Für diesen Artikel ist leider kein Bild verfügbar.

Acceptance and Usage of Technology through the Digital User Experience

Nedra Bahri-Ammari, Imene Ben Yahia-Boumaiza (Herausgeber)

Buch | Hardcover

210 Seiten

2022 | Unabridged edition
Cambridge Scholars Publishing (Verlag)
978-1-5275-8040-4 (ISBN)

Artikel merken

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.

Nedra Bahri-Ammari is an Associate Professor of Marketing, responsible for the Research Master’s in Marketing at IHEC of Carthage, Tunisia. Her research focus is customer relationships management (CRM), social-CRM, digital marketing, artificial intelligence, augmented reality, web 4.0, tourism marketing, and tourism behavior. She has published her work in a number of journals and edited volumes. She is also the author of a book on CRM and loyalty strategy.Imene Ben Yahia is an Associate Professor in Marketing and Head of the Marketing Management Department at the High School of Business of ESC Tunis, Tunisia. She received her PhD from Paris Dauphine University, and she is also a member of the master supervising team at HEC Paris in Qatar. Her research interests include customer relationships management, digital marketing, virtual communities, social media, digital marketing, and artificial intelligence. She has published her work in a number of journals, including the Journal of Decision Systems, Journal of Retailing and Consumer Services, and Journal of High Technology Management Research, among others.

Erscheinungsdatum	06.04.2022
Verlagsort	Newcastle upon Tyne
Sprache	englisch
Maße	148 x 212 mm
Themenwelt	Informatik ► Theorie / Studium ► Künstliche Intelligenz / Robotik
	Mathematik / Informatik ► Informatik ► Web / Internet
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-5275-8040-7 / 1527580407
ISBN-13	978-1-5275-8040-4 / 9781527580404
Zustand	Neuware