Daniella Ryding
• Jazyk: Angličtina
• Vazba: Pevná
• Počet stran: 277
• EAN: 9783030036164
• ID: 20392659
• Nakladatelství: Springer Nature Switzerland AG
• Hmotnost: 616 g
• Rozměry: 157 × 218 × 29 mm
• Datum vydání: 06. March 2019

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