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Berriche, Amira, Dominique Crié, and Michel Calciu. "Une Approche Computationnelle Ancrée : Étude de cas des tweets du challenge #Movember en prévention de santé masculine." Décisions Marketing N° 112, no. 4 (January 25, 2024): 79–103. http://dx.doi.org/10.3917/dm.112.0079.
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• Objectif L’objectif de cette étude est de présenter l’approche méthodologique computationnelle ancrée qui repose sur une démarche d’interprétation par les chercheurs des thèmes détectés par les algorithmes d’intelligence artificielle (IA) puis de l’appliquer au cas #Movember. • Méthodologie Une classification non supervisée par LDA et une analyse de sentiment ont été réalisées sur 144 906 tweets provenant de différents pays participants (France, Italie, Belgique, Australie, USA, UK, Arabie Saoudite, etc.). • Résultats Les résultats montrent que le processus de l’engagement individuel au mouvement social #Movember est composé de trois principaux éléments : (1) 4 segments d’engagement individuel (sympathisants, conscients, engagés et maintiens), (2) émotions collectives (positives et négatives) et (3) facteurs cognitifs et motivationnels (calcul bénéfices-coûts, efficacité collective et identité). • Implications managériales Les résultats proposent des actions marketing adaptées à chaque segment pour aider à la fois les organisateurs du mouvement #Movember et les professionnels de santé (PS) à atteindre deux principaux objectifs : (1) dépistage et (2) notoriété, recrutement et collecte de dons, grâce au big data, par le ciblage des personnes avec antécédents familiaux. • Originalité Les recherches sur #Movember utilisent habituellement les algorithmes supervisés qui présentent plusieurs limites tels que biais de confirmation, manque de répétabilité et une exigence en temps. Ce travail utilise le modèle non supervisé LDA pour identifier des concepts latents par la machine dans une perspective computationnelle ancrée (Computational Grounded Theory, CGT).
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Battilani, Patrizia, and Giuliana Bertagnoni. "The use of social networks in marketing: the Italian co-operative experience." Journal of Historical Research in Marketing 7, no. 1 (February 16, 2015): 31–57. http://dx.doi.org/10.1108/jhrm-10-2013-0060.
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Purpose – The main aim of our study is to demonstrate that the Italian way to marketing included not only the “advertising artists” but also what can be labelled as the social network approach, which was mainly used by cooperative enterprises. Focussing on the case study of the Granarolo co-operative, the paper discusses the social network method of marketing as it emerged during the 1950s and 1960s in Italy. Design/methodology/approach – The research draws on different types of primary sources, including co-operative business records, interviews, publications, newspaper articles and advertisements. Findings – In the age of mass consumption, the Granarolo co-operative developed an original marketing strategy based on social networks. This strategy can be considered a kind of community brand based on shared values pre-existing to the brand itself and a kind of viral marketing put in place before the electronic revolution. Research limitations/implications – The research focusses on the Granarolo case study. It can be extended to other co-operative enterprises. However, it is unknown whether the anticipation of viral marketing has also been used by private enterprises. Practical implications – The marketing strategies analyzed in the paper could be a interesting solution for undertakings strictly connected and rooted in their local community or in their Web community. Social implications – In today’s world of the Web, this physical constraint no longer exists, and the social method of marketing exceeds the regional and even the national level. In conclusion, this was an innovative method of marketing and advertising that came into being, ahead of its time, about a half a century before modern Web-based social networks were conceived, yet uses the same concepts, hence its extraordinary originality. Originality/value – This study is the result of an original research which tries to highlight what we could label the Italian way to marketing. Taking into consideration the first two decades of the Granarolo history and focussing on the marketing strategy, our contribution seeks to examine how the social networks approach worked and in what it differs from today brand community and viral marketing.
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Harjoto, Maretno Agus, and Fabrizio Rossi. "Religiosity, female directors, and corporate social responsibility for Italian listed companies." Journal of Business Research 95 (February 2019): 338–46. http://dx.doi.org/10.1016/j.jbusres.2018.08.013.
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Czinkota, Michael, Hans Rüdiger Kaufmann, Gianpaolo Basile, and Maria Antonella Ferri. "For-Benefit Company (fBComp): An innovative social-business model. The Italian case." Journal of Business Research 119 (October 2020): 377–87. http://dx.doi.org/10.1016/j.jbusres.2018.12.022.
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Marino, Vittoria, Riccardo Resciniti, and Mario D’Arco. "It’s all about marketing! Exploring the social perception in the Italian context." Italian Journal of Marketing 2020, no. 1 (February 10, 2020): 7–23. http://dx.doi.org/10.1007/s43039-020-00004-7.
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Di Vittorio, Arianna. "The Role of Territorial Promotion Agencies in the Creation of a Valuable Tourist Experience. An Italian Case History." European Scientific Journal, ESJ 14, no. 29 (October 31, 2018): 106. http://dx.doi.org/10.19044/esj.2018.v14n29p106.
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With the passage of time, the offer made by tourism companies has undergone important changes, becoming more and more configured as a unique and memorable consumer experience, able to activate the sensory system of the consumer and to stir up emotions. The experiential marketing27 uses the experiences lived by consumer as marketing tool so as to make the consumer perceive a higher added value, thanks to the involvement of the senses and emotions. Also within the tourism sector, the need to cope with the new needs of tourists led the companies on the road to experiential differentiation. In today’s society, consumption is no longer a private and personal act, but a real “social event” in the sense that a product is purchased not so much for its functional value, as for the meaning it assumes for those who use it or consume it and for its own social relationships. The consumer experience therefore generates a noticeable involvement for consumer and for its own social relations: the individual seeks, for this reason, products and services with a symbolic value, that allow him to fully manifest his personality. “To consume means to satisfy one’s own needs, but also to create and maintain social relationships” (Douglas & Isherwood, 1989). The paper focuses on the role of Tourist Promotion Agencies, particularly on the Agency “Tourism Imperial Apulian”, reference subject for marketing, reception and promotion of Local Tourist System “Puglia Imperiale”, and new reference for creation of a quality tourist experience. The methodology used in the paper is a descriptive empirical analysis; after a view on the variables important to create a valuable experience for tourists and a statistical reflection on the data related to the incoming in Puglia from 2007 to 2014, the Author describes the strategies adopted in the case history. This empirical analysis aims to confirm the promotional validity of the "Puglia Imperiale" Tourist Agency and, above all, to witness the creation of a new territorial identity brand evolved into a real tourism product, through the activity of a Management Agency of the destination.
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Gregori, Gian Luca, Chiara Ancillai, Federica Pascucci, and Sara Bartoloni. "Are SMEs 'cutting corners' on social media marketing An exploratory study in the Italian context." International Journal of Internet Marketing and Advertising 13, no. 4 (2019): 302. http://dx.doi.org/10.1504/ijima.2019.10025027.
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Bartoloni, Sara, Chiara Ancillai, Federica Pascucci, and Gian Luca Gregori. "Are SMEs 'cutting corners' on social media marketing An exploratory study in the Italian context." International Journal of Internet Marketing and Advertising 13, no. 4 (2019): 302. http://dx.doi.org/10.1504/ijima.2019.103460.
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Tarsi, Elena, and Diletta Vecchiarelli. "Superare il ghetto. Analisi della segregazione abitativa dei lavoratori agricoli nella provincia di Foggia." CRIOS, no. 21 (November 2021): 70–85. http://dx.doi.org/10.3280/crios2021-021007.
