TY  - JOUR 
AU  - Rodríguez Torrico, Paula
AU  - San José Cabezudo, Rebeca
AU  - San Martín Gutiérrez, Sonia
AU  - Trabold Apadula, Lauren
PY  - 2021
SN  - 2040-7122
UR  - http://hdl.handle.net/10259/6632
AB  - Purpose:
Omnichannel consumers are more proactive, engage in longer shopping journeys and share their experiences. However, their postpurchase behavioral responses remain understudied. This paper aims to examine how a seamless omnichannel environment...
LA  - eng
PB  - Emerald
KW  - Omnichannel marketing
KW  - Seamless
KW  - Flow state
KW  - Word-of-mouth
KW  - Consumer
KW  - Environment
KW  - Comercio
KW  - Commerce
KW  - Marketing
TI  - Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing
DO  - 10.1108/JRIM-06-2021-0154
T2  - Journal of Research in Interactive Marketing
ER  -