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Social Commerce and Consumer Motivations/Involvement - An UK fashion industry. - Literature review Example
Author : vkuhlman
Pages 19 (4769 words)
Social commerce and consumer motivations or involvements are most important concepts in recent marketing world. These two concepts are interlinked and they are enormously affecting the buying and selling behaviors of consumers and producers respectively…
This paper focuses on the conceptual explanations of social commerce and consumer motivation, their relations and their effects on UK fashion industry. Social commerce: Social commerce and consumer motivation/ involvement comprise brand new marketing strategies. These new evolving market strategies are widely used by producers of all kinds of brands and products. Social commerce is the new emerging field of commerce and marketing. It is concerned with connecting buyers and sellers through social media such as online media. Purchase and sale of different products and services are performed online. Social media and network is used for social interactions and for making useful contributions to users (Sau-ling LAI, 2010, pp.39-40). Social commerce is an element of electronic commerce or e-commerce (Schneider, 2011, p.15). The concept is widely utilized for social commerce sites, such as Facebook, Groupon, LivingSocial, Twitter, YouTube, LinkedIn etc. and in many other sites. Social commerce is the most rapidly adopted element of marketing and e-commerce strategy (Wiener, 2009, p.2). Social commerce has everlasting reliance on oral or written promotion as well as advertising of products and brands which is popularly known as word of mouth marketing. David Beisel and Steve Rubel have developed the concept of social commerce. ...