Social Commerce : Consumer Behaviour in Online Environments
2019 ed.
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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.
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