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O retalho de moda na era digital

O retalho de moda na era digital

Md. Sadan / Nabeel Ahmad / Nudrat Moini Rahman

72,14 €
IVA incluido
Disponible
Editorial:
KS OmniScriptum Publishing
Año de edición:
2026
Materia
Ventas y marketing
ISBN:
9786630437171
72,14 €
IVA incluido
Disponible

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Sobre IBD

Este livro explora o percurso do consumidor moderno no retalho da moda na era digital. Apresenta dois estudos de investigação que analisam as decisões de compra dos consumidores e a experiência digital no setor da moda. O livro salienta ainda o papel da realidade aumentada (RA), da realidade virtual (RV) e do marketing de influência no reforço do envolvimento dos clientes e na definição das intenções de compra. Conclui que os influenciadores e as tecnologias imersivas ajudam a reduzir a incerteza dos consumidores e influenciam positivamente as decisões de compra. Por fim, fornece uma base para futuras investigações sobre vários aspetos do retalho digital de moda.

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