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This study aims to explore the issue of word of mouth (WOM) about mobile shopping, including activities conducted by consumers using a wireless internet connection to make a purchase. The objective is to ascertain the determinants of m-shoppers’ WOM.

This study uses a causal model to examine how satisfaction, perceived control, perceived entertainment and subjective norms affect WOM about mobile commerce. The authors treated a sample of 447 Spanish mobile phone buyers and applied different sound theoretical approaches to support the research.

Shopping experience, control over the process, group influence and satisfaction with mobile purchasing affect subsequent WOM shopping recommendations by innovative and pioneer mobile shoppers. Besides, entertainment, group influence, shopping experience and perceived control influence customer satisfaction in mobile shopping contexts.

This research provides a better understanding of WOM regarding m-shopping and contributes by outlining important variables for recommending WOM regarding m-shopping, which is key in the m-shopping diffusion. To the best of the authors’ knowledge, this is a pioneer study in Europe focusing on these variables for addressing the ways of achieving m-shopper WOM and one of the few addressing WOM in the m-shopping context. This study is based on information collected from real buyers, who are pioneer in m-shopping.

The purpose of this paper is to present the results of national level Delphi study carried out in Spain aimed at providing inputs for higher education administrators and decision makers about key e-learning trends for supporting postgraduate courses.

The ranking of the e-learning trends is based on a three-dimensional analysis that combines the cost of implementation, the impact of each trend on learning outcomes and the diffusion forecast among postgraduate courses in the time horizon. The authors use the Delphi method for managing an expert panel.

Mobile learning, gamification, social media and open education are found as some of the key e-learning trends that might have greater educational impacts in postgraduate programs in the next years. These results are expected to help educational institutions to plan future positioning strategies depending on their starting positions, resources and intentions to innovate.

Educational managers and planners need to identify priority issues and principal trends in higher education in order to raise their innovative offer and to maintain competitiveness. The results might help them. Moreover the indicator and the methodological approach is a novelty in the field.

The purpose of this paper is to study the role that a relational variable (trust) and three personal variables (impulsiveness, involvement and innovativeness), may play as antecedents of satisfaction of mobile shoppers.

Quantitative information was collected using a survey instrument directed to Spanish mobile shoppers. In total, 447 valid questionnaires were obtained. Data were analyzed using structural equation modeling.

Trust, involvement and innovativeness were found to have a positive impact on mobile shopper satisfaction, except impulsiveness, which has a negative impact, as the authors proposed.

The study highlights the importance of gaining m‐shopper satisfaction and different ways of achieving this goal, especially, internal influences.

M‐vendors should bear in mind that engendering trust and involvement with the channel is positive if they are to achieve purchaser satisfaction with the medium, whilst encouraging impulsiveness would prove detrimental. It should also be stressed that mobile phone user tendency to make use of new technologies could encourage impulsiveness that might lead to dissatisfaction, but that this innovativeness prompts individuals to take a keener interest in the products and services available over the mobile and ultimately leads them to become more involved.

Mobile commerce Spain is still in its infancy, hence the interest in gaining an insight into the factors which most impact the satisfaction of those who have already purchased using this means. Although research into e‐commerce has increased, few works have dealt with mobile shopping. Innovativeness, impulsiveness and involvement have received little attention in this context.

The purpose of this paper is to analyse which factors impact firms' perceived performance in mobile commerce (m‐commerce). Introducing the perspective of firms, the paper advances the literature of m‐commerce adoption that mainly focuses on the consumer standpoint.

The authors complement the technology‐organization‐environment (TOE) framework by adding customer value for the firm and the relationship marketing and fit‐viability approaches. Using a sample of 125 Spanish firms, structural equations models are used to validate measures and test the proposed hypothesis.

The main limitation of this work is the sample size. New studies using larger and more heterogeneous samples in terms of size could consolidate the results achieved in this work, that must be understood as a first step in the analysis of firm m‐commerce adoption.

Findings show that the perception of performance by firms engaging in m‐commerce depends on the extent to which firms' activity fits mobile business, technological competence and customer value for the firm.

Content providers, operators or payment platforms may find in the paper arguments to favour the incorporation of clients to this new channel.

This is one of the few papers adopting the perspective of firms, since most of the literature approaches the matter from the consumer standpoint.

Conserving appropriately the culture and heritage of a city through sustainable tourism is a key element for its economic development. Heritage cities generate economic, social and environmental benefits through tourism management. This study aims to intend, in the context of economic sustainability of the territory and promotion, to improve the understanding of the relationship between the sources of information of tourists and their motivations, with satisfaction and future behaviour intentions. For this, a study has been carried out in the Old Town of Cáceres (Spain), a city recognised as a world heritage property by UNESCO.

This study applies a descriptive analysis, based on frequencies. For data collection, a structured questionnaire has been used to identify the opinion of tourists during their visit to the heritage city of Cáceres.

This study demonstrates the existence of a positive relationship between the sources of information and the tourist experience with their future behavioural intentions and satisfaction of their visit. All this in the global context of the destination for sustainable economy and the UN Agenda 2030 for sustainable development. Furthermore, the results of the study suggest that the motivations of tourists are the most important factor in explaining the overall experience and loyalty of tourists to a city.

A limitation of this study is the data set used. The results must be contextualised at the time and place when the questionnaire was conducted.

The proposed model makes it possible to advance future heritage tourism strategies, in terms of planning and communication of the heritage resources of a destination. Tourism heritage institutions should increasingly invest in communication improvements based on new technologies and social media. At the same time, integrated planning with special policies for the sustainable protection of heritage can make important progress in the tourist and cultural development of the destination.

This article tests for the first time within the context of heritage cities in Spain and in the context of a sustainable economy and cultural heritage for destination, the relationship between different sources of site promotion information and future tourist behaviour intentions. It provides original evidence of the value of applying the underlying theory of the proposed model in a world heritage tourist destination.