Literatura académica sobre el tema "Marketing social – Italie"
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Artículos de revistas sobre el tema "Marketing social – Italie"
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Berriche, Amira, Dominique Crié y Michel Calciu. "Une Approche Computationnelle Ancrée : Étude de cas des tweets du challenge #Movember en prévention de santé masculine". Décisions Marketing N° 112, n.º 4 (25 de enero de 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 y Giuliana Bertagnoni. "The use of social networks in marketing: the Italian co-operative experience". Journal of Historical Research in Marketing 7, n.º 1 (16 de febrero de 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 y Fabrizio Rossi. "Religiosity, female directors, and corporate social responsibility for Italian listed companies". Journal of Business Research 95 (febrero de 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 y Maria Antonella Ferri. "For-Benefit Company (fBComp): An innovative social-business model. The Italian case". Journal of Business Research 119 (octubre de 2020): 377–87. http://dx.doi.org/10.1016/j.jbusres.2018.12.022.
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Marino, Vittoria, Riccardo Resciniti y Mario D’Arco. "It’s all about marketing! Exploring the social perception in the Italian context". Italian Journal of Marketing 2020, n.º 1 (10 de febrero de 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, n.º 29 (31 de octubre de 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 y 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, n.º 4 (2019): 302. http://dx.doi.org/10.1504/ijima.2019.10025027.
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Bartoloni, Sara, Chiara Ancillai, Federica Pascucci y 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, n.º 4 (2019): 302. http://dx.doi.org/10.1504/ijima.2019.103460.
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Tarsi, Elena y Diletta Vecchiarelli. "Superare il ghetto. Analisi della segregazione abitativa dei lavoratori agricoli nella provincia di Foggia". CRIOS, n.º 21 (noviembre de 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 y Maria Della Lucia. "Engaging Destination Stakeholders in the Digital Era: The Best Practice of Italian Regional DMOs". Journal of Hospitality & Tourism Research 43, n.º 3 (12 de noviembre de 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.
Tesis sobre el tema "Marketing social – Italie"
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Bessegato, Federica <1995>. "Content marketing: social media engagement of Italian wineries". Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/18070.
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Content marketing is a discipline that is emerged in recent years, because of the inefficiency of traditional marketing methods. Today users need interesting and valuable information, because spending most of their time on internet and social media, they need high-quality contents, able to catch consumers’ attention, to be helpful, to entertain, and to educate. Companies started used content marketing because it’s a discipline that can help them to build stronger relationships with their consumers, putting the latter in the center and making them the most important part of the strategy. There are many types of content and also different types of motivations that push consumers to interact with a content: for this reason, the aim of this thesis is to investigate the online presence of the most remunerative Italian wineries on Facebook, and discover if different types of contents can generate different types of reactions. This thesis is divided into four parts: the first part introduces the history of content marketing, facing what it is and which are the advantages of this technique, the second part discusses the inbound marketing and the content marketing strategy, the third part is a collection of the principal studies made in this field, and the last one is the analytical part, which analyses the posts of the Italian wineries in order to figure out which are the most engaging contents.
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Gallo, Elena. "Les discours de la publicité sociétale : analyse de campagnes italiennes et françaises". Electronic Thesis or Diss., Sorbonne université, 2023. http://www.theses.fr/2023SORUL121.
