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Social Commerce: Foundations, Social Marketing, and Advertising

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Part of the Springer Texts in Business and Economics book series (STBE)


Upon completion of this chapter, you will be able to:

  1. 1.

    Define social commerce and describe its roots and evolution.

  2. 2.

    Describe the scope, drivers, and content of the social commerce field.

  3. 3.

    Summarize the benefits and limitations of social commerce.

  4. 4.

    Describe the major models of social shopping.

  5. 5.

    Explain how advertising and promotions are conducted in social networking environments.

  6. 6.

    Describe how social networking can facilitate customer service, customer support, and CRM.

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Communal shopping (collaborative shopping) 

A method of shopping where shoppers enlist friends and other people they trust to advise them on what products to shop for.

Customer relationship management (CRM) 

A customer service approach that focuses on building long-term and sustainable customer relationships that adds value for both the customers and the merchants.

Enterprise 2.0 

“The use of social software platforms within companies, or between companies and their partners or customers.” McAfee (2009).

Geosocial networking 

Social networking with location awareness capabilities. This enables social networks to connect users with local businesses, people, or events.

Social business 

“A business that embraces networks of people to create business value” (IBM 2011).

Social commerce (SC) 

E-commerce transactions delivered via social media.

Social customers 

Customers who usually are members in social networks, do social shopping, and understand their shopper’s rights and how to use them to their advantage.

Social customer relationship management (SCRM, CRM 2.0) 

The delivery of CRM by using social media tools and platforms.

Social marketplace 

A marketplace that uses social media tools and platforms and acts as an online intermediary between buyers and sellers.

Social media marketing (SMM) 

The application of marketing communication and other marketing tools using social media.

Social shopping (sales 2.0) 

Online shopping with social media tools and platforms. It is about sharing shopping experiences with friends. Social shopping is the combination of social media and e-commerce.

Viral blogging 

Viral marketing done by bloggers.

Viral marketing 

Word-of-mouth (WOM) method by which people tell others (frequently their friends) about a product they like (or dislike).

Viral video 

Any video that is forwarded from a person to others, sometimes with a recommendation to watch it.

Virtual economy 

An emerging economy existing in several virtual worlds, where people exchange virtual goods frequently related to an Internet game or to a virtual business.

Virtual goods 

Computer images of real or imaginary goods.

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Turban, E., Whiteside, J., King, D., Outland, J. (2017). Social Commerce: Foundations, Social Marketing, and Advertising. In: Introduction to Electronic Commerce and Social Commerce. Springer Texts in Business and Economics. Springer, Cham.

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