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Social Media’s Evolution in S-commerce

In: Social Commerce

Author

Listed:
  • Claudia E. Henninger

    (University of Manchester)

  • Nina Bürklin

    (Institute for Marketing, Ludwig-Maximilians-University)

  • Christopher J. Parker

    (Loughborough University)

Abstract

To increase the effectiveness of social commerce (s-commerce) in marketing and retail, the way corporations engage in social media for promotion needs addressing. The emergence of Web 2.0 has changed the way businesses run, moving away from only using a bricks-and-mortar setting to creating a complex web of platforms that showcase products from every market sector. This chapter seeks to challenge the reader as key questions on social media’s use in an s-commerce context are raised. It contributes to current research by exploring key features of social media platforms related to s-commerce and providing a country comparison between the UK and Germany. As such, this chapter highlights which platforms stay dominant in these two economies alongside key features of their success and failure.

Suggested Citation

  • Claudia E. Henninger & Nina Bürklin & Christopher J. Parker, 2019. "Social Media’s Evolution in S-commerce," Springer Books, in: Rosy Boardman & Marta Blazquez & Claudia E. Henninger & Daniella Ryding (ed.), Social Commerce, chapter 2, pages 17-41, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-03617-1_2
    DOI: 10.1007/978-3-030-03617-1_2
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