To increase the effectiveness of social commerce (s-commerce) in marketing and retail, the way corporations engage in social media for promotion needs addressing. The emergence of Web 2.0 has changed the way businesses run, moving away from only using a bricks-and-mortar setting to creating a complex web of platforms that showcase products from every market sector. This chapter seeks to challenge the reader as key questions on social media’s use in an s-commerce context are raised. It contributes to current research by exploring key features of social media platforms related to s-commerce and providing a country comparison between the UK and Germany. As such, this chapter highlights which platforms stay dominant in these two economies alongside key features of their success and failure.
This is a preview of subscription content, access via your institution.
Tax calculation will be finalised at checkout
Purchases are for personal use onlyLearn about institutional subscriptions
For example, Rechtsschutzversicherungsgesellschaften (meaning insurance companies providing legal protection) is the longest German word in everyday use, clocking in an impressive 39 characters.
Alcantara, A. M. (2018). Social commerce is here, but is it ready for the mainstream consumer? AdWeek (online). Retrieved https://www.adweek.com/digital/social-commerce-is-here-but-is-it-ready-for-the-mainstream-consumer/. 17 June 2018.
Alpe, L. (2015). The history of Twitter. Telegraph (online). https://www.telegraph.co.uk/technology/twitter/11741662/The-history-of-Twitter.html. 16 June 2018.
Amand, W. (2016). How Pinterest is cracking the social commerce code. MarketingLand (online). Retrieved https://marketingland.com/pinterest-cracking-social-commerce-code-193131. 17 June 2018.
Bachelor, L. (2012). Complain on Twitter for an instant response. The Guardian (online). Retrieved https://www.theguardian.com/money/2012/may/12/complaint-air-on-twitter. 17 June 2018.
Bennett, S. (2013). A brief history of 7 social networks (and how they used to look). AdWeek (online). Retrieved https://www.adweek.com/digital/social-networks-early-history/. 16 June 2018.
Busalim, A. H., & Hussin, A. R. C. (2016). Understanding social commerce: A systematic literature review and directions for further research. International Journal of Information Management, 36(6), 1075–1088.
Business Insider Intelligence. (2016). Pinterest is poised to become a major social commerce platform. Business Insider (online). Retrieved http://www.businessinsider.com/pinterest-is-poised-to-become-a-major-social-commerce-platform-2016-10?IR=T. 17 June 2018.
Carlson, N. (2011). The real history of Twitter. Business Insider (online). http://uk.businessinsider.com/how-twitter-was-founded-2011-4?page=1. 16 June 2018.
CBSNews. (2003). Then and now: A history of social networking sites. CBSNews (online). Retrieved https://www.cbsnews.com/pictures/then-and-now-a-history-of-social-networking-sites/7/. 16 June 2018.
Chahal, M. (2016). Social commerce: How willing are consumers to buy through social media? Marketing Week (online). Retrieved https://www.marketingweek.com/2016/03/23/social-commerce-how-willing-are-consumers-to-buy-through-social-media/. 16 June 2018.
Coleman, A. (2014). What Germany can teach the rest of Europe about Twitter. Forbes (online). Retrieved https://www.forbes.com/sites/alisoncoleman/2014/07/10/what-germany-can-teach-the-rest-of-europe-about-twitter/#b6d91435d6f8. 17 June 2018.
Davies, J. (2017). State of social platforms use in Germany in 5 charts. DigiDay (online). Retrieved https://digiday.com/marketing/state-social-platform-use-germany-5-charts/. 16 June 2018.
Economist. (2013). Why do Germans shun Twitter. Economist (online). Retrieved https://www.economist.com/babbage/2013/12/18/why-do-germans-shun-twitter. 17 June 2018.
eMarketer. (2017a). Social media platforms used daily by social media users in Germany. eMarketer (online). Retrieved http://www.emarketer.com/Chart/Social-Media-Platforms-Used-Daily-by-Social-Media-Users-Germany-Nov-2016-of-respondents/207089. 16 June 2018.
eMarketer. (2017b). Social media platforms used by UK internet users. eMarketer (online). Retrieved http://www.emarketer.com/Chart/Social-Media-Platforms-Used-by-UK-Internet-Users-by-Age-Sep-2017-of-respondents-each-group/212173. 16 June 2018.
Fontein, D. (2016). 5 features that prove MySpace was way ahead of its time. Hootsuite (online). Retrieved https://blog.hootsuite.com/5-features-prove-myspace-way-ahead-time/. 16 June 2018.