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Ce travail de recherche naît du désir de contribuer à enrichir le domaine de l’analyse du discours en explorant des productions peu étudiées jusqu’à présent : les discours de la publicité sociétale. Avec ce terme, nous nous référons à des campagnes ayant pour objectif d’entraver ou promouvoir certains comportements au nom du bien-être collectif, ou de demander un don. Notre corpus se compose de 57 campagnes sociétales, promues en Italie et en France entre 2018 et 2020. Relativement aux thématiques traitées, nous n’avons fixé aucune limite. En ce qui concerne les annonceurs, nous avons examiné des campagnes promues par les institutions publiques, les entreprises privées, et le tiers secteur. Notre questionnement concerne les stratégies discursives employées au sein de ce corpus, très récent et actuel, que nous avons étudié sous un angle comparatif. Notre but était de voir si des analogies ou des différences majeures ressortaient en fonction des thèmes touchés, des annonceurs, des destinataires ciblés et de l’effet visé. L’approche que nous adoptons pour notre analyse relève des sciences du langage et précisément des études sur l’analyse du discours et de l’argumentation, la rhétorique, et la sémantique et pragmatique énonciatives. Afin d’investiguer les messages de notre corpus en appliquant les outils analytiques mis au point par différentes branches des sciences du langage, nous avons élaboré une grille d’analyse qui s’articule sur plusieurs plans : ces angles d’observation, qui ne correspondent pas à une hiérarchisation, sont le plan linguistique, le plan pragmatique inférentiel et illocutoire, et le plan rhétoriqueThis research aims at enriching the field of critical discourse analysis through the study of messages which have been little explored until now, namely the discourse of social advertising. This term refers to campaigns that ask for a donation, or try to discourage or advocate certain behaviours in the name of public interest. The corpus is made of 57 social campaigns, promoted in Italy and in France between 2018 and 2020. No limit of topic has been fixed. As far as advertisers are concerned, campaigns promoted by public institutions, private companies and non-profit organisations have been analysed. The focus lies on the discourse strategies used in this corpus, which is very recent and has been studied from a comparative point of view. The aim was to see if major similarities or differences would be revealed, depending on the topic, the advertiser, the target and the objective. This research has been carried out from a sociolinguistic perspective, and more specifically from the point of view of critical discourse analysis, argumentation, rhetoric, semantics and pragmatics. In order to examine the corpus chosen, an analysis table has been created, so as to make the most of the resources provided by the different branches of linguistics. This table is organised into three plans – which do not correspond with a hierarchisation –, namely a linguistic plan, a pragmatic plan and a rhetorical plan
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Zingale, Riccardo <1989>. "Investigation of Italian consumers attitudes towards the nudging innovation in social marketing communication". Master's Degree Thesis, Università Ca' Foscari Venezia, 2015. http://hdl.handle.net/10579/5800.
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This thesis want to investigate the nudge's phenomenon, in particular trying to confirm or deny the hypothesis that Italian consumers are positively inclined towards social marketing communication that employs nudges respect to methods that do not
nudge.
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Aunická, Markéta. "Marketing sociálního cestovního ruchu v Itálii". Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-81529.
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Social tourism aims to allow traveling to those who are disabled or disadvantaged for any reason. That means especially the young people, seniors, families with children and persons with handicaps or disabilities. Diploma thesis "Social Marketing of tourism in Italy," provides an overview of Italian organizations and their products in mentioned area. Thesis is divided into the three parts. The first part describes basic principles of social tourism. The second part contains detailed analysis of the market situation of social tourism in Italy, including the marketing mix and SWOT analysis. The last part contains an assessment of current situation and proposal of recommendations that would enable wider application of the policy of social tourism in Italy.
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Coco, Giuseppe Antonio. "Social media evaluation for non-profit organizations : The case of Oxfam Italia". Thesis, Uppsala universitet, Medier och kommunikation, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-232708.
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The thesis presents an evaluation of the Facebook page of the Italian non-profit organization Oxfam Italia from November 2013 to March 2014. The research’s aim is to analyze the community which follows the organization, how this community interacts with it and how the moderators of the page communicate with its followers. The research aims also to find ways to increase Oxfam Italia’s performance on Facebook. The theoretical framework focuses on non-profit marketing and its peculiarities, Social Media Marketing and notions such as engagement and brand community. The methods used in the research consist in data mining and content analysis. Data have been gathered from Facebook Insights and through the issuing of FQL queries from the Facebook Graph API. The research found out that Oxfam has more female followers than male (62% vs 36,5%), the age range of them is 25-44 years. Oxfam’s presence, in particular, is very rooted in the region of Tuscany (where its headquarter is). Facebook followers showed a very good attitude toward the organization, even though criticisms are common, and Oxfam used its social media presence mainly to update the followers concerning ongoing activities and to urge to on-line activism. The users’ favourite engagement method was “liking” photographic contents.
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BELLIO, ELENA. "L'invecchiamento dei consumatori in Italia. Il Valore Generato da una Strategia di "Silver Marketing"". Doctoral thesis, Università Cattolica del Sacro Cuore, 2018. http://hdl.handle.net/10280/39861.
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L’italia è un paese che invecchia rapidamente. Oggi il marketing dedica una rinnovata attenzione a questo fenomeno, cercando di valorizzarne appieno le potenzialità.
La ricerca analizza le caratteristiche peculiari del cliente “over 65” con l’obiettivo di comprenderne specificità e value driver e di orientare correttamente le azioni volte alla creazione di valore.
