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Challenges and Opportunities for the Social Commerce: The MO Case
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Author(s): Ana Cristina Correia Meireles (ISCAP, Polytechnic of Porto, Portugal), Ana Maria Lima (ISCAP, Polytechnic of Porto, Portugal)and Jorge Remondes (ISCAP, Polytechnic of Porto, Portugal)
Copyright: 2023
Pages: 41
Source title:
Management and Marketing for Improved Retail Competitiveness and Performance
Source Author(s)/Editor(s): José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal), Inês Veiga Pereira (Accounting and Business School, Polytechnic of Porto, Portugal)and Paulo Botelho Pires (Centre for Organizational and Social Studies, Polytechnic of Porto, Portugal)
DOI: 10.4018/978-1-6684-8574-3.ch013
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Abstract
A new digital marketing trend is emerging, leveraged very much in part by the COVID-19 pandemic, which has accelerated and completely changed the e-commerce landscape, perhaps more than at any other time in history: social commerce. Online sales are no longer made solely and exclusively through online shops or e-commerce platforms but are now possible from social networks, which feature increasingly integrated and native shopping features, and features that leverage social commerce. Thus, a better understanding of this phenomenon becomes necessary, the emerging trends of the markets where this is already a reality, as well as the features that the big social commerce players contain, which this study sought to answer. Additionally, good practices likely to apply to business were identified. The present study, which used a qualitative methodology with recourse to the narrative literature review, reports and analysis of social networks, and direct observation of contents, results in a concrete proposal to boost the sales of companies on social networks.
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