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In Italia esistono situazioni di segregazione abitativa che rimandano ad un passato che sembrava definitivamente superato. L'articolo propone una analisi delle conformazioni spaziali, sia spontanee che risultato di interventi pubblici, legate alla presenza di lavoratori agricoli, stagionali e stanziali, di origine straniera nella provincia di Foggia. Il saggio descrive i caratteri spaziali di questi insediamenti, conosciuti come ghetti, la mancanza di servizi e le fragilità sociali dei loro abitanti e propone una analisi delle soluzioni che sono state avanzate in ambito pubblico. Lo studio diventa occasione per proporre delle riflessioni sulle responsabilità e sulle sfide della disciplina urbanistica verso un superamento delle situazioni estreme di segregazione spaziale e sfruttamento che interessano le campagne del Sud Italia e non solo.
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Trunfio, Mariapina, and Maria Della Lucia. "Engaging Destination Stakeholders in the Digital Era: The Best Practice of Italian Regional DMOs." Journal of Hospitality & Tourism Research 43, no. 3 (November 12, 2018): 349–73. http://dx.doi.org/10.1177/1096348018807293.
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This article examines the underinvestigated topic of how destination marketing organizations (DMOs) engage stakeholders in destination management and marketing through leverage on off-line tools, official destination websites, and social media platforms. Building on a significant body of literature and advances in quantitative and qualitative research, we provide three methodological tools: two scales assessing DMO stakeholder engagement off-line and online and a social media index measuring tourist engagement. Our results confirm that in Italy regional DMOs are capitalizing on the digital platforms and off-line participatory tools to enhance stakeholder engagement in destinations’ decision making. Theoretical and managerial implications for destination management in the digital era are suggested.
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Palazzo, Maria, Pantea Foroudi, Philip J. Kitchen, and Alfonso Siano. "Developing corporate communications: insights from the Italian scenario." Qualitative Market Research: An International Journal 23, no. 3 (January 20, 2020): 407–26. http://dx.doi.org/10.1108/qmr-12-2017-0185.
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Purpose Based on the managerial perceptions from large firms, this paper aims to explore the emergence, growth and importance of corporate communications and how it is evolving and creating competitive advantage for Italian firms. Design/methodology/approach A qualitative approach is deployed, comprising in-depth interviews with senior managers from Italian corporations from a broad spectrum of industries, including: energy, telecommunications, automotive, transport, retail chain, appliances, technology and engineering, private shipping, government-owned holdings, marketing consultancy and construction. Findings The paper offers insight into corporate communications (corpcoms) practices in the sampled companies. The paper shows that corpcoms involves a complex range of activities leading to performance – managed and implemented under CEO direction. Practical implications Corpcoms is perceived as a strategic concept with effective application relative to managing corporate image and reputation. The findings offer insights for communication professionals who deal with corpcoms, branding and marketing communications. Originality/value Corpcoms can be viewed via the lens of social actors’ perspectives, i.e. via practitioners – including brand managers and senior executives, as they possess practical knowledge of business practice in specific contextual business settings and have the managerial ability and remit to design, implement and evaluate integrated corpcoms.
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Groblińska, Justyna. "Come si manifestano le emozioni nei nomi delle organizzazioni non profit italiane?" Acta Universitatis Lodziensis. Folia Litteraria Romanica 18, no. 1 (October 30, 2023): 19–32. http://dx.doi.org/10.18778/1505-9065.18.03.
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La manifestazione delle emozioni negli onimi non è un fenomeno frequente. Vista però la ricchezza generale della crematonimia, l’obiettivo di questo articolo è di verificare come si manifestano le emozioni nei nomi delle organizzazioni non profit italiane. L’analisi di oltre 100 mila voci crematonimiche ha inoltre permesso di stabilire a quali livelli e con quali strumenti linguistici gli italiani esprimono le loro (e altrui) emozioni nei nomi delle organizzazioni non profit. L’espressione delle emozioni viene effettuata a livello grammaticale, semantico, retorico o extralinguistico. Fra gli strumenti, invece, si possono enumerare rispettivamente: affissi, lessemi, metafore, nonché simboli grafici che accompagnano un crematonimo. La ricerca ha dato anche possibilità di constatare che il riferimento alle emozioni nei crematonimi sociali ha una funzione pragmatica, sociale e di marketing.
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Brambilla, Marco, Hoda Badrizadeh, Narges Malek Malek Mohammadi, and Alireza Javadian Javadian Sabet. "Analyzing Brand Awareness Strategies on Social Media in the Luxury Market: The Case of Italian Fashion on Instagram." Digital 3, no. 1 (December 31, 2022): 1–17. http://dx.doi.org/10.3390/digital3010001.
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The rapid proliferation of social media has been redefining every facet of the old marketing and customer engagement tactics, not only for low-end and mass-market products but also for luxury brands. In this context, brands are dealing with the challenge of maintaining a balance between using mass marketing strategies concurrent with accentuating the exclusivity of their offerings. Social media can be considered beneficial if brands employ it to reach the right audience and use the right platform and incorporating the right content. In this work, we propose a sector-specific, integrated, and holistic investigation of the social media strategies of luxury brands together with the impact they generate in terms of the engagement level of the users as an indicator of their success. We provide empirical validation of the methods used in the Italian market of the luxury fashion sector, providing a qualitative and quantitative analysis of the content shared on social media, considering the type, timing, and modality of the sharing. We evaluate consumer-brand engagement in different contexts, including important live events in the field.
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D’Aprile, Gianvito, and Katherine McLay. "Toward a Psychosocial Model of Employees’ Participation in Corporate Social Responsibility. Evidence from Italian Small and Medium-Sized Enterprises." Journal of Promotion Management 27, no. 2 (October 6, 2020): 332–57. http://dx.doi.org/10.1080/10496491.2020.1829772.
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Fani, Virginia, Romeo Bandinelli, Monica Faraoni, and Rinaldo Rinaldi. "SOCIAL MEDIA MARKETING AND CUSTOMER ENGAGEMENT IN THE ITALIAN FASHION INDUSTRY: EVIDENCE OF AN EMPIRICAL RESEARCH." Global Fashion Management Conference 3, no. 3 (June 30, 2015): 326–32. http://dx.doi.org/10.15444/gfmc2015.03.03.01.
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Pareti, Stefaía, Blanca García Henche, and Erica Salvaj. "DINAMIZACIÓN DE LOS BARRIOS HISTÓRICOS HACIA DESTINOS DE TURISMO EXPERIENCIAL. PAPEL DE LAS REDES DE COLABORACIÓN EN LA ESTIMULACIÓN DEL BARRIO DE LAS LETRAS EN MADRID Y BARRIO ITALIA EN SANTIAGO DE CHILE / DYNAMIZATION OF THE HISTORICAL NEIGHBORHOODS TOWARDS EXPERIENCIAL TOURISM DESTINATIONS. ROLE OF COLLABORATION NETWORKS IN THE STIMULATION OF THE NEIGHBORHOOD OF LETTERS IN MADRID AND BARRIO ITALY IN SANTIAGO DE CHILE." Polígonos. Revista de Geografía, no. 30 (December 27, 2018): 97. http://dx.doi.org/10.18002/pol.v0i30.5688.
