Digital Trust
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Krátky popis
Trust plays a critical part during the online shopping process.
Engaging customers and building long-term brand trust is vital for
enterprises that rely on e-commerce. But the rise of digital and
social media platforms has created a new commercial environment,
meaning current strategic models and branding practices are quickly
becoming outdated and ineffectual.With greater corporate
transparency, consumer empowerment and online activism come new
commercial opportunities and pitfalls. Exploring both the positives
and negatives, Digital Trust outlines the ways in which SMEs and
e-SMEs can successfully and authentically engage within social
media communities to influence their brand trust and reputation.
Developed from the author's research, Digital Trust proposes new
strategic models to create and reinforce consumer trust as well as
build corporate value through social media platforms.The book
provides an overview of how organizations can use these platforms
to conduct their own research into increasing trust and engagement,
with specific industry considerations taken into account, as well
as explores the growing impact of e-currencies on businesses.
Výber kníh autorov
Bloomsbury Business ,
Barry Connolly
Zobraziť všetky knihy autora
Bloomsbury Business,
Barry Connolly
Výber kníh vydavateľa
Slovart
Zobraziť všetky knihy vydavateľa
Slovart
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