L5. Understanding the Components and Effects of the Omnichannel Seamless Experience.
This paper aims to investigate empirically the concept of Omnichannel Seamless Experience (OSE) and its impact on Social Media Engagement (SME). Results confirm the multidimensionality of the OSE, namely, consistency, freedom in channel selection and synchronization, which directly impact on consumer satisfaction with the omnichannel interaction and indirectly on SME.
PAULA RODRÍGUEZ-TORRICO, Lauren Trabold, Sonia San-Martín, and Rebeca San José (2018) ,"L5. Understanding the Components and Effects of the Omnichannel Seamless Experience.", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 926-926.
PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)
NA - Advances in Consumer Research Volume 46 | 2018
I9. From Childhood Toys to Grownup Choices: Understanding the Gendered Appeal of Violent Media
Martin A. Pyle, Ryerson University
R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence
Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
SHAILENDRA PRATAP JAIN, University of Washington, USA
Product Ethicality Dilemma: Consumer Reactions to 'Disgusting' Recycled Products
Berna Basar, Baruch College, USA
Sankar Sen, Baruch College, USA