STRATEGIES FOR ENHANCING INTERACTIVE MARKETING AND E-COMMERCE IN ENTERPRISES
Аннотация
In the contemporary digital era, the importance of interactive marketing and e-commerce in achieving enterprise success is undeniable. This article embarks on an exploration of strategies tailored to the development and enhancement of interactive marketing and e-commerce initiatives within organizations. Drawing upon current research, it offers valuable insights into effective methodologies, obstacles, and recommended solutions to bolster online presence and foster meaningful customer engagement.
Ключевые слова:
Библиографические ссылки
Hoffman, D. L., & Novak, T. P. (2016). Marketing in computer-mediated environments: Research synthesis and new directions. Journal of Marketing, 80(3), 119-135.
Hassanein, K., & Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies, 65(8), 689-708.
Foroudi, P., Tabaghdehi, S. A., Marvi, R., & Foroudi, M. M. (2019). The power of positive experience and memories in influencing consumer–brand engagement. Journal of Retailing and Consumer Services, 46, 153-164.
Kim, Y., Choi, J., Lee, J., Kim, T., & Chung, N. (2018). Understanding the effect of corporate social responsibility on customer responses in the airline industry: The mediating role of passenger–airline identification. Journal of Travel Research, 0047287518766850.
Li, S., Wei, Y., Cao, B., & Luo, X. (2020). Artificial intelligence in e-commerce: A research agenda. Electronic Commerce Research and Applications, 39, 100923.
Luo, X., & Ba, S. (2012). Perspective: The impact of personal and vicarious experience on consumers' choices. Journal of the Academy of Marketing Science, 40(5), 650-665.
Tuten, T. L., & Solomon, M. R. (2018). Social media marketing. Sage publications.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181.
География читателей
Опубликован
Выпуск
Раздел
Как цитировать