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E-commerce or s-commerce? A managerial perspective on website design features
Titolo Rivista: MERCATI & COMPETITIVITÀ 
Autori/Curatori: Francesca Ceruti, Alice Mazzucchelli, Angelo Di Gregorio 
Anno di pubblicazione:  2016 Fascicolo: Lingua: Inglese 
Numero pagine:  21 P. 153-173 Dimensione file:  136 KB
DOI:  10.3280/MC2016-004009
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E-commerce has rapidly evolved in the last decade. Using Web 2.0 and online social media, many e-tailers are transforming the ways in which they are building relationships with customers. In this environment, social commerce has the potential to significantly enhance the firm competitive advantage by having a positive impact especially on customer relationships and on revenue growth. With the emerging popularity and rapid growth of social commerce, our research aims to exploring, from a managerial perspective, the emerging strategies of stailers compared to e-tailers in Italy, pointing out their key design features and their different approaches in this changing environment. The study was carried out through in-depth interviews with digital and e-commerce managers. The results show that in Italy s-commerce is not so widespread. Furthermore, the few s-tailers are trying to interact and assist consumers in their buying behavior through social activities and the so called Web 2.0 applications.
Keywords: E-commerce, social commerce, Italy, design features, qualitative research, business strategy

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Francesca Ceruti, Alice Mazzucchelli, Angelo Di Gregorio, in "MERCATI & COMPETITIVITÀ" 4/2016, pp. 153-173, DOI:10.3280/MC2016-004009

   

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