The Impacts of Social Media Marketing, Perceived Risks and Domain Specific Innovativeness on Online Consumer Behavior

Provided by: Global Institute for Research & Education (GIFRE)
Topic: E-Commerce
Format: PDF
The marketing industry has found itself constantly evolving and transforming in the past two decades. Globalization and advanced technology developments have made a very big impact on the marketing landscape. One of the major reasons for this process is the drastic increased growth of the internet and social media. The concept of social media has existed since the days of cave paintings but the internet has made things possible on a whole new scale. In this era, social media is one of the best opportunities available for a brand to connect with its customers. Social media is hot and it is the trend.

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