Social Commerce: Consumer Behaviour in Online Environments

This timely edited collection offers a multidisciplinary perspective on social commerce, a phenomenon that has gained increasing interest over the last 8 years. Investigating how social media can be used to generate value for brands beyond customer relationship purposes, the skilled authors explore how social media users co-create value for businesses, influence other consumers and generate electronic word-of-mouth (eWOM). Providing insights from practitioners and academics, this book goes further than simply exploring e-commerce and social media, and addresses the real relevance of social commerce in today's business landscape. With a selection of contemporary case studies and a Foreword written by Inthefrow's creator, Victoria Magrath, Social Commerce will be an engaging read for those studying consumer behaviour, online marketing, and e-commerce.

• Format: Hardcover
• Language: English
• ISBN: 3030036162
• ISBN13: 9783030036164
• Release Date: March 2019
• Publisher: Palgrave MacMillan
• Length: 277 Pages
• Weight: 1.40 lbs.
• Dimensions: 0.9" x 5.8" x 8.3"