Marketing is changing over time, giving value not only to customer satisfaction but also to environmental heritage, for a sustainable economy. The importance of the natural environment related to marketing brought many academics and professionals to define green marketing, although today there is nota unique definition. Relaying on the signaling theory, this study aims at investigating the relationship between the signals, which are changeable factors and activities conveying information to individuals in order to bridge the gap, and the consumers' attitude as a feedback to these signals. Results shown that firms already making green products and/or green production processes to continue along this path and continue innovation. Conversely, firms that still do not understand the change of course of society and the future changes in consumers' purchasing behavior, should divert their forces and their expertise in this direction.
This paper wants to verify how politicians move within different communication channels, both in traditional networks (i.e., exploitative communications) and social network (i.e., explorational communications). The study of the role of these two forms of communication may ameliorate the current understanding of how politicians communicate with citizens; and also it aims at examining the relationship between traditional forms of communication used by politicians (here intended as the use of a personal website) and the use of social network (here measured in terms of the number of posts on Twitter) in influencing the tendency to be followed on social networks.This research aims to demonstrate that the choice of politicians in adopting both exploitative communication and explorational communication is more effective and efficient than choosing to adopt a single strategy.It is made two different study. In the study 1, we a collected data about votes by section, number elected by section, average voters for the last legislature for each Italian party. Data were extracted from the Minister of Internal Affairs. Five models were created and they are estimated for the most important Parties of the last legislature in which reliable data exist for votes by section, number elected by section, average voters, Followers on Facebook, Likes Instagram, Likes Facebook, Followers on Instagram, Facebook Profile and Followers on Twitter.The supplementary analysis is further test of our hypothesis. We a collected data concerning traditional channels - in particular the use of institutional websites and personal websites - and data relating to social media in particular, were collected for each individual parliamentarian (deputies and senators).Specifically, a moderation analysis was conducted in which followers on Twitter served as the dependent variable. The results support our hypothesis.This study has found important and significant results compared to the use of social media by Italian politicians. However, it has many potentialities to explore.
This paper is a qualitative research, deals with studying which communication strategy is used by politicians, whether explorational, exploitative, or ambidextrous communication and how citizens, instead, view such strategy choices carried out by politicians. Moreover, the study analyzes whether ambidextrous communication strategies allow citizens to achieve greater knowledge and awareness regarding sustainability issues (SDGs), compared to what occurs if the politician uses a different communication strategy.The Study 1 was conducted through a semi-structured interview to Italian parliamentarians (senators and deputies) of the XVII and XVIII legislatures. The number of parliamentarians who agreed to the interview was 24 parliamentarians.In the study 2 a survey was conducted on a sample of Italian citizens through various communication channels, mainly through Whastapp and Facebook. The final aim of survey to identify whether the joint use of both communication channels may reinforce citizens’ awareness about sustainable development goals. The citizens what responded to the survey were 289.The results of the two studies show that the use of ambidextrous communication strategy, ie the joint use of the exploitative and explorational communications, is preferred by politicians to the use of only one of the strategies and that there is a positive correlation between the ambidextrous communication strategy of politicians and greater awareness of citizens about sustainability issues (SDGs). These results demonstrate that the hypotheses identified are supported.Although this study has significant implications for how politicians should communicate, it also has different limits.
Specifically, this article is a pre-test to understand if a population considered individualistic, such as the Italian population, in the study carried out by Hofstede, in particular cases resulting from a shock, in other words from the advent of a natural disaster, highlight cultural values that were previously unidentifiable. A statistical analysis was conducted, through the administration of a questionnaire, via the web thanks to the use of social media such as facebook and whatsapp. The results of this pre-test that registered a number of 263 replies to the questionnaire, shows that the Italian population in the event of a natural disaster, shows a high cultural value, understood as a strong propensity to social and economic aid, identifying values collectivistic and no longer individualistic. However, this research work has many limitations that can be overcome through a more in-depth and complete analysis.
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