Exploring contact points of interactive media in context of fashion market: A qualitative study
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The emergence of evolving path to purchase leads to gaining a clearer understanding of revolutionized digital channels. Customer engagement in today’s electronic word is happening through interactive media contact points. This study investigates various interactive media contact points in context of fashion market. This research was based on qualitative approach using sequential incident technique to understand all contact points and episodes encountered during the customer journey. The study presents detailed analysis of semi-structured interviews. The findings uncovered forty interactive media contact points. The results highlight areas of online customer journey and provide comprehensive understanding of relationship between different stages of an online customer journey. The findings contribute to the growing area of interactive media marketing research. The study provides direction for scholars and practitioners to design interactive media contact points map for fashion brands.
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How to Cite
Sharma, R. B. & Sahni, M. M.. (2018). Exploring contact points of interactive media in context of fashion market: A qualitative study. Journal of Business and Retail Management Research, Volume 12 Issue 3.
Citation Context
APA
Sharma, R. B. & Sahni, M. M.. (2018). Exploring contact points of interactive media in context of fashion market: A qualitative study. Journal of Business and Retail Management Research, Volume 12 Issue 3.
MLA
Sharma, Ridhima Bhanot, and Marshal Mukesh Sahni. "Exploring contact points of interactive media in context of fashion market: A qualitative study." Journal of Business and Retail Management Research, Volume 12 Issue 3, 2018.
Chicago
Ridhima Bhanot Sharma and Marshal Mukesh Sahni. "Exploring contact points of interactive media in context of fashion market: A qualitative study." Journal of Business and Retail Management Research Volume 12 Issue 3 (20 Apr 2018).
Harvard
Sharma, R. B. & Sahni, M. M. (2018) Exploring contact points of interactive media in context of fashion market: A qualitative study. Journal of Business and Retail Management Research, Volume 12 Issue 3
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