This short paper aims to build theory and stimulate further research on different online channel approaches. Drawing on the affordance theory and following a comprehensive literature analysis, we identified five original kinds of online channel strategic affordances expressed through five different propositions. The proposed framework offers the key factors relevant for better conceptualizing online channel adoptions, thus representing a fertile ground for new empirical studies.
Which online channel approach suits best for brands' strategies? An affordance perspective
Ballerini, Jacopo
;Ferraris, Alberto;Goria, Mirko
2021-01-01
Abstract
This short paper aims to build theory and stimulate further research on different online channel approaches. Drawing on the affordance theory and following a comprehensive literature analysis, we identified five original kinds of online channel strategic affordances expressed through five different propositions. The proposed framework offers the key factors relevant for better conceptualizing online channel adoptions, thus representing a fertile ground for new empirical studies.
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