Exploring M-Commerce and Social Media: A Comparative Analysis of Mobile Phones and Tablets

Exploring M-Commerce and Social Media: A Comparative Analysis of Mobile Phones and Tablets

Panagiota Papadopoulou (University of Athens, Greece)
DOI: 10.4018/978-1-5225-1868-6.ch001
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The proliferation of mobile phones and tablets shape a new arena for online commercial activity with unprecedented opportunities and challenges. In this omnipresent mobile environment, understanding consumer behavior constitutes a challenge for m-commerce vendors, as they seek to understand factors that affect it, positively and negatively, and to integrate social media in their mobile strategy and across mobile devices. This paper presents an exploratory qualitative research examining separately mobile phones and tablets and the use of social media, in the context of m-commerce. The results of our qualitative analysis show important factors for m-commerce and social media adoption and use, highlighting the similarities and differences between mobile phones and tablets. Our qualitative results also reveal factors having a negative effect to m-commerce, for both mobile devices. Business opportunities enabled by social media for m-commerce and how these can be leveraged in this promising multiple-device mobile context are also discussed.
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Smartphones Vs Tablets

The worldwide adoption of smartphones and tablets as well as their continuous use, independent of time and place constitute typical characteristics of contemporary life. Undoubtedly smartphones prevail in terms of ownership and usage on a global scale compared to tablets. According to recent studies, 78% of Internet users own a smartphone while tablet owners are 47%. Mobile phone adoption is widespread, especially in young population, with smartphones being preferred by mobile Internet users aged 16-24, while tablets are more popular in older and more mature populations (Mander, 2015).

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