Understanding the Sense of Virtual Community Roles in Micro-Businesses Social Commerce Value Co-Creation Process

2021 ◽  
Author(s):  
Syahida Hassan ◽  
Mohd Idzwan Yacob ◽  
Suzana Zambri
Keyword(s):  
Virtual Community ◽  
Social Commerce ◽  
Creation Process ◽  
Community Roles

scholarly journals Motivations for Virtual Community Participation in Social Commerce: Customers and Sellers in the Malay Lifestyle Blogging Community

2021 ◽  
Author(s):  
◽  
Syahida Hassan
Keyword(s):  
Social Support ◽  
Social Media ◽  
Large Scale ◽  
Virtual Communities ◽  
Virtual Community ◽  
Structured Interview ◽  
Ease Of Use ◽  
Social Commerce ◽  
Commercial Activities ◽  
The Social

<p>Although the field of social commerce has gained a lot of attention recently, there are many areas that still remain unexplored. A new phenomenon emerging within virtual communities is a blurring between social and commercial activities. To date, scholars in the social commerce literature have either focused on customers in the community or on medium to large scale businesses. There has been little research on social commerce communities which include micro-businesses despite their rapid growth in South East Asian countries.  This study explores a social commerce community of Malay lifestyle bloggers, who are a subset of the Malaysian blogosphere community. Bloggers begin by using the personal genre, some then move on to set up online businesses using their personal blogs as a platform. The characteristic of blogging’s ease of use means there are low barriers to starting a small business, merging blogging and commerce. This changes the nature of the community by bringing in a new relationship, as well as relationships between bloggers and readers, there are now also relationships between sellers and customers.  This study aims to understand the motivations for both sellers and customers, and how their relationships as bloggers and readers influence their participation in social commerce within the same community. To address the research objective, 20 sellers and 21 customers who also play a role as bloggers or readers were interviewed. In-depth interviews using laddering and semi-structured interview techniques were carried out to explore social commerce behaviour, the perceived consequences, and goals or values of participation. In addition, observation was also conducted on the platform used by the sellers. Data was coded using NVivo whilst the themes arising from the coding process were transformed into an implication matrix and hierarchical value map using Ladderux software.  This study found that strong ties within the community, influenced by homophily and the sense of virtual community, motivated the customers to participate in commercial activities in order to obtain their goals which included a sense of obligation, loyalty, satisfaction and self-esteem. The relationships influenced customers to trust each other, provide social support and made purchasing products more convenient. Sellers were influenced by the convenience of using social media and the social support provided by the customers which helped them to achieve their goals which are profit and business sustainability.  This study contributes to social commerce theory by highlighting an underexplored type of social commerce setting and addressing how trust can be transferred from social to commercial activities. The findings provide a useful insight for businesses, regardless of their size, to build an understanding of the need to create a good relationship with their customers. For macro-businesses, this model can be used to identify what is lacking in their social media marketing strategy.</p>

scholarly journals A Literature Review of in IS Adoption Model Factors

2019 ◽  
pp. 92-98
Author(s):  
Nur Ani ◽  
Vina Ayumi ◽  
Handrie Noprisson
Keyword(s):  
Literature Review ◽  
Selection Process ◽  
Virtual Community ◽  
Social Capital Theory ◽  
Social Software ◽  
Social Commerce ◽  
Inclusion Criteria ◽  
Community Group ◽  
Online Chat ◽  
Adoption Model

The propose of this research is to review the IS adoption model that can be applied to Enterprise 2.0 such as including social networks, virtual community (group discussion), cyber meetings, online chat, enterprise social software, social commerce, Customer Relationship Management (CRM) and project management. The systematic literature review (SLR) method used in this research is proposed by Kitchenham in 2004. This research reviewed 257 research papers and then selection process used the inclusion criteria based on the title and abstract, and it selected 47 paper. In the selection process used inclusion criteria for full text and it produced 19 paper. Then in the final stage or the 3rd stage, the selection used exclusion criteria and produce 15 papers. As conclusions, IS adoption model adopt some theories such as TOE framework, TAM, UTAUT, TOS, diffusion innovation theory and social capital theory. Some factors that affect the adoption of this model are technology, organization, environment, competency, personal and others.

