Harnessing Social Commerce

Harnessing Social Commerce: Strategies for Driving Customer Engagement and Purchase Intentions in Emerging Markets explores the transformative role of social commerce in developing customer buying intentions within emerging markets. Rooted in Web 2.0 technologies and social media platforms, social commerce links consumers and businesses through interactive online communities, reviews, and forums. The book emphasizes the significance of social support—both informational and emotional—in fostering consumer trust, a critical factor influencing purchasing decisions. It presents an empirical study of social media users in emerging markets, examining the relationships between social commerce constructs, trust, and buying intentions. The findings highlight the pivotal role of online engagement, feedback, and community-building in shaping customer behavior in a digital marketplace. This book serves as a valuable resource for e-commerce firms, offering insights into strategies for leveraging social media to build trust and increase sales.