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Erschienen in:
Buchtitelbild

2019 | OriginalPaper | Buchkapitel

1. The Historical Development of Social Commerce

verfasst von : Nina Bürklin, Claudia E. Henninger, Rosy Boardman

Erschienen in: Social Commerce

Verlag: Springer International Publishing

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Abstract

Despite its increasing relevance in academia and business, the concept of social commerce (s-commerce) still remains under-investigated in a marketing context. While its roots can be traced back to the late 1990s, the explosive growth of s-commerce started only a decade ago. Until today, most empirical research is related to information technology. This chapter is based on a literature review with the goal of depicting the historical development of s-commerce and deriving implications for marketing managers today. Analysing literature from the areas of computer sciences, information technology, marketing, and communications led to a holistic view on its progress over time. Implications for the strategic use of s-commerce are provided, for example, the integration of customers in online communications or the strategic use of user-generated content.

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Nächstes Kapitel Social Media’s Evolution in S-commerce
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Metadaten
Titel
The Historical Development of Social Commerce
verfasst von
Nina Bürklin
Claudia E. Henninger
Rosy Boardman
Copyright-Jahr
2019
Verlag
Springer International Publishing
Buch
Social Commerce

Print ISBN: 978-3-030-03616-4

Electronic ISBN: 978-3-030-03617-1

Copyright-Jahr: 2019

DOI
https://doi.org/10.1007/978-3-030-03617-1_1