scholarly journals The Driving Forces of C2C Social Commerce in Thailand: A Developing Framework

2018 ◽  
Vol 3 (1) ◽  
pp. 108 ◽  
Author(s):  
Supattana Sukrat ◽  
Pruthikrai Mahatanankoon ◽  
Borworn Papasratorn
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Driving Forces ◽  
Virtual Community ◽  
Building Blocks ◽  
User Generated Content ◽  
Community Management ◽  
Social Commerce ◽  
Massive Growth ◽  
Online Retailers

Social Networking Services (SNSs) allow individuals and small online retailers to engage in consumer-to-consumer social commerce (C2C s-commerce). It is a growing phenomenon in Thailand.  This article seeks to articulate the driving forces behind the massive growth of C2C s-commerce in Thailand. Our preliminary literature review and observation reveal a set of interrelated drivers or dimensions fueling this growth: personality and motivation, user-generated content, ICT, and virtual community management. We postulate that these drivers are the main building blocks for C2C s-commerce adoption in Thailand. Researchers and practitioners can refer to these dimensions as they seek to reexamine C2C s-commerce in the context of Thailand or other emerging economies.Keywords: consumer-to-consumer (C2C), s-commerce, driving forces, Facebook, motivation, personality, social networking sites, social commerce, virtual community

scholarly journals Motivations for Virtual Community Participation in Social Commerce: Customers and Sellers in the Malay Lifestyle Blogging Community

2021 ◽  
Author(s):  
◽  
Syahida Hassan
Keyword(s):  
Social Support ◽  
Social Media ◽  
Large Scale ◽  
Virtual Communities ◽  
Virtual Community ◽  
Structured Interview ◽  
Ease Of Use ◽  
Social Commerce ◽  
Commercial Activities ◽  
The Social

<p>Although the field of social commerce has gained a lot of attention recently, there are many areas that still remain unexplored. A new phenomenon emerging within virtual communities is a blurring between social and commercial activities. To date, scholars in the social commerce literature have either focused on customers in the community or on medium to large scale businesses. There has been little research on social commerce communities which include micro-businesses despite their rapid growth in South East Asian countries.  This study explores a social commerce community of Malay lifestyle bloggers, who are a subset of the Malaysian blogosphere community. Bloggers begin by using the personal genre, some then move on to set up online businesses using their personal blogs as a platform. The characteristic of blogging’s ease of use means there are low barriers to starting a small business, merging blogging and commerce. This changes the nature of the community by bringing in a new relationship, as well as relationships between bloggers and readers, there are now also relationships between sellers and customers.  This study aims to understand the motivations for both sellers and customers, and how their relationships as bloggers and readers influence their participation in social commerce within the same community. To address the research objective, 20 sellers and 21 customers who also play a role as bloggers or readers were interviewed. In-depth interviews using laddering and semi-structured interview techniques were carried out to explore social commerce behaviour, the perceived consequences, and goals or values of participation. In addition, observation was also conducted on the platform used by the sellers. Data was coded using NVivo whilst the themes arising from the coding process were transformed into an implication matrix and hierarchical value map using Ladderux software.  This study found that strong ties within the community, influenced by homophily and the sense of virtual community, motivated the customers to participate in commercial activities in order to obtain their goals which included a sense of obligation, loyalty, satisfaction and self-esteem. The relationships influenced customers to trust each other, provide social support and made purchasing products more convenient. Sellers were influenced by the convenience of using social media and the social support provided by the customers which helped them to achieve their goals which are profit and business sustainability.  This study contributes to social commerce theory by highlighting an underexplored type of social commerce setting and addressing how trust can be transferred from social to commercial activities. The findings provide a useful insight for businesses, regardless of their size, to build an understanding of the need to create a good relationship with their customers. For macro-businesses, this model can be used to identify what is lacking in their social media marketing strategy.</p>

What motivates members to transact on social C2C communities? A theoretical explanation

2020 ◽  
Vol 37 (4) ◽  
pp. 399-411 ◽  
Author(s):  
Deepak Trehan ◽  
Rajat Sharma
Keyword(s):  
Social Capital ◽  
Purchase Intention ◽  
Virtual Community ◽  
Theoretical Explanation ◽  
Purchase Intentions ◽  
Social Capital Theory ◽  
Media Richness ◽  
Limited Information ◽  
Social Commerce ◽  
Content Type

