Strategies for Social Commerce

  • Tawfik JelassiEmail author
  • Francisco J. Martínez-López
Part of the Classroom Companion: Business book series (CCB)


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.


Social commerce Social web Mobile social commerce 

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Recommended Key Reading

  1. Turban, E., Strauss, J., & Lai, L. (2015). Social commerce: marketing, technology and management. Springer.Google Scholar
  2. Martínez-López, F. J., Anaya-Sánchez, R., Aguilar-Illescas, R., & Molinillo, S. (2016). Online brand communities: Using the social web for branding and marketing. Heidelberg: Springer.Google Scholar

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Tawfik Jelassi
    • 1
    Email author
  • Francisco J. Martínez-López
    • 2
  1. 1.IMDLausanneSwitzerland
  2. 2.Department of Business Administration 1University of GranadaGranadaSpain

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