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Le imprese e il social commerce: opportunit? e sfide manageriali

Author

Listed:
  • Maria Vernuccio
  • Annaluce Latorre
  • Alberto Pastore

Abstract

La diffusione dei social media ha dato origine ad una nuova forma di commercio elettronico: il social commerce. Questo prevede l?utilizzo dei social media a supporto delle interazioni tra gli utenti connesse all?acquisto di beni e servizi, sia online che offline. Ancora pochi studi si sono focalizzati sulle implicazioni manageriali di questo fenomeno, soprattutto nel nostro Paese. Il lavoro si propone di indagare, in chiave esplorativa, come viene interpretato il social commerce da parte dei digital player italiani, attraverso 30 interviste in profondit? elaborate con la tecnica della content analysis qualitativa. I risultati della ricerca evidenziano le opportunit? e le sfide manageriali che il social commerce dischiude alle imprese attive nel marketspace.

Suggested Citation

  • Maria Vernuccio & Annaluce Latorre & Alberto Pastore, 2015. "Le imprese e il social commerce: opportunit? e sfide manageriali," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(1), pages 173-195.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2015-001009
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    Citations

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    Cited by:

    1. Alice Mazzucchelli & Roberto Chierici & Francesca Ceruti & Laura Gavinelli, 2016. "Towards social commerce: assessing the effect on firm performances," ESPERIENZE D'IMPRESA, FrancoAngeli Editore, vol. 2016(2), pages 5-18.
    2. Piero Mastroberardino & Giuseppe Calabrese & Flora Cortese & Miriam Petracca, 2022. "Social Commerce in the Wine Sector: An Exploratory Research Study of the Italian Market," Sustainability, MDPI, vol. 14(4), pages 1-20, February.
    3. Francesca Ceruti & Alice Mazzucchelli & Angelo Di Gregorio, 2016. "E-commerce or s-commerce? A managerial perspective on website design features," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(4), pages 153-173.

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