The power of social content: Transforming digital commerce

Liz Griffin
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Liz Griffin: Bazaarvoice, Inc., USA

Journal of Digital & Social Media Marketing, 2024, vol. 12, issue 2, 129-140

Abstract: In the rapidly evolving digital landscape, brands must adopt innovative strategies to stay competitive and engage effectively with their target audiences. Social content, traditionally confined to social media platforms, has proven to be a powerful tool for brand awareness, customer engagement and driving sales. However, to fully harness its potential, brands must integrate social content across the entire marketing funnel. This approach not only enhances customer experience but also leads to significantly better commercial performance. This paper explores the importance of utilising social content throughout the marketing funnel, discusses different types of social content, examines how content can be made shoppable and provides robust evidence that brands employing this strategy outperform those that do not.

Keywords: social shopping; UGC; social commerce; e-commerce; shoppable social content (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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