Social Commerce Consumer Behaviour in Online Environments
This timely edited collection offers a multidisciplinary perspective on social commerce, a phenomenon that has gained increasing interest over the last 8 years. Investigating how social media can be used to generate value for brands beyond customer relati
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Social Commerce Consumer Behaviour in Online Environments
Social Commerce
Rosy Boardman • Marta Blazquez Claudia E. Henninger • Daniella Ryding Editors
Social Commerce Consumer Behaviour in Online Environments
Editors Rosy Boardman School of Materials University of Manchester Manchester, UK
Marta Blazquez School of Materials University of Manchester Manchester, UK
Claudia E. Henninger School of Materials University of Manchester Manchester, UK
Daniella Ryding School of Materials University of Manchester Manchester, UK
ISBN 978-3-030-03616-4 ISBN 978-3-030-03617-1 (eBook) https://doi.org/10.1007/978-3-030-03617-1 Library of Congress Control Number: 2019931956 © The Editor(s) (if applicable) and The Author(s) 2019 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Foreword: An Introduction to Social Media and Social Commerce
Social media—when did we all get so obsessed with it? I remember the first few months after Instagram’s launch, when everyone applied sepia filters, light leaks and literally snapped a photograph before hitting publish a second or so later. There was no real curation back then and it was just a social way to share what you were doing, what you were reading or what you were eating. Before that, we were all writing in code to modify our Myspace pages and adding cringeworthy selfies taken on actual cameras, rather than phones. That is before Facebook came along and we could choose to portray ourselves in a more structured, somewhat professional manner. Back then, social media was fun, frivolous, easy and yet extremely addictive. And this addiction just led us all to get hooked on the next platform, and then the next: Facebook, I
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