Cultural Considerations in Social Commerce: The Differences and Potential Opportunities in China

Yao Yao (), Rosy Boardman () and Delia Vazquez ()
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Yao Yao: University of Manchester
Rosy Boardman: University of Manchester
Delia Vazquez: University of Manchester

Chapter 3 in Social Commerce, 2019, pp 43-58 from Springer

Abstract: Abstract Social media has been widely adopted by retailers and consumers, completely changing the nature of communication between them (Shi et al. 2016). However, there is a lack of understanding about social commerce (s-commerce) due to its early stage of development, particularly in terms of different markets and cultures. Consumers from different cultures may react differently to the same content delivered by retailers on social media, and so a type of behaviour observed in one country may not be generalisable to others. Therefore, a review of the impact of culture on social media and s-commerce is necessary, which this chapter provides, specifically focusing on the Chinese market.

Date: 2019
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DOI: 10.1007/978-3-030-03617-1_3

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