The impact of alternative digital touchpoints on the customer buying process

• Main Author: Σκαρπάρης, Εμμανουήλ
• Other Authors: Skarparis, Emmanouil
• Language: English
• Published: 2022
• Subjects: Digital touchpoints; Consumers; Digital marketing; Ψηφιακά κανάλια; Καταναλωτές; Ψηφιακό μάρκετινγκ

In both traditional and digital channels, the marketing function aims at devising and implementing appropriate strategies and tactics for each stage consumers go through when they are considering a purchase. In the digital environment, brands interact with consumers with use of digital touchpoints,...