Causal factors influencing the use of social commerce platforms

Asanprakit, Saranchana; Kraiwanit, Tanpat

doi:10.1016/j.joitmc.2023.100172

Cited by 8 publications

(5 citation statements)

References 44 publications

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“…Para Dewnarain et al (2021), el comprender el comportamiento del consumidor en el s-commerce, así como mantener las relaciones previo y después de la compra, fomenta la lealtad del cliente y la motivación en la decisión de compra. La experiencia post compra tiene un impacto positivo en las intenciones de compra (Asanprakit & Kraiwanit, 2023). La lealtad y satisfacción se forja a través de actitudes positivas después de la compra (Limna & Kraiwanit, 2022).…”

Section: Conceptualización Del Comercio Social Onlineunclassified

Factores del comercio social que contribuyen en la decisión de compra del consumidor millennial del estado de Baja California

Miranda Zavala,

Cruz Estrada

2024

Acta Universitaria

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El objetivo de la presente investigación es determinar los factores del comercio social que contribuyen en la decisión de compra del consumidor millennial residente del estado de Baja California, México. Se trata de un estudio transversal, descriptivo y correlacional. Se realizó una revisión de literatura conceptualizando el comercio social (s-commerce). Para el tamaño de la muestra se utilizó una confianza de 97% y un error de 4.2% que corresponde a la representatividad de la población de estudio. Se aplicaron 667 cuestionarios a consumidores millennials, y se realizó un análisis factorial exploratorio. Como resultado se obtuvieron cuatro componentes que contribuyen con la decisión de compra: (1) Atención y seguimiento a las necesidades del cliente durante y posterior a la compra, (2) Proceso de compra segura y eficiente, (3) Estrategias de publicidad y (4) Programas de fidelización. Se concluye que los millennials consideran a las redes sociales una necesidad y tienen una actitud positiva hacia las compras a través del s-commerce y la publicidad, se sienten motivados por los comentarios en las redes sociales, además, toman en cuenta la opinión de otros usuarios antes de realizar la compra.

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Section: Conceptualización Del Comercio Social Onlineunclassified

Factores del comercio social que contribuyen en la decisión de compra del consumidor millennial del estado de Baja California

Miranda Zavala,

Cruz Estrada

2024

Acta Universitaria

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“…By analyzing customer data, enterprises can gain deep insights into millennial consumer preferences, behaviors, and purchase patterns, enabling them to tailor their marketing mix accordingly (Huwaida et al, 2024). This has allowed enterprises to craft and deliver marketing messages and offers that are highly personalized and relevant to individual consumers, resulting in significantly higher open rates, click-through rates, and conversion rates compared to traditional "onesize-fits-all" marketing approaches (Asanprakit & Kraiwanit, 2023).…”

Section: Literature Review 21 Overview Of Data-driven Marketing Efficacymentioning

confidence: 99%

“…Understanding millennials' unique traits and interests enables companies to create personalized content that resonates deeply with them, ultimately increasing its relevance and impact on their engagement levels. Additionally, tailoring content based on demographics such as age, location, or cultural background can further enhance its connection with millennial audiences (Li et al, 2024); (Xu et al, 2024); (Asanprakit & Kraiwanit, 2023).…”

Section: Personalization and Consumer Engagementmentioning

confidence: 99%

“…Firstly, the emphasis on aligning marketing initiatives with millennial values, such as social responsibility, authenticity, and transparency, suggests that brands must prioritize the integration of these elements into their marketing campaigns. This may involve the development of more purpose-driven marketing content, the amplification of user-generated content, and the leveraging of influential voices that resonate with millennial consumers (Lepitak, 2023); (Li et al, 2024); (Xu et al, 2024); (Asanprakit & Kraiwanit, 2023); (Delina et al, 2021).…”

Section: Implications For Future Marketing Strategiesmentioning

confidence: 99%

“…Individuals categorized as Millennials, or Generation Y, are those born between the years 1981 and 1996. This group reached adulthood amid a period of swift technological progress and extensive interconnectedness (Asanprakit & Kraiwanit, 2023). Furthermore, due to their immense purchasing power, millennials have become a highly sought-after target for enterprises looking to drive growth and brand loyalty (Glasheen, 2023).…”

Section: Introductionmentioning

confidence: 99%

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Unlocking the Power of Data: Effective Data-Driven Marketing Strategies to Engage Millennial Consumers

Rolando,

Mulyono

2024

Transekonomika

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As the marketing landscape continues to evolve, data-driven strategies have emerged as a critical component in effectively reaching and engaging with the millennial consumer demographic. In the age of big data, data driven marketing has become a powerful tool for businesses seeking to gain a competitive edge and optimise customer engagement. This paper provides a comprehensive literature review on effective data-driven marketing strategies to reach millennial consumers. It explores the use of big data and social relationship maps to identify key influencers and leverage their reach for exponential information dissemination. Additionally, the review examines various approaches and tactics for engaging with millennial consumers using data-driven techniques. Key findings suggest that effective data-driven marketing strategies can significantly enhance consumer engagement, brand loyalty, and overall marketing effectiveness. The paper aims to provide insights and understanding of the current research and best practices in data-driven marketing strategies for targeting the millennial demographic.

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Generation Z and Indonesian Social Commerce: Unraveling key drivers of their shopping decisions

Huwaida,

Yusuf,

Satria

et al. 2024

Journal of Open Innovation: Technology, Market, and Complexity

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Causal factors influencing the use of social commerce platforms

Cited by 8 publications

References 44 publications

Factores del comercio social que contribuyen en la decisión de compra del consumidor millennial del estado de Baja California

Factores del comercio social que contribuyen en la decisión de compra del consumidor millennial del estado de Baja California

Unlocking the Power of Data: Effective Data-Driven Marketing Strategies to Engage Millennial Consumers

Generation Z and Indonesian Social Commerce: Unraveling key drivers of their shopping decisions

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