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El patrimonio cultural ha comenzado a implementar nuevas estrategias, debido a la extensa proliferación del turismo urbano a nivel internacional. Es por ello que surge la necesidad de potenciar y entender cómo los barrios históricos, al ser intervenidos estratégicamente, pueden resultar ser destinos de turismo experiencial y de ocio diferenciados, poniendo en valor recursos y servicios que a su vez mejoran la vida de la población local, entregando mayor competitividad y sostenibilidad económica y social. El objetivo de este trabajo es explorar y describir cómo el fortalecimiento del asociacionismo y las redes entre quiénes componen la oferta cultural, comercial y turística de los barrios históricos resulta fundamental para la transformación y dinamización de los mismos. Es por esto que se ha seleccionado dos barrios históricos como Barrio Italia (Santiago de Chile) y Barrio de las Letras (Madrid). Dichos barrios son barrios históricos singulares y con personalidad gracias a recursos culturales, etnográficos y comerciales que les hacen únicos. Se llevará a cabo un análisis exploratorio para comprender el asociacionismo y colaboración de los comercios y entidades culturales de cada barrio a través de la metodología de redes, proponiendo a su vez estrategias de marketing y economía de la experiencia. Se concluye y entrega como resultado principal una evidente ubicación de cada barrio en fases diferentes de desarrollo en su ciclo de vida como destino turístico, Barrio Italia se encuentra en una fase incipiente de crecimiento frente a Barrio de las Letras que ya cuenta con posicionamiento turístico más consolidado.
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Diamanti, Ilvo, and Elisa Lello. "The Casa delle Libertà: A House of Cards?" Modern Italy 10, no. 1 (May 2005): 9–35. http://dx.doi.org/10.1080/13532940500113326.
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SummaryThe Italian centre-right was ‘constructed’ by Silvio Berlusconi in the run-up to the 1994 general election, which marked the beginning of the Second Republic. It includes Forza Italia, the National Alliance, the Northern League and the Union of Christian Democrats (UDC), parties which are all very different in terms of their political identities, histories, geographies and social composition. The centre-right thus looks like a complex mosaic, whose pieces stay together only thanks to the role of the leader and his ‘personal party’, Forza Italia, and to the use of the media and political marketing to communicate with the electorate. These are the twin pillars of ‘the Berlusconi model’. This article contends that Berlusconi represents both a resource and a limit for the centre-right, as it is difficult for such a heterogeneous coalition to define a common identity and pursue coherent political projects and policies while relying so heavily on the role of the leader. This explains the cyclical alternation within the coalition of phases of integration and rapprochement with others of tension and open conflict. Since the coalition's election victory in 2001, it has found it difficult to meet the contrasting demands of its diverse electorate for neo-liberalism, devolution, major public works, infrastructure creation and tax cuts. This task has been made more problematic by the international instability and economic stagnation of recent years. This article puts forward the hypothesis that ‘the Berlusconi model’, which gave life to the centre-right, now appears to be worn out and will prove difficult to revive.
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Agostino, Deborah. "Using social media to engage citizens: A study of Italian municipalities." Public Relations Review 39, no. 3 (September 2013): 232–34. http://dx.doi.org/10.1016/j.pubrev.2013.02.009.
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Ricciuti, Elisa, and Francesca Calò. "Are foundations assessing their impact? Concepts, methods and barriers to social impact assessment in Italian foundations." International Review on Public and Nonprofit Marketing 15, no. 4 (October 29, 2018): 553–74. http://dx.doi.org/10.1007/s12208-018-0213-7.
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Dallocchio, Maurizio, Marcello Lambri, Emiliano Sironi, and Emanuele Teti. "The Role of Digitalization in Cross-Border E-Commerce Performance of Italian SMEs." Sustainability 16, no. 2 (January 6, 2024): 508. http://dx.doi.org/10.3390/su16020508.
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The utilization of digital technologies is rapidly increasing businesses’ capacities for innovation and growth, especially in the case of small and medium-sized enterprises (SMEs), with strong benefits in efficiency, competitiveness, and market reach. We aimed to study the impact of digital technologies on cross-border e-commerce (CBEC) in Italian SMEs, with regard to three main ICT areas: e-business, e-marketing, and e-commerce. Using a regression analysis, the study found that e-business tools have an unclear impact on cross-border e-commerce, while e-marketing tools, such as data tracking for medium-sized enterprises and social media for all SMEs, have a positive and significant impact on the online export performance. Finally, we examined the impact of being present on a marketplace rather than having a proprietary e-commerce website, and we found that having a presence on marketplaces such as Amazon or Alibaba is more effective than having a proprietary e-commerce website in terms of cross-border online sales. These results are useful both for policy makers and managers, since making informed decisions to develop SMEs is crucial for industrial strategy effectiveness.
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Pencarelli, Tonino, Viktória Ali Taha, Veronika Škerháková, Tomáš Valentiny, and Richard Fedorko. "Luxury Products and Sustainability Issues from the Perspective of Young Italian Consumers." Sustainability 12, no. 1 (December 27, 2019): 245. http://dx.doi.org/10.3390/su12010245.
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The aim of this study is to understand the actual preferences, behaviors, and purchasing decisions of young consumers in the context of sustainability, with an emphasis on luxury products. The primary objective of the research is to determine the impact of ‘sustainable tendencies’ on stimulating the purchase of luxury goods by the Italian Generation Z and Generation Y populations. In addition to examining the intergenerational differences in perception of corporate social responsibility (CSR) and sustainable marketing, the study is aimed at investigating the potential intersection of the consumption of luxury products and the consumption of slow fashion. In particular, through an empirical analysis carried out on a sample of 1314 young consumers in Italy (representing the two generational cohorts), this research provides interesting results which demonstrate the importance of adopting differentiated CSR strategies which are attentive to sustainability based on the demographic characteristics of young consumers of luxury brands. Structural equation modeling is used to analyze and understand the structural relationships between variables. This study thus helps to fill the knowledge gap about the consumption orientation of the younger generations. The results of this study contribute to a growing body of literature on luxury brands and sustainability issues in marketing.
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Tortia, Ermanno C., Mónica Gago, Florence Degavre, and Simone Poledrini. "Worker Involvement and Performance in Italian Social Enterprises: The Role of Motivations, Gender and Workload." Sustainability 14, no. 2 (January 17, 2022): 1022. http://dx.doi.org/10.3390/su14021022.
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Over the past two decades, organizational sustainability has been studied from several different perspectives, such as marketing, governance, strategy, and human resource management (HRM). However, sustainability framed in HRM has not yet received enough attention in the literature, especially as it concerns the study of different organizational forms. Building on Enhert and Harry’s (2012) sustainable HRM approach, this article studies worker empowerment and how it affects organizational performance in terms of service quality and service innovation. Specifically, it addresses how relational motivations interact with HR-empowering practices (involvement in decisions and task autonomy) as organizational resources in influencing performance, how workload pressure resulting from HR empowerment can improve performance, and the influence of gender on performance, especially with concerns for human capital (tertiary education) and motivations. To this end, a representative sample of workers employed by Italian social enterprises (ES) in the social service sector is used. We propose multilevel SEMs that are based on two sets of equations specifying worker- and organization-level effects on organizational performance. Our main results show that the combination of worker engagement and an appropriate relational context in the organizational environment is most conducive to delivering better and innovative services. In addition, a higher percentage of well-trained and relationally motivated women employees helps achieve this goal.
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Achabou, Mohamed Akli, Sihem Dekhili, and Anna Paola Codini. "Consumer preferences towards animal-friendly fashion products: an application to the Italian market." Journal of Consumer Marketing 37, no. 6 (June 23, 2020): 661–73. http://dx.doi.org/10.1108/jcm-10-2018-2908.
