Communicating local products on the web: a comparison between Italian and English-language blogs

Scorrano, Paola; Fait, Monica; Rosato, Pierfelice; Gravili, Silvia

doi:10.1504/ijtmkt.2015.072178

Cited by 3 publications

(2 citation statements)

References 38 publications

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“…The opportunity to share information, experiences, and meanings in flow situations, which are much more emotionally engaged and intensely experiential than those occurring in traditional contexts, has transferred to web users the power of orientating opinions, attitudes and behaviours of other members of the digital community (Scorrano et al, 2015). E-WOM is known to influence intention to buy (Ismagilova et al, 2020).…”

Section: The Influence Of Intention To Taste and E-wom On Intention To Visitmentioning

confidence: 99%

Not just food: Exploring the influence of food blog engagement on intention to taste and to visit

Mainolfi

Marino

Resciniti

2021

BFJ

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PurposeThe present study investigates the impact of perceived enjoyment, blogger credibility and homophily on readers' engagement. Moreover, the study investigates the role exerted by blog engagement on intentions to follow blogger's recommendations. Despite the growing relevance of these issues, past studies have neglected the relevance of a joint analysis of such dimensions within the context of food blogs.Design/methodology/approachThe empirical research builds on an online survey with a sample of 821 blog readers (353 Italian and 468 American). The proposed model was tested through structural equation modelling.FindingsResults from a survey on Italian and American consumers show that perceived enjoyment and homophily have a significant effect on blog engagement, which, in turn, positively influences both intention to taste and visit. Moreover, blogger credibility does not show a significant influence on blog engagement for Italian and American followers.Originality/valueThe study contributes to a better understanding of the influence exerted by blog engagement on intention to follow blogger's recommendations. The study also examines perceived enjoyment, credibility and homophily as antecedents of engagement, which have not been extensively researched in the past with respect to food blogs.

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Section: The Influence Of Intention To Taste and E-wom On Intention To Visitmentioning

confidence: 99%

Not just food: Exploring the influence of food blog engagement on intention to taste and to visit

Mainolfi

Marino

Resciniti

2021

BFJ

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“…It has thus become essential for companies to know the channels through which to communicate and share useful information with Millennials at the genesis of purchasing preferences (Fait et al , 2015; Scorrano, Fait, Rosato, Gravili, 2015; Cuomo et al , 2016; Iaia et al , 2019; Scorrano et al , 2019).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Millennial generation preferences for rosé wine

Iazzi

Scorrano

Rosato

et al. 2019

BFJ

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Purpose The purpose of this paper is to verify the preferences for the purchase of rosé wine by Italian and French Millennials, with the aim of allowing Italian companies to acquire knowledge in improving the positioning of this product in both the Italian and French markets. Design/methodology/approach The study involved a descriptive survey conducted between December 2018 and January 2019 on Millennials residing in Italy and France, intercepted via Facebook. In total, 500 valid responses to a highly structured self-administered questionnaire were collected. Descriptive and multivariate analysis techniques were used to examine the responses. Findings The two groups of Millennials show different preferences in the purchase of rosé wine. French Millennials rarely buy the product, and perhaps only for reasonable prices. Their purchasing process involves no characteristics of particular importance. On the other hand, Italian Millennials buy the product with a higher frequency and show a greater propensity to spend. In general, they attribute greater importance (though not a great deal of importance) to the characteristics of the product, paying attention to both its intrinsic aspects and its territorial origin and the quality certifications. Research limitations/implications The main limitation of the research is the small sample size. Future insights into the consumption of rosé wine will be sought in other significant European markets. Practical implications This study is of value to academic researchers, wine industry practitioners and other members of the wine distribution channel, as it provides insights into consumer behavior differences. Originality/value This research is the first to compare rosé wine preferences of Millennials in France and Italy.

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A Literature Review of Marketing Intelligence and Its Theoretical Implication for Leveraging Business

Rosário

2024

Advances in Marketing, Customer Relationship Management, and E-Services

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Marketing intelligence, or market intelligence, refers to gathering and analyzing information about the market, customers, competitors, and other relevant factors to make informed business decisions. Market intelligence helps businesses spot emerging trends, untapped markets, and potential business opportunities. When considering expansion into new geographic areas or market segments, marketing intelligence can provide valuable information about the potential demand, competition, and market conditions. This data helps businesses make informed decisions and reduce risks associated with expansion. Marketing intelligence provides valuable insights that inform long-term strategic planning. Businesses can develop data-driven strategies that align with market trends and customer demands, ensuring sustainable growth and profitability. Based on the above, it is intended to systematically review the bibliometric literature on how marketing intelligence can leverage business using the Scopus database by analyzing 96 academic and/or scientific documents.

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Communicating local products on the web: a comparison between Italian and English-language blogs

Cited by 3 publications

References 38 publications

Not just food: Exploring the influence of food blog engagement on intention to taste and to visit

Not just food: Exploring the influence of food blog engagement on intention to taste and to visit

Millennial generation preferences for rosé wine

A Literature Review of Marketing Intelligence and Its Theoretical Implication for Leveraging Business

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