Butkouskaya, Vera; Oyner, Olga; Kazakov, Sergey - In: Journal of economics, finance & administrative science 28 (2023) 56, pp. 319-334
IMC consistency positively impacts product and service satisfaction. However, the effect of IMC interactivity was only … significant in the case of service satisfaction. Meanwhile, IMC connectivity positively influenced only product satisfaction … omnichannel IMC. It also adds to the customer behaviour theory by confirming the diverse nature of product and service evaluation …