Social Commerce

Consumer Behaviour in Online Environments

By: Claudia E. Henninger (Editor), Rosy Boardman (Editor), Marta Blazquez (Editor), Daniella Ryding (Editor)

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Hardcover | 6 March 2019

At a Glance

Hardcover
300 Pages

Dimensions(cm)
21.59 x 15.24 x 3.18

Hardcover

$249.00

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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.

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