Interactions and Participation on Social Commerce Websites: Exploratory Study

Yadav, Rohit; Mahara, Tripti

doi:10.1177/0972150918779270

Cited by 9 publications

(12 citation statements)

References 85 publications

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“…The most used tools were the "feed", "stories" and "metrics". They measured the interaction between the entrepeneur and the customer, as well as between the customers themselves, providing recommendations, feedbacks and opinions about products and services (Yadav and Mahara, 2020). In this way, it can be abstracted that Instagram technologies are capable of enhancing social interactions, being considered an important component of S-commerce, thus resulting in greater volumes of commercial activities (Esmaeili and Hashemi, 2019;Attar, Shanmugam and Hajli, 2020;Abdelsalam et al 2020;Shekhar and Jaidev, 2020;Addo et al, 2021).…”

Section: Discussionmentioning

confidence: 99%

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Enterpreneurial Strategies for the Female Sector: Leveraging Instagram Sales During the Pandemic

Elias

Reis

Delfino

et al. 2022

ECIE

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The COVID-19 pandemic significantly influenced the purchasing behavior of consumers, who began to see in the tools available in the virtual environment the necessary allies to satisfy their consumption desires. Given the relevance achieved by the virtual environment, organizations began to explore more intensively the various digital platforms to enhance their reach to their customers. The traditional electronic commerce then evolved into what we call Social Commerce (S-commerce), which allowed a substantial increase in the way of interacting and promoting sales. Despite the limitations and incipient studies on how organizations use their strategies and explore digital media tools to leverage sales, it is perceived as relevant to understand how the process of joining these organizations to digital media and the influence they have passed to exercise in the reformulation of its strategies and business models. Focusing on the Instagram environment, the objective of this research is to characterize the sales strategies used by three female-owned enterprises, through Instagram, during the pandemic by COVID-19. As a methodological research strategy, the study of multiple cases was used. Three Brazilian female-owned enterprise were analyzed, being: a jewelry company, a women's adult footwear company and a beauty salon. The entrepreneurs responsible for the companies were submitted to a semi-structured questionnaire, which was conducted in loco. As a result, it was observed that the most used Instagram tools are feed resources, stories and metrics. On the other hand, the sales strategies most used by entrepreneurs were e-WOM, recommendations and feedbacks and, finally, encouraging user participation. In conclusion, it was noticed that both the entrepreneur and the company that wants to implement sales strategies in digital media, need to understand the functions and objectives of the set of tools made available by Instagram. Once the functionalities present in these resources are understood, entrepreneurs and managers can formulate their strategies in an assertive way, being more efficient in their commercial transactions, since the actions aim to promote involvement with the public that follows the business. Instagram proved to be a tool with great potential for business in the female sector.

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Section: Discussionmentioning

confidence: 99%

“…Through photos and videos, it facilitates user interaction and engagement and allows the entrepreneur to customize their profile (Corrêa, 2018;Priyaningrum, Pawito and Wijaya, 2020;Sarker et al, 2020;Yadav and Mahara, 2020;Shah et al, 2021;David et al, 2022).…”

Section: Tools Description Feedmentioning

confidence: 99%

Enterpreneurial Strategies for the Female Sector: Leveraging Instagram Sales During the Pandemic

Elias

Reis

Delfino

et al. 2022

ECIE

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“…Moreover, brands can further strengthen the confidence and trust in their brand by engaging in two-way communication with their consumers, by encouraging followers to post valuable feedback in the comments section, addressing these comments, engaging in live video sessions or being responsive towards Instagram direct messaging feature (popularly known as DMs). These interactions are expected to increase consumer purchase intention (Hutter et al, 2013) and participation (Yadav & Mahara, 2018). Hence, the following hypothesis is proposed:…”

Section: Interactivementioning

confidence: 99%

E-business Through Social Media: An Instagram Page Attribute-Conversion Model in Context of Fashion Apparel Industry

