1,721,047 research outputs found
Mobile shopper marketing e nuove tendenze di consumo
No full textechnology has changed the relationship between consumers and companies. In particular, mobile devices (e.g. smartphones and tab- lets) allow consumers to interact with companies through myriad touch points. Consumers can search for information about products and ser- vices online and then buy them offline and viceversa, jumping from one channel to another, resulting in a more complex customer journey. In particular, the mobile channel provides marketers with three major value additions (Shankar and Balasubramanian, 2009): they can reach their customers on an anytime, anywhere basis; they can establish inti- mate relationships with their customers; they can create location-sensi- tive marketing content. Despite the increasing interest of companies to- wards mobile marketing and its implications, the literature is still scant.
In this paper we are going to analyze how consumers interact with companies by focusing in particular on the pre-purchase phase of the customer journey and on mobile shopper marketing via smartphone, a research area which deserves further attention by scholars and practi- tioners as well. After the theoretical background, we will provide pre- liminary results of a survey on a sample of millennials to shed light on how consumers respond to recent mobile marketing practices. Proposi- tions and future research directions are provided
La comunicazione della CSR nell’era digitale. Prospettive teoriche ed evidenze empiriche
No full textLa letteratura riguardante la comunicazione della CSR è in continuo di- venire, soprattutto in un contesto digitale che porta alla ridefinizio- ne dei confini aziendali e alla necessità di coinvolgere gli stakeholder in modo polifonico. Il volume presenta l’evoluzione della disciplina da atto puramente strumentale ad atto performativo volto a stimolare il cambia- mento organizzativo. Introduce, inoltre, alcune tecniche di analisi che consentono di esaminare non solo il contenuto della comunicazione, ma anche lo stile linguistico che permette di interpretare ciò che gli interlo- cutori desiderano effettivamente veicolare
Social Media Marketing and Relationship Marketing: revolution of evolution? A first step analysis
Full text linkAim of the paper: by relying on the value creation perspective from a knowledge economy viewpoint, the aim of the paper is to analyze if the introduction of Social Media may be considered as an evolution or as a revolution of Relationship Marketing. This paper represents the first step of a longer path aimed at analyzing the evolution of the connections between Relationship Marketing (RM) and Public Relations (PR)in light of the introduction of Social Media, considered as tools of co-production and co-creation of value for firms.
Methodology: a wide range of online databases were searched by means of keywords in order to analyze both academic and professional literature. Afterwards we used the snowball method in order to identify related references. We also carried out semi-structured interviews with some professionals during research meetings.
Results: identification and description, according to an economic-managerial perspective, of the constitutive elements of a theoretical framework which allows us to analyze the relationship between RM and Social Media Marketing
Practical implications: definition of the operational elements concerning the distinction between RM and Social Media Marketing so that the decision maker of firms may identify the innovative elements of Social Media within the marketing strategies and policies ,in particular with regard to operational tools (ICT and managerial).
Limits of the research: since this is the first phase of a larger research, the study mainly deals with the analysis of RM literature by highlighting only the main contributions in the field of Public Relations.
Originality: identification of specific operational relationships between Social Media Marketing and RM by relying on the knowledge economy perspective of Italian strategic-managerial matrix. Identification of specific research questions which economic-managerial research has to answer in order to “solve” the relation between RM and PR in the context of Social Media.
Key words: Relationship Marketing; Social Media Marketing; CRM; SCR
Moving beyond CSR: The rise of the benefit corporations’ movement
No full textThe past two decades have seen an increase in research centered on corporate social responsibility and business ethics. During this period we have seen a shift in how the role of business in society is viewed. If we step back to the Seventies, the sole focus of business was profits and maximizing shareholder value (Friedman 1970). The concept of Corporate Social Responsibility changed completely this argument and it focused the attention of companies towards “context-specific organizational actions and policies that take into account stakeholders’ expectations and the triple bottom line of economic, social, and environmental performance.” (Aguinis 2011, p. 855).
The rise of the Benefit Corporation movement can be related to this increasing attention towards the role of business in society. Benefit Corporations are companies certified by B Lab, a nonprofit organization, based on how they create value for non-shareholding stakeholders, such as their employees, the local community, and the environment. They can be seen as social hybrid organizations because they mix and match logics, practices and organizational identities of pupose-driven (e.g. social enterprises, NGOs) and proft-driven organizations (Rawhouser et al. 2015). In comparison to other types of hybrid organizations (e.g. Social Purpose Corporations, Low-Profit Limited Liability Corporations), the Benefit Corporation movement is gaining momentum in many countries all over the world and in particular in Italy. In addition, Italy is the first country outside USA to allow companies to register as Benefit Corporations (Società Benefit) and to change therefore the legal status.
In almost 10 years, the global community of Bcorps is reached more than 2,000 Certified B Corporations across 150 industries and 50 countries.
