Koponen, Jonna Pauliina; Rytsy, Saara - In: European Journal of Marketing 54 (2020) 6, pp. 1205-1224
Purpose: Currently, online chat is in common use in e-commerce. By adding social interaction to the online context, companies hope to increase customers’ purchasing intentions. However, previous studies have not investigated how social presence is embedded in online business-to-business (B2B)...