publication . Article . 2014

ll social ed il mobile commerce secondo gli esperti di digital marketing

Latorre Annaluce; Vernuccio Maria;
Open Access
  • Published: 01 Jan 2014 Journal: Micro & Macro Marketing, issue 1, pages 127-144
Advances in social media and mobile communication have ledto the development of "social" and "mobile commerce". Stemming from aliterature review, this paper aims to explore practitioners' interpretative perspective of the phenomena. To this purpose, we have drawn upon 25 in-depth interviews with Italian digital marketing specialists and examined their point of view using content analysis techniques. The findings show the characteristics, potentialities and critical aspects of "social" and "mobile commerce" in Italy.
free text keywords: E-Commerce; Social Commerce; Mobile Commerce; Content Analysis; In-Depth Interview.
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