Annaluce Latorre, Maria Vernuccio

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

  • Abstract

Informations and abstract

Keywords: E-Commerce; Social Commerce; Mobile Commerce; Content Analysis; In-Depth Interview.

Advances in social media and mobile communication have led to the development of "social" and "mobile commerce". Stemming from a literature 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.

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