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Social commerce is an emerging trend in which sellers are connected in online social networks, and where sellers are individuals instead of firms. This paper examines the economic value implications of a social network between sellers in a large online social commerce marketplace. Get the...
Viral marketing has become an increasingly popular promotional tool (Kirsner 2005; Walker 2004). According to a 2009 study by the media research firm PQ Media, spending on word-of-mouth (WOM) marketing rose at a compound annual growth rate of 53.7% from 2001 to 2008—from US$76 million...
Social is to strategy what the internet was to commerce back in the early part of this century – a new way to reduce costs and increase revenue by improving and enhancing the ways in which company and customer interact. For this reason, as we...