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Social Commerce

Consumer Behaviour in Online Environments

Format: Hardback
Publisher: Springer Nature Switzerland AG, Cham, Switzerland
Published: 6th Mar 2019
Dimensions: w 148mm h 210mm d 24mm
Weight: 637g
ISBN-10: 3030036162
ISBN-13: 9783030036164
Barcode No: 9783030036164
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Synopsis
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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