Social Commerce Optimization: An Integrated Framework for Consumer Behavior in Social Media
This research discusses social commerce in relation to the consumer decision-making process, and how this process is crucial in harnessing the commercial potential of social media resulting in customer value and improved organizational performance. Social commerce involves exchange activities that occur as a result of social interactions that correspond to consumer behavior across all stages of the decision-making process. In this research, we propose a framework on how social commerce integrates firm and consumer perspectives of pre-purchase, purchase, and post-purchase behavior. We conceptualize an integrated multidimensional social commerce framework targeting firms and consumers as a basis for enhancing commercial activities on social media platforms. Finally, we examine our comprehensive framework through the lens of social commerce activities and offer implications for researchers, marketers, and policymakers.
KeywordsSocial commerce Integrated multidimensional framework Consumer decision-making process Social commerce optimization
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