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Purpose This paper aims to examine consumer preference for ethical fashion products by focusing on the importance of animal welfare attribute. To explain the attitude-behavior gap, this research proposes to explore the costs and sacrifices associated with the adoption of responsible behaviors. Design/methodology/approach To analyze in which manner the animal welfare attribute impacts the consumer preference, the authors carried two quantitative studies in the Italy context. The first one (n = 224) proposes to measure the importance of this attribute in the case of luxury vs accessible fashion. The second study (n = 101) examines how the attention given to animal welfare information could vary between prosocials and proselfs. Conjoint analyses that consider “proportion of real fur”; “information about animal treatment” and “price” attributes have been realized. To take into account the individuals characteristics, cluster analysis helped to identify different profiles of consumers. Findings The results reveal that even if consumers continue to prefer products made entirely from animal fur, they are sensitive to the information on the animal treatment conditions. Also, the animal welfare is not the most important criterion in explaining preference for a fashion product. This result varies, however, regarding the consumers’ social value orientation. Individuals with a high level of prosocial values give more importance to the animal welfare attribute and are less reluctant to the reduction of the proportion of real fur in the clothes. Proself consumers associate a higher sacrifice with the consumption of animal-friendly fashion products. Research limitations/implications This research enriches the limited literature on the consumers’ response to animal-friendly products. By considering the consumers’ social value orientation, it provides a better understanding of the attitude-behavior gap in animal-friendly fashion consumption. However, further studies should focus on the way of adapting communication on eco-products to the consumer profile. Moreover, it seems interesting to explore how the integration of innovative environmentally friendly materials can be accepted by the target. Replicating this research with representative consumer samples from different countries is also necessary. Practical implications From a practical point of view, this research offers implications for managers operating in fashion apparel industry by giving insights on the consumers’ preference for animal friendly fashion. Social implications This study gives recommendations to help convincing consumers about the importance of animal welfare attribute and to increase their preference for animal-friendly fashion products. Originality/value Despite the extensive use of animal fibers, fur and skins in the production of textiles, the few researchers who have shed the light on the consumers’ response to animal-friendly products have considered mainly the case of food. Also, the marketing literature gives little explanation of the attitude-behavior gap in ethical fashion consumption. By examining the consumers’ social value orientation, this study provides a better understanding of this gap.
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Lombardi, Mariarosaria, and Marco Costantino. "A Social Innovation Model for Reducing Food Waste: The Case Study of an Italian Non-Profit Organization." Administrative Sciences 10, no. 3 (July 22, 2020): 45. http://dx.doi.org/10.3390/admsci10030045.
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Food waste (FW) is always considered as one of the main challenges for the planet Earth in terms of ethical and social impacts as well as economic and environmental ones. In September 2015, the UN launched the Agenda for 2030 for sustainable development, establishing the 50% reduction in FW at the retail and consumer levels by 2030, as well as food loss along food supply chains. However, there are some concerns about the possibility of concretely reaching this target. One is surely due to the fact that more targeted strategies are more oriented towards logistic/marketing functions than social ones, losing the importance deriving from the reconfiguration of social networks in food redistribution. In this context, the aim of this paper is to improve understanding about how social innovation models can enhance FW reduction, building new relations inside the stakeholders network, and involving new actors usually not actively participating. To do this, the authors present a case study of an Italian non-profit project, named Avanzi Popolo 2.0, adopting this type of approach. The results highlight the importance of building the sense of community and of creating social capital in local food redistribution networks for tackling the issue of FW reduction.
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Schroeder, Jonathan E., and Janet L. Borgerson. "Innovations in Information Technology: Insights from Italian Renaissance Art." Consumption Markets & Culture 5, no. 2 (June 2002): 153–69. http://dx.doi.org/10.1080/1025386029001559.
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Martinez, Juan R. "“This is an Italian Church with a Large Hispanic Population”: Factors and Strategies in White Ethno–Religious Place Making." City & Community 16, no. 4 (December 2017): 399–420. http://dx.doi.org/10.1111/cico.12270.
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This paper examines how a group of white ethnic, mostly Italian American, Catholics participate in ethno–religious place making in a predominantly Latino church. In light of a growing number of Latino parishioners, white ethnic church members engage in place making activities to ascribe a white ethno–religious identity to place. Drawing on participant observations, interviews, and archival documents, I examine the impetus behind, and strategies used, in making ethno–religious place. I find that place attachment and group threat drive white ethnics to make place. They do so by employing strategies of place making, place marking, and place marketing. The findings point to the importance of using place as a focal point of social analysis and understanding how people make place.
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Wongprawmas, Rungsaran, Cristina Mora, Nicoletta Pellegrini, Raquel P. F. Guiné, Eleonora Carini, Giovanni Sogari, and Elena Vittadini. "Food Choice Determinants and Perceptions of a Healthy Diet among Italian Consumers." Foods 10, no. 2 (February 3, 2021): 318. http://dx.doi.org/10.3390/foods10020318.
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Healthy food choices are crucial for a healthy lifestyle. However, food choices are complex and affected by various factors. Understanding the determinant factors affecting food choices could aid policy-makers in designing better strategies to promote healthy food choices in the general public. This study aims to evaluate the food choice motivations and to segment consumer groups, according to their food choice motivations, in a sample of 531 Italian consumers (collected by convenience sampling), through offline and online survey platforms. K-means cluster analysis was applied to identify consumer groups using six food choice motivation categories (health, emotional, economic and availability, social and cultural, environmental and political, and marketing and commercial). The results suggest that the strongest determinants for the food choices of Italian consumers are Environmental factors and Health. Two consumer profiles were identified through the segmentation analysis: Emotional eating and Health-driven consumers. The respondents were found to have a good awareness of what comprises a healthy diet. There is a potential market for healthy and sustainable food products, especially products with minimal or environmentally friendly packages. Food labels and information strategies could be promoted as tools to assist consumers to make healthy food choices.
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Gerosa, Alessandro. "Cosmopolitans of regionalism: dealers of omnivorous taste under Italian food truck economic imaginary." Consumption Markets & Culture 24, no. 1 (February 27, 2020): 30–53. http://dx.doi.org/10.1080/10253866.2020.1731483.
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Bimbo, Francesco, Emilio De Meo, Antonietta Baiano, and Domenico Carlucci. "The Value of Craft Beer Styles: Evidence from the Italian Market." Foods 12, no. 6 (March 20, 2023): 1328. http://dx.doi.org/10.3390/foods12061328.
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This study aims to estimate the market value, or implicit prices, associated with the main craft beer attributes (e.g., beer style, organic, gluten-free, and package-related features) and support producers in detecting the more profitable marketing strategies. For this purpose, we conducted an empirical analysis employing sales data of craft beers from the Italian online market, and we estimated a hedonic price model via ordinary least squares. Results show that the type of package and cup only has moderate effects on price. Furthermore, a moderate premium price is found for gluten-free craft beers, while craft beers with organic labels and Italian origin do not benefit from the higher price. Instead, the beer style adopted strongly affected the product price: the highest premium prices were detected for Barleywine (+49.9%) and Italian Grape Ale (+39.6%) beer styles. Furthermore, relevant premium prices, higher than +25%, were estimated for other beer styles such as Sour, Fruit Beer, and Stout. Results suggest that artisanal breweries can effectively differentiate their product according to the beer style. To the best of our knowledge, the current study offers the first empirical evidence on how beer styles as well as other product characteristics affect the market price of craft beer by using secondary data.
