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Social Commerce: A Contingency Framework for Assessing Marketing Potential

Author

Listed:
  • Manjit S. Yadav

    (Mays Business School - Texas A&M University [College Station])

  • Kristine de Valck

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Thorsten Henning-Thurau

    (Department of marketing and media research - WWU - Westfälische Wilhelms-Universität Münster = University of Münster)

  • Donna Hoffman

    (George Washington University School of Business)

  • Martin Spann

    (Institut für Electronic Commerce und Digitale Märkte - LMU - Ludwig Maximilian University [Munich] = Ludwig Maximilians Universität München)

Abstract

A key issue for marketers resulting from the dramatic rise of social media is how it can be leveraged to generate value for firms. Whereas the importance of social media for brand management and customer relationship management is widely recognized, it is unclear whether social media can also help companies market and sell products. Extant discussions of social commerce present a variety of perspectives, but the core issue remains unresolved. This paper aims to make two contributions. First, to address the lack of clarity in the literature regarding the meaning and domain of social commerce, the paper offers a definition stemming from important research streams in marketing. This definition allows for both a broad (covering all steps of the consumer decision process) and a narrow (focusing on the purchase act itself) construal of social commerce. Second, we build on this definition and develop a contingency framework for assessing the marketing potential that social commerce has to offer to firms. Implications for researchers and managers, based on the proposed definition and framework, are also discussed.

Suggested Citation

  • Manjit S. Yadav & Kristine de Valck & Thorsten Henning-Thurau & Donna Hoffman & Martin Spann, 2013. "Social Commerce: A Contingency Framework for Assessing Marketing Potential," Post-Print hal-00907919, HAL.
    • Handle: RePEc:hal:journl:hal-00907919
    DOI: 10.1016/j.intmar.2013.09.001
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    References listed on IDEAS

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