L’analisi è stata condotta in tre ambiti distinti:
1) Grande distribuzione organizzata indagando il ruolo dell’in-store design rispetto alla progettazione dell’esperienza di acquisto del cliente silver con un focus specifico sul ruolo della nostalgia;
2) Settore bancario focalizzando l’attenzione sulle variabili più rilevanti per la creazione di fiducia e sulle relazioni tra fiducia ed importanza attribuita ad un set di variabili;
3) Settore sanitario, indagando la propensione alla spesa a fronte di elementi migliorativi del servizio ed il grado di accettazione di logiche di prezzo dinamico.
La metodologia adottata è una survey condotta per mezzo di un questionario. I dati sono stati raccolti mediante interviste interpersonali e interviste CATI. Complessivamente, è stato raggiunto un campione di 1550 soggetti. I dati sono stati elaborati con analisi di moderazione/mediazione e analisi cluster.
I risultati ottenuti hanno consentito di profilare i segmenti senior limitatamente ai loro value driver, evidenziando il ruolo della sfera sociale e relazionale, che si conferma la variabile più critica nell’orientare comportamenti e preferenze.Italy is a rapidly aging country. Today marketing is showing a renewed attention to this phenomenon, trying to fully exploit its potential. The research analyzes the specific characteristics of the "over 65" customer with the objective of understanding its value drivers in order to correctly guide managerial actions aimed at providing value. The analysis was conducted in three different contexts: 1) Mass retailers, looking at the impact of in-store design solutions on silver customers experience with a specific focus on the role of nostalgia; 2) Banking sector, to identify the variables which impact the most on trust in banks and the financial sector and on the relationships between trust and the importance attributed to a set of other variables; 3) Healthcare sector, investigating the willingness to pay for service improvements and dynamic pricing degree of acceptance. The adopted methodology is a survey developed through questionnaires. Data were collected through personal interviews and CATI. Overall 1550 respondents were reached. Moderation/mediation analysis and cluster analysis were performed on the collected data. Results allow to define different segments of silver customers by identifying their value driver, especially highlighting the specific role played by social interactions.
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BELLIO, ELENA. "L'invecchiamento dei consumatori in Italia. Il Valore Generato da una Strategia di "Silver Marketing"". Doctoral thesis, Università Cattolica del Sacro Cuore, 2018. http://hdl.handle.net/10280/39861.
Texto completoResumen
L’italia è un paese che invecchia rapidamente. Oggi il marketing dedica una rinnovata attenzione a questo fenomeno, cercando di valorizzarne appieno le potenzialità.
La ricerca analizza le caratteristiche peculiari del cliente “over 65” con l’obiettivo di comprenderne specificità e value driver e di orientare correttamente le azioni volte alla creazione di valore.
L’analisi è stata condotta in tre ambiti distinti:
1) Grande distribuzione organizzata indagando il ruolo dell’in-store design rispetto alla progettazione dell’esperienza di acquisto del cliente silver con un focus specifico sul ruolo della nostalgia;
2) Settore bancario focalizzando l’attenzione sulle variabili più rilevanti per la creazione di fiducia e sulle relazioni tra fiducia ed importanza attribuita ad un set di variabili;
3) Settore sanitario, indagando la propensione alla spesa a fronte di elementi migliorativi del servizio ed il grado di accettazione di logiche di prezzo dinamico.
La metodologia adottata è una survey condotta per mezzo di un questionario. I dati sono stati raccolti mediante interviste interpersonali e interviste CATI. Complessivamente, è stato raggiunto un campione di 1550 soggetti. I dati sono stati elaborati con analisi di moderazione/mediazione e analisi cluster.
I risultati ottenuti hanno consentito di profilare i segmenti senior limitatamente ai loro value driver, evidenziando il ruolo della sfera sociale e relazionale, che si conferma la variabile più critica nell’orientare comportamenti e preferenze.Italy is a rapidly aging country. Today marketing is showing a renewed attention to this phenomenon, trying to fully exploit its potential. The research analyzes the specific characteristics of the "over 65" customer with the objective of understanding its value drivers in order to correctly guide managerial actions aimed at providing value. The analysis was conducted in three different contexts: 1) Mass retailers, looking at the impact of in-store design solutions on silver customers experience with a specific focus on the role of nostalgia; 2) Banking sector, to identify the variables which impact the most on trust in banks and the financial sector and on the relationships between trust and the importance attributed to a set of other variables; 3) Healthcare sector, investigating the willingness to pay for service improvements and dynamic pricing degree of acceptance. The adopted methodology is a survey developed through questionnaires. Data were collected through personal interviews and CATI. Overall 1550 respondents were reached. Moderation/mediation analysis and cluster analysis were performed on the collected data. Results allow to define different segments of silver customers by identifying their value driver, especially highlighting the specific role played by social interactions.
