Book

Social commerce : consumer behaviour in online environments

Boardman, Rosy, editor, Blazquez, Marta, editor, Henninger, Claudia E., editor, Ryding, Daniella, editor

Overview

This 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.

• Publisher: Palgrave Macmillan
• Subject: Internet marketing Social aspects. / Consumer behavior. / Electronic commerce.
• ISBN: 3030036162, 9783030036164

Item info:

1 item available

1 item total in all locations

Holdings :

Call Number	Copies	Material	Location
HF5548.32.S632 2019	1	BOOK	AUTOSTORE