Social Media engagement as an e-commerce driver, a consumer behavior perspective

Sergio Martín Frutos, Ferran Giones, Francesc Miralles

Producción científica: Capítulo del libroContribución a congreso/conferenciarevisión exhaustiva

5 Citas (Scopus)

Resumen

This study explores the relationship between Social Media engagement and the activation of the consumer's purchase process. Following a consumer behavior perspective we study how the new communication paradigm of the Web 2.0 has change the first stage of the e-commerce purchase process, the problem recognition. We use the case of a smartphone purchase, to explore how differences in Social Media (Facebook) engagement would help describe existent differences between the consumer's triggers for problem recognition. The results suggest that there's a relationship between the level of engagement and the consumer's state that influences the activation of the problem recognition. Implications for e-commerce and Social Media managers are discussed.

Idioma originalInglés
Título de la publicación alojada9th Iberian Conference on Information Systems and Technologies, CISTI 2014
EditorialIEEE Computer Society
ISBN (versión impresa)9789899843431
DOI
EstadoPublicada - 2014
Evento9th Iberian Conference on Information Systems and Technologies, CISTI 2014 - Barcelona, Espana
Duración: 18 jun 201421 jun 2014

Serie de la publicación

NombreIberian Conference on Information Systems and Technologies, CISTI
ISSN (versión impresa)2166-0727
ISSN (versión digital)2166-0735

Conferencia

Conferencia9th Iberian Conference on Information Systems and Technologies, CISTI 2014
País/TerritorioEspana
CiudadBarcelona
Período18/06/1421/06/14

Huella

Profundice en los temas de investigación de 'Social Media engagement as an e-commerce driver, a consumer behavior perspective'. En conjunto forman una huella única.

Citar esto