![]() ![]() ![]() Retailers must therefore pay attention to technology-driven innovations ( Inman and Nikolova, 2017 Bradlow et al., 2017) and the new sources of data-driven marketing knowledge that are coming from increased diffusion of big data and real-time consumer information ( Kawaguchi et al., 2019). Over the past few decades, understanding consumer purchasing behaviour and decision-making processes has become crucial both for researchers and retailers who are searching for innovative and stimulating ways to present products in order to increase shopping activity ( Bäckström and Johansson, 2006 Grewal et al., 2017). The full terms of this licence may be seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Copyright © 2021, Luca Marinelli, Fabio Fiano, Gian Luca Gregori and Lucia Michela Daniele License ![]()
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