Open Access Open Access  Accesso riservato Accesso riservato

Web strategy e social media nelle microimprese artigiane della Basilicata

Tonino Pencarelli, Antonietta Caravelli

Abstract


This paper analyzes the factors that influence the use of digital marketing tools and those that affect their effectiveness, the resulting benefits, and the barriers that limit their use.

Following the analysis of the literature, we have formulated research hypotheses. They have been empirically tested on a sample of 42 craft microenterprise from Basilicata, to which was provided a questionnaire by telephone interview. The obtained results were analyzed together with the data provided by the AIDA database by contingency tables and the chi-square statistical test.

The salientness of the sample analyzed limits the reliability of the statistical test to the most significant variables. However the study provides a contribution to the analysis of the causes of limited Internet access by micro-businesses in Basilicata, suggesting managerial and public policy guidance to increase competitiveness of handicraft industry.


Full Text

PDF

Riferimenti bibliografici


Abell, W., & Lim, L. (1996). Business Use of the Internet in New Zealand: An Exploratory Study. (p. 1-11). Lincoln, Canterbury: Centre for Computing and Biometrics.

Arbore, A., & Ordanini, A. (2006). Broadband divide among SMEs. The role of size, location and outsourcing strategies. International Small Business Journal, 83-99.

Biagio, S. (2016). Il Made in Italy spopola su Amazon. Da oggi uno spazio per gli artigiani sardi. Il Sole 24 Ore.

Bimber, B. (2000). Measuring the Gender Gap on the Internet. Social science quarterly , 868-876.

Cioppi, M., Buratti, A. (2014), La dimensione relazionale nei siti web delle agenzie di viaggio on-line. Piccola Impresa / Small Business, [S.l.], n. 2,agosto doi/10.14596/pisb.172.

Constantinides, E., & Fountain, S. J. (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice, 231-244.

Corbetta, P. (2014). Metodologia e tecniche della ricerca sociale. Il Mulino.

Coronado, D., Acosta, M., & Ferna¡ndez, A. (2008). Attitudes to innovation in peripheral economic regions. Research Policy, 1009-1021.

Covin, J., & Slevin, D. (1989). Strategic management of small firms in hostile and benign environments. Strategic Management Journal, 75-87.

Damanpour, F., & Schneider, M. (2008). Characteristics of Innovation and Innovation Adoption in Public Organizations: Assessing the Role of Managers. Journal of Public Administration Research and Theory, 495-522.

Davis, C. H., & Vladica, F. (2006). Use of Internet Technologies and e-Business Solutions: A Structural Model of Sources of Business Value among Canadian Micro-Enterprises. Proceedings of the 39th Annual Hawaii International Conference on System Sciences (p. 1-10). Kauia: IEEE.

Davis, P. S., Babakus, E., Englis, P. D., & Pett, T. (2010). The Influence of CEO Gender on Market Orientation and Performance in Service Small and Medium-Sized Service Businesses. Journal of Small Business Management, 475-496.

Drew, S. (2003). Strategic use of e-commerce by SMEs in the East of England. European Management Journal, 79-88.

Gregori, G. l., Cardinali, S., Gigliarano, C., & Pascucci, F. (2014). Fattori influenti sul ricorso ad Internet nei processi gestionali delle microimprese. Sinergie, 73-95.

Hairuddin, H., Nor Laila, M. N., & Ariff, M. A. (2012). Why do Microenterprise Refuse to Use Information Technology: A Case of Batik Microenterprises in Malaysia. Procedia - Social and Behavioral Sciences, 494-502.

Harland, C., Caldwell, N., Powell, P., & Zheng, J. (2007). Barriers to supply chain information integration: SMEs adrift of eLands. Journal of Operations Management, 1234-1254.

Hwang, J., McMillan, S., & Lee, G. (2003). Corporate web sites as advertising: an analysis of function, audience and message strategy. Journal of Interactive Advertising, 10-23.

ISTAT. (2013). Censimento industria e servizi.

ISTAT. (2015). Cittadini, imprese e ICT.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 59-68.

Kierzkowski, A., Mcquade, S., Waitman, R., & Zeisser, M. (1996). Current research: marketing to the digital consumer. The McKinsey Quarterly., 5-21.

Levenburg, N. (2005). Does size matters? Small firms use of e-business tools in the supply chain. Electronic Markets, 94-105.

Oliveira, T., & Martins, M. F. (2010). Firms Patterns of e-Business Adoption: Evidence for the European Union-27. The Electronic Journal Information Systems Evaluation, 47-56.

Peltier, J., Schibrowsky, J., & Zhao, Y. (2012). Technology adoption by small business: an exploratory study of the interrelationships of owner and environmental factors. International Small Business Journal, 406-431.

Pencarelli, T., Cioppi, M., & Forlani, F. (2015). L’impatto del Web 2.0 sul marketing delle piccole imprese alberghiere . Piccola impresa, 11-32.

Pontikakis, D., Lin, Y., & Demirbas, D. (2006). History matters in Greece: The adoption of Internet-enabled computers by small and medium sized enterprises. Information Economics and Policy, 332-358.

Poon, S., & Strom, J. (1997). Small Businesses' Use of the Internet: Some Realities. Association for Information Systems Americas Conference.

Poon, S., & Swatman, P. (1999). Small Business Use of the Internet: findings from Australian Case Studies. in the proceedings of"PAWEC'97, (p. 1-15). Brisbane.

Prandelli, E., Sawhney, M., & Verona, G. (2005). Collaborating to create: the internet as a platform for customer engagement in product innovation. Journal of interactive marketing, 1-15.

Premukar, G., & Roberts, M. (1999). Adoption of new information technologies in rural small businesses. Omega, 467-484.

Purao, S., & Campbell, B. (1998). Critical concerns for small business electronic commerce: some reflections based on interview of small business owners. Americas Conference on Information Systems (p. 325-327). Baltimore: AISeL.

Tuten, T., & Solomon, M. (2014). Social media marketing. Milano: Pearson Education, Prentice.

Walcsuch, R., Van Braven, G., & Lundgren, H. (2000). Internet adoption barriers for small firms in the Netherlands. European Management Journal, 561-572.

Wamba, S. F., & Carter, L. (2013). Twitter adoption and use by SMEs: an empirical study. The 46 Hawaii International Conferences on System Sciences (HICSS), (p. 7-10). Maui, Hawaii.

Young, G. J., Charns, M. P., & Shortell, S. M. (2001). Top manager and network effects on the adoption of innovative management practices: a study of TQM in a public hospital system. Strategic Management Journal, 935-951.




DOI: http://dx.doi.org/10.14596/pisb.269

Refback

  • Non ci sono refbacks, per ora.




ISSN 0394-7947