Acceptance and Usage of Technology through the Digital User Experience
- Author
- Nedra Bahri-Ammari, Imene Ben Yahia-Boumaiza
- Publication Year
- 2022
- Publisher
- Cambridge Scholars Publishing
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
- Download Book Read book
Sheds light on the challenges and solutions for companies when dealing with the online consumer on social media and in the era of Web 4.0. It investigates the digital transformation in terms of customer experience, customer empowerment, resistance, influencer marketing, and trust. The volume shows how consumers perceive, react and behave towards brands’ digital marketing strategies in addition to the barriers, constraints, advantages and modes of action of online consumers.
Keywords: Business / Marketing / Customer relations Management / Social media Economic aspects / Customer relations / Technological innovations / Internet marketing
