Social Commerce

Written by authors best known for their e-commerce and e-marketing textbooks, this volume draws on several disciplines and includes chapters from industry practitioners. Its authors present it as one of the first textbooks devoted specifically to social commerce.

The book surveys recent developments in online commerce, from social business and social networking to collaboration tools, new technical innovations and mobile access. Its chapters move through the platforms and tools that make social commerce work, the theories behind them, and the marketing communications used to reach customers. They also cover customer engagement and how it is measured, social shopping, social customer service and customer relationship management, the social enterprise, and novel applications. The final chapters address strategy, performance management and the practical steps of implementing social commerce systems.

Each chapter opens with a real-world case, then continues with application cases, examples and exhibits. A chapter summary, review questions and end-of-chapter exercises follow. A glossary and list of key terms help readers find important concepts.

Instructors have access to PowerPoint lecture notes, an Instructor's Manual, a test bank and five online tutorials.