Titlebook: Social Commerce; Consumer Behaviour i Rosy Boardman,Marta Blazquez,Daniella Ryding Book 2019 The Editor(s) (if applicable) and The Author(s

雄伟

Cultural Considerations in Social Commerce: The Differences and Potential Opportunities in China,er, there is a lack of understanding about social commerce (s-commerce) due to its early stage of development, particularly in terms of different markets and cultures. Consumers from different cultures may react differently to the same content delivered by retailers on social media, and so a type of

FRAX-tool

小教堂

Video Killed the Radio Star: A Review of Social Commerce Music Platforms in Facilitating Productionrd company, with the artist producing the music and the record company facilitating its distribution and sale. This chapter explores the evolving role of social commerce in music and models in music distribution and promotion. This chapter further discusses social media platforms that distribute mus

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注射器

,Attitudes Towards Brands’ Facebook Pages Across Different Age Groups,f retailers using it as a digital marketing platform. This chapter explores how consumers feel about the increased presence of retailers on Facebook as well as how much they engage with retailers on there and, if so, their motivations for doing so. Furthermore, the chapter will investigate if age in

disrupt

Unravelling a Mystery: Selling an Entrepreneurial Perspective Through Instagram,arket and selling products globally. This chapter hones in on the mystery of Instagram, its drawbacks, and opportunities from an entrepreneurial perspective, thereby highlighting key implications and learning points for other new business entrepreneurs. The chapter is unique in that it provides a no

DEVIL

,Capturing the Moment on Instagram: The Case of Successful Storytelling in Huawei’s S-commerce Campaytelling campaign #ShowWhatYouLove by smartphone producer Huawei, data such as reached followers, follower interactions in terms of . and comments as well as earned media value were collected and allowed to identify specific campaign characteristics. Expert insights from an agency specialised on inf

Pathogen

The Influence of Electronic Word-of-Mouth on Expatriate Workers Seeking Tourist Information: The Cal seek out tourist and travel information to engage in leisure activities during their temporary stay. Whilst electronic word-of-mouth (eWOM) information sources have grown in influencing consumer’s intention behaviour relating to tourist activities, information searches will differ from person to p

LIMIT

eWOM: The Rise of the Opinion Leaders,r discusses characteristics of fashion opinion leaders and their importance for eWOM marketing. By introducing products within a private and personal context, fashion opinion leaders’ eWOM messages have become a useful marketing channel for brands. As such, this chapter shows that social media has o

expire

An Exploratory Investigation into the Consumer Use of WeChat to Engage with Luxury Fashion Brands, investigation into how young Chinese fashion consumers use WeChat to understand and engage with luxury fashion brands and how they engage with other consumers and interested stakeholders during their shopping experience. Our results suggest that consumers do use WeChat extensively to engage with lu