Journal
JOURNAL OF INTERACTIVE MARKETING
Volume 27, Issue 4, Pages 311-323Publisher
SAGE PUBLICATIONS INC
DOI: 10.1016/j.intmar.2013.09.001
Keywords
Social commerce; Social media; Social networks; Online communities; Consumer decision process; Facebook; F-commerce; Digital marketing strategy
Categories
Funding
- Div Of Information & Intelligent Systems
- Direct For Computer & Info Scie & Enginr [1361502] Funding Source: National Science Foundation
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A key issue for marketers resulting from the dramatic rise of social media is how it can be leveraged to generate value for firms. Whereas the importance of social media for brand management and customer relationship management is widely recognized, it is unclear whether social media can also help companies market and sell products. Extant discussions of social commerce present a variety of perspectives, but the core issue remains unresolved. This paper aims to make two contributions. First, to address the lack of clarity in the literature regarding the meaning and domain of social commerce, the paper offers a definition stemming from important research streams in marketing. This definition allows for both a broad (covering all steps of the consumer decision process) and a narrow (focusing on the purchase act itself) construal of social commerce. Second, we build on this definition and develop a contingency framework for assessing the marketing potential that social commerce has to offer to firms. Implications for researchers and managers, based on the proposed definition and framework, are also discussed. (C) 2013 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.
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