Social commerce: marketing, technology and management
Gespeichert in:
| Beteiligte Personen: | , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Cham ; Heidelberg ; New York ; Dordrecht ; London
Springer International Publishing
[2016]
|
| Schriftenreihe: | Springer texts in business and economics
|
| Schlagwörter: | |
| Links: | http://deposit.dnb.de/cgi-bin/dokserv?id=5165030&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028621787&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | xxi, 320 Seiten Illustrationen, Diagramme |
| ISBN: | 9783319170275 3319170279 |
Internformat
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| 245 | 1 | 0 | |a Social commerce |b marketing, technology and management |c Efraim Turba, Judy Straus, Linda Lai |
| 264 | 1 | |a Cham ; Heidelberg ; New York ; Dordrecht ; London |b Springer International Publishing |c [2016] | |
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| 650 | 0 | 7 | |a Electronic Commerce |0 (DE-588)4592128-3 |2 gnd |9 rswk-swf |
| 653 | |a Upper undergraduate | ||
| 653 | |a KJT | ||
| 653 | |a Social Commerce | ||
| 653 | |a Social Media | ||
| 653 | |a Social Network | ||
| 653 | |a Social Enterprise | ||
| 653 | |a Facebook Commerce | ||
| 653 | |a F-Commerce | ||
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Datensatz im Suchindex
| _version_ | 1819294311631552512 |
|---|---|
| adam_text | Contents
Part I The Foundations
1 Introduction to Social Commerce................................................ 3
Opening Case: Starbucks Goes Social........................................ 3
1.1 Social Computing and the Social Web................................... 5
Social Computing...................................................... 5
The Social Web.......................................................... 6
Some Interesting Statistics About the Social Web and Social Media..... 6
1.2 Fundamentals of Web 2,0 and Social Media.............................. 7
What Is Web 2.0?...................................................... 7
What Is Social Media?..................................................... 8
1.3 Social Commerce: Definitions and Evolution............................ 8
Definitions and Characteristics........................................... 8
The Evolution of Social Commerce...................................... 9
1.4 The Content of the Social Commerce Field.............................. 10
The Landscape and Major Components of the Field....................... 10
Social Media Marketing................................................ 11
Enterprise 2.0......................................................... 12
1.5 The Benefits and Limitations of Social Commerce....................... 13
Benefits to Customers.................................................... 14
Benefits to Retailers.................................................... 14
Benefits to Other Types of Enterprises................................... 14
The Social Business: An IBM Approach.................................. 15
New or Improved Business Models....................................... 15
Concerns and Limitations of Conducting Social Commerce................ 16
1.6 The Process of Conducting Social Commerce and Suggested
Research Topics....................................................... 16
The Process of Conducting Social Commerce............................. 16
Illustrative Research Issues........................................... 17
1.7 The Content and Organization of the Book.............................. 18
Summary.................................................................... 18
References.................................................................... 21
2 Tools and Platforms for Social Commerce.................................... 23
Opening Case: Pinterest—An Innovative Social Commerce Platform............. 23
2.1 Social Media: The Basics................................................. 26
Social Media: Many Definitions........................................... 26
The Landscape of Social Media.......................................... 27
2.2 Web 2.0 and Its Major Characteristics.................................... 29
Representative Characteristics of Web 2.0................................ 29
User-Generated Content................................................... 29
XIII
XIV
Contents
2.3 The Major Social Media Tools: From Blogs and Microblogs
to Wikis and Support Technologies.................................... 30
Blog (Web Log)....................................................... 30
Microblogging and Twitter............................................ 31
Wikis................................................................ 32
Other Useful Tools and Apps.......................................... 32
2.4 Social Networks and Social Networking Sites and Services............. 33
Social Network Services (Sites)...................................... 33
The Major Capabilities and Services Provided by Social Network Sites. 35
Business-Oriented Social Networks.................................... 35
Enterprise Social Networks........................................... 36
2.5 Mobile Social Commerce............................................... 36
Mobile Social Networking............................................. 36
2.6 Crowdsourcing and Crowdfunding: An Introduction...................... 37
Crowdsourcing........................................................ 37
Crowdfunding......................................................... 39
2.7 Virtual Worlds as a Social Commerce Platform......................... 39
