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 originaleEnglish
Titolo della pubblicazione ospiteProceedings XV SIM Conference, I percorsi identitari del Marketing
Pagine1-6
Numero di pagine6
Stato di pubblicazionePubblicato - 2018
EventoXV SIM Conference, I percorsi identitari del Marketing - Bari (Italy).
Durata: 18 ott 201819 ott 2018

Convegno

ConvegnoXV SIM Conference, I percorsi identitari del Marketing
CittàBari (Italy).
Periodo18/10/1819/10/18

Keywords

  • Distraction, Mobile devices, In-store stimuli, Grocery retailing

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