Social Commerce: A Contingency Framework for Assessing Marketing Potential

Manjit Yadav, Kristine de Valck (), Thorsten Henning-Thurau, Donna Hoffman () and Martin Spann
Additional contact information
Manjit Yadav: Mays Business School - Texas A&M University [College Station]
Kristine de Valck: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique
Thorsten Henning-Thurau: Department of marketing and media research - WWU - Westfälische Wilhelms-Universität Münster = University of Münster
Donna Hoffman: George Washington University School of Business

Post-Print from HAL

Abstract: A key issue for marketers resulting from the dramatic rise of social media is how it can be leveraged to generate value for firms. Whereas the importance of social media for brand management and customer relationship management is widely recognized, it is unclear whether social media can also help companies market and sell products. Extant discussions of social commerce present a variety of perspectives, but the core issue remains unresolved. This paper aims to make two contributions. First, to address the lack of clarity in the literature regarding the meaning and domain of social commerce, the paper offers a definition stemming from important research streams in marketing. This definition allows for both a broad (covering all steps of the consumer decision process) and a narrow (focusing on the purchase act itself) construal of social commerce. Second, we build on this definition and develop a contingency framework for assessing the marketing potential that social commerce has to offer to firms. Implications for researchers and managers, based on the proposed definition and framework, are also discussed.

Keywords: Social commerce; Social media; Social networks; Online communities; Consumer decision process; Facebook; F-commerce; Digital marketing strategy (search for similar items in EconPapers)
Date: 2013-11-01
References: Add references at CitEc
Citations: View citations in EconPapers (60)

Published in Journal of Interactive Marketing, 2013, 27 (4), pp.311-323. ⟨10.1016/j.intmar.2013.09.001⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
Journal Article: Social Commerce: A Contingency Framework for Assessing Marketing Potential (2013)
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00907919

DOI: 10.1016/j.intmar.2013.09.001

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().