Overview
- Fills a gap in the market by exploring the relevance of social commerce beyond social media and e-commerce
- Includes a Foreword by Victoria Magrath, creator of fashion blog Inthefrow
- Offers 12 real-life applications of social commerce
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Table of contents (14 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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.
Editors and Affiliations
About the editors
Rosy Boardman is a Lecturer of Fashion Business at the University of Manchester, UK. Having previously worked as a fashion buyer and a marketing assistant, Rosy’s research revolves around online retailing, digital marketing and the use of technology in the retail industry.
Marta Blazquez is a Lecturer of Fashion Marketing at the University of Manchester, UK. She has 12 years of experience working in the advertising and PR industry for companies such as Leo Burnett and Young & Rubicam. Her research interests relate to omnichannel and experiential retail, the evolution of physical spaces and digital marketing. Marta is co-editor of Vintage Luxury Fashion (Palgrave, 2018).
Claudia E. Henninger is a Lecturer of Fashion Marketing Management at the University of Manchester, UK. Claudia is the Deputy Chair of the Academy of Marketing Sustainability SIG and is co-editor of Sustainability in Fashion (Palgrave, 2017) and Vintage Luxury Fashion (Palgrave, 2018)
Daniella Ryding is a Senior Lecturer of Fashion Marketing and Faculty Lead for the New Academics Programme in Science and Engineering at the University of Manchester, UK. Her research specialisms include complex cognition within different retailing contexts and strategic marketing developments within the global fashion industry. Daniella is co-editor of Sustainability in Fashion (Palgrave, 2017) and Vintage Luxury Fashion (Palgrave, 2018).
Bibliographic Information
Book Title: Social Commerce
Book Subtitle: Consumer Behaviour in Online Environments
Editors: Rosy Boardman, Marta Blazquez, Claudia E. Henninger, Daniella Ryding
DOI: https://doi.org/10.1007/978-3-030-03617-1
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2019
Hardcover ISBN: 978-3-030-03616-4Published: 06 March 2019
eBook ISBN: 978-3-030-03617-1Published: 22 February 2019
Edition Number: 1
Number of Pages: XXI, 277
Number of Illustrations: 15 b/w illustrations, 3 illustrations in colour
Topics: Consumer Behavior, Online Marketing/Social Media, Customer Relationship Management, e-Business/e-Commerce, e-Commerce/e-business