Browsing School of Journalism (MU) by Title "Optimizing omni-channel grocery shopping : marketing communications strategies for independent grocery retailers"
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Optimizing omni-channel grocery shopping : marketing communications strategies for independent grocery retailers
(University of Missouri--Columbia, 2018)This study tests which incentives or messaging (if any) motivates consumers to start online grocery shopping with independent grocery retailers by applying the diffusion theory. Online grocery shopping is important to study ...