Major Features....................................................... 39
Avatars.............................................................. 39
Summary................................................................... 40
References................................................................ 43
3 Supporting Theories and Concepts for Social Commerce....................... 47
Opening Case: Netflix Increases Sales Using Movie Recommendations
by Customers.............................................................. 47
3.1 Learning About Online Consumer Behavior.............................. 49
A Model of Consumer Behavior......................................... 50
The Major Influential Factors........................................ 51
3.2 The Consumer Purchasing-Decision Process............................. 52
Generic Purchasing Decision-Making Phases:
A Managerial Decision-Making Approach................................ 52
The Consumer Brand Decision-Making Process Models.................... 53
The AIDA Model....................................................... 53
Consumer Behavior in Social Media and Commerce....................... 55
3.3 Personalization and Behavioral Marketing............................. 55
Personalization in Social Commerce................................... 55
Behavioral Targeting and Collaborative Filtering..................... 56
3.4 Word of Mouth in Social Commerce..................................... 57
What Is Word of Mouth (WOM)?......................................... 58
Using Word of Mouth in Social Commerce............................... 58
The Power of WOM..................................................... 58
The Major Types of WOM............................................... 59
Viral Marketing and Social Networking................................ 59
3.5 Consumer Engagement in Social Commerce............................... 60
Engagement in Social Commerce........................................ 60
Case 3.1 How Whole Foods Engages Its Customers....................... 61
Facebook Presence.................................................... 62
Engagement on Twitter and by Blogging................................ 62
Why Engagement....................................................... 62
3.6 Social Psychology Theories, Social Network Analysis,
and the Social Graph................................................. 63
Social Psychology and Social Commerce................................ 63
Social Network Theory and Analysis................................... 64
The Social Graph..................................................... 65
Contents XV
3.7 Social Influence, Social Capital, and Social Support.................. 66
Social Influence...................................................... 66
Social Capital in Social Commerce..................................... 66
Social Support in Online Communities.................................. 67
Summary.................................................................... 67
References................................................................. 70
Part II Social Media Marketing
4 Marketing Communications in Social Media................................... 75
Opening Case: Johnson Johnson Uses New Media Marketing.................. 75
4.1 Getting Started with Social Media Promotions.......................... 78
Listening to Customers................................................ 78
Developing Market Communication....................................... 78
Social Media Target Markets........................................... 79
Social Media Communication Objectives............................... 79
Identify Social Media Hangouts........................................ 80
4.2 Promotional Tools: Definitions and Use................................ 81
4.3 Social Media for Social Commerce Communication........................ 82
Social Media Platforms................................................ 83
Owned, Paid, and Earned Social Media................................. 83
4.4 Owned Social Media.................................................... 85
Controlling Social Media............................................ 85
Types of Owned Social Media........................................... 85
Focus on Pinterest.................................................... 86
Focus on Twitter and Other Microblogging............................. 86
Other Types of Owned Social Media.................................... 87
Making Press Relations Social Media Friendly......................... 88
4.5 Paid Social Media: Advertising........................................ 88
Advertising Formats................................................. 90
Video Advertising..................................................... 91
More Social Media Advertising Examples................................ 92
Advertising Pricing Models............................................ 94
4.6 Coordinating Social, Internet, and Traditional Media Promotion Plans. 94
Summary.................................................................. 95
References................................................................. 97
5 Customer Engagement and Metrics............................................ 99
Opening Case: Haagen-Dazs Viral Video Creates a Buzz....................... 99
5.1 Earned Media......................................................... 101
5.2 Social Media Engagement Levels....................................... 101
5.3 Engaging Consumers to Produce Earned Media........................... 103
