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Emergence of the Social Consumer - The Impact of Personalisation, Localization and Social Collaboration on Consumerism

Author

Listed:
  • Tatjana Petkovska Mirchevska

    (Institute of Economics, Macedonia)

  • Sonja Markova

    (University American College Skopje, Macedonia)

Abstract

Social media affects human behavior and culture through personalization, localization, advocacy, social collaboration. New form of virtual social interaction has emerged: Social Consumerism. Consumer brands are flocking to social networks. Traditional consumer purchase funnel no longer reflects the consumer purchase behavior. A new more sophisticated and more complicated than traditional funnel has emerged. This new approach, called the consumer decision journey, places greater emphasis on loyalty and advocacy and better reflects the dynamics of today’s market influenced by social media. As the online world continues to evolve understanding how to merge e-commerce with social media is critical for retail success. “Social commerce” integrates new media, via user generated content platforms and social networking features, directly onto commerce sites. By building vibrant communities that address the passion of retailer’s core audience, and spreading passion to larger social web, retailers will attract loyal and engaged customers, and will achieve better business results.

Suggested Citation

  • Tatjana Petkovska Mirchevska & Sonja Markova, 2011. "Emergence of the Social Consumer - The Impact of Personalisation, Localization and Social Collaboration on Consumerism," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 11(3), pages 229-236.
    • Handle: RePEc:pet:annals:v:11:y:2011:i:3:p:229-236
    as

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    References listed on IDEAS

    as
    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
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    More about this item

    Keywords

    social media; social consumerism; consumer decision journey;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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