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
Lingua originale | English |
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Titolo della pubblicazione ospite | Proceedings XV SIM Conference, I percorsi identitari del Marketing |
Pagine | 1-6 |
Numero di pagine | 6 |
Stato di pubblicazione | Pubblicato - 2018 |
Evento | XV SIM Conference, I percorsi identitari del Marketing - Bari (Italy). Durata: 18 ott 2018 → 19 ott 2018 |
Convegno
Convegno | XV SIM Conference, I percorsi identitari del Marketing |
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Città | Bari (Italy). |
Periodo | 18/10/18 → 19/10/18 |
Keywords
- Distraction, Mobile devices, In-store stimuli, Grocery retailing