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Rostellato, Marco <1987>. "Quando il marketing diventa sociale. Un confronto di azioni tra Italia e Spagna nel Programma Europeo “Gaining Health”". Master's Degree Thesis, Università Ca' Foscari Venezia, 2013. http://hdl.handle.net/10579/2818.
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Dopo un’approfondita introduzione sulla tematica del marketing sociale, con una disamina delle sue caratteristiche, strategie e modalità di diffusione, il lavoro si concentra sul problema sociale delle malattie croniche in Europa. Viene presentata in un quadro generale la situazione e gli effetti dannosi sulla qualità della vita degli individui e quelli economicamente preoccupanti per i Sistemi Sanitari Nazionali. Si focalizza l’attenzione sul Programma “Gaining Health” promosso dall’Organizzazione Mondiale della Sanità nella Regione Europea proprio per prevenire questo tipo di malattie e promuovere la salute in tutte le politiche. Nello specifico si analizzano delle iniziative messe in atto da due Paesi socialmente simili come Italia e Spagna, con l’obiettivo di coglierne i risultati, le specificità e le differenze da un punto di vista principalmente comunicativo e di marketing.
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Iori, Gabriele <1990>. "Grande Distribuzione Organizzata despecializzata e Social Media Marketing: opportunità e prospettive future per le insegne commerciali italiane". Master's Degree Thesis, Università Ca' Foscari Venezia, 2016. http://hdl.handle.net/10579/7568.
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Il progetto mira ad analizzare l'approccio al Social Media Marketing da parte di alcune insegne della GDO italiane.
Il lavoro comprende un'analisi delle opportunità e i rischi derivanti dall’utilizzo di determinate tecniche, i punti di forza e debolezza attuali delle principali insegne italiane in chiave Web e Social Media.
Importante saranno le analisi della tipologia di lavoro svolto fino ad ora nel contesto Online: come si rivolgono al Target di riferimento, che tipologia di assistenza forniscono ai loro consumatori, come comunicano le promozioni e come cercano di integrare il contesto On/Offline.
Il lavoro viene strutturato basandosi su “Best Practices” ed “Epic Fails” tipiche del contesto della distribuzione, focalizzandosi su attività di Social Media Marketing e non tralasciando aspetti di Web, Content e Direct Marketing.
Con questo progetto di tesi di laurea magistrale ho intenzione di dimostrare l’efficacia delle attività promozionali e di contenuti svolte via Web, in particolar modo tramite Social Networks.
È interessante valutare come sia cambiata questa percezione nel mondo della GDO, al punto tale da spingere insegne di tutto il mondo a creare pagine/profili dedicati all’ascolto del consumatore: esempio il lavoro svolto da Tesco e WalMart rispettivamente in Regno Unito e USA.
Il lavoro svolto dai ”Best Players" della GDO ha dato risultati eccellenti in chiave di assistenza al cliente e creazione di promozioni mirate riuscendo a convincere i consumatori sempre più utenti di contesti online e Social Networks.
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Pastro, Deborah <1994>. "Communicating through images in the age of social media. How Italian premium-price wine companies use Instagram as marketing tool". Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/16621.
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“A picture is worth a thousand words”. This expression appeared for the first time in a 1911 newspaper with the aim of promoting the use of images in advertisements, in the belief that a single picture is able to convey its meaning more effectively than plain text does.
This idiom is as up-to-date today as it was in the past considering the massive and growing popularity of pictures-based social media, first and foremost Instagram, whose popularity has been growing steadily since it first debuted back in 2010 and is now considered the best social media platform for customer engagement.
The general purpose of this quantitative study is to investigate how companies communicate through images in the present digital era. More to the point, the research aims at studying the use of Instagram as a marketing tool in the Italian premium-price wine market and exploring which are the content categories that attract more the followers’ interests.
In other words, this work has a twofold objective: investigate how Italian wineries approached a picture-sharing social network like Instagram so far, but also intends to be of support to wine brands, helping them to identify the categories that attract more the attention of the public.
As a matter of fact, wineries have been relative slow to incorporate social media into their marketing strategy and even if today the global wine industry is increasingly engaging in social media platforms, practitioners have identified a lack of awareness and knowledge regarding effective social media strategy. This includes a significant concern regarding understanding exactly to what kind of posts customers engage more.