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Colucci, Mariachiara, and Marco Visentin. "Style and substance: a case study of the expansion of mature business-to-business relationships in the Italian clothing industry." Journal of Business & Industrial Marketing 32, no. 1 (February 6, 2017): 153–66. http://dx.doi.org/10.1108/jbim-03-2016-0064.
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Purpose This paper aims to propose a model of the determinants of the expansion of mature business-to-business relationships in the downstream channel of the Italian clothing industry. The authors investigate the role of both economic and social determinants of retail buyers’ intentions to expand their relationships with a seller. Design/methodology/approach The empirical analysis is based on surveys of more than 150 retail buyers in mature relationships with a major clothing company. This context offers a unique opportunity to explore the interplay between the need for stable relationships and the need to continuously innovate to satisfy consumer demand, given rapidly changing tastes and styles, which can inhibit relationship expansion. Findings Buyers’ intentions to expand relationships are primarily determined by the absence of a formal agreement with the seller. Perceptions of a seller’s goodwill seem to overshadow the detrimental effects of two likely sources of opportunism in the clothing industry: demand uncertainty and the availability of alternative suppliers. Findings also provide evidence of a substitutive effect of formal control and trust in mature business relationships. Originality/value The authors provide insights into the dynamics of mature business relationships with a focus on expansion, rather than just the propensity for relational continuity, and they show how the interplay of transaction costs and social dimensions leads to this expansion. The authors also provide empirical evidence of a context, the clothing industry, where downstream relationships represent an important source of competitive advantage.
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Pellegrini, Giustina, Sandro Sillani, Mario Gregori, and Alessia Spada. "Household food waste reduction: Italian consumers’ analysis for improving food management." British Food Journal 121, no. 6 (June 20, 2019): 1382–97. http://dx.doi.org/10.1108/bfj-07-2018-0425.
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Purpose Every year 1.3bn tonnes of food are lost or wasted in production, manufacture, distribution and at household level. Consumers are the biggest contributors to the total volume of food waste generated over the world. The purpose of this paper is to analyze the factors affecting consumer’s food waste behavior at household level, providing more insights to existing literature, basing on a hypothesized model. Design/methodology/approach Data collection was carried from May 2016 to March 2017, by means of a face-to-face structured questionnaire distributed among 580 Italian consumers, with seven constructs. Data analysis included two main steps: exploratory factor analysis and structural equation model (SEM) implemented by means of STATA 14. Findings Results show that price consciousness, environmental concern and time management influence the attitude that in turn affect the behavior toward food waste minimization. These findings provide basic guidelines for developing policies and campaigns aimed to decrease food waste. Research limitations/implications This study point out the importance of the food waste behavioral determinants analysis at household level in Italy. Therefore, the research will include other constructs and further studies can be conducted in European countries to produce spatial SEM. Practical implications Waste prevention approaches should concentrate interests on avoiding losses, and releasing of information, best practices and education of consumers as well as strengthening the donation to social services. Social implications The present findings may be used by decision makers, municipality, stakeholders, involved in food waste reduction policies. Moreover, social marketing campaigns can advantage by these results, in order to avoid food-related habits in consumers’ everyday lives not respecting the issues of the food waste. In addition, this study is addressed to academics and scholars that are already working on the role of consumer’s behavior and its implication on food waste reduction. Originality/value Food waste in Italy has been analyzed by several authors, yet not involving national samples, using different methodologies and aiming at analyze different aspects. The present study aims at analyzing main determinants affecting food waste behavior at household level: providing more insights to existing literature.
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Gasparre, Angelo, and Matteo Bassoli. "Governance Beyond the Rhetoric: Organizational Action, Change, and Illusion in the Italian Local Welfare System." Administration & Society 52, no. 6 (September 15, 2019): 927–58. http://dx.doi.org/10.1177/0095399719875457.
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In this article, we offer a critical analysis of governance arrangements looking at the evolution of the Italian local welfare system over a time period of more than 40 years. The broad idea of a shift “from government to governance” is questioned. The nonprofit organizations had a vital role in the foundation of the Italian local welfare system. However, their participation in the governance arenas of today is often illusionary. This has practical consequences, as innovation in the welfare domain needs authentic public–private partnerships, and genuine participation of the nonprofits at all levels of social and political action.
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Eugenio, Demartini, Gaviglio Anna, and Pirani Alberto. "Farmers’ motivation and perceived effects of participating in short food supply chains: evidence from a North Italian survey." Agricultural Economics (Zemědělská ekonomika) 63, No. 5 (May 9, 2017): 204–16. http://dx.doi.org/10.17221/323/2015-agricecon.
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Local production supports the economies of place and increasingly makes sense as the citizen-consumers increase in number and awareness. Nonetheless, despite the value of the short supply chains, some researchers have reacted sceptically to the irrational optimism around this sales structure. A close relationship with consumers does not imply more profit or exchange fairness by definition. In fact, increasing marketing costs must be considered and there is still information asymmetry, and the profiteering farmers could take advantage of the consumer trust. Through data reduction we explored the farmers' motivation and perceived effects of participating in short food supply chains. We also analysed the location of farms along with their size, production, sale channels and the relative market share, as well as whether they adopted quality certifications. We found that the farmers that work within the short food supply chains opt for a sort of co-certification mechanism based on the consumer/producer relationships rather than opting for the quality certification. Furthermore, the multivariate analysis showed different motivations and perceptions of direct sales among farmers: those that were the largest and farthest from the point of sale, were positive toward the social values of short food supply chains, while the rest seemed less competitive and were more motivated by profit and survival. The results reaffirm that the local production may not be good per se, and the presence of profit and surviving-orientation to market should be considered a treat especially for the reputation of the whole system.
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Samoggia, Antonella, Giulia Rossi, and Federica Beccati. "Consumers’ Attitude towards Supermarket and Proximity Stores as Purchasing Outlets of Italian Potato Consumers." Foods 12, no. 15 (July 28, 2023): 2877. http://dx.doi.org/10.3390/foods12152877.
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World potato consumption has fallen. Similarly, Italian consumers are buying fewer potatoes, despite the high number of certified quality and innovative potatoes being produced. Moreover, Italian consumers’ knowledge of potato characteristics and innovations tends to be limited. To increase consumer engagement and revitalize the market, strategic marketing efforts need to be implemented by addressing the different characteristics of consumers in the different purchase channels. The aim of this study is to explore and differentiate consumer purchasing behavior and attitudes towards potatoes in supermarkets and neighborhood channels. The study collected 855 responses through an online survey. Data processing included the creation of indices of consumers’ knowledge of potato nutrition and their propensity to innovate, as well as logistic regression to analyze the determinants of potato-purchasing behavior. The results show that consumers with increased potato consumption, a higher level of education, and employment prefer to buy potatoes in the supermarket. A preference for potato innovation also increases the likelihood that consumers will buy potatoes in supermarkets. Conversely, consumers with elderly relatives at home and a low level of education, but a high level of knowledge about the nutritional properties of potatoes, prefer to shop through neighborhood channels.
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Pierli, Giada, Fabio Musso, Federica Murmura, and Laura Bravi. "Exploring Italian Wine Companies: A Study of Supply Chain Dynamics, Quality, and Promotion Strategies through Semi-Structured Interviews." Foods 12, no. 24 (December 10, 2023): 4429. http://dx.doi.org/10.3390/foods12244429.
