Social Commerce: A Contingency Framework for Assessing Marketing Potential
Abstract
A key issue for marketers resulting from the dramatic rise of social media is how it can be leveraged to generate value for firms. Whereas the importance of social media for brand management and customer relationship management is widely recognized, it is unclear whether social media can also help companies market and sell products. Extant discussions of social commerce present a variety of perspectives, but the core issue remains unresolved....
Paper Details
Title
Social Commerce: A Contingency Framework for Assessing Marketing Potential
Published Date
Nov 1, 2013
Volume
27
Issue
4
Pages
311 - 323
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