To contribute to a deeper understanding of this issue, this dissertation thesis focuses on two main research objectives. Through the methodology of content analysis, researcher aims at investigating which are the content categories that characterize predominantly the communication strategy of Italian premium segment wineries. Secondly, this research is devoted to find out if there are some content categories that engage more the target public.
In the attempt of finding the adequate responses to these research questions, the researcher has created a representative sample of six Instagram business accounts of the major Italian premium segment wineries. The six Instagram profiles have been selected through a well-defined procedure that considered a vast array of parameters and their posts have been examined over a period of six months (ranging from 1st July, 2018 to 31st December, 2018).
Pictures have been analyzed on a set of product and non-product related categories. The results have then been discussed to draw conclusions on what kind of picture is able to engage more followers and to outlines new ideas on how companies can communicate more effectively with their customers online.
Libros sobre el tema "Marketing social – Italie"
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Bertaccini, Bruno, Luigi Fabbris y Alessandra Petrucci, eds. ASA 2021 Statistics and Information Systems for Policy Evaluation. Florence: Firenze University Press, 2021. http://dx.doi.org/10.36253/978-88-5518-461-8.
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This book includes 40 peer-reviewed short papers submitted to the Scientific Conference titled Statistics and Information Systems for Policy Evaluation, aimed at promoting new statistical methods and applications for the evaluation of policies and organized by the Association for Applied Statistics (ASA) and the Dept. of Statistics, Computer Science, Applications DiSIA “G. Parenti” of the University of Florence, jointly with the partners AICQ (Italian Association for Quality Culture), AICQ-CN (Italian Association for Quality Culture North and Centre of Italy), AISS (Italian Academy for Six Sigma), ASSIRM (Italian Association for Marketing, Social and Opinion Research), Comune di Firenze, the SIS – Italian Statistical Society, Regione Toscana and Valmon – Evaluation & Monitoring.
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Bertaccini, Bruno, Luigi Fabbris y Alessandra Petrucci, eds. ASA 2021 Statistics and Information Systems for Policy Evaluation. Florence: Firenze University Press, 2021. http://dx.doi.org/10.36253/978-88-5518-304-8.
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This book includes 25 peer-reviewed short papers submitted to the Scientific Opening Conference titled “Statistics and Information Systems for Policy Evaluation”, aimed at promoting new statistical methods and applications for the evaluation of policies and organized by the Association for Applied Statistics (ASA) and the Department of Statistics, Computer Science, Applications DiSIA “G. Parenti” of the University of Florence, jointly with the partners AICQ (Italian Association for Quality Culture), AICQ-CN (Italian Association for Quality Culture North and Centre of Italy), AISS (Italian Academy for Six Sigma), ASSIRM (Italian Association for Marketing, Social and Opinion Research), Comune di Firenze, the SIS – Italian Statistical Society, Regione Toscana and Valmon – Evaluation & Monitoring.
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Kunstwerke--Kunstwerte: Die Florentiner Maler der Renaissance und der Kunstmarkt ihrer Zeit. Norderstedt: Books on Demand, 2005.
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Trading conflicts: Venetian merchants and Mamluk offficials in late medieval Alexandria. Leiden: Brill, 2012.
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Erdkamp, Paul. Grain Market in the Roman Empire: A Social, Political and Economic Study. Cambridge University Press, 2006.
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Erdkamp, Paul. Grain Market in the Roman Empire: A Social, Political and Economic Study. Cambridge University Press, 2005.
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Erdkamp, Paul. Grain Market in the Roman Empire: A Social, Political and Economic Study. Cambridge University Press, 2009.
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The Grain Market in the Roman Empire: A Social, Political and Economic Study. Cambridge University Press, 2009.
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Art Market in Rome in the Eighteenth Century: A Study in the Social History of Art. BRILL, 2018.
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Preston, Katherine K. Emma Abbott, the “People’s Prima Donna”. Oxford University Press, 2017. http://dx.doi.org/10.1093/oso/9780199371655.003.0006.
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The focus of this chapter is the most successful grand opera company of the decade, the troupe of Emma Abbott. This prima donna was thoroughly trained in the Italian school and performed primarily translated versions of the same continental repertory mounted by companies like James Mapleson’s. A self-made woman who thoroughly understood marketing, Abbott created a new audience of middle-class American opera lovers by providing an entertainment-oriented middlebrow style of opera that was located on the operatic continuum somewhere between comic or light opera and the socially or culturally elite foreign-language styles performed in Italian or German. Her goals, however, were antithetical to some establishment critics who wanted to remove opera from the world of popular entertainment; they dismissed her as a charlatan who enjoyed “popular” rather than “artistic” success. Despite their efforts, Abbott was extremely popular, financially successful, and tremendously influential on American musical culture during the 1880s.
