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What is UX (User Experience)

Chapter 19
Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics
It relates to the perception generated in the previous phase, during and after the use and interaction with a product.
Published in Chapter:
Evolving Faster Than Lightning: How Is Digital Marketing Changing the Brand? The Future for Digital Marketing Tools
Danny C. Barbery-Montoya (Universidad de Especialidades Espíritu Santo, Ecuador)
Copyright: © 2019 |Pages: 17
DOI: 10.4018/978-1-5225-8939-6.ch019
Abstract
This chapter aims to show the extent of digital marketing when using technological tools to create interaction between the company, customers, and stakeholders. The literature about the main tech tools used nowadays was extensively read to develop this chapter. Next, the authors delve into the digital behavior of the consumer when using these tools. Thus, they propose the OXS model to show the stages of eBehavior and connected with digital marketing tools (DMT) backed with security, which creates a new value string (digital) that results in a more powerful and effective eWOM. The proposal of this model explains the classification of brands within the digital context.
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