Original scientific paper
https://doi.org/10.22598/iele.2018.5.1.1
S-COMMERCE: HOW TO TURN # INTO $
Ivana Štulec
orcid.org/0000-0002-6646-505X
; University of Zagreb Faculty of Economics & Business, Zagreb, Croatia
Kristina Petljak
orcid.org/0000-0002-5785-1928
; University of Zagreb Faculty of Economics & Business, Zagreb, Croatia
Dora Naletina
; University of Zagreb Faculty of Economics & Business, Zagreb, Croatia
Abstract
First it was brick and mortar, then it came Internet and retail went online. Just as retailers became accustomed to possibilities of e-commerce, customers switched to their smartphones and m-commerce was commenced. With web advancement into web 2.0, social media gained new dimension thus enabling the emergence of social commerce or s-commerce. Nowadays, more and more consumers utilize social media in purchasing process, from recognizing the need to actual purchase and post purchase evaluation. Retailer who quickly adopts social media can gain multiple benefits. Moreover, if their target customers are young consumers, s-commerce is no longer an option but a must in order to strengthen their brand, tighten the relationship with customers and enhance sales. The purpose of the paper is to present major opportunities of social media for retailers, introduce the new trend in retailing and outline major drivers of s-commerce. The value of paper lies in numerous managerial implications that contribute to better understanding of the way today’s young consumers shop.
Keywords
retail; social media; web 2.0; e-commerce; s-commerce; young consumers
Hrčak ID:
203323
URI
Publication date:
15.6.2018.
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