Capítulos de libros sobre el tema "Marketing social – Italie"
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Poulot, Marie-Laure. "Branding Cosmopolitanism and Place Making in Saint Laurent Boulevard, Montreal". En IMISCOE Research Series, 111–23. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-67365-9_9.
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AbstractThe boulevard Saint-Laurent is the embodiment in Montreal of the gap between the French-speaking eastern part and the English-speaking areas in the west part, but it is also the place where immigrants settled during the twentieth century, thus creating specific neighborhoods (Little Italy, Chinatown, and Portuguese and Jewish sectors). These neighborhoods, that once symbolized poverty and marginalized communities, have been undergoing processes of both social and urban change as well as gentrification. They are now repositioned, through the urban planning, marketing strategies, and cultural events (celebrations, festivals, urban tours) produced by public and private stakeholders, as places to visit. Cosmopolitanism is being integrated as a marketing strategy to promote places and to redefine districts as destinations of leisure and tourism (Shaw S, Bagwell S, Karmowska J, Urban Studies 41(10), 1983–2000, 2004). The boulevard is a lever for branding strategies: “ethnic” neighborhoods clearly highlight the assets of cosmopolitanism through food, shops, associations or symbols such as colors, flags or ornaments. This chapter focuses on these actions of branding and the use of the cosmopolitan past of the street and their impact on the representations of pedestrians, inhabitants and users.
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Pozzi, Gianluca, Giulia Vignati y Elisabetta Ginelli. "Sharing Innovation. The Acceptability of Off-site Industrialized Systems for Housing". En The Urban Book Series, 295–307. Cham: Springer International Publishing, 2023. http://dx.doi.org/10.1007/978-3-031-29515-7_27.
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AbstractFrom the sixties, innovation and industrialization have been a returning mantra for the construction sector at every new building cycle passage after an economic crisis, as a tool of overcoming difficulties. This positivism has always been disregarded, especially for housing and for Italy. To avoid this dynamic recurrence even in the current ecological transition passage, research must provide, in parallel with innovative products and techniques, innovative cultural approaches so that extraordinary products and techniques can be accepted by the market, demonstrating how the synergy between them leads to a high added value for sustainable quality of living. Most of the actors (from designers to builders and maintainers) agree that innovative systems, especially industrialized off-site, are more sustainable, especially today when sustainability and resilience are the core of the construction sector; despite this, these systems are struggling to spread. This contribution focuses on acceptability and decision-making processes that lead to innovative choices, identifying the innovation of the functional, social and economic management of the buildings as the “missing ring” for housing. This acceptability has certainly increased today because of new form of “atypical” living, such as senior/student and temporary housing and co-living, which contribute to intensifying the demand of “industrialized”, flexible, affordable and reliable houses. Technological innovation, in fact, actives only if technical innovation is combined with strategies and new approaches in organization, marketing and after-sales services focused on sharing and participation. Through an example of a realized off-site transformable residential building and case studies of new form of management, this contribution proposes innovation perspectives capable of overcoming design and decision-making obstacles to the spread of off-site systems, also identifying in the institutional sustainability one of the cores of this subject.
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Zelenkauskaite, Asta. "Analyzing Blending Social and Mass Media Audiences Through the Lens of Computer-Mediated Discourse". En Social Media Marketing, 1022–46. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch050.
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In recent years, mass media content has undergone a blending process with social media. Large amounts of text-based social media content have not only shaped mass media products, but also provided new opportunities to access audience behaviors through these large-scale datasets. Yet, evaluating a plethora of audience contents strikes one as methodologically challenging endeavor. This study illustrates advantages and applications of a mixed-method approach that includes quantitative computer-mediated discourse analysis (CMDA) and automated analysis of content frequency. To evaluate these methodologies, audience comments consisting of Facebook comments and SMS mobile texting to Italian radio-TV station RTL 102.5 were analyzed. Blended media contents through computer-mediated discourse analysis expand horizons for theoretical and methodological audience analysis research in parallel to established audience analysis metrics.