Who Should a Company Engage?......................................... 104
5.4 Engagement Techniques.............................................. 104
Viral Marketing...................................................... 105
Ratings, Reviews, Recommendations and Referrals...................... 107
Collaborative Content Creation by Consumers.......................... 109
How Do Companies Entice Engagement?.................................. 110
5.5 Reputation Management in Social Media.............................. 112
Which Reputations Matter?............................................ 114
Build, Maintain, Monitor, Repair, and Learn........................ 114
Reputations Management Systems....................................... 115
5.6 Search Engine Optimization........................................... 116
5.7 Monitor, Measure, and Refine: SM Metrics............................. 118
Awareness/Exposure Metrics........................................... 119
XVI
Contents
Brand Health Metrics............................................... 119
Engagement Metrics................................................. 120
Action Metrics..................................................... 120
Innovation Metrics................................................. 120
Measurement Tools.................................................. 120
Summary................................................................. 121
References.............................................................. 124
6 Social Shopping: Concepts, Benefits, and Models.......................... 127
Opening Case: Groupon—Will the Company Prosper?......................... 127
6.1 Definitions, Drivers, Concepts, and Benefits of Social Shopping.... 131
Definitions........................................................ 131
Concepts and Content of Social Shopping............................ 132
The Benefits of Social Shopping.................................... 133
6.2 Components and Models of Social Shopping........................... 133
What Components to Expect in a Social Shopping Site................ 133
The Major Social Shopping Models................................... 134
Traditional E-Commerce Sites with Social Media Additions........... 134
6.3 Group Buying and Deal Purchasing..................................... 135
Group Buying in China.............................................. 135
Group Buying and Flash Sales on Facebook............................. 136
Deal Purchases (Flash Sales, Daily Deals)............................ 136
6.4 Shopping Together: Communities and Clubs............................. 136
Online Social Shopping Communities................................. 137
Case 6.1 Poly vore: A Trendsetter in Social Shopping............... 137
Kaboodle: A Unique Social Shopping Community......................... 138
Private Online Shopping Clubs and Retail by Invitation............. 139
Shopping Together Sites.............................................. 139
6.5 Social Shopping Aids: From Recommendations, Reviews,
and Ratings to Marketplaces.......................................... 139
Recommendations in Social Commerce................................... 139
Other Shopping Aids and Services..................................... 142
Social Marketplaces and Direct Sales to Customers.................. 143
6.6 Innovative Shopping Models and Sites and Virtual Goods............... 144
Examples of Innovative Social Shopping Ideas and Sites............. 144
Shopping Without Leaving Facebook and Other Social Networks........ 146
Shopping for Virtual Goods in a Virtual Economy.................... 146
Real-Time Online Shopping............................................ 147
Auctions in Social Shopping.......................................... 148
B2B Social Networking................................................ 148
Virtual Visual Shopping.............................................. 148
Social Shopping in the Near Future................................... 149
Activities on Twitter................................................ 149
Summary................................................................... 149
References............................................................... 152
7 Social Customer Service and CRM............................................ 155
Opening Case: How Sony Uses Social Media for Improving CRM.............. 155
7.1 Definitions and Concepts of CRM, E-CRM, and Social CRM............... 156
How Social Networks Empower Customers................................ 157
Defining CRM and E-CRM............................................... 158
What Is Social CRM?.................................................. 158
7.2 A CRM Model for Customer Interactions................................ 160
The Patricia Seybold Group Model for Customer Interactions......... 160
Contents
XVII
Customer-Facing Applications.......................................... 161
Case 7.1 ¡Robot Uses Social Media for Multichannel CRM.............. 161
7.3 The Evolution of Social CRM........................................... 162
Cipriani’s Multidimensional Presentation.............................. 162
Understanding the Social CRM Evolution................................ 166
7.4 How to Serve the Social Customer.................................... 166
The Social Customer................................................... 166
Implementation of Social Customer Service and CRM................... 167
How Social CRM Works: Problems and Solutions........................ 167
Some Social CRM Tools................................................. 168
