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Social Commerce For Innovation

Author

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  • M. NICK HAJLI

    (Department of Management, Birkbeck, University of London, Malet Street, Bloomsbury, London WC1E 7HX, UK)

Abstract

Interconnectivity and social relationships of customers on social platforms offered by Web 2.0 technologies drive value for business. Customers are using social technologies to share their information and gain access to others' information and advice, which helps them to know better the products and services or support businesses in innovation process. This research proposes a social commerce adoption model based on the relationships of customers on the internet and social platforms to investigate customer behaviour in New Product Development. The study gathers survey data and applies structural equation modelling to analyze the data. The result shows forums and communities and perceived usefulness (PU) positively affect users' trust, leading to more intention to buy among consumers. The discussions, implications, and conclusion are discussed at the end of the paper.

Suggested Citation

  • M. Nick Hajli, 2014. "Social Commerce For Innovation," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 18(04), pages 1-24.
    • Handle: RePEc:wsi:ijimxx:v:18:y:2014:i:04:n:s1363919614500248
    DOI: 10.1142/S1363919614500248
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    Citations

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    Cited by:

    1. Ilenia Confente & Wioleta Kucharska, 2021. "Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 8-31, January.
    2. Yi Cui & Jian Mou & Yanping Liu, 2018. "Knowledge mapping of social commerce research: a visual analysis using CiteSpace," Electronic Commerce Research, Springer, vol. 18(4), pages 837-868, December.
    3. Liu Yuan & Zhao Huang & Wei Zhao & Pavel Stakhiyevich, 2020. "Interpreting and predicting social commerce intention based on knowledge graph analysis," Electronic Commerce Research, Springer, vol. 20(1), pages 197-222, March.
    4. Hajli, M. Nick, 2014. "The role of social support on relationship quality and social commerce," Technological Forecasting and Social Change, Elsevier, vol. 87(C), pages 17-27.

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