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Strategies for Social Commerce

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Strategies for e-Business

Part of the book series: Classroom Companion: Business ((CCB))

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Abstract

Firstly, this chapter presents reasons why businesses should adopt social commerce strategies. Any new strategy should be well studied before being officially adopted by businesses. Secondly, this chapter classified various social commerce activities. Thirdly, social commerce has a special structural frame and characteristics. Strategists need to consider these structural distinctions and characteristics when applying and deploying social commerce in practice. Fourthly, marketing is a major business activity on social platforms. With advances in technologies, marketing approaches and mindsets are evolving from Marketing 1.0 to Marketing 3.0. Fifth, this chapter delineates what value co-creation is on the social web. Sixth, advertising strategies and commerce strategies are two main strategies to monetize social platforms. Lastly, in terms of today’s mobilized e-business, social commerce implementation should be in the mobile context. This chapter presented a three-layer design of mobile social commerce and presented a case to show that mobile social commerce is a feasible strategy in practice.

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Notes

  1. 1.

    These five reasons are adapted from: Parker (2017).

  2. 2.

    This section is adapted from: Huang and Benyoucef (2013).

  3. 3.

    This section is adapted from: Turban et al. (2015).

  4. 4.

    This section is taken, with permission from its publisher, from one of this book’s co-authors research book: Martínez-López et al. (2016).

  5. 5.

    F. Maciá and J. Gosende, op. cit., 2010

  6. 6.

    M. Cortés and C. Martínez-Priego, op. cit., pp. 16–24

  7. 7.

    M. Cortés and C. Martínez-Priego, op. cit., p. 18

  8. 8.

    R. Muñiz, op. cit., 2010

  9. 9.

    P. Kotler, H. Kartajaya, and I. Setiawan, op. cit., 2010

  10. 10.

    D. Fisher, and S. Smith, op. cit., 2011

  11. 11.

    N. Ind, and N. Coates, op. cit., 2013

  12. 12.

    N. Ind, and N. Coates, op. cit., 2013

  13. 13.

    V. Zwass, op. cit., 2010

  14. 14.

    D. Fisher, and S. Smith, op. cit., 2011

  15. 15.

    V. Zwass, op. cit., 2010

  16. 16.

    N. Ind, and N. Coates, op. cit., 2013

  17. 17.

    This section is adapted from: I. E. Kucukcay and M. Benyoucef, op. cit., 2014.

  18. 18.

    This case is taken from: I. E. Kucukcay and M. Benyoucef, op. cit., 2014, p. 3.

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Recommended Key Reading

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Author information

Authors and Affiliations

  1. IMD, Lausanne, Switzerland

    Tawfik Jelassi

  2. Department of Business Administration 1, University of Granada, Granada, Spain

    Francisco J. Martínez-López

Authors
  1. Tawfik Jelassi
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  2. Francisco J. Martínez-López
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Correspondence to Tawfik Jelassi .

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Jelassi, T., Martínez-López, F.J. (2020). Strategies for Social Commerce. In: Strategies for e-Business. Classroom Companion: Business. Springer, Cham. https://doi.org/10.1007/978-3-030-48950-2_14

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