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In Italy, the wine supply chain is a cornerstone of the national agri-food system and a driving force for the entire economy. The aim of this study is to map the profile of Italian wine companies through the analysis of multiple case studies. The study focuses specifically on companies in the Marche region, investigating their features and supply chain, with a specific focus on product and system certification adopted, marketing policies implemented, and the businesses’ relationship with institutions. A total of 18 companies participated in the study. The primary data for the research was collected through semi-structured interviews lasting 1 h, based on an interview protocol. The results show that the supply chain for the wine sector is configured to be short, even when cooperatives act as an aggregator. The small size and limited financial resources make it particularly difficult to promote the wine outside its reference context, and there is a lack of a network strategy at the local level. Many companies consider organic certification a disadvantage since it tends to homologate production to the large wine industries, making the product’s naturalness, typicality, and craftsmanship disappear.
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Avolio, G., E. Blasi, C. Cicatiello, and S. Franco. "The drivers of innovation diffusion in agriculture: evidence from Italian census data." Journal on Chain and Network Science 14, no. 3 (January 1, 2014): 231–45. http://dx.doi.org/10.3920/jcns2014.x009.
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Innovation is a key issue in the discussion about the links between agriculture, food production and sustainability. Indeed, the creation, adoption and exploitation of innovations can interact with all three dimensions of sustainability – environment, society and economy. Despite the increasing support for innovation practices in the agrifood sector from institutions and public policies, innovation in this sector has spread quite slowly. Indeed, the diffusion of innovations strongly depends on the social, institutional and productive system behind the technological/structural features of the farms. The analysis of the drivers underpinning the innovation diffusion dynamics in agriculture is therefore a very interesting topic for studies in this domain. This paper aims to provide a map of the diffusion of innovations in the Italian agricultural sector, highlighting differences and territorial specificities. We try to explain the drivers and factors influencing such specificities, drawing from data on the agricultural sector as well as information on the institutional and regulatory framework. Data on the diffusion of product, process, organizational and marketing innovations in agriculture have been gathered for the 110 Italian provinces, drawing from the 2010 Agricultural Census survey. Maps of the diffusion of the different types of innovations have then been constructed and analysed. Results show that the diffusion of the different innovation types is not uniform within the country. Some are typical to specific areas where productive or market opportunities occur. Others are not territorial-specific but are linked to the features of the single farms. The influence of the regulatory context also seems to play a significant role. By analysing the local expenditure in rural development intervention, we analyses how the synergies among the productive and institutional systems may act as a driver for innovation diffusion in agriculture.
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Vigoroso, Lucia, Niccolò Pampuro, Giorgia Bagagiolo, and Eugenio Cavallo. "Factors Influencing Adoption of Compost Made from Organic Fraction of Municipal Solid Waste and Purchasing Pattern: A Survey of Italian Professional and Hobbyist Users." Agronomy 11, no. 6 (June 21, 2021): 1262. http://dx.doi.org/10.3390/agronomy11061262.
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Composting represents an alternative for the management of the organic fraction from municipal waste. However, the adoption of compost made from municipal waste is not yet widespread across all European countries, including Italy. Being ‘professional’ (i.e., farmers and gardeners) and ‘hobbyists’ the most representative categories of compost buyers in Italy, this study investigated their attitude toward municipal waste compost adoption and their purchasing pattern, pointing out criticalities and strategies to promote a wider use of this kind of compost. For the two categories of users, frequency of use of different information, buying habits, opinions on marketing issues, and factors which encourage compost utilization were investigated. The ‘professionals’ and ‘hobbyists’ reported different purchasing behaviors in terms of quantity, frequency, and preferred packaging format. The capability of compost from municipal waste to improve soil characteristics and its low environmental impact were identified as the most significant aspects for users, while availability of economic subsidies was not a determining factor for municipal waste compost adoption. With regard to the information sources, the broader use of personal communication channels like peers’ suggestions may have influence on compost adoption pointing out how social influence can promote sustainable behavior and influence users’ purchasing choices.
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Pascucci, Federica. "The export competitiveness of Italian coffee roasting industry." British Food Journal 120, no. 7 (July 2, 2018): 1529–46. http://dx.doi.org/10.1108/bfj-05-2017-0306.
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Purpose The purpose of this paper is to analyze the competitive position of Italian roasting firms in the international market, thus developing a multidimensional framework for measuring industry export competitiveness. Design/methodology/approach Considering that the objective is to evaluate the export competitiveness of Italian roasting firms, the author chooses “positive” and “ex-post” indicators, combined in a multidimensional and a multivariable framework. The two dimensions of competitiveness implemented are competitive performance and competitive potential; the author used four indices to evaluate the first dimension (export market share, net export share, net export index, revealed comparative advantage) and three indices for the second dimension (unit export price, relative quality index, relative export growth). Findings The evolution of the international context, with the emergence of new competitors and the spread of coffee consumption worldwide, creates new opportunities but also new challenges for Italian companies. In fact, both competitive performance and competitive potential have been worsening since the second half of the early twenty-first century because of the lack of innovation. A mix of external and internal factors explain this lack. Practical implications In order to recover their international competitiveness, firms should leverage on the combination of “traditional elements”–such as Made in Italy effect and the rich technical know-how, depending on their long tradition in the espresso coffee market niche–with “innovative elements,” depending on new marketing skills and competences; these new elements could be developed internally or, most fruitfully, acquired externally, through collaboration with other firms. In this way, Italian businesses could improve the relative quality perceptions of their offering. Social implications Coffee roasting industry in Italy is a significant component of the Italian economic system and it contributes to the development of the Made in Italy abroad. Therefore, an improvement of its export competitiveness could be beneficial to the whole domestic market. Originality/value This paper constitutes the first attempt to study the evolution of the coffee industry in regards to the international competitive landscape. This is quite surprising, considering that coffee is one of the main segments of the food and beverage industry; it is the second most important commodity exchanged worldwide after oil and the third most popular beverage after water, tea and carbonated beverages. Then, the analysis of export competitiveness is developed combing two main research streams: the industrial organization literature and the strategic management literature. Moreover, this paper offers a methodological framework useful to measure export competitiveness also in other industries and countries.
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Ciavattini, Andrea, Luca Giannella, Rosa De Vincenzo, Jacopo Di Giuseppe, Maria Papiccio, Ankica Lukic, Giovanni Delli Carpini, et al. "HPV Vaccination: The Position Paper of the Italian Society of Colposcopy and Cervico-Vaginal Pathology (SICPCV)." Vaccines 8, no. 3 (July 2, 2020): 354. http://dx.doi.org/10.3390/vaccines8030354.
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Human papillomavirus (HPV) related cervical cancer represents an issue of public health priority. The World Health Organization recommended the introduction of HPV vaccination in all national public programs. In Europe, vaccines against HPV have been available since 2006. In Italy, vaccination is recommended and has been freely offered to all young girls aged 11 years since 2008. Three prophylactic HPV vaccines are available against high- and low-risk genotypes. The quadrivalent vaccine contains protein antigens for HPV 6, 11, 16, and 18. The bivalent vaccine includes antigens for HPV 16 and 18. The nonavalent vaccine was introduced in 2014, and it targets HPV types 6, 11, 16, 18, 31, 33, 45, 52, and 58. Clinical trials demonstrated the effectiveness of the three vaccines in healthy young women. Likewise, all vaccines showed an excellent safety profile. The bivalent vaccine provides two doses in subjects aged between 9 and 14 years and three doses in subjects over 14 years of age. The quadrivalent vaccine provides two doses in individuals from 9 to 13 years and three doses in individuals aged 14 years and over. The nonavalent vaccine schedule provides two doses in individuals from 9 to 14 years of age and three doses in individuals aged 15 years and over at the time of the first administration. Preliminary results suggest that the HPV vaccine is effective in the prevention of cervical squamous intraepithelial lesions even after local treatment. Given these outcomes, in general, it is imperative to expand the vaccinated target population. Some interventions to improve the HPV vaccine’s uptake include patient reminders, physicians-focused interventions, school-based vaccinations programs, and social marketing strategies. The Italian Society of Colposcopy and Cervico-Vaginal Pathology (SICPCV) is committed to supporting vaccination programs for children and adolescents with a catch-up program for young adults. The SICPCV also helps clinical and information initiatives in developing countries to decrease the incidence of cervico-vaginal and vulvar pathology.
