Despite its increasing relevance in academia and business, the concept of social commerce (s-commerce) still remains under-investigated in a marketing context. While its roots can be traced back to the late 1990s, the explosive growth of s-commerce started only a decade ago. Until today, most empirical research is related to information technology. This chapter is based on a literature review with the goal of depicting the historical development of s-commerce and deriving implications for marketing managers today. Analysing literature from the areas of computer sciences, information technology, marketing, and communications led to a holistic view on its progress over time. Implications for the strategic use of s-commerce are provided, for example, the integration of customers in online communications or the strategic use of user-generated content.
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Bürklin, N., Henninger, C.E., Boardman, R. (2019). The Historical Development of Social Commerce. In: Boardman, R., Blazquez, M., Henninger, C.E., Ryding, D. (eds) Social Commerce. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-03617-1_1
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