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Social Commerce and Consumer Motivations/Involvement - An UK fashion industry - Literature review Example

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Social Commerce and Consumer Motivations/Involvement - An UK fashion industry

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. Such a development was directed towards facilitating buyers and sellers across the globe to get relevant information. Advertising facilities are concerned with delivering such relevant information about availability of variety of products and also about their nature and prices. Social commerce consists of items such as social advertisements, social shopping, ratings and reviews of products and services, recommendations and referrals from direct or indirect users of products or services etc. Consumers are able to share each other’s expertise, knowledge, and understanding about products and services with introduction of such a concept. This also helps retailers to understand the basic needs and wants of consumers and hence adopt appropriate and successful social commerce strategy (Wiener, 2009, p.2). Worldwide fashion industries have made significant utilization of social commerce which already has wide usage in many areas of marketing (Wiener, 2009, p.2). UK fashion industry and Social commerce: Fashion brands were the first to explore the possible gains from social commerce. Rapid changes in consumers’ motivations have accelerated this rate of exploration (Wiener, 2009, p.1). There are various online branding strategies which are extensively used by fashion retailers in UK. They also use strategies like building brand relationships, communicating brand identity etc. to use benefits of social commerce and e-commerce (Rowley, 2009, p.348). ...Show more
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Summary

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…
Social Commerce and Consumer Motivations/Involvement - An UK fashion industry
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