Review paper
The Future of Digital Communication Research: Considering Dynamics and Multimodality
Abstract
Digital communication, the electronic transmission of information, reflects and influences consumers’ perceptions, attitudes, behaviors, and shopping journeys. Thus, data stemming from digital communication is an important source of insights for retailers, manufacturers, and service firms alike. This article discusses emerging trends and recent advances in digital communication research, as well as its future opportunities for retail practice...
Paper Details
Title
The Future of Digital Communication Research: Considering Dynamics and Multimodality
Published Date
Jun 1, 2022
Journal
Volume
98
Issue
2
Pages
224 - 240
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