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

Annaluce Latorre and Maria Vernuccio

Micro & Macro Marketing, 2014, issue 1, 127-144

Abstract: 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.

Keywords: E-Commerce; Social Commerce; Mobile Commerce; Content Analysis; In-Depth Interview. (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:mul:jyf1hn:doi:10.1431/76502:y:2014:i:1:p:127-144

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