Abstract
Digital media are relevant touch points that contribute to shape the customer journey
and allow consumers to engage more with firms. In particular, they play a primary role
in the largest web-user base in the world, China. Internet also represents an increasing
channel for Chinese consumers to purchase any type of products, including foreign
brands. In this market, the main Internet access point is represented by mobile phones.
This has led firms to substantially increase their expenditure in mobile advertising and
e-commerce platforms’ implementation.
This article aims at contributing to the recent marketing literature that conceptualize
customer experience as a dynamic process by analyzing the customer journey in China
related to foreign brands. A mixed method approach is adopted, consisting of focus
groups and a preliminary questionnaire. Results show that digital media play a main
role in the consumer journey of Chinese consumers, as information tool and increasing
purchase channel.
Lingua originale | English |
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Titolo della pubblicazione ospite | Proceedings EMAC 2018, European Marketing Academy |
Pagine | N/A |
Stato di pubblicazione | Pubblicato - 2018 |
Evento | EMAC Annual Conference - Glasgow, Scotland, United Kingdom Durata: 29 mag 2018 → 1 giu 2018 |
Convegno
Convegno | EMAC Annual Conference |
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Città | Glasgow, Scotland, United Kingdom |
Periodo | 29/5/18 → 1/6/18 |
Keywords
- China
- consumer experience
- customer journey
- digital media