Facebook Commerce (F-Commerce) and French Women: A Gender Perspective

Maria Mercanti-Guérin ()
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Maria Mercanti-Guérin: IAE Paris - Sorbonne Business School

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Abstract: The objective of this exploratory research is to investigate a mode of purchasing, social commerce and its main target, e-shoppers. Social commerce can take different forms: F-commerce, grouped purchases or discounts. Nevertheless, the best way to monetize social media remains the possibility to incite Internet users to promote the products or promotions obtained by their friends. Recommendations coming from friends are the main lever to create interactions between consumers, interactions centered on the purchase. However, many questions remain unanswered, especially regarding social acceptance and the real effectiveness of this type of promotion. In one study conducted on the "La Redoute" brand, we examined the extent to which our sample of women is likely to accept social shopping and, in particular, the product or service recommendations of their friends on their wall.

Keywords: F-commerce; Facebook Commerce; recommendations; branding; routes of persuasion; social commerce (search for similar items in EconPapers)
Date: 2021
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Published in European Journal of Economics and Business Studies, 2021, 7 (1), pp.32-41. ⟨10.5281/zenodo.5038102⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03204816

DOI: 10.5281/zenodo.5038102

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