Social commerce
Social commerce
- Palgrave Macmillan, 2019
- xxi, 277 p. il. col. 22 cm.
consumer behaviour in online environments
Includes case studies, bibliographical references and index. TOC:-- 1. The Historical Development of Social Commerce-- 2. Social Media's Evolution in S-commerce-- 3. Cultural Considerations in Social Commerce: The Differences and Potential Opportunities in China-- 4. Personalised and Participative Branding Through Fashion Blogging-- 5. Video Killed the Radio Star: A Review of Social Commerce Music Platforms in Facilitating Production Dissemination-- 6. Exploring the Effects of Social Commerce on Consumers' Browsing Motivations and Purchase Intentions in the UK Fashion Industry-- 7. Attitudes Towards Brands' Facebook Pages Across Different Age Groups-- 8. Unravelling a Mystery: Selling an Entrepreneurial Perspective Through Instagram-- 9. Capturing the Moment on Instagram: The Case of Successful Storytelling in Huawei's S-commerce Campaign-- 10. The Influence of Electronic Word-of-Mouth on Expatriate Workers Seeking Tourist Information: The Case of Saudi Arabia-- 11. eWOM: The Rise of the Opinion Leaders-- 12. An Exploratory Investigation into the Consumer Use of WeChat to Engage with Luxury Fashion Brands-- 13. Effects of Beauty Vloggers' eWOM and Sponsored Advertising on Weibo-- 14. The Challenges and Future Opportunities of Social Commerce--
This timely edited collection offers a multidisciplinary perspective on social commerce, a phenomenon that has gained increasing interest over the last 8 years. Investigating how social media can be used to generate value for brands beyond customer relationship purposes, the skilled authors explore how social media users co-create value for businesses, influence other consumers and generate electronic word-of-mouth (eWOM). Providing insights from practitioners and academics, this book goes further than simply exploring e-commerce and social media, and addresses the real relevance of social commerce in today's business landscape. With a selection of contemporary case studies and a Foreword written by Inthefrow's creator, Victoria Magrath, Social Commerce will be an engaging read for those studying consumer behaviour, online marketing, and e-commerce.
9783030036164
HF COMMERCE
Consumer behavior
Internet marketing
Customer relations--Management
e-Business
Electronic commerce
consumer behaviour in online environments
Includes case studies, bibliographical references and index. TOC:-- 1. The Historical Development of Social Commerce-- 2. Social Media's Evolution in S-commerce-- 3. Cultural Considerations in Social Commerce: The Differences and Potential Opportunities in China-- 4. Personalised and Participative Branding Through Fashion Blogging-- 5. Video Killed the Radio Star: A Review of Social Commerce Music Platforms in Facilitating Production Dissemination-- 6. Exploring the Effects of Social Commerce on Consumers' Browsing Motivations and Purchase Intentions in the UK Fashion Industry-- 7. Attitudes Towards Brands' Facebook Pages Across Different Age Groups-- 8. Unravelling a Mystery: Selling an Entrepreneurial Perspective Through Instagram-- 9. Capturing the Moment on Instagram: The Case of Successful Storytelling in Huawei's S-commerce Campaign-- 10. The Influence of Electronic Word-of-Mouth on Expatriate Workers Seeking Tourist Information: The Case of Saudi Arabia-- 11. eWOM: The Rise of the Opinion Leaders-- 12. An Exploratory Investigation into the Consumer Use of WeChat to Engage with Luxury Fashion Brands-- 13. Effects of Beauty Vloggers' eWOM and Sponsored Advertising on Weibo-- 14. The Challenges and Future Opportunities of Social Commerce--
This timely edited collection offers a multidisciplinary perspective on social commerce, a phenomenon that has gained increasing interest over the last 8 years. Investigating how social media can be used to generate value for brands beyond customer relationship purposes, the skilled authors explore how social media users co-create value for businesses, influence other consumers and generate electronic word-of-mouth (eWOM). Providing insights from practitioners and academics, this book goes further than simply exploring e-commerce and social media, and addresses the real relevance of social commerce in today's business landscape. With a selection of contemporary case studies and a Foreword written by Inthefrow's creator, Victoria Magrath, Social Commerce will be an engaging read for those studying consumer behaviour, online marketing, and e-commerce.
9783030036164
HF COMMERCE
Consumer behavior
Internet marketing
Customer relations--Management
e-Business
Electronic commerce
