Abstract

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Abstract

Abstract
Shopping on the Internet is now an everyday activity for consumers. An understanding of which constructs are relevant in this activity is of crucial importance for online stores to adapt their strategies. The existence of a holistic model with these relevant constructs, however, is lacking in the literature. This research is exploratory in nature. The study aimed to identify the constructs that are closely and consistently related to the customer experience in online stores. In the literature review, 15 constructs were identified. They are web content, customer service, service quality, terms and conditions, digital channels, security and privacy, brand, perceived price, perceived risk, word of mouth, perceived value, trust, satisfaction, and loyalty. The review of the literature also revealed the imperative of building or revising the measurement scales of those constructs that were identified to allow for their operationalization. For this reason, a questionnaire with scales that have been adapted from several authors has also been proposed. This questionnaire has a feasible number of questions to be answered.

Abstract

Abstract
The advent of new technologies has led to significant changes in the field of marketing, demanding a rethinking of existing knowledge and skills. This research proposes a set of transversal curricula in digital marketing. The methodology employed included an exploratory analysis of digital marketing courses offered at universities and major online platforms, focus groups, and interviews, conducted in four countries. The countries included in the study were Finland, Poland, the Netherlands, and Portugal. The findings indicated that an introductory course and specialization blocks would be beneficial. Social media, analytics, digital advertising, search engine optimization (SEO), digital marketing strategies, web content, e-mail marketing, customer experience, landing pages, user experience, leads, conversion rate optimization, and E-commerce were identified as the key subjects of study for the introductory course in digital marketing. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.