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Customer Engagement: From Social Shoppers to Social Learners and Collaborators

Customer Engagement: From Social Shoppers to Social Learners and Collaborators

Robin Cheng
Copyright: © 2020 |Pages: 14
ISBN13: 9781522596974|ISBN10: 1522596976|EISBN13: 9781522596998
DOI: 10.4018/978-1-5225-9697-4.ch010
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MLA

Cheng, Robin. "Customer Engagement: From Social Shoppers to Social Learners and Collaborators." Strategies and Tools for Managing Connected Consumers, edited by Ree C. Ho, IGI Global, 2020, pp. 163-176. https://doi.org/10.4018/978-1-5225-9697-4.ch010

APA

Cheng, R. (2020). Customer Engagement: From Social Shoppers to Social Learners and Collaborators. In R. Ho (Ed.), Strategies and Tools for Managing Connected Consumers (pp. 163-176). IGI Global. https://doi.org/10.4018/978-1-5225-9697-4.ch010

Chicago

Cheng, Robin. "Customer Engagement: From Social Shoppers to Social Learners and Collaborators." In Strategies and Tools for Managing Connected Consumers, edited by Ree C. Ho, 163-176. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-5225-9697-4.ch010

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Abstract

This chapter focused on exploring the engagement in which consumers interact with each other while conducting online shopping activities, such as discovering products, sharing product information, and/or collaboratively making shopping decisions. At the core of the product/service offering, successful shopping models will be able to meet the needs of highly engaged shoppers. In order to develop sustainable shopping model for this group of shoppers, social support theory could explain the current phenomenon of the use of social media for shopping. The social media technologies facilitated collaborative learning and collaborative improvement on the sale of unconventional and innovative products. The chapter contributes in social commerce innovations and provides managerial implications for understanding the overall interactions of social commerce.

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