Social Commerce as Base Factor No. 1 for SoLoMo

Heinemann, Gerrit; Gaiser, Christian W.

doi:10.1007/978-3-662-43964-7_2

Cited by 3 publications

(2 citation statements)

References 6 publications

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“…The process may be time-consuming, may require effort, and may exhaust the resources of companies (Kitsios, Mitsopoulou, Moustaka, & Kamariotou, 2022). Heinz invited its consumers to submit homemade advertisements for its ketchup on its YouTube page (Heinemann & Gaiser, 2015). The invitation resulted in Heinz sifting through more than 8000 entries of varying quality (Heinemann & Gaiser, 2015).…”

Section: Consumer-generated Marketingmentioning

confidence: 99%

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Changing Nature of Customer Relationships in Organizations

Mandal

2023

International Journal of Public Sociology and Sociotherapy

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Companies focus on developing relationships and marketing partners to generate customer value and to receive value in return. However, companies should be selective in developing relationships with customers and marketing partners. The objective of the study is to understand and to focus on profitable customers and marketing partners. The methodology adopted is a conceptual analysis of the various aspects of building, developing, and managing relationships with selected customers and marketing partners. Companies should focus on developing deep and interactive customer relationships and on consumer-generated marketing. They should focus on developing customer relationships both in offline and online domains. They should understand various consumer rights and protect such rights. They should also focus on building relationships with marketing partners both within and outside the firms. The discussions will sensitize both academicians and practitioners about the importance of developing relationships with selected customers and partners to be successful in the long run.

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Section: Consumer-generated Marketingmentioning

confidence: 99%

“…Heinz invited its consumers to submit homemade advertisements for its ketchup on its YouTube page (Heinemann & Gaiser, 2015). The invitation resulted in Heinz sifting through more than 8000 entries of varying quality (Heinemann & Gaiser, 2015).…”

Section: Consumer-generated Marketingmentioning

confidence: 99%

Changing Nature of Customer Relationships in Organizations

Mandal

2023

International Journal of Public Sociology and Sociotherapy

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Investigation of the Digitalisation Process of Traditional Businesses and Its Concept for Retail

Pfoertsch

Ali

2023

Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering

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Facebook commerce usage intention: a symmetric and asymmetric approach

2019

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This study explores the antecedents of usage intentions to use Facebook commerce from an asymmetric point of view. The methodology consists of qualitative comparative analysis (QCA) asymmetric methods as well as structural equation methods (SEM). This study employs the SEM partial least squares analysis method to validate existing theories that examine the relationships between variables such as electronic word-of-mouth (eWOM), trust, perceived value, and usability of the new technology discussed in this study. The results from the fuzzy-set QCA show that not all the variables are necessary conditions for influencing F-commerce usage intention, with the variables of usability × perceived value × trust being the most important for obtaining valid and useful results, while in SEM analysis, trust, perceived value and eWOM have been shown to be influential variables in usage intentions. The novelty of this study has to do with an analysis of a growing context such as e-commerce through Facebook, in order to contribute to its understanding so that such information is useful for the management of this context of social networks, for a better use in terms of trade, improving the effectiveness and efficiencies of management decisions.

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Social Commerce as Base Factor No. 1 for SoLoMo

Cited by 3 publications

References 6 publications

Changing Nature of Customer Relationships in Organizations

Changing Nature of Customer Relationships in Organizations

Investigation of the Digitalisation Process of Traditional Businesses and Its Concept for Retail

Facebook commerce usage intention: a symmetric and asymmetric approach

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