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The Historical Development of Social Commerce

In: Social Commerce

Author

Listed:
  • Nina Bürklin

    (Institute for Marketing, Ludwig-Maximilians-University)

  • Claudia E. Henninger

    (University of Manchester)

  • Rosy Boardman

    (University of Manchester)

Abstract

Despite its increasing relevance in academia and business, the concept of social commerce (s-commerce) still remains under-investigated in a marketing context. While its roots can be traced back to the late 1990s, the explosive growth of s-commerce started only a decade ago. Until today, most empirical research is related to information technology. This chapter is based on a literature review with the goal of depicting the historical development of s-commerce and deriving implications for marketing managers today. Analysing literature from the areas of computer sciences, information technology, marketing, and communications led to a holistic view on its progress over time. Implications for the strategic use of s-commerce are provided, for example, the integration of customers in online communications or the strategic use of user-generated content.

Suggested Citation

  • Nina Bürklin & Claudia E. Henninger & Rosy Boardman, 2019. "The Historical Development of Social Commerce," Springer Books, in: Rosy Boardman & Marta Blazquez & Claudia E. Henninger & Daniella Ryding (ed.), Social Commerce, chapter 1, pages 1-16, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-03617-1_1
    DOI: 10.1007/978-3-030-03617-1_1
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