Social Media’s Evolution in S-commerce

Claudia E. Henninger (), Nina Bürklin () and Christopher J. Parker ()
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Claudia E. Henninger: University of Manchester
Nina Bürklin: Institute for Marketing, Ludwig-Maximilians-University
Christopher J. Parker: Loughborough University

Chapter 2 in Social Commerce, 2019, pp 17-41 from Springer

Abstract: Abstract To increase the effectiveness of social commerce (s-commerce) in marketing and retail, the way corporations engage in social media for promotion needs addressing. The emergence of Web 2.0 has changed the way businesses run, moving away from only using a bricks-and-mortar setting to creating a complex web of platforms that showcase products from every market sector. This chapter seeks to challenge the reader as key questions on social media’s use in an s-commerce context are raised. It contributes to current research by exploring key features of social media platforms related to s-commerce and providing a country comparison between the UK and Germany. As such, this chapter highlights which platforms stay dominant in these two economies alongside key features of their success and failure.

Date: 2019
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DOI: 10.1007/978-3-030-03617-1_2

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