2014/05/10 by Stefano Franco, Franco, Stefano
Business, Management and Accounting · Social Sciences · #Communication and COVID-19 Impact #Digital Marketing and Social Media #Service and Product Innovation #mobile marketing #new media #smart city #social marketing #web 2.0
paper · doi:10.6092/1970-9870/2431
openalex publication_date 2014/05/10 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/01
Increasingly faster communicational streams - that ease interactions and allow agents to considerably enhance their own informational assets - characterize the era in which we live. The research about new media, mobile and social technologies is the driver of this changes that implements a revolution of the content management, of the information accessibility and of the relationships interactivity. These characteristics don’t leave the agents unresponsive and it is interesting and fitting to understand the tools available to firms and institutions and the communicational and marketing policies that organizations put to use to achieve their goals. In this context we want to find strategic and operational models to support organizations decisions about markets and territories. The purpose of this article is to understand how small organizations can utilize networks that characterize new trends in marketing. We conclude by providing some thoughts on the future evolution of the research in this field also with reference to the smart city that can exploit social mobile marketing for promotion of the territory and social participation.I