Official online stores and online marketplaces present distinct challenges and opportunities for retail brands, impacting their control over the customer experience, pricing, and brand presentation. Understanding consumer intentions in online channel selection is crucial, especially given the...

Social media has become an influential and dynamic virtual space where the platform is used for social networking and a great opportunity to digitally promote a business and establish relations with customers. This study aims to understand how social media marketing activities influence brand...

Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose among social networking sites as an act of brand...

Dissatisfied customers often use social media to voice their complaints effectively, and firms strive to find solutions about how to respond to publicly visible service failure posts. We add to the emerging literature on complaint handling via social media by examining how complaining customers...

In today's connected world, social media is a sound business strategy that is embedded in an online network. It allows businesses to create customer engagement by helping them develop their brand, enhance their networking capacity, and increase their customer base. Marketers should take...

Sales play a very important role in efficient functioning of market economy. Personal communication has a great importance in selling. This is directed towards, that the seller should assist, should help and convince potential customers to buy the product (service). Trading personnel practically...