Purpose: Due to the emergent use of social media for marketing purposes, and the limited number of studies focusing on the use of social media by firms, the purpose of this paper is to explore the inclusion of social networks in the traditional marketing mix models. Design/methodology/approach:...

Current advances in technology provide new tools for enhancing the quality of retail service and the subsequent consumers' shopping experience. The large availability of advanced systems, the speed of diffusion and the uncertainty involved in the process force retailers to reconsider how and...