Successful Interaction with Digital Natives in Social Commerce: Theoretical and Explorative Analysis of Success Factors in the Customer-Customer-Communication

Erfolgreiche Interaktion mit Digital Natives im Social Commerce: Eine theoretische und explorative Analyse von Erfolgsfaktoren in der Kunden-Kunden-Kommunikation

Nikola Ziehe (nikola.ziehe@fh-duesseldorf.de) and Sarah Stevens
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Nikola Ziehe: Department of Economics of the Duesseldorf University of Applied Sciences
Sarah Stevens: Department of Economics of the Duesseldorf University of Applied Sciences

Duesseldorf Working Papers in Applied Management and Economics from Duesseldorf University of Applied Sciences

Abstract: The commercial spreading of the internet and with it the two-way communication between customers and companies as well as among customers poses a multitude of challenges for companies, particularly consumer goods manufacturers. Companies are confronted with the necessity to interact especially with the young people within society, the Digital Natives. All to often consumer goods manufacturers have to react immediately to already developed opinions and ideas in the internet, which can sometimes quickly spread to the traditional media. If this distributed information includes negative press, for example in the form of "Shit Storms", which may damage the companies image, then companies come under pressure to act swiftly. To ensure that companies will in the future be able to interact successfully, especially with digital natives, this paper offers an insight into psychographic characteristics and motivations Internet unse among digital natives. Later on theoretical explanations for the customer-customer-communication will be developed. Based on these results hypotheses will be modelled. Subsequently the hypotheses will be evaluated by experts and subjected to a best practice analysis. Furthermore, the spectrum of corporate action of consumer goods manufactures in interaction with digital natives will be shown. Finally, the six success factors for the interaction with consumers in social commerce will be represented graphically.

Keywords: Kunden-Kunden-Kommunikation; Erfolgsfaktoren; Social Commerce; Digital Natives; Interaktion; Customer-Customer-Communication; Success Factors; Social Commerce; Digital Natives; Interaktion (search for similar items in EconPapers)
JEL-codes: D70 O33 (search for similar items in EconPapers)
Pages: 62 pages
Date: 2012-09
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Published in Forschungsberichte des Fachbereichs Wirtschaft der Fachhochschule Duesseldorf, 2012,22 ; ISSN 1866-2722

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