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With the increasing popularity of the online channel, both consumers and firms are engaging in more and more multi-channel activities. On the one hand, consumer

In my dissertation, I study the strategic interplay among firm's online communication, firm's digital strategies and its impact on consumer decision making. I i

It is of deep interest to researchers and practitioners in Information System (IS) to understand the efficacy of the traditional IS and economics theory in mode

Presents an overview of and draws conclusions from extant studies related to multichannel retailing. Academic interest in this topic has increased dramatically.

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of deve