This timely edited collection offers a multidisciplinary perspective on social commerce, a phenomenon that has gained increasing interest over the last 8 years. Investigating how social media can be used to generate value for brands beyond customer relationship purposes, the skilled authors explore how social media users co-create value for businesses, influence other consumers and generate electronic word-of-mouth (eWOM). Providing insights from practitioners and academics, this book goes further than simply exploring e-commerce and social media, and addresses the real relevance of social commerce in today's business landscape. With a selection of contemporary case studies and a Foreword written by Inthefrow's creator, Victoria Magrath, Social Commerce will be an engaging read for those studying consumer behaviour, online marketing, and e-commerce.

Autorentext

Rosy Boardman is a Lecturer of Fashion Business at the University of Manchester, UK. Having previously worked as a fashion buyer and a marketing assistant, Rosy's research revolves around online retailing, digital marketing and the use of technology in the retail industry.

Marta Blazquez is a Lecturer of Fashion Marketing at the University of Manchester, UK. She has 12 years of experience working in the advertising and PR industry for companies such as Leo Burnett and Young & Rubicam. Her research interests relate to omnichannel and experiential retail, the evolution of physical spaces and digital marketing. Marta is co-editor of Vintage Luxury Fashion (Palgrave, 2018).

Claudia E. Henninger is a Lecturer of Fashion Marketing Management at the University of Manchester, UK. Claudia is the Deputy Chair of the Academy of Marketing Sustainability SIG and is co-editor of Sustainability in Fashion (Palgrave, 2017) and Vintage Luxury Fashion (Palgrave, 2018)

Daniella Ryding is a Senior Lecturer of Fashion Marketing and Faculty Lead for the New Academics Programme in Science and Engineering at the University of Manchester, UK. Her research specialisms include complex cognition within different retailing contexts and strategic marketing developments within the global fashion industry. Daniella is co-editor of Sustainability in Fashion (Palgrave, 2017) and Vintage Luxury Fashion (Palgrave, 2018).

Inhalt

1. The Historical Development of Social Commerce; Nina Bürklin, Claudia E. Henninger and Rosy Boardman.- 2. Social Media's Evolution in S-commerce; Claudia E. Henninger, Nina Bürklin and Christopher J. Parker.- 3. Cultural Considerations in Social Commerce: The Differences and Potential Opportunities in China; Yao Yao, Rosy Boardman and Delia Vazquez.- 4. Personalised and Participative Branding through Fashion Blogging; Jenny Cheung, Delia Vazquez and Tony Conway.- 5. Video Killed the Radio Star: A Review of Social Commerce Music Platforms in Facilitating Production Dissemination; Neil Robinson, Crispin Dale and Alex Fenton.- 6. Exploring the Effects of Social Commerce on Consumers' Browsing Motivations and Purchase Intentions in the UK Fashion Industry; Marta Blazquez, Tianran Zhang, Rosy Boardman and Claudia E. Henninger.- 7. Attitudes towards Brands' Facebook Pages across Different Age Groups; Rosy Boardman.- 8. Unravelling a Mystery: Selling an Entrepreneurial Perspective through Instagram; Claudia E. Henninger, Xiaaoli Zhao and Aurelie Le Normand.- 9. Capturing the Moment on Instagram: The Case of Successful Storytelling in Huawei's S-commerce Campaign; Nina Bürklin and Katharina Faber.- 10. The Influence of Electronic Word of Mouth (eWOM) on Expatriate Workers Seeking Tourist Information: The Case of Saudi Arabia; Abrar Al Sharif and Ruth Marciniak.- 11. eWOM: The Rise of the Opinion Leaders; Shuang Zhou, Helen McCormick, Marta Blazquez and Liz Barnes.- 12. An Exploratory Investigation into the Consumer Use of WeChat to Engage with Luxury Fashion Brands; Noreen Siddiqui, Mike Mannion and Ruth Marciniak.- 13. Effects of Beauty Vloggers' eWOM and Sponsored Advertising on Weibo; Weifang Ding, Claudia E. Henninger, Marta Blazquez and Rosy Boardman.- 14. The Challenges and Future Opportunties of Social Commerce; Courtney Chimes, Rosy Boardman and Claudia E. Henninger.