Autore
Facchinetti, Roberta

Titolo
The Interactivity of Corporate Websites: A Comparative Study
Periodico
Textus
Anno: 2013 - Fascicolo: 1 - Pagina iniziale: 45 - Pagina finale: 56

This paper reports on the results of a study on a corpus of corporate websitesof British and Italian Micro, Small and Medium Enterprises communicating inEnglish, with reference to their degree of interactivity with their (prospective)customers. The comparison of the communicative and linguistic strategiesenacted by the two sets of firms testifies to the fact that British SMEs appearto be more inclined than Italian ones to a dialogue with their customers.Specifically, their corporate communication focuses on the interests andopinions of their customers, so as to set up a relationship with them andincrease their degree of satisfaction and loyalty. In contrast, the websitesof Italian SMEs seem to be more self-centred and more focussed on thepresentation of their products than on the interaction with their customers.



SICI: 1824-3967(2013)1<45:TIOCWA>2.0.ZU;2-
Testo completo: http://www.mulino.it/download/article/10.7370/75497
Testo completo alternativo: http://www.mulino.it/doi/10.7370/75497

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