Coming of Age?: Exploring the Role of Dynamic Capabilities in Social Commerce Firms – Evidence From a Ghanaian Enterprise

Coming of Age?: Exploring the Role of Dynamic Capabilities in Social Commerce Firms – Evidence From a Ghanaian Enterprise

Edward Entee (Univeristy of Ghana, Ghana) and Anthony Afful-Dadzie (Business School, University of Ghana, Ghana)
DOI: 10.4018/978-1-7998-2610-1.ch013

Abstract

Social networking sites such as Facebook have developed massive acceptance as commercial channels among users, and this is commonly known as social commerce. Despite the significance of social media sites for commercial purposes, entrepreneurs struggle with capability development as well as strategies to achieve benefits. To address this gap, this chapter presents a teaching case study that explores how a microentrepreneur used social media as a resource to create social commerce capabilities to achieve benefits. Lessons learnt are proposed in the case, and questions for reflections are proposed whilst a debate topic is also suggested.
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Social Commerce And Social Media In Context

The evolution of e-commerce and the widespread patronage of social media birthed social commerce (Han & Trimi, 2017), which is still in its infancy. Originated by Yahoo! in 2005 to describe a set of collaborative shopping tools such as user ratings, shared pick lists and user-generated content sharing recommendations and reviews. Social commerce also describes the convergence of social networks and e-commerce. In terms of purchasing decisions, the influence of social media is growing, thus affecting consumer behaviour. Examples of social commerce influencers and enablers include photo-sharing social networks such as Pinterest or Instagram. There is also those with niche services such as Airbnb, a social platform that provides short-term lodging.

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