Analisi e misurazione delle interazioni tra consumatori offline e online a supporto delle decisioni di marketing

The aim of the dissertion is to understand the consumer behaviour evolution under a marketing perspective, in order to highlight new consumer behaviour that have arises after the Internet development. This study would try to capture the main differences between consumer decision making process in different context, such as online versus offline environment. This might allow firms to adopt different strategies within these two environments in oreder to satisfy consumers needs. After an analysis about consumer behaviour literature review and online communities plus word of mouth and its evolution towards word of mouse, the second part of the dissertation project aims to adopt an empirical research, using a quantitative method to understand whether consumer's willingness to widespread word of mouth does change it the product experience has to be reported in an online context rather than in an offline environment. In addition through a linear regression model it has been tested if consumer's likelihood to buy a product does change whether se reiceves a friend's advice rather than an online review, that is offline versus online consumers' review.