Social Media as a Tool for Creating Value for Customers in Electronic Commerce

Marcin Lewicki

Abstract

The principal aim of this paper is to present social media as a tool for creating value for customers in e-commerce. The first part focuses on presenting the issue of creating customer value in online retailing. Due to the dynamic changes which occur in this area, this issue is rarely discussed in the literature. Next, the paper defines the concept of social media, discusses their importance in today’s world, and presents a classification of the tools which can be used within them. It is emphasized that the role of social media is continuously increasing. It is assumed that the optimal approach to the classification of tools is to categorise them according to their functions, which carries a much lower risk of obsolescence. The last part of the article refers to presenting social media as a tool for creating value for customers. The author’s research revealed that respondents rate them as a tool of moderate importance in creating this value; however, the need for further research in this area is emphasised.
Author Marcin Lewicki (WZ / KHiM)
Marcin Lewicki,,
- Department of Trade and Marketing
Pages71-82
Publication size in sheets0.55
Book Borusiak Barbara, Lewicki Marcin (eds.): Innovation Management. Research Aspects, 2016, Bogucki Wydawnictwo Naukowe Naukowe, ISBN 978-83-7986-104-0, [978-83-7986-107-1], 138 p.
Keywords in Englishe-commerce, value for the customer, social media, online consumer behaviour
URL http://innovationmanagement.ue.poznan.pl/wp-content/uploads/2016/07/Innovation_Management_Research_Aspects.pdf
Languageen angielski
Score (nominal)5
ScoreMinisterial score = 5.0, 23-12-2019, MonographChapterAuthor
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