Search results for "Social commerce"

showing 3 items of 3 documents

Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector

2022

The choice of influencer marketing as an endorser for promoting products and services is becoming a more and more effective communication strategy of open innovation. Their use of social media platforms, such as Instagram, allows them to be reached by millions of followers all over the world. As a response to the economic crisis that affected Italy after the first wave of the COVID-19 pandemic, Chiara Ferragni, one of the most endorsed influencers worldwide, started a communication campaign with the aim to promote Italian food and tourist destinations (cities of art, seaside, ski and countryside locations, thermal baths, museums, galleries, hotels, etc.). This study analyses Chiara Ferragni…

social media; digital marketing; social commerce; local food; typical food; communication; promotion; advertising; Netnography; AGIL methodSociology and Political Sciencecommunicationsocial media;social mediadigital marketing;promotionDevelopmentNetnographylocal foodcommunication;Netnography;Settore AGR/01 - Economia Ed Estimo Ruralesocial commerce;digital marketingsocial commercetypical foodtypical food;advertising;advertisingGeneral Economics Econometrics and Financelocal food;promotion;AGIL methodJournal of Open Innovation: Technology, Market, and Complexity
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Drivers of social commerce usage: a multi-group analysis comparing Facebook and Instagram

2020

Social media are increasingly used as platforms to not only socialise but also to shop for products and services. Social commerce is the new trend in e-commerce that leverages the enhanced consumer-to-consumer interactions to support shopping processes. Based on the concept of social commerce constructs suggested by Nick Hajli, this article investigates the role of social commerce constructs, emotional and informative support, and trust as drivers of social commerce intention. We apply multi-group analysis to validate the drivers of social commerce for two of the most relevant social media platforms: Facebook and Instagram. Based on a sample of 800 social commerce users, our findings reveal…

Economics and Econometricssocial mediaAdvertisingtrustEconomic growth development planningSocial commerce constructs; social media; multi-group analysis; social support; trust; marketingsocial supportSocial commerceSocial supportRegional economics. Space in economicssocial commerce constructsGroup analysisHT388marketingmulti-group analysisHD72-88Social mediaBusinessEconomic research - Ekonomska istraživanja
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Online Black-Markets: An Investigation of a Digital Infrastructure in the Dark

2021

AbstractThis paper investigates the functioning of Online Black-Markets (OBMs), i.e. a digital infrastructure operating in the Dark Net that enables the exchange of illegal goods such as drugs, weapons and fake digital identities. OBMs exist notwithstanding adverse conditions such as police interventions, scams and market breakdowns. Relying on a longitudinal case study, we focus on the dynamics of interactions among actors and marketplace technologies and we identify three mechanisms explaining OBMs operations. In particular, we show that OBMs infrastructure is the result of commoditization, platformization and resilience processes. Our contribution relies on the identification of communit…

ResilienceComputer Networks and CommunicationsAdverse conditionsDarknetDarknetSocial commerceMarketplaceSocial commerceArticleDigital infrastructureTheoretical Computer ScienceIdentification (information)VDP::Mathematics and natural science: 400::Information and communication science: 420BusinessCommoditizationResilience (network)SoftwareIndustrial organizationDigital infrastructure Darknet Marketplace Resilience Social commerceInformation Systems
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