Garrahan, M. (2009). The rise and fall of MySpace. Financial Times (online). Retrieved https://www.ft.com/content/fd9ffd9c-dee5-11de-adff-00144feab49a. 16 June 2018.
Greenberg, J. (2016). On its 10th birthday, a short history of twitter in tweets. Wired (online). Retrieved https://www.wired.com/2016/03/10th-birthday-short-history-twitter-tweets/. 16 June 2018.
Haselton, T. (2017). Here’s how to use Instagram’s new face filter. CNCB (online). Retrieved https://www.cnbc.com/2017/05/16/how-to-use-instagram-face-filters.html. 17 June 2018.
Haynes, C. S., & Sattler, J. (2017). The Twitter effect: How Trump used social media to stamp his brand and shape the media narrative on immigration, Chapter 9. In J. Kraybill (Ed.), Unconventional, partisan and polarizing rhetoric: How the 216 election shaped the way candidates strategize, engage, and communicate. Lanham: Rowman & Littlefield.
Hempel, J. (2016). Twitter is now worth less than many of the unicorns. Wired (online). Retrieved https://www.wired.com/2016/02/twitter-is-now-worth-less-than-many-of-the-unicorns/. 16 June 2018.
Henninger, C. E., Alevizou, P. J., & Oates, C. J. (2017). IMC, social media, and UK fashion-micro-organisations. European Journal of Marketing, 51(3), 668–691.
Huang, Z., & Benyoucef, M. (2013). From e-Commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12, 246–259.
Instagram. (2018). How do I use face filters on Instagram. Instagram (online). Retrieved https://help.instagram.com/306123283174782. 17 June 2018.
Investopedia. (2018). Dotcom bubble. Investopedia (online). Retrieved https://www.investopedia.com/terms/d/dotcom-bubble.asp. 9 Jan 2018.
Johnson, L. (2017). How brands are finally cashing in on social with shoppable Instagram stories and Snapchat ads. AdWeek (online). Retrieved https://www.adweek.com/digital/how-brands-are-cashing-in-on-social-commerce-with-shoppable-instagram-stories-and-snapchat-ads/. 17 June 2018.
Kelleher, K. (2010). How Facebook learned from MySpace’s mistakes. Fortune (online). Retrieved http://fortune.com/2010/11/19/how-facebook-learned-from-myspaces-mistakes/. 17 June 2018.
Kim, D. (2013). Under what conditions will social commerce business models survive? Electronic Commerce Research and Applications, 12(2), 69–77.
Leiner, B. M., Cerf, V. G., Clark, D. D., Kahn, R. E., Kleinrock, L., Lynch, D. C., Postel, J., Roberts, L. G., & Wolff, S. (1997). Brief history of the internet. Internet Society (online). Retrieved https://www.internetsociety.org/internet/history-internet/brief-history-internet/. 9 Jan 2018.
Liang, T.-P., & Turban, E. (2011). Introduction to the special issue social commerce: A research framework for social commerce. International Journal of Electronic Commerce, 16(2), 5–14.
Liang, T.-P., Ho, Y.-T., Li, Y.-W., & Turban, E. (2011). What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16, 69–90.
Lin, X., Li, Y., & Wang, X. (2017). Social commerce research: Definition, research themes and the trends. International Journal of Information Management, 37, 190–121.
LinkedIn. (2015). History of LinkedIn. LinkedIn (online). Retrieved https://ourstory.linkedin.com/. 16 June 2018.
Maina, A. (2018). 20 popular social media sites right now. SmallBizTrends (online). Retrieved https://smallbiztrends.com/2016/05/popular-social-media-sites.html. 16 June 2018.
NPR. (2009). MySpace: Still the musician’s friend. NPR (online). Retrieved https://www.npr.org/2009/12/24/121834479/myspace-still-the-musicians-friend. 16 June 2018.
Olenski, S. (2015). The evolution of e-Commerce. Forbes (online). Retrieved https://www.forbes.com/sites/steveolenski/2015/12/29/the-evolution-of-ecommerce/. 8 Mar 2018.
Pinterest. (2018). Pinterest ad formats. Retrieved https://business.pinterest.com/en/pinterest-ad-formats. 25 June 2018.
Reeves, J. (2017). Opinion: 2018 will be a big year for Twitter (and its stock). MarketWatch (online). Retrieved https://www.marketwatch.com/story/2018-will-be-a-big-year-for-twitter-and-its-stock-2017-11-21. 16 June 2018.