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Mari, Carlo. "Enhancing Community-Based Learning in Social Work Education Through a Social Marketing Approach". En Preparing Students for Community-Engaged Scholarship in Higher Education, 306–21. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-2208-0.ch015.
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How do universities engage with local communities? How is a pedagogy of engagement introduced into a graduate professional degree? Are there any new approaches for linking campuses with communities? Is social marketing a useful approach when considering community engagement? The chapter aims to answer these questions by proposing a novel approach based on applying social marketing to the scholarship of teaching. Specifically, it draws on an example of a university graduate course in social marketing within a master's program in social work at an Italian university. The experience shows how a social marketing perspective helps social work students address social issues that face local communities through service-learning.
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Mari, Carlo. "Enhancing Community-Based Learning in Social Work Education Through a Social Marketing Approach". En Research Anthology on Service Learning and Community Engagement Teaching Practices, 374–88. IGI Global, 2022. http://dx.doi.org/10.4018/978-1-6684-3877-0.ch021.
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How do universities engage with local communities? How is a pedagogy of engagement introduced into a graduate professional degree? Are there any new approaches for linking campuses with communities? Is social marketing a useful approach when considering community engagement? The chapter aims to answer these questions by proposing a novel approach based on applying social marketing to the scholarship of teaching. Specifically, it draws on an example of a university graduate course in social marketing within a master's program in social work at an Italian university. The experience shows how a social marketing perspective helps social work students address social issues that face local communities through service-learning.
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Arvidsson, Adam y Giannino Malossi. "9. Customer Co-production from Social Factory to Brand: Learning from Italian Fashion". En Inside Marketing, 212–33. Oxford University Press, 2011. http://dx.doi.org/10.1093/acprof:oso/9780199576746.003.0010.
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Tongiani, Maria Giovanna y Giacomo Ceragioli. "Entrepreneurship Embedding Social Network Capability as Best Practice for Small Firms". En Handbook of Research on Multidisciplinary Approaches to Entrepreneurship, Innovation, and ICTs, 63–82. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-4099-2.ch004.
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The rapid development of information communication technology (ITC) has opened up potential new marketing channels, and the enterprises must keep abreast of the evolution of the context and start operating with a multichannel approach, that is, with the interaction of various different marketing channels. It is in this perspective that the work examines a small Italian sportswear retailer operating locally. Said retailer has achieved a very significant market position in its sector of expertise thanks to the use of the social networks. For this purpose, information will be acquired from questionnaires filled out by consumers in the aim of highlighting the marketing instruments and activities that give rise to adequate customer satisfaction. The analysis of the results will make it possible to identify the capabilities which, via appropriate integration of the tools made available by the internet, suggest the best practices for small businesses.
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Padua, Donatella. "The Lux Made in Case Study". En Crowdsourcing, 440–69. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-8362-2.ch023.
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The LMI Made-in-Italy (MiI) Jewelry business model which brings together the innovative concept of luxury Digital District (DD) and an e-commerce innovative platform is presented. The DD represents the shift from a traditional jewelry Industrial District of networked Micro-Enterprises (MEs), namely artisans, tied to the physical dimension of a territory to a social and intangible digital environment in the virtual space which leverages a co-petitive crowdsourcing e-commerce platform. The innovative LMI platform enables young Italian artisans throughout Italy to feature an end-to-end global export business without intermediaries. Export wouldn't be viable to MEs by means of their small organizational structure, lack of digital culture and technologies. LMI copes with this issue, taking over MEs marketing, sales and logistics processes by earning a percentage on sales. An original complex approach to the analysis of the LMI value proposition issues is performed via methodologies integrating traditional methods with participated Design Thinking techniques.
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Cassia, Fabio y Francesca Magno. "Assessing the Power of Social Media Influencers". En Advances in Marketing, Customer Relationship Management, and E-Services, 169–86. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7856-7.ch009.
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Despite the rapidly increasing popularity of social media influencers and of influencer marketing, academic and managerial knowledge on this phenomenon is still limited. The purpose of this chapter is to examine to what extent cultural and tourism social media influencers are able to influence their followers' consumption decisions. In particular, the chapter provides new evidence based on data collected among 341 followers of hospitality and tourism bloggers and 208 followers of cultural bloggers in Italy. By comparing the results from the two subsamples, conclusions about the effectiveness of bloggers in the two contexts are drawn. Based on the findings, some avenues for future research and some practical guidelines for social media influencers are suggested.
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Selmini, Rosella y Gian Guido Nobili. "Italy". En Nightlife and Crime, 139–52. Oxford University PressOxford, 2009. http://dx.doi.org/10.1093/oso/9780199559749.003.0009.
