Purpose This study aims to explore the issue of word of mouth (WOM) about mobile shopping, including activities conducted by consumers using a wireless internet connection to make a purchase. The objective is to ascertain the determinants of m-shoppers’ WOM. Design/methodology/approach This study uses a causal model to examine how satisfaction, perceived control, perceived entertainment and subjective norms affect WOM about mobile commerce. The authors treated a sample of 447 Spanish mobile phone buyers and applied different sound theoretical approaches to support the research. Findings Shopping experience, control over the process, group influence and satisfaction with mobile purchasing affect subsequent WOM shopping recommendations by innovative and pioneer mobile shoppers. Besides, entertainment, group influence, shopping experience and perceived control influence customer satisfaction in mobile shopping contexts. Originality/value This research provides a better understanding of WOM regarding m-shopping and contributes by outlining important variables for recommending WOM regarding m-shopping, which is key in the m-shopping diffusion. To the best of the authors’ knowledge, this is a pioneer study in Europe focusing on these variables for addressing the ways of achieving m-shopper WOM and one of the few addressing WOM in the m-shopping context. This study is based on information collected from real buyers, who are pioneer in m-shopping.

Este trabajo analiza la oferta de postgrados en e-learning y blended-learning de las principales universidades españolas. Se examina la promoción vía web identificando si la información facilitada refleja una imagen innovadora en cuanto a las principales tendencias en e-learning (MOOCs, mobile-learing, Gamificación, Social Media, Realidad aumentada, OCW, y otras). Para ello se describe la oferta en general y se analizan las páginas webs de 689 programas de postgrado pertenecientes a 27 universidades públicas y privadas. Como resultado se identifican cuatro tipos de universidades y la necesidad de una sistematización en la comunicación en pro de la innovación y la calidad. Palabras clave: postrado, e-learning, blended-learning, tendencias, innovación. This paper analyses the range of e-learning and blended learning postgraduate courses on offer at Spain's leading universities. It examines online promotion, identifying whether the information provided reflects an innovative image with regard to the main trends in e-learning (MOOCs, mobile-learning, gaming, social media, augmented reality, OCW, and others). To this end, it describes the general offer available and analyses the webpages of 689 postgraduate programmes offered by 27 public and private universities. As a result, it identifies four types of universities and highlights the need to systematise communication in favour of innovation and quality.

New technologies have involved a great opportunity to improve business management. On the one hand, Internet is beginning to be a selling channel that is valid and complementary of the traditional channel, apart from being a channel to search information and socialize. On the other hand and recently, mobile marketing is useful in a commercial sense: the mobile phone incorporates television, camera, radio, chat and now firms are introducing in the issue of advertising and in other regions in selling through the mobile phone. In spite of the increasing number of studies on traditional distribution and on electronic commerce, the studies that explore the possibilities and challenges of the mobile telephone and that compare it with Internet as buying and selling channels are scarce. The goal of this study is to compare the situation of B2C buying and selling through Internet and through the mobile phone and the theoretical approaches applied in each case. This paper presents common advantages for consumers and firms in both buying and selling channels and also clear differences between them. Besides, this study revises the main approaches and determinants of the buying in each case.

Las Tecnologías de la Información y Comunicación (TIC) se han convertido en una herra-

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