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Social Commerce Preferences in Emerging Economy: An Analysis Using Multidimensional Scaling
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Social Commerce Preferences in Emerging Economy: An Analysis Using Multidimensional Scaling
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Journal Article
Social Commerce Preferences in Emerging Economy: An Analysis Using Multidimensional Scaling
2021
Overview
Selling and trading goods over the Internet is referred to as e-commerce. It has become convenient and this platform has redefined the conventional mode of purchasing goods and services. Besides, the active participation on social media makes it evident that there is indeed great scope for leveraging on this behavior in social commerce such as Facebook Marketplace, WhatsAppShop, LinkedIn Groups, InstagramforBusiness, etc. The purpose of the present study is to identify the social commerce preference among the youth in an emerging economy like India through word-of-mouth promotions, satisfaction that is also aligned to the Net Promoter Score (NPS) of the social commerce platforms, observing the placement of the four social commerce platforms using MDS technique, and identification of pain points they faced while having their social commerce experiences. As social commerce is expected to have the potential to overthrow e-retail in the future, the study holds major significance in the present market scenario.
Publisher
IUP Publications
