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2021 | OriginalPaper | Buchkapitel

Moments of Truth in Social Commerce Customer Journey: A Literature Review

verfasst von : Letícia Terra, Beatriz Casais

Erschienen in: Advances in Digital Marketing and eCommerce

Verlag: Springer International Publishing

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Abstract

Companies should know their customers, and more than simply the market expectations, managers should track consumers’ experiences, particularly the interactions they have in the online environment. The understanding of the user experience allows the design of strategic touchpoints, through digital media techniques. Considering the growing importance of digital transactions through social networks, this chapter consists on a review of academic literature about online customer journey in social commerce platforms, in order to inform readers about the metrics used to identify the moments of truth and possible obstacles that compromise the online experience and consequently sales conversion.

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Vorheriges Kapitel Who Is a Digital Agency? Delving into the Value Proposition
Nächstes Kapitel Aspect-Based Recommendation Model for Fashion Merchandising
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Metadaten
Titel
Moments of Truth in Social Commerce Customer Journey: A Literature Review
verfasst von
Letícia Terra
Beatriz Casais
Copyright-Jahr
2021
Buch
Advances in Digital Marketing and eCommerce

Print ISBN: 978-3-030-76519-4

Electronic ISBN: 978-3-030-76520-0

Copyright-Jahr: 2021

DOI
https://doi.org/10.1007/978-3-030-76520-0_24