Purpose This paper aims to investigate the consumer motivation to buy products on consumer-to-consumer (C2C) communities on social networking sites (SNSs). These transactions involve no intermediation or payment of fees by any party. The phenomenon is in contrast with the traditional C2C transactions, on websites such as eBay, where the company website facilitates the transaction between consumers, charges a fee to sellers and provides limited information about buyers and sellers. Design/methodology/approach Drawing from media richness theory and social capital theory, this paper thus proposes and empirically tests a theoretical model developed using data collected from people making transactions on these communities that synthesize the motivations behind consumers’ intention to buy. Findings The results indicate that the media richness of the Facebook platform increases the social capital and sense of virtual community among users, which further impacts the purchase intentions of users. Social capital alone does not lead to purchase intention and indirectly impacts purchase intentions through the trust dimension. Research limitations/implications This study contributes to theorizing the role of the platform, social capital and sense of virtual community in buying behavior on SNSs and provides valuable new insights into these constructs for the brand managers on social media sites. Originality/value Existing research on social commerce does not hold true for C2C communities on SNSs. This paper provides a new perspective into these communities through the lens of media richness and social capital constructs as antecedents of purchase intentions on these communities.

Harnessing the Potential of Virtual Communities

2016 ◽  
pp. 133-144
Author(s):  
Dharmendra Pandey
Keyword(s):  
Online Community ◽  
Virtual Communities ◽  
Virtual Community ◽  
Sustainable Growth ◽  
Social Software ◽  
User Engagement ◽  
Exploratory Research ◽  
Social Commerce ◽  
Strategic Approach ◽  
Collaborative Publishing

We are living in a knowledge oriented society where empowered and well informed customers can participate, collaborate, disseminate, and channelize information and opinion among other stakeholders of an organization. Today, we have system and tools through which we can tap the expertise of a virtual group to make rational decisions. Social commerce is enabling collaborative publishing and facilitating in management of common databases for sharing knowledge. A Virtual community is a group of people with some shared interest who connect and interact with each other over a period of time using technology. A Social software regulates the activities of the participants. Prospective customers and existing consumers join these communities because they provide multifaceted opportunities and leanings to the participants. The aim of this exploratory research is to develop strategic approach to virtual communities for effective online community management and user engagement for sustainable growth.

A managerial perspective on omnichannel e-customer

2020 ◽  
pp. 5-17
Author(s):  
Maria Teresa Cuomo ◽  
Francesca Ceruti ◽  
Alice Mazzucchelli ◽  
Alex Giordano ◽  
Debora Tortora
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Empirical Analysis ◽  
Customer Experience ◽  
Tourism Industry ◽  
Point Of View ◽  
Social Commerce ◽  
Social Dimensions ◽  
Offline Channels ◽  
Managerial Perspective

The actual omnichannel customer uses indifferently both online and offline channels to express himself through consumption, which increasingly blends personal, cultural and social dimensions. In this perspective social media and social networks are able to assist e-retailers in their effort of creating a total e-customer experience, especially in the tourism industry, trying to satisfy their clients from the relational and commercial point of view. By means of an empirical analysis where managers were interviewed on the topic and its degree of application in the firms, the paper underlines how from the managerial point of view, that represents a new prospect on the topic, the expected shift from e-commerce to social commerce paradigm, facilitating the selling and buying of products and services by using various internet features, is nowadays not completely understood and realized.

Section 5.d Introduction

2019 ◽  
Vol 1 (1) ◽  
Author(s):  
Calin GURAU ◽  
Ashok RANCHHOD
Keyword(s):  
Best Practices ◽  
Brand Strategy ◽  
Brand Experience ◽  
Creation Process ◽  
A Value ◽  
Starting Point

 The classic brand design literature presents and illustrates best practices in developing the physical, graphical and semiotic aspects of a brand. However, both practitioners and academics outline that brand design is only the starting point of the brand strategy, which has to be completed and complemented by designing and effectively managing meaningful brand experiences. The success of the brand depends on a value co-creation process in which the intentions and offerings of producers and vendors encounter, and interact with, the customer experiences of the brand and of the associated product. A brand experience designed for the customer can therefore be multi-dimensional and not just product led.

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