Bharti

2021

Global Business Review

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Instagram is a highly favoured platform for visual businesses, particularly fashion apparel industry. There are increasing number of fashion apparel businesses that are growing without any physical presence, solely on the basis of their online platforms. To explore the role of Instagram in consumer engagement for this sector, this article aims to empirically test an Instagram business page attribute-conversion model to examine how attributes of a business Instagram page can influence the purchase decision of a consumer, and subsequently result in conversion. First, based on focus group interviews, four Instagram page attributes relevant for an online fashion apparel business were identified. These were instant popularity gauge, influencer appeal, visual aesthetic and an interactive forum. The final model was tested among 327 consumers using structural equation modelling (SEM). Further, moderating role of gender was investigated. Results show that having a visually aesthetic and an interactive forum with active participation (followers/comments/likes/views) and collaboration with trusted brands/admired social media influencers should form an important component of Instagram sales conversion strategy for online retail businesses.

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“…As empresas que adotavam modelos tradicionais (venda física) e modelos de EC passaram a perceber a necessidade de tornarem-se mais presentes nas plataformas online, como forma de se aproximarem mais de seus clientes. Dessa forma, o uso das MS e RS com a finalidade de promover vendas, culminou com mudanças nos negócios, em especial pela adoção do SC (Ali et al, 2020;Sarker et al, 2020;Yadav & Mahara, 2020).…”

Section: Pictograma Da Reconfiguração Do Modelo De Negóciounclassified

“…ii) fornece meios eficazes para os clientes interagirem com as empresas; iii) permite que os usuários criem conteúdos, discutam ou comentem algo postado online. A interação da empresa com o cliente pode envolver discussões relacionadas ao produtos ou serviços mediadas pelo uso das tecnologias MS e RS (Yadav & Mahara, 2020). A interação entre clientes propicia a colaboração dos usuários, como a recomendação de produtos ou serviços e avaliações sobre comentários e opiniões, o que pode contribuir para atrair novos seguidores e potenciais clientes para a empresa (Addo et al, 2021;Sohaib, 2021;Nadeem et al, 2021;Chen et al, 2020;Esmaeili & Hashemi, 2019).…”

Section: Pictograma Da Reconfiguração Do Modelo De Negóciounclassified

Uma análise da reconfiguração do modelo de negócio para o S-commerce: uma revisão sistemática de literatura

Delfino

Fernandes

Reis

2023

RSD

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Crises econômicas e cenários de incertezas podem intensificar o processo de adoção das tecnologias digitais pelas empresas. Como exemplo dessa adoção, tem-se o uso do comércio eletrônico por meio das mídias sociais, o Social Commerce (SC). A adoção dessas tecnologias reconfigura o modelo de negócio e surgem novas formas de criação de valor para o cliente. No entanto, a literatura expõe esses elementos e fatores de forma fragmentada, o que dificulta a compreensão desse processo. O objetivo deste estudo é propor um framework para orientar a reconfiguração do modelo de negócios tradicional ou baseado em E-Commerce (EC) para um modelo de SC. A partir de uma Revisão Sistemática de Literatura foi possível mapear as etapas e identificar os fatores que influenciam a adoção do SC e que geram valor. Como resultado, a reconfiguração do modelo de negócio foi possível devido às interações sociais promovidas pelas mídias sociais, que tem como tecnologia de base a web 2.0, que em conjunto, favoreceram as atividades comerciais e a criação de valor. Das contribuições para a literatura, o framework apresenta o relacionamento e sequenciamento dos elementos constituintes da adoção, bem como os fatores que interferem e os que criam valor. O modelo facilita na compreensão dos elementos dispersos que compõem esse processo de reconfiguração, e ao apresentar esses elementos de forma ordenada, fornece aos pesquisadores oportunidades para validar o modelo e desenvolver novas teorias. Das contribuições práticas, o pictograma configura-se como um guia estruturado, que pode auxiliar as empresas mostrando o caminho para a implantação do SC.

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Interactions and Participation on Social Commerce Websites: Exploratory Study

Cited by 9 publications

References 85 publications

Enterpreneurial Strategies for the Female Sector: Leveraging Instagram Sales During the Pandemic

Enterpreneurial Strategies for the Female Sector: Leveraging Instagram Sales During the Pandemic

E-business Through Social Media: An Instagram Page Attribute-Conversion Model in Context of Fashion Apparel Industry

Uma análise da reconfiguração do modelo de negócio para o S-commerce: uma revisão sistemática de literatura

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