Automated Response to E-Mail (Autoresponder).......................... 169
Automated Live Chat................................................... 169
Using Microblogging................................................... 169
Product Review Sites.................................................. 169
7.5 Social CRM in the Enterprise.......................................... 170
Social CRM in the Enterprise and B2B Environments................... 170
Salespeople Benefit from Social Media................................. 171
7.6 Special Applications and Issues in Social CRM....................... 172
Social Networking Helps Customer Service in Small Companies........... 172
Customer-Touching Applications.................................... 173
Customer-Centric Applications......................................... 173
7.7 Strategy and Implementation Issues of Social CRM.................... 174
Social CRM Strategy................................................... 174
Summary.................................................................... 175
References................................................................. 177
Part III Social Enterprise, Other Applications
8 The Social Enterprise: From Recruiting to Problem Solving
and Collaboration.............................................................. 181
Opening Case: How a Private Enterprise Network Transformed
CEMEX into a Social Business................................................. 181
8.1 Social Business and Social Enterprise..................................... 182
Definitions: Social Business and Social Enterprise..................... 182
Business Networks......................................................... 183
The Benefits and Limitations of Enterprise Social Networking............ 184
How Web 2,0 Tools Are Used by Enterprises............................... 184
8.2 Business-Oriented Public Social Networking................................ 185
Case 8.1 Linkedin: The Premier Public Business-Oriented
Social Network............................................................ 185
Networks for Entrepreneurs.............................................. 187
8.3 Enterprise Social Networks................................................ 187
Taxonomy of Social Enterprise Applications.............................. 188
Characteristics of Enterprise Social Networks............................. 188
How Enterprise Social Networking Helps Employees and Organizations...... 188
Support Services for Enterprise Social Networks......................... 189
How Companies Interface with Social Networking............................ 189
8.4 Online Job Markets and Training in Social Networks...................... 190
Social Recruiting......................................................... 190
Virtual Job Fairs and Recruiting Events................................... 191
8.5 Managerial Problem Solving. Innovation, and Knowledge Management........ 192
Idea Generation and Problem Solving....................................... 192
Knowledge Management and Social Networks.................................. 193
XVill
Contents
Online Advice and Consulting......................................... 194
8.6 Crowdsourcing: Collective Intelligence for Problem Solving
and Content Creation.................................................. 194
Crowdsourcing as a Distributed Problem Solving Enabler............... 194
The Process of Crowdsourcing.......................................... 195
Successfully Deployed Crowdsourcing Systems:
Some Representative Examples.......................................... 196
Tools for Crowdsourcing............................................... 196
8.7 Social Collaboration (Collaboration 2.0)............................. 197
Supporting Social Collaboration....................................... 197
Summary................................................................... 199
References................................................................ 201
9 Innovative Social Commerce Applications: From Social Government
to Entertainment and Gaming................................................ 205
Opening Case: Justin Bieber—The Ultimate Story of Social Media Fame....... 205
9.1 Social Media and Commerce in E-Government............................. 207
Definition and Scope of E-Govemment................................... 207
E-Govemment 2.0 (Social Government)................................... 207
Case 9.1 Social Networking Initiatives by the New Zealand Government. 207
The Benefits of Government 2.0........................................ 209
Applications and Resources............................................ 210
9.2 B2B Social Networking................................................. 210
E-Communities in B2B.................................................. 210
The Major Opportunities and Benefits of Social Commerce in B2B....... 210
Specific Social Networking Activities in B2B......................... 211
Using the Major Social Networks in B2B............................... 212
B2B Success Stories.................................................. 213
B2B Virtual Trade Shows and Trade Fairs in Virtual Worlds............ 213
Strategy for B2B Social Networking.................................... 214
The Future of B2B Social Networking.................................. 215
9.3 Social Commerce: Applications in Virtual Worlds....................... 215
The Features and Spaces of Virtual Worlds............................ 215
The Landscape of Virtual World Commercial Applications............... 215
