This paper analyzes the factors that influence the use of digital marketing 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 calculation of the correlation coefficient. The limits of the study are related to the salientness of the sample being analyzed. However the study provides a contribution to the analysis of the factors affecting Internet access by micro-businesses in Basilicata, suggesting managerial and public policy guidance to increase competitiveness of handicraft industry.

Web marketing e social media nelle micro imprese artigiane della Basilicata

Tonino Pencarelli
;
2017-01-01

Abstract

This paper analyzes the factors that influence the use of digital marketing 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 calculation of the correlation coefficient. The limits of the study are related to the salientness of the sample being analyzed. However the study provides a contribution to the analysis of the factors affecting Internet access by micro-businesses in Basilicata, suggesting managerial and public policy guidance to increase competitiveness of handicraft industry.
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11576/2660671
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact