Let it flow : the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing
Year of publication: |
2023
|
---|---|
Authors: | Rodríguez-Torrico, Paula ; San José Cabezudo, Rebeca ; San-Martín, Sonia ; Apadula, Lauren Trabold |
Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 17.2023, 1, p. 1-18
|
Subject: | Consumer | Environment | Flow state | Omnichannel marketing | Seamless | Word of mouth | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour |
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