Social media’s evolution in s-commerce

Claudia E. Henninger; Nina Bürklin; Christopher J. Parker

doi:10.1007/978-3-030-03617-1_2

Social media’s evolution in s-commerce

Claudia E. Henninger, Nina Bürklin, Christopher J. Parker

Fashion Business Technology

Ludwig-Maximilians-Universitat Munchen

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

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.

Original language	English
Title of host publication	Social commerce
Subtitle of host publication	consumer behaviour in online environments
Editors	Rosy Boardman, Marta Blazquez, Claudia E. Henninger, Daniella Ryding
Place of Publication	Cham
Publisher	Palgrave Macmillan Ltd
Chapter	2
Pages	17-41
Number of pages	25
ISBN (Electronic)	9783030036171
ISBN (Print)	9783030036164
DOIs	https://doi.org/10.1007/978-3-030-03617-1_2
Publication status	Published - 2019

Access to Document

10.1007/978-3-030-03617-1_2

Cite this

@inbook{b3b2280ef66e40c591505cbc90bf2630,

title = "Social media{\textquoteright}s evolution in s-commerce",

abstract = "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{\textquoteright}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.",

author = "Henninger, {Claudia E.} and Nina B{\"u}rklin and Parker, {Christopher J.}",

year = "2019",

doi = "10.1007/978-3-030-03617-1_2",

language = "English",

isbn = "9783030036164",

pages = "17--41",

editor = "Rosy Boardman and Marta Blazquez and Henninger, {Claudia E.} and Daniella Ryding",

booktitle = "Social commerce",

publisher = "Palgrave Macmillan Ltd",

address = "United Kingdom",

}

Social media’s evolution in s-commerce. / Henninger, Claudia E.; Bürklin, Nina; Parker, Christopher J.
Social commerce: consumer behaviour in online environments. ed. / Rosy Boardman; Marta Blazquez; Claudia E. Henninger; Daniella Ryding. Cham: Palgrave Macmillan Ltd, 2019. p. 17-41.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

TY - CHAP

T1 - Social media’s evolution in s-commerce

AU - Henninger, Claudia E.

AU - Bürklin, Nina

AU - Parker, Christopher J.

PY - 2019

Y1 - 2019

N2 - 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.

AB - 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.

UR - http://www.scopus.com/inward/record.url?scp=85064816125&partnerID=8YFLogxK

U2 - 10.1007/978-3-030-03617-1_2

DO - 10.1007/978-3-030-03617-1_2

M3 - Chapter

AN - SCOPUS:85064816125

SN - 9783030036164

SP - 17

EP - 41

BT - Social commerce

A2 - Boardman, Rosy

A2 - Blazquez, Marta

A2 - Henninger, Claudia E.

A2 - Ryding, Daniella

PB - Palgrave Macmillan Ltd

CY - Cham

ER -

Social media’s evolution in s-commerce

Abstract

Access to Document

Other files and links

Fingerprint

Cite this