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Abstract In contemporary Italian society, ‘nightlife’ is a concept whose importance has increased enormously in many different contexts: as a key element in understanding the changing nature of young people’s lifestyles, a central aspect of urban governance, including crime control and place marketing, and as an issue of public debate. In Italy, as elsewhere, nightlife is also an important issue in two different and conflicting ways: on the one hand, improving access to leisure helps drive and sustain economic development and cultural vibrancy. On the other, nightlife is still associated with feelings of public anxiety and insecurity and with some established and chronic forms of crime and disorder. These different ways of interpreting and attaching meaning to nightlife lie at the core of conflict among different social groups concerning the ways in which nightlife should be regulated.
Actas de conferencias sobre el tema "Marketing social – Italie"
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Cuomo, Maria Teresa, Francesca Ceruti, Alice Mazzucchelli, Angelo Di Gregorio, Debora Tortora y Gerardino Metallo. "TOTAL E-CUSTOMER EXPERIENCE AND SOCIAL COMMERCE. AN EXPLORATORY SURVEY ON THE ITALIAN MANAGERIAL PERSPECTIVE". En Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.09.06.04.
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Liberati, Caterina, Elisa Arrigo y Paolo Mariani. "A Multivariate Approach to Facebook Data for Marketing Communication". En CARMA 2016 - 1st International Conference on Advanced Research Methods and Analytics. Valencia: Universitat Politècnica València, 2016. http://dx.doi.org/10.4995/carma2016.2016.2974.
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The aim of this paper is to propose a method to explore and synthesize social media data in order to aid businesses to make their communication decisions. The research was conducted at the end of 2014 on 5607 Italian Facebook subjects interested in drugs and health. In this study, we refer to the pharmaceutical market that is characterized by strict legal constraints, which prevent any promotional activities (such as advertising) of companies on prescription drugs. Thus, pharmaceutical businesses tend to promote their corporate brand instead of a single product brand. In such context, social media offer the opportunity to gather customers’ information about their attitudes and preferences, helpful to address marketing activities. Through a multivariate statistical approach on Facebook data, we have highlighted the associations existing between TV channels and users’ profiles. Therefore, depending on the value proposition to promote, every business could choose, first, the target group to reach and, then, the nearest suitable channel where to develop the corporate brand communication.
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de Andreis, Federico, Davide Marchisio y Federico Sottoriva. "The Rise of Storytelling as a Marketing Strategy for “Made in Italy” Products". En Eighth International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2022. http://dx.doi.org/10.31410/limen.2022.297.
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Storytelling is the process of using fact and narrative to communicate something to the audience. The first approach to storytelling takes place as children, with the dual purpose of imagining a space-time different from reality, and secondly that of establishing contact with one’s parents, who are required to commit themselves daily, to transmit values and teachings. Popular myths and legends perform four functions that allow human beings to understand themselves, others, the mysteries of life and the universe that surrounds them (Atkinson, 2002). These functions are: − the psychological function: it helps the person to define himself more clearly thanks to the possibility of reordering and deciphering experiences; − the social function: allows the person to understand what he has in common with others and what distinguishes him; − the cosmological-philosophical function: it supports the person in having a clearer vision of her role in the world, − the mystical-religious function: it allows the person to feel awe, wonder, humility and gratitude towards the mysteries that surround them. More and more small and large companies are engaging in a marketing activity called content marketing, considering the idea that storytelling is the key to attracting and retaining customers, especially in culturally far-away markets. Storytelling marketing is a description where the company combines the company’s identity with the company’s philosophy to create a product or service activity (Salzer-Morling & Stannegard, 2004). In fact, with the global financial crisis of 2009, investors reduced their investments in communication, especially the budget allocated to television (-3.1% in 2011). Conversely, the internet grew (+12.3%) (Nielsen, 2012). But how to communicate a product to a different culture not sharing the same ideas, symbols, actions and dispositions of the company? This study aims to analyze which strategies have been applied in the storytelling of typically “Made in Italy” food products and representative of the Italian gastronomic heritage towards Asia. Briefly, the research aims to answer the following questions: RQ 1: Which strategies have been adopted by small-medium-large enterprises in order to promote Italian products into culturally distant markets? RQ 2: Which strategies are effective, in order to be considered also for future business? The research is therefore based on an analysis of the literature on storytelling as a marketing strategy and then goes on to observe some case studies.