Carolina Guerini

Addressing the complex issue of financial education, this research analysis the obstacles that hinder fruition in Italy, offering, on one side, a taxonomy of the operating barriers and a clear indication of their relative importance, and, on the other side, some preliminary insights aimed at transforming needs in demand. In that sense, the article con tributes to the debate about individual e collective wellbeeing, outlining clear areas of intervention for private and public financial education proponents.

Given the benefits of financial education, a relevant objective becomes the inclusion of some priority objectives. Recent research in Italy outlines the fragility of the female gender, indicating it as the ideal recipient of public and private action. More clearly, there is the need to adopt diversified programs, suitable for covering the different segments of the female population with differentiated strategies and policies. This article analyzes the plan targeted to women developed and implemented by a private institution – Alleanza Assicurazioni – engaged in financial education.

Financial education can influence the level of financial literacy. In many countries public authorities implement financial education policy by means of ex ante certification of both private and public providers of education activities. This article uses political economy, educational marketing and text analysis as complementary tools to offer a positive analysis of such setting. Being financial education a credence good and given the key assumption that financial literacy is a country state–contingent endowmentthat deteriorates, as a consequence of innovation, the third-party certification can be considered as a strategic governance solution. Yet, when a public agency acts as third-party certifier, political and bureaucratic incentives shape its action. In particular, political activism in financial education can be motivated by financial instability worries. Such theoretical relationship is empirically confirmed applying text analyses, and using financial education narrative as a proxy for activism both for the politicians of the European Parliament and the bureaucrats of the ECB in the period 1997–2024.

In the face of the changes experienced by the figure of the salesperson and, in particular, to verify the diffusion of digital tools in the field of direct sales, a web-based research questionnaire was submitted to a sample of direct sales representatives of PEF S.p.A. (an Italian network marketing company operating in the energy industry), aimed at measuring the perceived usefulness and effective use of digital marketing tools. The questionnaire, administered in March/April 2023, provides an initial indication of the instrumentality of digital communication tools and, indirectly, of the evolution of the skills profile of the network marketer in the context of a role that bases its differentiation and the generated value for the customer on personal interaction vis-à-vis and off-line conversion.

In every country, the supply of financial education depends on the interactions between the market and State. Conflicts of interest may arise in both perimeters, given the nature of credence good of Financial Education. On the one hand, private firms can offer education, but the need for quality and the existence of potential conflicts require the State to play the role of third-party certifier. On the other hand, the public role of certification evokes problem areas: also in this case potential conflicts of interest may arise, while there is the risk of capture of the certifier by specific interests. The aim of the article is to use marketing and economics as complementary methodological tools to offer a general analysis in which financial education is the outcome of both market and state forces. The framework is then applied to the case of Italy where, in recent years, private and public players have proposed financial-education initiatives, while a public certifier has also been active in this field.

Inspired by the perception of a great dissatisfaction animating people obliged to stay at home and by the unforeseen increase of flowers’ purchases in Italy, this research aims at analyzing “Home greenery” a business that have been positively impacted by pandemic and emerged as a means allowing people to positively overcome the sufferings due to the lock down and the permanent research for healthy life habits. Based on a statistically representative sample it outlines the product categories included in “Home greenery” and it analysis as well some emerging lifestyle trends connected with the renewed gear for comfort at home.

Purpose. The purpose of this paper is to focus on the profile of DiDIYers and the antecedents of digital do it yourself (DiDIY) in Network Marketing Direct Selling Organizations (NMDSO). Design/methodology/approach. A two-step research design allowed the detection of DiDIYers strictu sensu (i.e. digital makers). After collecting data about the attitudes and the actual use of digital technology (DT) by network marketers through an online survey, an open-ended interview technique made it possible to analyze the personal characteristics of DiDIYers, the motivations that drive them and the activities that mainly foster the creation of artifacts in the DT domain. Besides, it allowed to recognize the perceived benefits and the impact of DiDIY output on networkers’ downline and firms’ performance. Findings. The results provide a preliminary profile of the DiDIYer in network marketing communities that is suitable for further comparative studies. More specifically, this exploratory study acknowledges the most important antecedents of DiDIY in digital literacy – including the awareness of being a digital literate and/or a potential appropriateur – and in organizational culture. Research limitations/implications. This is an exploratory study based on a limited sample of DiDIYers, nevertheless it offers a preliminary view of the subjective side of the DiDIY phenomenon in network marketing and represents as well a context-bound study. Practical implications. Considering the ascribed benefits of DiDIY output on the traditional network marketing objectives (effectiveness, efficiency, cohesion, mutual assistance and reinforcement) network marketing communities could benefit from an increase of attention to the topic. Originality/value. The study throws light on the process of DiDIY within direct sales and network marketing activities by defining a preliminary profile of digital makers and thus, underlining a phenomenon neglected so far.

Using established marketing laws, such as the brand usage and image relationship and the double jeopardy effect, the current research shows how to analyze the market performance of different types of mobile apps. The authors found that apps linked to an offline or online brand attracted more users and obtained stronger brand image if made available to consumers at no cost. Apps branded independently attracted more users and obtained stronger brand image if offered at a price. These outcomes significantly add to existing knowledge about branded apps and demonstrate that longstanding marketing laws support the understanding and evaluation of market trends in the mobile-digital context. These findings translate into practical guidelines for managers of existing brands who wish to launch an app, as well as for managers wanting to market apps as stand-alone digital products.

Adding to the poorness of studies this pare examines the relationship between brand image and usage (current and future) of free and paid branded mobile applications. The results obtained from the analysis of a large set of consumer panel data referred to Italian consumers provide two clear empirical findings: there is a positive relationship between brand image and current usage of mobile apps; the mentioned relationship is stronger for free mobile apps. These findings hava straightforward implications for branding practices in the m-context.