IDEAS home Printed from https://ideas.repec.org/a/igg/jeei00/v2y2011i1p26-45.html
   My bibliography  Save this article

Adoption of Social Media by Online Retailers: Assessment of Current Practices and Future Directions

Author

Listed:
  • Farhod P. Karimov

    (Vrije Universiteit Brussel, Belgium)

  • Malaika Brengman

    (Vrije Universiteit Brussel, Belgium)

Abstract

In the online environment, the absence of social presence may prevent consumers from purchasing online, while it can enhance their trust, loyalty and enjoyment toward the e-retailer. Thus, today many online retailers try to create social presence by adopting media-rich technologies. In this paper, the authors assess to what degree social media cues are currently adopted by thriving web-vendors and on that basis speculate about future developments. To this purpose, 210 top B2C e-commerce websites have been content analyzed to identify how they differ in the deployment of diverse social media cues. While a wide range of social media cues are adopted by a majority of top e-retailers, a number of more advanced social media features like avatars, recommendation agents, and video-streams are in their infancy where adoption is concerned. The paper demonstrates that the utilization of social media features differs according to the monetary and symbolic value of products sold by the e-commerce vendors.

Suggested Citation

  • Farhod P. Karimov & Malaika Brengman, 2011. "Adoption of Social Media by Online Retailers: Assessment of Current Practices and Future Directions," International Journal of E-Entrepreneurship and Innovation (IJEEI), IGI Global, vol. 2(1), pages 26-45, January.
  • Handle: RePEc:igg:jeei00:v:2:y:2011:i:1:p:26-45
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jeei.2011010103
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Osama Sohaib & Kyeong Kang & Mohammad Nurunnabi, 2018. "Gender-Based iTrust in E-Commerce: The Moderating Role of Cognitive Innovativeness," Sustainability, MDPI, vol. 11(1), pages 1-16, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jeei00:v:2:y:2011:i:1:p:26-45. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.