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    Midterm PDF

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    孙美儿
    Social commerce provides several benefits to customers and businesses. For customers, it allows them to get recommendations from others, access special deals from friends, easily find products that match their needs and tastes, and connect with like-minded people. For businesses, social commerce helps boost external relationships with partners, boost internal relationships with employees, conduct low-cost market research, provide advice to small businesses, and reduce recruitment costs and times. Social networking sites fall into categories like leisure, professional, media sharing, virtual worlds, and communication. The consumer decision-making process involves awareness of products, developing attitudes towards them, and ultimately purchasing behaviors. Social aspects are important throughout the process.

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    Midterm PDF

    Uploaded by

    孙美儿
    32 views4 pages
    Social commerce provides several benefits to customers and businesses. For customers, it allows them to get recommendations from others, access special deals from friends, easily find products that match their needs and tastes, and connect with like-minded people. For businesses, social commerce helps boost external relationships with partners, boost internal relationships with employees, conduct low-cost market research, provide advice to small businesses, and reduce recruitment costs and times. Social networking sites fall into categories like leisure, professional, media sharing, virtual worlds, and communication. The consumer decision-making process involves awareness of products, developing attitudes towards them, and ultimately purchasing behaviors. Social aspects are important throughout the process.

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    Social commerce provides several benefits to customers and businesses. For customers, it allows them to get recommendations from others, access special deals from friends, easily find products that match their needs and tastes, and connect with like-minded people. For businesses, social commerce helps boost external relationships with partners, boost internal relationships with employees, conduct low-cost market research, provide advice to small businesses, and reduce recruitment costs and times. Social networking sites fall into categories like leisure, professional, media sharing, virtual worlds, and communication. The consumer decision-making process involves awareness of products, developing attitudes towards them, and ultimately purchasing behaviors. Social aspects are important throughout the process.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    32 views4 pages

    Midterm PDF

    Uploaded by

    孙美儿
    Social commerce provides several benefits to customers and businesses. For customers, it allows them to get recommendations from others, access special deals from friends, easily find products that match their needs and tastes, and connect with like-minded people. For businesses, social commerce helps boost external relationships with partners, boost internal relationships with employees, conduct low-cost market research, provide advice to small businesses, and reduce recruitment costs and times. Social networking sites fall into categories like leisure, professional, media sharing, virtual worlds, and communication. The consumer decision-making process involves awareness of products, developing attitudes towards them, and ultimately purchasing behaviors. Social aspects are important throughout the process.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 4

    CHAPTER 1

    Benefits to Customers
    • It is easy to get recommendations from friends and other customers (via Twitter: in social
    media discussion groups/ on product review sites). Recommendations result in more
    confidence and trust, helping customers decide about purchasing products and services.

    • Customers are exposed to special deals (messages from friends on Facebook) for large savings.

    • Purchases can be matched with specific needs, wants, tastes & wishes of customers. It
    increases satisfaction & reduces product selection decision time.

    • Greater connection with individuals and businesses. With social commerce, businesses can
    interact with their customers in a more personal and engaging way (personalized
    communication, real-time feedback = better customer service), building stronger relationships
    & gain greater loyalty. (business also can ez to better understand to customer's needs &
    preferences)

    • Provides customers with an opportunity to connect with like-minded individuals, build new
    friendships & socialize online based on shared interests and experiences. Social commerce
    platforms allow people can buy and sell products while also connecting with others who share
    similar interests (travel, fashion/ food).
    Benefits to Other Types of Enterprises (Business)
    • Boost external relationships. It increases collaboration & improve communication with their
    business partners & channel distribution members. By using blogs, microblogs and wikis.
    (company: private blog to share updates on product development with partners/ microblog or
    wiki: share information on upcoming events or new product launches)

    • Boost internal relationships. Company care employee productivity & satisfaction = achieve
    long-term success. It increases employee engagement and reduce turnover. (company: internal
    blog to share updates on company news/ a microblog to share tips for increasing productivity/
    collaboration tools such as wikis or project management software: encourage teamwork and
    cooperation among employees)

    • Conduct market research quickly and less costly. It makes company easier to conduct market
    research then traditional ways. (company: online surveys to gather feedback from customers,
    employees & business partners)

    • Giving free advice to small enterprises (provide valuable insights, recommendations &
    suggestions) It can assist small businesses grow & succeed. Other enterprises can share their
    knowledge, experience & expertise in various areas such marketing, finance... It can be
    provided via various channels such as LinkedIn groups share tips and tricks.

    • Reduce recruitment time and costs with efficient hiring methods. With larger reach to a large
    number of candidates (online job boards/ social media: post job openings & attract a larger
    pool of candidates/ video conferencing tools: interviews)
    CHAPTER 2
    The Social Networking Landscape
    1. Leisure-oriented sites 休闲网站
    • The community focused public sites are open to all users.
    • Companies also use these for promoting their products.
    • Exp: FB, hi5 and Google+. MySpace is known as a place where musicians sell their
    music.

    2. Professional networking sites


    • Sites focusing on business networking.
    • Exp: LinkedIn, Xing and Biznik

    3. Media sharing sites


    • Sites that enable focusing on the display and sharing of user-generated multimedia
    content, such as video and photos.
    • Exp: YouTube, Flickr and Instagram

    4. Virtual world sites


    • 3D virtual worlds built and owned by their residents (the users).
    • Exp: Second Life, Webkinz and Hobbo.

    5. Communication sites
    • Sites that have social networking capabilities.
    • Many socially oriented websites that boost communication.
    Exp:
    - Microblogging/ presence applications (Twitter, Plurk & Sina Weibo)
    - Unified communication products (Microsoft's SharePoint: allows people to store,
    organize & share information with others)
    - Enterprise-owned sites (these are private sites owned by companies. Exp: Starbucks,
    Disney & Dell)
    CHAPTER 3
    Marketers often view the purchasing decision model as a three-phase process:
    1. Awareness
    - Awareness and knowledge of the product’s features & benefits.
    - This stage is happened inside the consumer’s mind.

    2. Attitude
    - about the product (positive/ negative).
    - This stage is about the consumer’s feelings, such as liking/disliking & post-purchase
    satisfaction level.

    3. Behavior (action)
    - involve the consumer actually doing something (purchasing, repurchasing/ writing an
    online product review)

    AISAS Model:
    Attention (awareness): getting to know about the product or service.
    Interest: knowing that the product or service has some benefit for them.
    Search: searching for the product and reviews on the internet.
    Action: purchasing if the product has good reviews.
    Share: sharing feedback about the product with others.

    - Encourage two-way communication between marketing & consumers


    - Consumer search for information about product before making an actual purchase.
    - After buying the product, they are likely to share their evaluation, opinions & feelings
    - S&S are the most time consumed parts
    - Shopping product rather than daily (cheaper) product

    Players in the Consumer Decision-Making Process:


    1. Initiator
    - The person who recognizes & suggests the need to buy a specific product or service

    2. Influencer
    - A person who tries to encourage other people to make a purchase

    3. Decider
    - The person who makes the final buying decision (normally, is who has money to buy)

    4. Buyer
    - The person who purchases the product or service & pays for it

    5. User
    - The customer who use the product

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