Digital transformation is spreading throughout every industry all over the world. Acquiring new technologies to use within business practices increases productivity and strengthens the connection between businesses and their consumers. The digital transformation process and automation promotion must be intensified and explored globally so that economies can grow and develop, providing a better quality of life for their populations. Implementing Automation Initiatives in Companies to Create Better-Connected Experiences explores the most current and decisive topics for business and academia. It evaluates the ways in which automation and connectivity help the decision-making process of companies and the learning process for students and researchers. Covering topics such as consumer behavior, omnichannel retailing, and metaverse applications in business, this premier reference source is an excellent resource for business executives and managers, IT managers, marketers, agencies, government officials, students and faculty of higher education, researchers, and academia.

Digital transformation is spreading throughout every industry all over the world. Acquiring new technologies to use within business practices increases productivity and strengthens the connection between businesses and their consumers. The digital transformation process and automation promotion must be intensified and explored globally so that economies can grow and develop, providing a better quality of life for their populations. Implementing Automation Initiatives in Companies to Create Better-Connected Experiences explores the most current and decisive topics for business and academia. It evaluates the ways in which automation and connectivity help the decision-making process of companies and the learning process for students and researchers. Covering topics such as consumer behavior, omnichannel retailing, and metaverse applications in business, this premier reference source is an excellent resource for business executives and managers, IT managers, marketers, agencies, government officials, students and faculty of higher education, researchers, and academia.

Este libro es el resultado de un proyecto conjunto de dos investigadoras que se dedican a estudiar el fenomeno de la comunicacion de marcas en Internet, su relacion con los consumidores tribales y el papel de las relaciones publicas en esta relacion. Las relaciones publicas, como area funcional que goza de credibilidad ante los diferentes publicos, tiene experiencia en la creacion de solidas relaciones de confianza y competencia en la gestion de conflictos, demostrando ser de vital importancia estrategica para las organizaciones. Las relaciones publicas tienen sabido adaptarse al ciberespacio, desarrollando con exito nuevas herramientas y tecnicas que hicieron surgir las e-RP. Las organizaciones, asi como las marcas, enfrentan grandes desafios. Surgen tribus de consumidores que estan conectados por una pasion y/o emocion compartida, creando asi implicacion y intercambio. Las relaciones publicas, apoyadas en el potencial de Internet, se asumen como principal vinculo en la relacion y dedicacion de estas tribus de consumidores, que se identifican como embajadores de la empresa. Esta relacion resulta mucho mas alla de la razon "