The role of web communication to enhance the value of retail trade in small cities
Marco Cioppi ()
The International Journal of Economic Behavior - IJEB, 2013, vol. 3, issue 1, 127-145
The goal of this study is to analyze the ways in which websites are used in retail and the effectiveness of these methods. The study analyzed the websites of 200 different retail companies in the Italian province of Pesaro and Urbino. The following questions were asked: how do businesses use electronic communication to add value to their products, how effective is this communication, and what are the strengths and weaknesses of this type of communication. The analysis of these websites is based on a model that identifies specific variables relating to websites, which can influence communication efficacy at any phase of purchasing and consumption process. The results of the analysis were then compared with national figures regarding the use of the Internet by retail businesses, published by ISTAT (2009-2012).
Keywords: web communication; retail trade; small firms; website analysis; web marketing. (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations Track citations by RSS feed
Downloads: (external link)
http://ijeb.faa.ro/en/article/The-role-of-web-comm ... mall-cities~473.html (text/html)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:but:ijebfa:v:3:y:2013:i:1:p:127-145
Access Statistics for this article
The International Journal of Economic Behavior - IJEB is currently edited by Fabio Musso
More articles in The International Journal of Economic Behavior - IJEB from Faculty of Business and Administration, University of Bucharest Contact information at EDIRC.
Series data maintained by Cosmin Catalin Olteanu ().