Total e-customer experience and social commerce. An exploratory survey on the Italian managerial perspective



The paper focuses on the social commerce paradigm, underlining how social media are able to assist e-retailers in their effort of creating a total omni-channel e-customer experience. The empirical research represents a new prospect on the topic, because nowadays social commerce is not completely understood and realized from a managerial perspective.

ISSN: 1976-8699

DOI: 10.15444/GMC2016.09.06.04