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Cultural Considerations in Social Commerce: The Differences and Potential Opportunities in China

In: Social Commerce

Author

Listed:
  • Yao Yao

    (University of Manchester)

  • Rosy Boardman

    (University of Manchester)

  • Delia Vazquez

    (University of Manchester)

Abstract

Social media has been widely adopted by retailers and consumers, completely changing the nature of communication between them (Shi et al. 2016). However, there is a lack of understanding about social commerce (s-commerce) due to its early stage of development, particularly in terms of different markets and cultures. Consumers from different cultures may react differently to the same content delivered by retailers on social media, and so a type of behaviour observed in one country may not be generalisable to others. Therefore, a review of the impact of culture on social media and s-commerce is necessary, which this chapter provides, specifically focusing on the Chinese market.

Suggested Citation

  • Yao Yao & Rosy Boardman & Delia Vazquez, 2019. "Cultural Considerations in Social Commerce: The Differences and Potential Opportunities in China," Springer Books, in: Rosy Boardman & Marta Blazquez & Claudia E. Henninger & Daniella Ryding (ed.), Social Commerce, chapter 3, pages 43-58, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-03617-1_3
    DOI: 10.1007/978-3-030-03617-1_3
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