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

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Letícia Terra

    (IPAM)

  • Beatriz Casais

    (University of Minho)

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.

Suggested Citation

  • Letícia Terra & Beatriz Casais, 2021. "Moments of Truth in Social Commerce Customer Journey: A Literature Review," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & David López López (ed.), Advances in Digital Marketing and eCommerce, pages 236-242, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76520-0_24
    DOI: 10.1007/978-3-030-76520-0_24
    as

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