Academics and practitioners have studied in depth the fast-growing importance of smartphones in the new Digital Customer Journey. Starting from the simple consideration that an Instagram notification is compelling and more engaging than a grocery display, this study approaches the role of the smartphone in shopping behaviour from a new point view: as an element of distraction during the shopping activity, which can lower the effectiveness of the in-store marketing efforts. With a qualitative approach (nonparticipant observation as data collection method) was studied the Mobile and Digital Distraction phenomenon, and were provided managerial and customer implication

Negri, F., Fornari, E., Grandi, S., Fornari, D., In-store Distraction, in Proceedings XV SIM Conference, I percorsi identitari del Marketing, (Bari (Italy)., 18-19 October 2018), Società Italiana di Marketing (SIM), ROMA -- ITA 2018: 1-6 [http://hdl.handle.net/10807/145081]

In-store Distraction

Negri, Francesca
Primo
Writing – Original Draft Preparation
;
Fornari, Edoardo
Secondo
Writing – Original Draft Preparation
;
Grandi, Sebastiano
Writing – Original Draft Preparation
;
Fornari, Daniele
Writing – Original Draft Preparation
2018

Abstract

Academics and practitioners have studied in depth the fast-growing importance of smartphones in the new Digital Customer Journey. Starting from the simple consideration that an Instagram notification is compelling and more engaging than a grocery display, this study approaches the role of the smartphone in shopping behaviour from a new point view: as an element of distraction during the shopping activity, which can lower the effectiveness of the in-store marketing efforts. With a qualitative approach (nonparticipant observation as data collection method) was studied the Mobile and Digital Distraction phenomenon, and were provided managerial and customer implication
Inglese
Proceedings XV SIM Conference, I percorsi identitari del Marketing
XV SIM Conference, I percorsi identitari del Marketing
Bari (Italy).
18-ott-2018
19-ott-2018
978-88-943918-2-4
Società Italiana di Marketing (SIM)
Negri, F., Fornari, E., Grandi, S., Fornari, D., In-store Distraction, in Proceedings XV SIM Conference, I percorsi identitari del Marketing, (Bari (Italy)., 18-19 October 2018), Società Italiana di Marketing (SIM), ROMA -- ITA 2018: 1-6 [http://hdl.handle.net/10807/145081]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/145081
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