... as a critical touchpoint at the pre-purchase stage of the customer journey. Design/methodology/approach To achieve the research aims, the authors use a case study approach by analysing the “immersive configurator” (essentially a virtual catalogue) implemented by the Mediterranean Shipping Company (MSC...

...Sujin Song; Myongjee Yoo Purpose – The purpose of this paper is to examine whether social media may impact a customer’s purchasing decision during the pre-purchase stage of service consumption. Design/methodology/approach – This study implemented a primary field survey design and developed...