Investigating Differences in Social Commerce Apps with Special Reference to Fashion E-tailing

The alarming and rapid growth of technology has paved the way for many new business models. One such is social commerce, selling through social networks. The gaining attractiveness of social networking positions has enabled the E-tailers to sell without much hustle and get consumer feedback directly. Social commerce has rapidly grown with the array of new entrants in the sub-continent who majorly invest in the fashion industry. Understanding social networks and leveraging them for social commerce will be crucial to monetizing for business promotions. In this background, an empirical study was executed to analyze and understand the top social commerce apps in the framework. The data was collected through a questionnaire among 493 active online shoppers on fashion product(s) social networking sites. Based on statistical analysis, the study bought out the differences across social commerce apps crosswise phases of consumer decision making and social commerce constructs viz., Recommendations & Referrals, Forums & Communities, and Ratings and Reviews. The study results will be the basis for marketers and entrepreneurs to build their social commerce strategies appropriately.