Skip to main content
SpringerLink
Log in

Moments of Truth in Social Commerce Customer Journey: A Literature Review

  • Conference paper
  • First Online:
Advances in Digital Marketing and eCommerce (DMEC 2021)

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Included in the following conference series:

Abstract

Companies should know their customers, and more than simply the market expectations, managers should track consumers’ experiences, particularly the interactions they have in the online environment. The understanding of the user experience allows the design of strategic touchpoints, through digital media techniques. Considering the growing importance of digital transactions through social networks, this chapter consists on a review of academic literature about online customer journey in social commerce platforms, in order to inform readers about the metrics used to identify the moments of truth and possible obstacles that compromise the online experience and consequently sales conversion.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 139.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 179.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 179.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Adamson, A.P.: Brand Digital. Palgrave MacMillan, New York (2008)

    Google Scholar 

  • Barreto, A.M.: The word-of-mouth phenomenon in the social media era. Int. J. Mark. Res. 56(5), 631–654 (2014)

    Article  Google Scholar 

  • Bourne, M., Kennerley, M., Franco-Santos, M.: Managing through measures: a study of impact on performance. J. Manuf. Technol. Manage. 16(4), 373–395 (2005)

    Article  Google Scholar 

  • Cao, L., Li, L.: The impact of cross-channel integration on retailers’ sales growth. J. Retail. 91(2), 198–216 (2015)

    Article  Google Scholar 

  • Chaffey, D., Patron, M.: From web analytics to digital marketing optimization: Increasing the commercial value of digital analytics. J. Dir. Data Digital Mark. Pract. 14(1), 30–45 (2012)

    Article  Google Scholar 

  • Chen, Y., Wang, Q., Xie, J.: Online social interactions: a natural experiment on word of mouth versus observational learning. J. Mark. Res. 48(2), 238–254 (2011)

    Article  Google Scholar 

  • Costa, T., Casais, B.: Social Media and E-commerce: a study on motivations for sharing content from E-commerce websites. In: Alavi, S., Ahuja, V. (eds.) Managing Social Media Practices in the Digital Economy, Chapter 6, pp. 121–149. IGI Global (2020)

    Google Scholar 

  • Edelman, D.C., Singer, M.: Competing on customer journeys. Harvard Bus. Rev. 93(1), 88–100 (2015)

    Google Scholar 

  • Fagan, J.: The suitability of web analytics key performance indicators in the academic library environment. J. Acad. Libr. 40(1), 25–34 (2013)

    Article  Google Scholar 

  • Featherman, M.S., Hajli, N.: Self-service technologies and e-services risks in social commerce era. J. Bus. Ethics 139, 1–19 (2015)

    Google Scholar 

  • Hajli, N., Lin, X.: Exploring the security of information sharing on social networking sites: the role of perceived control of information. J. Bus. Ethics 133, 1–13 (2014)

    Google Scholar 

  • Hajli, N., Lin, X., Featherman, M., Wang, Y.: Social word of mouth: How trust develops in the market. Int. J. Mark. Res. 56(5), 673–689 (2014)

    Article  Google Scholar 

  • Homburg, C., Jozić, D., Kuehnl, C.: Customer experience management: toward implementing an evolving marketing concept. J. Acad. Mark. Sci. 45(3), 377–401 (2017)

    Article  Google Scholar 

  • Jansen, B.J.: Understanding user—web interactions via web analytics. In: Marchionini, G. (ed.) Morgan-Claypool lecture series. San Rafael, Morgan-Claypool (2009)

    Google Scholar 

  • Jones, K., Leonard, L.N.K.: Trust in consumer-to-consumer electronic commerce. Inform. Manage. 45(2), 88–95 (2008)

    Article  Google Scholar 

  • Kaiser, S., Müller-Seitz, G.: Leveraging lead user knowledge in software development: the case of weblog technology. Ind. Innov. 15(2), 199–221 (2008)

    Article  Google Scholar 

  • Kim, S., Park, H.: Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. Int. J. Inform. Manage. 33(2), 318–332 (2013)

    Article  Google Scholar 

  • Lemon, K.N., Verhoef, P.C.: Understanding customer experience throughout the customer journey. J. Mark. 80(6), 69–96 (2016)

