The Historical Development of Social Commerce

Nina Bürklin (), Claudia E. Henninger () and Rosy Boardman ()
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Nina Bürklin: Institute for Marketing, Ludwig-Maximilians-University
Claudia E. Henninger: University of Manchester
Rosy Boardman: University of Manchester

Chapter 1 in Social Commerce, 2019, pp 1-16 from Springer

Abstract: Abstract Despite its increasing relevance in academia and business, the concept of social commerce (s-commerce) still remains under-investigated in a marketing context. While its roots can be traced back to the late 1990s, the explosive growth of s-commerce started only a decade ago. Until today, most empirical research is related to information technology. This chapter is based on a literature review with the goal of depicting the historical development of s-commerce and deriving implications for marketing managers today. Analysing literature from the areas of computer sciences, information technology, marketing, and communications led to a holistic view on its progress over time. Implications for the strategic use of s-commerce are provided, for example, the integration of customers in online communications or the strategic use of user-generated content.

Date: 2019
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DOI: 10.1007/978-3-030-03617-1_1

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