Journal article

The future of digital communication research: Considering dynamics and multimodality

D Grewal, D Herhausen, S Ludwig, F Villarroel Ordenes

Journal of Retailing | Published : 2021


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 and research. The authors outline four consumer–retailer domains relevant to digital communication, which in turn frame their discussion of the properties of communication dynamics (e.g., trends, variations) within messages, communicators, and their int..

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University of Melbourne Researchers

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