Social Commerce: Consumer Behaviour in Online Environments

by Rosy Boardman (Editor), Marta Blazquez (Editor), Claudia E. Henninger (Editor)

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.

371 pages, Kindle Edition

Published February 22, 2019

Reviews

[Dave Manke · Rating 4 out of 5]

In depth theory and analysis around factors of the social commerce phenomenon. This book includes journal entries from the travel, fashion, and music industries and much more. Various topics are discussed from different perspectives. As a future blogger, this book was a great overview for my future hobby in online social commerce.