Shen, J., & Eder, L. B. (2011). An examination of factors associated with user acceptance of social shopping websites. International Journal of Technology and Human Interaction, 7(1), 19–36.
SimilarWeb. (2017). Studivz. SimilarWeb (online). Retrieved https://www.similarweb.com/website/studivz.net. 16 June 2018.
Smith, C.L. (2014). Ellen DeGeneres’ Oscars selfie beats Obama retweet record on Twitter. The Guardian (online), retrieved: https://www.theguardian.com/film/2014/mar/03/ellen-degeneres-selfie-retweet-obama, 29/12/2018
Smith, C. L. (2015). Ellen DeGeneres’ Oscars selfie beats Obama retweet record on Twitter. The Guardian (online). Retrieved https://www.theguardian.com/film/2014/mar/03/ellen-degeneres-selfie-retweet-obama. 16 June 2018.
Statista. (2018a). Active social network penetration in selected countries as of January 2018. Statista (online). Retrieved https://www.statista.com/statistics/282846/regular-social-networking-usage-penetration-worldwide-by-country/. 16 June 2018.
Statista. (2018b). Statistiken zu Pinterest. Statista (online). Retrieved https://de.statista.com/themen/1996/pinterest/. 25 June 2018.
Statista. (2018c). Statistiken zu Instagram. Statista (online). Retrieved https://de.statista.com/themen/2506/instagram/. 25 June 2018.
Taylor, D., & Pentina, I. (2017). Guest editorial. Journal of Product & Brand Management, 26(4), 341.
Telegraph. (2015). Lots of Facebook friends? Doesn’t mean you’re popular. Telegraph (online). Retrieved https://www.telegraph.co.uk/news/health/11518601/Lots-of-Facebook-friends-Doesnt-mean-youre-popular.html. 16 June 2018.
Wallis, L. (2014). Why it pays to complain via Twitter. BBC (online). Retrieved https://www.bbc.co.uk/news/business-27381699. 17 June 2018.
Wu, Y. C. J., Shen, J. P., & Chang, C. L. (2015). Electronic service quality on Facebook social commerce and collaborative learning. Computer in Human Behaviour, 51(Part B), 1395–1402.
Yamakami, T. (2014). A view model of social commerce: The building blocks of next-generation e-Commerce. International Symposium on Communications and Information Technology, 284–288.
Young, R., Tully, M., & Dalrymple, K. E. (2018). #Engagement: Use of Twitter chats to construct nominal participatory spaces during health crisis. Information, Communication & Society, 21(4), 499–515.
Carroll, N. (2017). Online retailing – UK – July 2017. Mintel. Available at: http://academic.mintel.com/display/793487/. Accessed 22 Aug 2017.
Clendaniel, M. (2007). Get a life. Good. Available at: https://www.good.is/articles/get-a-life. Accessed 29 June 2018.
Duranske, S. (2007). Harvard extension class on virtual law offers lectures in Second Life. Virtually Blind. Available at: http://virtuallyblind.com/2007/11/17/harvard-extension-second-life/. Accessed 27 June 2018.
Gandhi, S. (2010). IBM dives into Second Life. IBM DeveloperWorks. Available at: https://www.ibm.com/developerworks/library/os-social-secondlife/index.html. Accessed 28 June 2018.
Gilmartin, M. (2003). Can technology shares bounce back? BBC News. Available at: http://news.bbc.co.uk/1/hi/business/2941104.stm. Accessed 3 Apr 2014.
Google. (2018a). Search trends (UK) 01/01/04–29/06/18: Second Life, Twitter, Pinterest, Instagram and Myspace. Google Trends. Available at: https://trends.google.com/trends/explore?date=2004-01-012018-06-29&geo=GB&q=%22SecondLife%22,MySpace,Twitter,Pinterest,Instagram. Accessed 29 June 2018.
Google. (2018b). Search trends (Germany) 01/01/04–29/06/18: Second Life, Twitter, Pinterest, Instagram and Myspace. Google Trends. Available at: https://trends.google.com/trends/explore?date=2004-01-012018-06-29&geo=DE&q=%22SecondLife%22,MySpace,Twitter,Pinterest,Instagram. Accessed 29 June 2018.
Howell, J. (2013). Whatever happened to Second Life? BBC News. Available at: http://www.bbc.co.uk/news/business-23000809. Accessed 22 May 2014.