The Major Drivers of Social Commerce in Virtual Worlds............... 216
The Major Categories of Virtual World Applications.................... 216
Concerns and Limitations of Commercial Activities in Virtual Worlds.. 219
9.4 Social Entertainment and Social TV.................................... 219
Entertainment and Social Networks..................................... 219
Multimedia Presentation and Sharing Sites............................. 220
Internet TV and Internet Social TV................................... 221
Social Television (TV)................................................ 221
Internet Radio and Social Radio....................................... 222
9.5 Social Games, Gaming, and Gamification................................ 222
Games on Social Networks.............................................. 222
The Business Aspects of Social Games................................. 223
Educational Social Games.............................................. 223
Gamification.......................................................... 224
9.6 Socially Oriented Online Person-to-Person Activities.................. 224
P2P Lending........................................................... 224
Social Money Lending.................................................. 225
Summary................................................................... 225
References................................................................ 228
Contents
XIX
Part IV Strategy and Implementation
10 Strategy and Performance Management in Social Commerce..................... 233
Opening Case: Social Media-Based Market Research Helps
Del Monte Improve Dog Food................................................. 233
10.1 The Strategy-Performance Cycle....................................... 235
Types of Social Media Projects....................................... 236
10.2 Organizational Strategy and Strategic Planning for Social Commerce... 237
Porter’s 5 Competitive Forces Model and Related Strategies........... 237
The Key Elements of a Strategic Planning Process..................... 239
Strategy Implementation in Social Commerce........................... 239
A Strategy for Successful SC Implementation.......................... 240
10.3 Justification and ROI in Social Commerce............................. 241
An Overview of Justification........................................... 241
The SC Justification Process........................................... 242
Difficulties in Conducting Cost-Benefit Analysis and Justification... 242
Incorrectly Defining What Is Measured................................ 242
Intangible Cost-Benefit Analysis..................................... 242
The Use of Gartner’s Hype Cycle...................................... 243
Risk Analysis.......................................................... 244
Conclusion............................................................. 244
10.4 Market Research in Social Commerce................................... 245
Why Conduct Market Research?........................................... 245
E-Marketing Research in Brief.......................................... 245
Using Social Networking for Qualitative Market Research.............. 245
The Process of Conducting Qualitative Market Research
for Social Commerce.................................................. 246
Learning from Customers: Conversational Marketing.................... 246
Conducting Market Research Using the Major Social Network Sites...... 247
10.5 Metrics and Monitoring Performance..................................... 249
Performance Monitoring and Analysis Cycle............................ 249
Using Metrics in Performance Assessment................................ 250
Using Metrics in Social Commerce..................................... 251
Balanced Scorecards (BSC)............................................ 253
Metrics and Measurements for Social Influence.......................... 253
Monitoring the Social Media Field...................................... 254
10.6 Social Media Analytics and Sentiment Analysis.......................... 255
Definitions, Importance, and Applications.............................. 255
Social Media Analytics................................................. 255
Tools for Mining Social Media Activities............................. 256
Sentiment Analysis and Web 2.0....................................... 256
Dashboards in Social Commerce.......................................... 256
10.7 Improving Performance via Innovation and Competitive Analysis........ 257
Competitive Intelligence for Improving Performance..................... 257
Innovation in Social Commerce.......................................... 257
Summary...................................................................... 258
References................................................................... 260
11 Implementing Social Commerce Systems....................................... 265
Opening Case: Domino’s Employees Post Vulgar Videos on YouTube............. 265
11.1 Social Commerce Implementation Issues.................................. 267
What Is Implementation?................................................ 267
The Implementation Process and Its Major Issues...................... 267
11.2 Security and Fraud Protection in Social Commerce....................... 268
Social Engineering and Fraud........................................... 268
XX
Contents
Social Phishing.................................................... 269
Social Media Makes Social Engineering Easy......................... 270