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Fontana, Renato, and Ernesto Dario Calo. "The Urgency to Imagine a New Paradigm. The Labour Market between Global Trends and Peculiar Italian Features after the COVID-19 Pandemic." Living Standards of the Population in the Regions of Russia 18, no. 3 (September 20, 2022): 319–29. http://dx.doi.org/10.19181/lsprr.2022.18.3.4.
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This paper aims to examine the peculiar characteristics of the Italian working situation after the COVID-19 pandemic. In particular, starting from the forecasts on the impact of the Digital Transformation (DT) on the global labour market, the authors try to combine the macro and micro-social risks related to this process with those arising from the pandemic scenario, finding a common thread that seems to return the sign of these times. Observing the Italian context, some reflections are provided to rethink the balances of the world of work, in particular through the use of the digital technologies, the plural forms of remote working (RT) and the prevention of the youth unemployment and great resignation phenomena.
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Tozzo, Pamela, Andrea Gabbin, Caterina Politi, Anna Chiara Frigo, and Luciana Caenazzo. "The Usage of Mobile Apps to Fight Violence against Women: A Survey on a Sample of Female Students Belonging to an Italian University." International Journal of Environmental Research and Public Health 18, no. 13 (June 29, 2021): 6968. http://dx.doi.org/10.3390/ijerph18136968.
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The prevalence of violence against women continues to grow and this plague has had a huge impact from a clinical, social and judicial point of view. For this reason, alongside the efforts made at the legislative level to prevent the phenomenon and to improve assistance to victims in recent years, efforts to contain and better manage this phenomenon have also grown in the extra-legislative sphere: for example, through the application of new technological solutions and safety planning. In recent years, there has been an increase in the marketing of mobile phone apps dedicated to the prevention of violence against women, with different functions and different objectives. The purpose of this study is to investigate the knowledge and propensity to download this type of app in a group of 1782 Italian female university students. This research was performed using an online questionnaire administered to female students attending four different courses (law, medicine, healthcare professionals and political sciences) at one Italian university. Chi-square or Fisher’s exact test was used to analyze associations between responses to questionnaire and the type and the year of course. The results show that 62.6% of our sample are unaware of the existence of these apps and that 79.5% of the sample would be willing to download one in the future. With regard to whom to turn to after a violent incident, the majority of those interviewed (43.9%) would turn to the police and not to health facilities. According to our findings, law female students (52.7%) think, more than any other category, that the most effective way to improve public safety and reduce the number of victims lies in legislative solutions. Our results suggest that, although this type of technology may be promising, it is necessary to improve the knowledge and dissemination of these apps in order to make them a useful tool for prevention, education and assistance in cases of violence against women.
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Törrönen, Jukka, and Sara Rolando. "Women’s changing responsibilities and pleasures as consumers: An analysis of alcohol-related advertisements in Finnish, Italian, and Swedish women’s magazines from the 1960s to the 2000s." Journal of Consumer Culture 17, no. 3 (March 8, 2016): 794–822. http://dx.doi.org/10.1177/1469540516631151.
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Since the 1960s, feminist movements have emphasized that men and women should be seen as equal in their roles as parents, breadwinners, and citizens. This conception is not confirmed by the images produced in advertising. This article presents an analysis of alcohol-related advertisements published in Finnish, Italian, and Swedish women’s magazines from the 1960s to the 2000s. The advertisements are approached as performative texts in which gender is made visible “here and now” by placing women in particular consumer positions relative to private or public spheres and by associating specific kinds of gender expectations and norms that reflect women’s shifting responsibilities and pleasures. The article asks what kind of drinking-related identities have been portrayed as desirable in women’s magazine advertisements over the past few decades and how they have changed as we move closer to the present day. The analysis reveals both continuity and variability in alcohol-related consumer identities in advertisements in Finnish, Italian, and Swedish women’s magazines. It shows that as Finland, Italy, and Sweden have developed from modern societies to late-modern societies, women’s responsibilities and pleasures have expanded from the traditional domain of the private sphere into multiple new areas. The expansion of women’s identities has occurred differently in each geographical area. This does not, however, mean that the traditional gender norms have disintegrated and been replaced by equal gender norms. Rather, it seems that traditional gender norms continue to be reproduced with varying nuances in alcohol-related advertising.
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AIOANE, Mirela. "L’IMPATTO PSICOLOGICO DELLA PUBBLICITÀ SUI BAMBINI." Annals of the University of Craiova. Series Philology. Linguistics 44, no. 1-2 (November 18, 2022). http://dx.doi.org/10.52846/aucssflingv.v44i1-2.44.
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This paper aims at providing a psychological analysis of some of the most recent videos produced in Italia and aimed at children (kid marketing) on youtube and social media, apps or on the channels of the Italian national television, RAI. We cannot talk of exhaustiveness, for the multiple issues that might be considered: image, text, message, characters, prosody and their huge impact on the target audience. We have chosen videos that advertise food products, sweets, toys, kids clothing, holidays, services.
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Zarco, Carmen, Alberto Robles, Javier Valls-Prieto, and Oscar Cordon. "How did sustainable Spanish and Italian brands communicate COVID-19 on social media?" Spanish Journal of Marketing - ESIC, July 18, 2023. http://dx.doi.org/10.1108/sjme-01-2023-0011.
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Purpose This study aims to determine how the most sustainable brands in Italy and Spain developed communication and awareness-raising actions during the COVID-19 pandemic and whether these companies were truly involved in raising public awareness of the pandemic. The authors specifically focus on sustainable companies, as health communication is considered to be an important corporate social responsibility task. Design/methodology/approach To answer these questions, the authors have used data on the social media activity (Twitter and Instagram) of these brands in Spain and Italy, extracting the posts and associated hashtags that each of them has published throughout the pandemic to be processed using social network analysis and visualization techniques. Findings The detailed analysis of both the levels of activity and the content of the messages provides interesting insights into the communication models of the companies and the influence of factors such as time, country and the specific social media platform used. Originality/value The authors analyze the communication of the most sustainable businesses on social media during the pandemic, adopting a highly innovative approach. The particular originality of this study lies in the parallel analysis of two different countries that were simultaneously shaken by the pandemic in very similar circumstances. This study also presents a novel use of graphical representation tools in terms of companies’ behavior for health communication on social media.
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Conti, Giacomo, and Li Min. "How Italian can Copycat from China by using Social Media APPs in Movie Marketing." International Journal of Academic Research in Business and Social Sciences 8, no. 10 (October 30, 2018). http://dx.doi.org/10.6007/ijarbss/v8-i10/4766.
