Social Commerce as a Value Driver—Opportunities and Limitations of Direct Sales

Franziska Niemann ()
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Franziska Niemann: University Fresenius Cologne

A chapter in Digital Management in Covid-19 Pandemic and Post-Pandemic Times, 2023, pp 79-86 from Springer

Abstract: Abstract Social platforms are no longer exclusively about connecting users. More and more companies realize the potential of using social media as a marketing channel and interacting with their target groups. It has never been easier to spread advertising messages, attract attention for a brand, and obtain immediate feedback. Social media platforms become accessible storefronts putting traditional shopping structures to the shade. With the success of using social platforms as an additional sales channel, a new form of e-commerce is emerging—social commerce.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-20148-6_8

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DOI: 10.1007/978-3-031-20148-6_8

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