Template-type: ReDIF-Article 1.0 Author-Name: Stefania Borghini Title: Editorial. Big, thick, small.. are data what really matters? Abstract: Classification-JEL: Keywords: Note: Pages:7-10 Volume: 2019/1 Year: 2019 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=63736&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/mc1-2019oa7622 Number: 1 Template-type: ReDIF-Article 1.0 Author-Name: Daniele Dalli Title: In memoriam of Stefano Pace Abstract: Classification-JEL: Keywords: Note: Pages:11-11 Volume: 2019/1 Year: 2019 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=63737&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/mc1-2019oa7623 Number: 2 Template-type: ReDIF-Article 1.0 Author-Name: Tonino Pencarelli Author-Name: Maria Gabriella Mele Title: A systematic literature review on social media metrics Abstract: When conducting activities on social media (SM), with strategies related to business aims, it is necessary to monitor the activity over time in order to improve the actions taken. This paper aims to provide a theoretical proposal of measurement framework, based on those analyzed through a literature review. The paper also proposes a classification of the SM performance control metrics, from which emerge five different categories of metrics: business activity, brand sharing, dimensional, engagement and business performance metrics. The research highlights: 1) the agreement among experts regarding the need to constantly measure the activity of SM marketing; 2) the need to have a measurement framework to base the control of the strategy; 3) the need to systematize measurement metrics. Classification-JEL: Keywords: Note: Pages:15-38 Volume: 2019/1 Year: 2019 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=63738&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/mc1-2019oa7624 Number: 3 Template-type: ReDIF-Article 1.0 Author-Name: Marco Ieva Author-Name: Cristina Ziliani Title: Selecting which touchpoints to manage for customer loyalty: an empirical analysis in retail banking Abstract: Customer Experience develops through a journey of touchpoints. However, little is known on the role of touchpoints in contributing to customer loyalty, which is the final aim of Customer Experience Management. This study provides an examination of the relative and moderating role of frequency and positivity of exposure to more than twenty touchpoints and their interplay in contributing to customer loyalty. An online survey on more than three thousand consumers is run with reference to retail banking. Results show that only a small number of touchpoints is significantly related to customer loyalty. Findings point companies? attention to invest their efforts in managing both the frequency and positivity of specific touchpoints. Classification-JEL: Keywords: Note: Pages:39-54 Volume: 2019/1 Year: 2019 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=63739&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/mc1-2019oa7625 Number: 4 Template-type: ReDIF-Article 1.0 Author-Name: Alice Mazzucchelli Author-Name: Roberto Chierici Author-Name: Barbara Del Bosco Author-Name: Francesca Ceruti Title: Does the use of social media affect customer relationship performance? Evidences from Italy Abstract: The study investigates how social media information generation, internal information sharing and responsiveness affect the impact of the use of social media on customer relationship performance (CRP). 180 valid and complete questionnaires were collected from managers of firms operating in Italy. Results obtained from structural equation modeling analysis show that social media information generation and social media responsiveness have a significant and positive effect on the impact of social media on CRP (evaluated by managers). Moreover, internal information sharing does not directly affect CRP, but its effect turns out to be mediated by responsiveness. Classification-JEL: Keywords: Note: Pages:55-74 Volume: 2019/1 Year: 2019 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=63740&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/mc1-2019oa7632 Number: 5 Template-type: ReDIF-Article 1.0 Author-Name: Valentina Mazzoli Author-Name: Diletta Acuti Author-Name: Raffaele Donvito Author-Name: Eunju Ko Title: Dressing your soul: The role of brand engagement in self-concept Abstract: The current study aims to contribute to the literature on brand engagement in self-concept (BESC). Supported by self-determination theory, a comprehensive model that explains the psychological drivers and consequences of BESC is tested. Based on a sample of 600 international highly engaged cosplayers, the results contribute to the literature on BESC by showing that extrinsic personal aspirations positively influence individuals? propensity to include brands in their definition of themselves. The findings show that higher levels of extrinsic personal aspirations lead to higher BESC manifestations that in turn lead to greater brand loyalty and brand advocacy. Furthermore, the findings indicate that personal aspirations have an indirect effect on brand loyalty and brand advocacy through BESC. The managerial implications for fashion brands are discussed. Classification-JEL: Keywords: Note: Pages:75-102 Volume: 2019/1 Year: 2019 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=63741&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/mc1-2019oa7633 Number: 6 Template-type: ReDIF-Article 1.0 Author-Name: Francesca Pucciarelli Author-Name: Chiara Giachino Author-Name: Bernardo Bertoldi Author-Name: Davide Tamagno Title: A small world experiment in the digital era: Can sWOM be used by start uppers to reach a target? Abstract: The rapid growth of Web 2.0 coupled with its unique capabilities has increasingly captured the attention of scholars and practitioners, and the list of benefits for companies of any age, size, and geography is continuously accrued by new evidences. This paper contributes to the literature in the field by investigating the potential impact of social media, and especially of social Word-of-Mouth (sWOM), in boosting start-ups growth. This study applies an original approach on the topic, by replicating the Small World Experiment of Milgram. An empirical experiment of information diffusion process in the ESCP Europe community - chosen as example of a determined and closed social network, composed by a lot of start uppers - enabled authors to demonstrate that interconnected communities can enhance the WOM effect and consequently can represent an effective tool to help people looking for opportunities, such as start uppers, to reach a specific target; in the dissemination process if super-connectors play a substantial role, and weak ties help in further diffuse the message, on the contrary monetary incentive are not important. Classification-JEL: Keywords: Note: Pages:103-120 Volume: 2019/1 Year: 2019 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=63742&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/mc1-2019oa7635 Number: 7 Template-type: ReDIF-Article 1.0 Author-Name: Riccardo Resciniti Author-Name: Federica De Vanna Title: A literature review on firms? internationalisation through e-commerce Abstract: The rise of e-commerce has brought considerable changes to the relationship between firms and consumers, especially within international business. Hence, understanding the use of such means for entering foreign markets has become critical for companies. However, the research on this issue is new and so it is important to evaluate what has been studied in the past. In this study, we conduct a systematic review of e-commerce and internationalisation studies to explicate how firms use e-commerce to enter new markets and to export. The studies are classified by theories and methods used in the literature. Moreover, we draw upon the internationalisation decision process (antecedents-modalities-consequences) to propose an integrative framework for understanding the role of e-commerce in internationalisation Classification-JEL: Keywords: Note: Pages:121-143 Volume: 2019/1 Year: 2019 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=63743&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/mc1-2019oa7636 Number: 8 Template-type: ReDIF-Article 1.0 Author-Name: Gennaro Iasevoli Title: Book reviews Abstract: Classification-JEL: Keywords: Note: Pages:147-150 Volume: 2019/1 Year: 2019 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=63744&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/mc1-2019oa7639 Number: 9