Overview
This timely edited collection offers a multidisciplinary perspective on social commerce, a phenomenon that has gained increasing interest over the last 8 years. Investigating how social media can be used to generate value for brands beyond customer relationship purposes, the skilled authors explore how social media users co-create value for businesses, influence other consumers and generate electronic word-of-mouth (eWOM). Providing insights from practitioners and academics, this book goes further than simply exploring e-commerce and social media, and addresses the real relevance of social commerce in today’s business landscape. With a selection of contemporary case studies and a Foreword written by Inthefrow’s creator, Victoria Magrath, Social Commerce will be an engaging read for those studying consumer behaviour, online marketing, and e-commerce.
Full Product Details
Author: Rosy Boardman ,
Marta Blazquez ,
Claudia E. Henninger ,
Daniella Ryding
Publisher: Springer Nature Switzerland AG
Imprint: Springer Nature Switzerland AG
Edition: 2019 ed.
Weight: 0.637kg
ISBN: 9783030036164
ISBN 10: 3030036162
Pages: 277
Publication Date: 06 March 2019
Audience:
Professional and scholarly
,
Professional & Vocational
Format: Hardback
Publisher's Status: Active
Availability: Manufactured on demand
We will order this item for you from a manufactured on demand supplier.
Author Information
Rosy Boardman is a Lecturer of Fashion Business at the University of Manchester, UK. Having previously worked as a fashion buyer and a marketing assistant, Rosy’s research revolves around online retailing, digital marketing and the use of technology in the retail industry. Marta Blazquez is a Lecturer of Fashion Marketing at the University of Manchester, UK. She has 12 years of experience working in the advertising and PR industry for companies such as Leo Burnett and Young & Rubicam. Her research interests relate to omnichannel and experiential retail, the evolution of physical spaces and digital marketing. Marta is co-editor of Vintage Luxury Fashion (Palgrave, 2018). Claudia E. Henninger is a Lecturer of Fashion Marketing Management at the University of Manchester, UK. Claudia is the Deputy Chair of the Academy of Marketing Sustainability SIG and is co-editor of Sustainability in Fashion (Palgrave, 2017) and Vintage Luxury Fashion (Palgrave, 2018) Daniella Ryding is a Senior Lecturer of Fashion Marketing and Faculty Lead for the New Academics Programme in Science and Engineering at the University of Manchester, UK. Her research specialisms include complex cognition within different retailing contexts and strategic marketing developments within the global fashion industry. Daniella is co-editor of Sustainability in Fashion (Palgrave, 2017) and Vintage Luxury Fashion (Palgrave, 2018).
