The Journal of the Italian Marketing Association

Issue 1, 2019 access_time 1 March 2019

Editorial

 

Big, thick, small... are data what really matters? 

Stefania Borghini 

 

In memoriam of Stefano Pace

Daniele Dalli

 

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Articles

A systematic literature review on social media metrics 

Tonino Pencarelli, Maria Gabriella Mele 

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Selecting which touchpoints to manage for customer loyalty: an empirical analysis in retail banking 
Marco Leva, Cristina Ziliani

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Does the use of social media affect customer relationship performance? Evidences from Italy 

Alice Mazzucchelli, Roberto Chierici, Barbara Del Bosco, Francesca Ceruti

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Dressing your soul: The role of brand engagement in self-concept  

Valentina Mazzoli, Diletta Acuti, Raffaele Donvito, Eunju Ko

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A small world experiment in the digital era: Can sWOM be used by start uppers to reach a target? 

Francesca Pucciarelli, Chiara Giachino, Bernardo Bertoldi, Davide Tamagno

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A literature review on firms’ internationalisation through e-commerce
Riccardo Resciniti, Federica De Vanna

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Book Reviews 
Gennaro Iasevoli

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