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https://doi.org/10.22598/iele.2018.5.1.1

S-COMMERCE: HOW TO TURN # INTO $

Ivana Štulec orcid id orcid.org/0000-0002-6646-505X ; Ekonomski Fakultet Sveučilišta u Zagrebu, Zagreb, Hrvatska
Kristina Petljak orcid id orcid.org/0000-0002-5785-1928 ; Ekonomski Fakultet Sveučilišta u Zagrebu, Zagreb, Hrvatska
Dora Naletina ; Ekonomski Fakultet Sveučilišta u Zagrebu, Zagreb, Hrvatska


Puni tekst: engleski pdf 210 Kb

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preuzimanja: 471

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Sažetak

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.

Ključne riječi

retail; social media; web 2.0; e-commerce; s-commerce; young consumers

Hrčak ID:

203323

URI

https://hrcak.srce.hr/203323

Datum izdavanja:

15.6.2018.

Posjeta: 1.233 *