“E-commerce fundamentally transformed global marketing, offering boundless opportunities for businesses to connect with people, leverage technology, and generate profit. The integration of Artificial Intelligence within e-commerce further enhances this by enabling immersive experiences, guiding users toward unique discoveries. This book effectively bridges the gap between technology and e-commerce, illustrating their combined impact on creating boundaryless businesses and delivering enhanced customer value. It serves as an invaluable learning resource for students and aspiring e-commerce entrepreneurs.” –Kip Becker, PhD, Associate Professor Emeritus, Metropolitan College, Boston University
“As an early innovator who established one of the nation's inaugural e-commerce master’s programs, I understand that success in this domain is not merely about what products or services a company offers, but crucially, how effectively they engage customers virtually. This publication skillfully integrates e-commerce strategies with Artificial Intelligence and digital marketing, providing actionable insights derived from real-world case studies. It is an essential resource for both students and professionals navigating the dynamic e-commerce landscape.” –Vijay Kanabar, PhD, Associate Professor, Computer Science and Administrative Sciences, Metropolitan College, Boston University
Virtual Engagement offers contemporary perspectives on virtual marketing, specifically examining both business-to-consumer (B2C) and business-to-business (B2B) marketing practices. The book delves into innovative, technology-driven e-commerce strategies, presenting global best practices and relevant case studies from emerging markets. These case studies are thoughtfully integrated into each chapter to deepen the understanding of various facets of virtual marketing. The core argument presented is that for firms to develop cost-effective e-commerce solutions, actively engaging customers in the business modeling process is paramount, thereby fostering stronger virtual engagement and delivering significant customer value.