Using insights from the social movement literature (e.g. Davis et al. 2005, Swaminathan and Wade, 1999) and sensemaking/sensegiving theory (Gioia & Chittipeddi 1991, Maitlis and Lawrence 2007, Rouleau 2005), the paper explores the rise of the Benefit corporation movement. It is an interesting example of the institutionalization process of a social movement which generates from a community and reached a legal status by creating both a collective identity and an institutional change. Collective identity stories are considered relevant means to understand how actors make sense and give sense of emerging institutional fields (Fiol and Romanelli, 2012). This extended abstract will provide preliminary results and it represents the basis to develop future research
Bridging the gap between social media marketing and corporate social responsibility communication
Full text linkThe dissertation seeks to address research questions regarding the connection between two
research streams, Social Media Marketing and Corporate Social Responsibility (CSR)
Communication
The literature about Social Media Marketing is young and ongoing, even if, as we will see, its
roots trace back in Traditional and Relationship Marketing. On the other hand, the literature
about the Corporate Social Responsibility Communication is still scant if compared to the
overall CSR literature. To the best of our knowledge, there are still a lot of research gaps
which deserve further investigation.
In this dissertation, after having defined Social Media Marketing and understood its roots, we
will investigate the figure who is using Social Media in order to communicate to stakeholders,
the so called Social Media Manager. Then we will try to bridge the gap between Social Media
Marketing and CSR Communication by analyzing, from a sensemaking perspective, the
benefits and the challenges Social Media Managers face in making sense of CSR
Communication. We will provide evidence through a case study and through the analysis of
the communication strategies of the top 100 Europe FT firms on Twitter, one of the most used
Social Media by firms.
The five studies in this dissertation span different research contexts, methodologies, and
theoretical angles. Yet, they collectively contribute to a better understanding in order to
bridge the gap betweeen two research streams which, from a first sight, seem to be different
but present some common points which deserve further explanation
Book belly band as a visual cue: Assessing its impact on consumers’ in-store responses
Full text linkThis research investigates the role of a widely used, yet under-investigated packaging cue: the paper strip that
wraps around books, known as the belly band. Drawing on cue utilization theory, we conducted a pilot study, a
laboratory experiment and a field study in two real-life bookshops to analyze the effects of belly bands on
consumers’ responses, as well as on actual browsing and purchasing behavior. The results suggest that the belly
band acts primarily as a visual cue; has a significant effect on actual browsing and purchasing behavior; and
stimulates unplanned behaviors, producing a carryover effect on the assortment even if it does not alter the
customer’s budget
Engaging consumers on social media: empirical evidence from the communications analysis of a CSR oriented company
No full textThe purpose of this paper is to show how corporate social responsibility (CSR) communication on social media is actually implemented and managed in business practice by a coffee company in Italy with a proved track record in CSR related activities. Consistent with the explorative aim of the study, this paper employs a case study approach and it adopts a sensemaking sensegiving framework. An analysis was carried out of the communication on social media by interviewing three key respondents and employing a content analysis technique in order to study the communication on Facebook and Twitter. Results show that even if a company is CSR oriented, communication on social media does not focus on social and environmental issues. The result is confirmed by the interviews which underline how difficult it is to create engagement and to create a two-way dialogue with stakeholders about CSR issues on social media. The paper ends by suggesting several recommendations for further CSR communication implementation of the company analysed and for business practice in general
SENSEMAKING AND SENSEGIVING IN CSR COMMUNICATION AND SOCIAL MEDIA MANAGEMENT: A CASE STUDY
No full textPurpose: The purpose of this paper is to show how CSR Communication on Social Media is actually implemented and managed in business practice by a coffee company in Italy with a proved track record in CSR related activities. The paper aims to analyze whether this implementation in the firm is consistent or not to the path derived from the sensemaking and sensegiving framework as it has been proposed by Gioia and Chittipeddi (1991).
Methodology: Consistent with the explorative aim of the study, this paper employs a case study approach with a particular focus on the content analysis of the communication on Social Media.
Findings: From a theoretical perspective, the paper highlights that the sensemaking framework is a suitable tool to assess a firm’s practical effort in the area of CSR Communication. From a practitioner perspective, the application of the sensemaking and sensegiving framework may help in the identification of the main challenges and benefits related to CSR Communication.
Originality: The paper ends by suggesting several reccomendation for the further CSR Communication implementation of the company analyzed and for business practice in general
Privacy concerns and conspiracy theories: how do they spread on Twitter?
No full textSocial media apps and platforms are under siege as they are accused to exploit user data
to profile and target invasively social media users. To control the diffusion of the
COVID-19 disease, some policy makers introduced contact-tracing apps (Ferretti et al.,
2020), feeding a stream of discussion on the internet. Social media users display
concerns and fear about the commercial use of their personal information in a mix
between privacy concerns and explanations related to conspiracy theories. In particular,
the announcement of the release of tracing apps has stimulated the proliferation of
social media debates regarding their actual benefits (Birnbaum & Spolar, 2020) and
privacy concerns about the use and storage of sensitive data (Miller & Abboud, 2020).
In addition, contact tracing apps have been also alleged to be part of conspiracies plans
against individuals’ freedom (Appleby, 2020). As social media play a key role in
determining behaviours (Alabash et al., 2015; Godey et al., 2016), the proliferation of
negative discussions around these apps represents a barrier to its adoption.
Marketing literature and practice lack in understanding the main psychological
barriers to the adoption of apps that exploit users’ personal information to market their
services. Under the hypothesis that user-generated content may unveil their privacy
concerns or their tendency to explain significant social and political events with
conspiracy theories, our study proposes a semantic analysis of the tweets that followed
the launch of the Italian “Immuni” contact-tracing app. In particular, we develop
custom dictionary to identify the semantic characteristics that affect tweets virality
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