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Discovering synergies and conflicts in online and offline in-store engagement
Brands expect that greater physical in-store engagement will reduce visits to competitors. However, if customers are simultaneously engaged virtually, where the visible enthusiasm on social media platforms can also proliferate competitor visits, the combined effect of dual engagement becomes more di...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Palgrave Macmillan UK
2022
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9438877/ http://dx.doi.org/10.1057/s41270-022-00180-9 |