Claire Gauzente

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Online environment is now part of everyday life. However, trust is still an important issue for online merchants. This explains why there is an increasing interest in "trust busters" by the general consumer. Trust busters entail, among other, a thorough online privacy policy (OPP) that encompasses detailed privacy and security statements. The paper looks at(More)
Content analysis was used to compare the MKTOR and MARKOR market orientation scales in relation to the theoretical position that originally inspired their development. The underlying meanings of each scale appear to be significantly different. MARKOR integrates an organizational view of market orientation and develops an assessment the firm’s potentiality.(More)
This study explores mobile users’ perceptions about SMS advertising. The empirical study uses a double methodology. First, a qualitative study using the Q-method is conducted. Qualitative analysis reveals that negative attitudes are commonly shared, and that ad-clutter is perceived critically. Therefore, in a second step, a quantitative study is adopted to(More)
Mobile-marketing raises a great from practitioners. It represents a new, concise, effective and direct way to contact consumers in order to make commercial offers or simply to enhance relational quality. Although a vast majority of consumers in modern societies possess and use mobile, concrete practices can be observed that can impede the development of(More)
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