Papers by Alice Mazzucchelli
Consumer behaviour and sustainability in hospitality
Assessing the impact of social media on customer relationship performance
Employees' social media presence
Routledge eBooks, Aug 14, 2023
Italian Journal of Marketing, Apr 24, 2023
This paper studies the relationship between firms' strategy and policies in regard to social medi... more This paper studies the relationship between firms' strategy and policies in regard to social media and their employees' propensity to endorse them by using their personal social media accounts. In particular, the study investigates the effect of employees' perception of firms' social media strategy and initiatives aimed at influencing employees' behavior on their personal social media profiles (communication of policies on the use of social media, training programs, and encouragement to join social media conversations regarding the firm). Based on the responses of 224 employees who use their personal accounts to talk about their firms, findings show that employees' positive evaluation of firms' social media strategy and firms' explicit encouragement are positively associated with employees' propensity to endorse their firms on social media. Moreover, results reveal the moderating effect of employees' frequency of social media use on the relationship between communication of social media policies and the employees' propensity to endorse their firm, as well as on the relationship between training programs and the propensity to endorse. This study provides evidence of the influence of firms' social media activity and policies on the willingness of employees to promote and advocate their employers using their personal accounts, with theoretical and practical implications. The research also suggests that the effectiveness of firms' policies may differ according to the frequency of social media usage by employees.
Food sharing platforms as new digital solutions to reduce food waste. An Italian multiple case study
Dal CRM al social CRM. Nuove tecnologie per la gestione della relazione con il cliente
Italian Journal of Marketing
This paper studies the relationship between firms’ strategy and policies in regard to social medi... more This paper studies the relationship between firms’ strategy and policies in regard to social media and their employees’ propensity to endorse them by using their personal social media accounts. In particular, the study investigates the effect of employees’ perception of firms’ social media strategy and initiatives aimed at influencing employees’ behavior on their personal social media profiles (communication of policies on the use of social media, training programs, and encouragement to join social media conversations regarding the firm). Based on the responses of 224 employees who use their personal accounts to talk about their firms, findings show that employees’ positive evaluation of firms’ social media strategy and firms’ explicit encouragement are positively associated with employees’ propensity to endorse their firms on social media. Moreover, results reveal the moderating effect of employees’ frequency of social media use on the relationship between communication of social m...
Food Sharing Measure
PsycTESTS Dataset
Innovative startup creation and local context
Lifelong Learning in Europe: An Analysis of Raw Materials Professionals’ Learning Needs
Contributions to Management Science, 2019
Professional refresher courses build decision-makers’ self-knowledge, which can influence behavio... more Professional refresher courses build decision-makers’ self-knowledge, which can influence behaviours and choices. This work aims to illustrate the training needs of European professionals working in the raw materials sector, in order to identify any educational gap. A needs and target analysis is carried out within the context of the European project RefresCO—Professional Refresher Courses, funded by EIT Raw Materials. A sample of trade associations, entrepreneurs, and managers involved in raw materials was built using a bottom-up approach and a computer-assisted Web interview survey was conducted through the Limesurvey platform. Results show the existence of the ‘ROW (Return Over Waste) educational cube’, which combines technological aspects of waste treatment and economic aspects helping professionals to identify related business opportunities. The research identifies similarities and differences in training needs in the Italian versus the European context. The chapter provides an original contribution to the debate on lifelong learning, underlining some priorities in the raw materials industry. The methodological approach creates a new future research path since the work can be extended to other fields in order to plan and manage an overarching professional educational system in Europe.
Social Capital, IT Support, and Innovation Capability--Model
PsycTESTS Dataset, 2021
Branding – Virtual Space
Contemporary Issues in Branding, 2019
L'azione della Camera di Commercio di Monza e Brianza. Analisi dell'impatto sul territorio brianteo
Multichannel Challenges. La risposta degli e-tailer in Italia
Objectives. This paper aims to investigate multichannel strategies focusing on motivations, role ... more Objectives. This paper aims to investigate multichannel strategies focusing on motivations, role attributed to different channels and any eventually cross-channel synergy. Methodology. We used Nvivo11 to conduct a content analysis of verbatim transcripts of 25 in-depth interviews to major e-tailers operating in Italy. Findings. The adoption of multichannel strategy is frequently motivated by the e-tailers’ need to increase the customer satisfaction in order to customize their offer and reinforce customers’ fidelity. Every firm designs a specific channels mix with different role for each channel. Hence, today firms use e-commerce also to facilitate acquisition, engagement and retention of customers. Indeed, mobile and social channels are used to inform and to create users’ community only in more advanced environment. Finally, we discovered the existence of synergies by the integration of different channels, both between online channels, and online-offline channels. There were also an...
How to boost a brand in the social media era: FsQCA findings
Customer Relationship Performance and Financial Performance: the Effects of Customer Knowledge Management through Social Media. Findings from SEM and FsQCA
Managing intangible assets in international contexts: An empirical analysis on Monza and Brianza SMES
Branding – Virtual Space. Past, present and new directions in virtual worlds
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Papers by Alice Mazzucchelli