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

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  • Annaluce Latorre
  • Maria Vernuccio

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.

Suggested Citation

  • Annaluce Latorre & Maria Vernuccio, 2014. "ll social ed il mobile commerce secondo gli esperti di digital marketing," Micro & Macro Marketing, Società editrice il Mulino, issue 1, pages 127-144.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/76502:y:2014:i:1:p:127-144
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