The COVID-19 pandemic has altered consumer behavior, making social commerce a viable alternative throughout the world. Europe is trailing the US and China in adopting this technology, but the prognosis is encouraging. Our goal is to contribute to this process by offering a literature review on social commerce in Europe for researchers, practitioners, and policymakers. We analyzed 4.764 articles published during the 2015–2023 period on the topic of social commerce in Europe utilizing the PRISMA flow diagram. After scrutinizing this large body of literature with various instruments including artificial intelligence (AI), we identified a final list of 45 articles that are most pertinent to our research questions. The emerging themes were that social media is shaping behavior and triggering buying intentions, that trust is paramount in buying impulses and behavior, and that success in social commerce is predicated upon relationships and engagement.
This research analyses the impact of the Elektro Arts Festival on the attending audience, based on the responses offered by 98 respondents, highlighting the socio-demographic characteristics of the participants, the interest in computer art and realising an evaluation of the event’s quality by emphasizing preferences and customs of cultural consumption and identifying the communication and advertising channels preferred by the audience. The organizers of the future editions of the event obtained the necessary feedback on the interest manifested in digital arts as well as on the satisfaction and the preferences of the audience. The Elektro Arts Festival is considered an innovative environment propitious to IT-mediated artistic expression, and the newly organized editions have been linked to the research in the field of computer-based numerical technologies.
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