IBM. (2016). SPSS. IBM, Endicott. Available at: http://www-01.ibm.com/software/uk/analytics/spss/
Jin, S.-A. A., & Bolebruch, J. (2010). Virtual commerce (v-Commerce) in Second Life: The roles of physical presence and brand-self connection. Journal of Virtual Worlds Research, 2(4), 1–12.
Joh, E., & Mars, R. (2018). President Twitter and the first amendment. What Trump can teach us about con law. Available at: https://itunes.apple.com/gb/podcast/23-president-twitter-and-the-first-amendment/id1242537529?i=1000413317339&mt=2. Accessed 28 June 2018.
Kaplan, A. M., & Haenlein, M. (2009). The fairyland of Second Life: Virtual social worlds and how to use them. Business Horizons, 52(6), 563–572.
Kawamoto, D. (2010). ‘Second Life’ owner Linden lab to lay off 30% of its workers. AOL. Available at: https://www.aol.com/2010/06/09/second-life-owner-linden-lab-to-lay-off-30-of-its-workers/. Accessed 28 June 2018.
Keen, A. (2007). The cult of the amateur. London: Nicholas Brealey.
Keen, A. (2012). Digital vertigo: How today’s online social revolution is dividing, diminishing and disorienting us. Seattle: Kindle/Constable.
Knapp, M. L. (1978). Social intercourse: From greeting to goodbye. Boston: Allyn and Bacon.
Korolov, M. (2015). Second Life GDP totals $500 million. Hypergrid Business. Available at: https://www.hypergridbusiness.com/2015/11/second-life-gdp-totals-500-million/. Accessed 29 June 2018.
Mann, J. (2007). MySpace speaks about Samy Kamkar’s sentencing. Techspot. Available at: https://www.techspot.com/news/24226-myspace-speaks-about-samy-kamkars-sentencing.html. Accessed 28 June 2018.
Metz, C. (2007). Second Life will dwarf the web in ten years. The Register. Available at: https://www.theregister.co.uk/2007/08/01/second_life_to_dwarf_web_in_ten_years/. Accessed 28 June 2018.
Newitz, A. (2006). Your Second Life is ready. Popular Science Magazine. Available at: https://web.archive.org/web/20061116064009/http://www.popsci.com/popsci/technology/7ba1af8f3812d010vgnvcm1000004eecbccdrcrd/3.html. Accessed 28 June 2018.
R Core Team. (2018). R: A language and environment for statistical computing. R Foundation for Statistical Computing, Vienna. Available at: https://www.r-project.org
Reiss, S. (2005). Virtual economics. MIT Technology Review. Available at: https://www.technologyreview.com/s/404979/virtual-economics/. Accessed 28 June 2018.
Rogers, E. M. (2003). Diffusion of innovations, diffusion of innovations (5th ed.). New York: Free Press.
Rose, F. (2007). How Madison Avenue is wasting millions on a deserted Second Life. Wired. Available at: https://www.wired.com/2007/07/ff-sheep/. Accessed 29 June 2018.
Shiao, D. (2009). IBM’s Second Life ROI: The headline beneath the headline. It’s all virtual. Available at: https://allvirtual.me/2009/03/04/ibms-second-life-roi-the-headline-beneath-the-headline/. Accessed 28 June 2018.
Song, I., Larose, R., Eastin, M. S., & Lin, C. A. (2004). Internet gratifications and internet addiction: On the uses and abuses of new media. CyberPsychology & Behavior, 7(4), 384–394.
Statista. (2018). Most popular Apple App Store categories in May 2018, by share of available apps. Statista. Available at: https://www.statista.com/statistics/270291/popular-categories-in-the-app-store/. Accessed 28 June 2018.
Stevens, A. (2016). Alibaba offers VR shopping. CNN. Available at: https://edition.cnn.com/videos/world/2016/11/28/alibaba-vr-shopping-stevens-pkg.cnn. Accessed 29 June 2018.
United Nations. (2017). GDP and its breakdown at current prices in US dollars. Available at: http://unstats.un.org/unsd/snaama/dnltransfer.asp?fID=2
Warburton, S. (2009). Second Life in higher education: Assessing the potential for and the barriers to deploying virtual worlds in learning and teaching. British Journal of Educational Technology, 40(3), 414–426.
Editors and Affiliations
© 2019 The Author(s)
About this chapter
Cite this chapter
Henninger, C.E., Bürklin, N., Parker, C.J. (2019). Social Media’s Evolution in S-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_2
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-030-03616-4
Online ISBN: 978-3-030-03617-1