Defending Social Commerce Systems................................. 271
Protection Against Spam........................................... 272
Fraud in Social Commerce........................................... 272
11.3 Issues of Legality, Privacy, Cyberbullying, and Ethics.............. 272
Legal Issues...................................................... 272
Case 11.1 Internet Blackout against Anti-Piracy Laws.............. 273
Privacy Issues in Social Commerce................................. 274
Cyberbullying..................................................... 275
Ethics in Social Commerce.......................................... 275
11.4 Technological Issues............................................... 276
Social Commerce Systems Integration................................ 276
Social Commerce Tools.............................................. 276
Acquisition of Social Commerce Systems............................ 277
11.5 Employee-Related Implementation Issues............................. 278
Non-work-Related Use of Social Media............................... 278
Employee Reluctance or Resistance to Participate................... 278
Quality of Content and Biases of User-Generated Content........... 278
Data Leakage and Loss of Data..................................... 278
Social Media Management at Work.................................... 278
11.6 Organizational Issues and the Impacts of Social Commerce........... 279
Improving Marketing and Sales Revenue.............................. 279
Transforming Organizations and Work................................ 279
11.7 Other Implementation Issues........................................ 281
Implementation Issues in SMEs..................................... 281
Some Strategy Issues for SMEs...................................... 282
Risk Factors and Analysis.......................................... 282
11.8 Successes, Failures, and Lessons Learned........................... 283
A Strategy for Social Commerce Implementation Success............. 283
Some Policies and Guidelines..................................... 283
Learning from Failures............................................. 283
Adoption Strategies................................................ 283
Revenue Generation Strategies in Social Commerce................... 283
11.9 The Future of Social Commerce................................... 284
Creation of Jobs................................................... 284
IBM’s Watson, Smart Computing and Social Commerce.................. 284
Conclusion......................................................... 284
Summary.................................................................. 285
References............................................................. 287
Appendix: Recommended Resources for Social Commerce............................ 291
Primer A: E-Commerce Basics................................................... 293
Primer B: E-Marketing Basics.................................................. 305
Glossary...................................................................... 313
Index
319
|
| any_adam_object | 1 |
| author | Turban, Efraim 1930- Strauss, Judy Lai, Linda |
| author_GND | (DE-588)13563024X |
| author_facet | Turban, Efraim 1930- Strauss, Judy Lai, Linda |
| author_role | aut aut aut |
| author_sort | Turban, Efraim 1930- |
| author_variant | e t et j s js l l ll |
| building | Verbundindex |
| bvnumber | BV043198354 |
| classification_rvk | QP 650 |
| ctrlnum | (OCoLC)950732543 (DE-599)DNB106766890X |
| dewey-full | 330 |
| dewey-hundreds | 300 - Social sciences |
| dewey-ones | 330 - Economics |
| dewey-raw | 330 |
| dewey-search | 330 |
| dewey-sort | 3330 |
| dewey-tens | 330 - Economics |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV043198354 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T17:30:57Z |
| institution | BVB |
| isbn | 9783319170275 3319170279 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028621787 |
| oclc_num | 950732543 |
| open_access_boolean | |
| owner | DE-522 DE-355 DE-BY-UBR DE-521 DE-20 |
| owner_facet | DE-522 DE-355 DE-BY-UBR DE-521 DE-20 |
| physical | xxi, 320 Seiten Illustrationen, Diagramme |
| publishDate | 2016 |
| publishDateSearch | 2016 |
| publishDateSort | 2016 |
| publisher | Springer International Publishing |
| record_format | marc |
| series2 | Springer texts in business and economics |
| spellingShingle | Turban, Efraim 1930- Strauss, Judy Lai, Linda Social commerce marketing, technology and management Social Media (DE-588)4639271-3 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| subject_GND | (DE-588)4639271-3 (DE-588)4592128-3 |
| title | Social commerce marketing, technology and management |
| title_auth | Social commerce marketing, technology and management |
| title_exact_search | Social commerce marketing, technology and management |
| title_full | Social commerce marketing, technology and management Efraim Turba, Judy Straus, Linda Lai |
| title_fullStr | Social commerce marketing, technology and management Efraim Turba, Judy Straus, Linda Lai |
| title_full_unstemmed | Social commerce marketing, technology and management Efraim Turba, Judy Straus, Linda Lai |
| title_short | Social commerce |
| title_sort | social commerce marketing technology and management |
| title_sub | marketing, technology and management |
| topic | Social Media (DE-588)4639271-3 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| topic_facet | Social Media Electronic Commerce |
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