    Article  Google Scholar 

  • Liang, P., Turban, E.: Introduction to the special issue social commerce: a research framework for social commerce. Int. J. Electron. Commer. 16(2), 5–14 (2011)

    Article  Google Scholar 

  • Lu, B., Fan, W., Zhou, M.: Social presence, trust, and social commerce purchase intention: an empirical research. Comput. Hum. Behav. 56, 225–237 (2016)

    Article  Google Scholar 

  • Neumeier, M.: The Brand Flip. New Riders, San Francisco (2016)

    Google Scholar 

  • Norton, D.W., Pine II, B.J.: Using the customer journey to road test and refine the business model. Strateg. Leadersh. 41(2), 12–17 (2013)

    Article  Google Scholar 

  • Nwaizugbo, I., Ifeanyichukwu, C.: Understanding consumers behaviour towards online shopping. Int. J. Sales, Retail. Mark. 5, 28–37 (2016)

    Google Scholar 

  • Patrício, L., Fisk, R.P., Falcão, J.: Designing multi-interface service experiences: the service experience blueprint. J. Serv. Res. 10(4), 318–334 (2008)

    Article  Google Scholar 

  • Pavlou, P.A.: Consumer acceptance of electronic commerce: integrating trust and risk with the technology acceptance model. Int. J. Electron. Commer. 7(3), 101–134 (2003)

    Article  Google Scholar 

  • Rawson, A., Duncan, E., Jones, C.: The truth about customer experience. Harvard Bus. Rev. 91(11), 26 (2013)

    Google Scholar 

  • Richardson, A.: Using customer journey maps to improve customer experience. Harvard Bus. Rev. 3 (2010)

    Google Scholar 

  • Russell, M.: A call for creativity in new metrics for liquid media. J. Interact. Adv. 9(2), 44–61 (2010)

    Google Scholar 

  • Seggie, S., Cavusgil, E., Phelan, S.: Measurement of return on marketing investment: a conceptual framework and the future of marketing metrics. Ind. Mark. Manage. 36(6), 834–841 (2007)

    Article  Google Scholar 

  • Stewart, D.: Marketing accountability: linking marketing actions to financial results. J. Bus. Res. 62(6), 636–643 (2009)

    Article  Google Scholar 

  • Verhoef, C.P., Kooge, E., Walk, N.: Creating Value with Big Data Analytics: Making Smarter Marketing Decisions. Routledge, New York (2016)

    Book  Google Scholar 

  • Verleye, K.: The co-creation experience from the customer perspective: its measurement and determinants. J. Serv. Manage. 26(2), 321–342 (2015)

    Article  Google Scholar 

  • Wang, C., Zhang, P.: The evolution of social commerce: the people, management, technology, and information dimensions. Commun. Assoc. Inform. Syst. 31(1), 105–127 (2012)

    Google Scholar 

  • Welling, R., White, L.: Web site performance measurement: promise and reality. Manag. Serv. Qual. 16(6), 654–670 (2006)

    Article  Google Scholar 

  • Yadav, M.S., de Valck, K., Hennig-Thurau, T., Hoffman, D.L., Spann, M.: Social commerce: a contingency framework for assessing marketing potential. J. Interact. Mark. 27(4), 311–323 (2013)

    Article  Google Scholar 

  • Zhang, K.Z.K., Benyoucef, M.: Consumer behavior in social commerce: a literature review. Decis. Support Syst. 86(C), 95–108 (2016)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. IPAM, Porto, Portugal

    Letícia Terra

  2. School of Economics and Management, University of Minho, Braga, Portugal

    Beatriz Casais

Authors
  1. Letícia Terra
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Beatriz Casais
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Beatriz Casais .

Editor information

Editors and Affiliations

  1. Department of Business Administration 1, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. ESADE Business & Law School, Barcelona, Spain

    David López López

Rights and permissions

Reprints and permissions

Copyright information

© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Terra, L., Casais, B. (2021). Moments of Truth in Social Commerce Customer Journey: A Literature Review. In: Martínez-López, F.J., López López, D. (eds) Advances in Digital Marketing and eCommerce. DMEC 2021. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-76520-0_24

Download citation

Publish with us

Policies and ethics

Search

Navigation