Social Engineering hits Social Commerce

  • Werner Degenhardt
  • Johannes Wiele


Looking at social commerce, a bunch of bewildering phenomena attracts the attention of social psychologists. The way customers participate today shows attitudes and ethical behavior which cannot be explained from the inherent conditions of Web 2.0 environments alone. Fraud often succeeds, when you do not expect it, and honesty can be found under circumstances that do not support honesty at all. The current situation seems to result from customers assigning experience and ethics from real world business to virtual business environments. But there are indications that this situation may change. Social commerce could suffer as soon as customers would use its inherent weaknesses to their own advantage. The following article outlines first approaches to research into this topic.


Psychological Contract Electronic Commerce Loose Coupling Digital Native Analogous Trade 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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© Vieweg+Teubner | GWV Fachverlage GmbH 2010

Authors and Affiliations

  • Werner Degenhardt
    • 1
  • Johannes Wiele
  1. 1.Ludwig-Maximilians-UniversitätMünchen

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