Moments of Truth in Social Commerce Customer Journey: A Literature Review

Letícia Terra and Beatriz Casais ()
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Letícia Terra: IPAM
Beatriz Casais: University of Minho

A chapter in Advances in Digital Marketing and eCommerce, 2021, pp 236-242 from Springer

Abstract: Abstract Companies should know their customers, and more than simply the market expectations, managers should track consumers’ experiences, particularly the interactions they have in the online environment. The understanding of the user experience allows the design of strategic touchpoints, through digital media techniques. Considering the growing importance of digital transactions through social networks, this chapter consists on a review of academic literature about online customer journey in social commerce platforms, in order to inform readers about the metrics used to identify the moments of truth and possible obstacles that compromise the online experience and consequently sales conversion.

Keywords: Social commerce; Customer experience; Online customer journey; Digital touchpoints; Moments of truth (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-76520-0_24

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DOI: 10.1007/978-3-030-76520-0_24

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