Social Commerce: Consumer Behaviour In Online Environments

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.

• | Author: Rosy Boardman, Marta Blazquez, Claudia E. Henninger, Daniella Ryding
• | Publisher: Palgrave Macmillan
• | Publication Date: Mar 06, 2019
• | Number of Pages: 298 pages
• | Language: English
• | Binding: Hardcover
• | ISBN-10: 3030036162
• | ISBN-13: 9783030036164