This timely edited collection offers a multidisciplinary perspective on social commerce a
phenomenon that has gained increasing interest over the last 8 years. Investigating how social
media can be used to generate value for brands beyond customer relationship purposes the
skilled authors explore how social media users co-create value for businesses influence other
consumers and generate electronic word-of-mouth (eWOM). Providing insights from practitioners
and academics this book goes further than simply exploring e-commerce and social media and
addresses the real relevance of social commerce in today's business landscape. With a selection
of contemporary case studies and a Foreword written by Inthefrow's creator Victoria Magrath
Social Commerce will be an engaging read for those studying consumer behaviour online
marketing and e-commerce.
