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Facebook Commerce (F-Commerce) and French Women: A Gender Perspective

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  • Maria Mercanti-Guérin

    (IAE Paris - Sorbonne Business School)

Abstract

The objective of this exploratory research is to investigate a mode of purchasing, social commerce and its main target, e-shoppers. Social commerce can take different forms: F-commerce, grouped purchases or discounts. Nevertheless, the best way to monetize social media remains the possibility to incite Internet users to promote the products or promotions obtained by their friends. Recommendations coming from friends are the main lever to create interactions between consumers, interactions centered on the purchase. However, many questions remain unanswered, especially regarding social acceptance and the real effectiveness of this type of promotion. In one study conducted on the "La Redoute" brand, we examined the extent to which our sample of women is likely to accept social shopping and, in particular, the product or service recommendations of their friends on their wall.

Suggested Citation

  • Maria Mercanti-Guérin, 2021. "Facebook Commerce (F-Commerce) and French Women: A Gender Perspective," Post-Print hal-03204816, HAL.
    • Handle: RePEc:hal:journl:hal-03204816
    DOI: 10.5281/zenodo.5038102
    Note: View the original document on HAL open archive server: https://hal.science/hal-03204816
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    References listed on IDEAS

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    1. Kyeongheui Kim & Meng Zhang & Xiuping Li, 2008. "Effects of Temporal and Social Distance on Consumer Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(4), pages 706-713, August.
    2. Rodgers, Shelly & Harris, Mary Ann, 2003. "Gender and E-Commerce: An Exploratory Study," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 322-329, September.
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    More about this item

    Keywords

    F-commerce; Facebook Commerce; recommendations; branding; routes of persuasion; social commerce;
    All these keywords.

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