ISYS111 Lecture Notes - Lecture 12: Social Shopping, Social Computing, Viral Marketing
17 Jun 2018
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Social computing in business:
• Social commerce:
o The delivery of electronic commerce activities and transactions through
social computing
o Supports social interactions and user contributions
• Benefits to customers:
o Better/faster vendor responses to complaints
o Customers assist other customers
o Customers' expectations can be met more fully & quickly
• Benefits to businesses:
o Test new products and ideas quickly and inexpensively
o Learn a lot about customers and their experiences
o Identify problems quickly and alleviate customer anger
o Increases sales with positive customer feedback
o Better and cheaper marketing campaign and brand awareness through
user-generated content & viral marketing
• Risks to businesses:
o Negative, unedited, possibly invalid, unethical reviews
o Potential bias content (20-80 rule)
o Information security concerns
o Invasion of privacy
o Violation of intellectual and copyright
Social shopping:
• Type of e-commerce using social networking tools to enhance the shopping
experience
• Ways of social shopping:
o Ratings, reviews, recommendations to guide purchases
o Group shopping - major discounts offered for a short time
o Shopping communities and clubs - offer discounts for members for
limited time without diminishing a brand's image
o Social marketplaces and direct sales - online intermediaries using social
networks for buying and selling products and services
o Peer-to-peer shopping
Social marketing:
• Social advertising: influence consumers by peer pressure, friend
recommendations, likes, etc
• Social apps: branded online applications that support social interactions and
user contributions
• Viral marketing (word of mount)
• Market research:
o Open nature of social networking allows merchants to understand,
identify and target potential customers at zero or low cost
find more resources at oneclass.com
find more resources at oneclass.com