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Gritta, Fabrizio. "The Impact of Web 2.0 on the Website Use of Small Italian Hotels." International Journal of Management, Knowledge and Learning 12 (July 30, 2023). http://dx.doi.org/10.53615/2232-5697.12.123-133.
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Purpose: The digital revolution is causing profound transformations, characterised by how companies and customers approach the market, helping to significantly transform the tourism sector. Traditionally, the Internet was used to search for timetables, find information and compare prices, or book basic tourist products. Today, thanks to Web 2.0, people can create their own trips by following the advice and examples of other users on the Net who have shared the contents of their tour and expressed opinions on their own travel experience. The study aims to investigate how small accommodation enterprises use their website for marketing following the development of Web 2.0, which differs from the initial concept of the Internet because it departs from the classic static websites. Study design/methodology/approach: After the analysis of the literature, which relates to the relationship that has gradually developed over the years between small businesses in the tourism sector and the use of the Internet for marketing purposes, it was decided to carry out an empirical survey on a sample of websites of small Italian hotels. The research hypothesis is that website adoption is conditioned by the marketing communication of the tourist experience that favours interactive tools. Sixty websites of micro-enterprises with less than thirty rooms were analysed, revealing an important use of social media for marketing communication. Findings: The research results show that small hotel enterprises present a limited use of the website, limited to the web presence, while the customer relationship is managed through social networks. Originality/value: This work is believed to provide useful ideas for starting a more substantial study activity in the field of small accommodation to understand the reasons behind the low use of the website.
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Cannavale, Chiara. "Il ruolo della competenza culturale nell'event marketing del turismo." ECONOMIA E DIRITTO DEL TERZIARIO, no. 2 (December 2017). http://dx.doi.org/10.3280/edt2-2017oa5462.
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Gli eventi costituiscono segmento importante sia del turismo business sia del turismo leisure e rappresentano una voce di entrata crescente per le imprese dell'Hospitality, con un contributo crescente del settore al prodotto interno lordo dei paesi a maggiore vocazione turistica. Gli eventi sono prodotti progettati ed organizzati per favorire l'interazione sociale tra gli individui diversi, provenienti, in misura crescente, da culture differenti. È un business nel quale in maniera diretta, e più evidente rispetto ad altri, la qualità dell'interazione personale e l'efficacia dei processi di comunicazione incidono sull'experience degli utenti e, conseguentemente, sulla profittabilità degli operatori coinvolti. La cultural competence, intesa come la capacità dei manager di usare in maniera efficace il sapere culturale, ossia come la capacità di riconoscere e acquisire e combinare nella maniera più profittevole possibile la cultural knowledge, è un elemento chiave per il successo delle relazioni internazionali (Calvelli, Cannavale, 2013) e diventa una fonte rilevante della competitivtà, e, quindi, della profittabilità delle imprese di un settore in cui l'interazione tra culture diverse e l'efficacia della comunicazione interculturale rappresentano elementi sostanziali del core business (Minnaert, 2007; Minneart et al., 2009).Nonostante la letteratura di marketing sia ricca di contributi che evidenziano l'impatto della cultura sulle decisioni di acquisto dei consumatori e sull'efficacia dei processi di comunicazione e promozione, meno esplorato è il ruolo della competenza culturale nell'event marketing e, soprattutto in Italia, ancora decisamente limitato è l'investimento delle imprese del settore nell'analisi culturale dei mercati target e nella formazione culturale dei dipendenti. Questo articola intende contribuire alla letteratura sul tema esplorando il ruolo che la competenza culturale può avere per il successo delle politiche di marketing degli eventi e per il successo degli stessi.
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Baima, Gabriele, Gabriele Santoro, Anna Claudia Pellicelli, and Maciej Mitręga. "Testing the antecedents of customer knowledge sharing on social media: a quantitative analysis on Italian consumers." International Marketing Review, March 31, 2022. http://dx.doi.org/10.1108/imr-03-2021-0122.
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PurposeThe increasing adoption of digital technologies such as social media have changed the way consumers share knowledge about products and services among each other. The aim of this paper is to test what factors drive customers to share knowledge about products and services on social media pages.Design/methodology/approachA quantitative survey design was employed for this study. Empirical data were drawn from 358 consumers in Italy, using a purposive sampling technique. The hypothesised relationships were tested using ordinary least squares regression modelling.FindingsThe results of this study reveal that the usage frequency of online reviews (UFORs), social bonds (SBs), subjective happiness (SH) and reciprocity positively impact on customer knowledge sharing (CKS). By contrast, the perceived usefulness of online reviews (PUORs), helping others, customer susceptibility to interpersonal influence (CSII) and informational (INFO) do not impact CKS.Originality/valueTo the best of the authors' knowledge, this study is amongst the first to empirically test the antecedents of knowledge-sharing behaviours about products and services on online social media. The present work offers relevant implications for theory. First, the work enriches the customer knowledge management (CKM) theory by providing empirical evidence on factors leading to the higher sharing of knowledge amongst customers. Second, the work adds to the literature on social media, demonstrating the individual determinants on knowledge-sharing behaviours about products and services in online communities. Practically speaking, this paper identifies some key elements driving CKS in social media conversations. Thus, building upon the findings of this study, the authors provide some guidelines for social media managers and retailers for promoting CKS on social media pages.
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Agugliaro, Siel. "From Grinder to Nipper: Opera, Music Technology and Italian American (Self-)Representation." Cambridge Opera Journal, August 11, 2023, 1–32. http://dx.doi.org/10.1017/s0954586723000149.
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Abstract In this article I argue that the longstanding practice of depicting Italian Americans as opera lovers stems from a tradition associating Italian immigrants with mechanical music devices. As a growing number of Italian unskilled labourers entered the United States in the second half of the nineteenth century, they were stereotyped as street musicians, and especially as organ grinders, in mainstream popular culture. Beginning in the 1900s, recording manufacturers strove to make home phonographs appealing to the middle class by breaking the chain of mechanical, social and racial associations that connected the phonograph with earlier musical devices such as the barrel organ, and with those who played them. Because of the prominent marketing role that record labels assigned to Italian opera, this commercial strategy had important consequences for the genre as well as for Italian immigrants, who leveraged opera's renewed visibility and audibility into an effective vessel for social and political empowerment.
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St. James, Melissa. "Female Sports Celebrities Targeting Female Teenagers: A Content Analysis Of Magazine Advertising." Journal of Business & Economics Research (JBER) 8, no. 1 (December 21, 2010). http://dx.doi.org/10.19030/jber.v8i1.653.
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<p class="MsoNormal" style="text-align: justify; margin: 0in 0.5in 0pt; mso-pagination: none;"><span style="font-size: 10pt; mso-bidi-font-style: italic;"><span style="font-family: Times New Roman;">This study examined the usage of female sports celebrities as endorsers in magazines targeting female teenagers. Female sports figures act as role models for female teenagers and studies have shown they have a positive impact on self-image and self-identification. The Eriksonian Theory (Adams-Price and Greene, 1990), states that a “primary task of adolescence is the consolidation of ego identity.” Teenagers often adopt the mannerisms, dress, and attitudes of celebrities as experimentation in their search for an identity. Theories of impression management and self-presentation focus on aspirational identities; those that individuals want to attain or want to be associated with, in social interactions (Norman and Tedeschi, 1989). Teenagers relate to sports figures as teens are often active in sports as both participants and observers, and sports figures act as aspirational figures. Increasing the number of female athlete endorsement ads could be an innovative and effective marketing strategy.</span></span></p>