From Electronic Commerce to Social Commerce: How online retailers can utilize social media to increase traffic and sales!

From Electronic Commerce to Social Commerce: How online retailers can utilize social media to increase traffic and sales!

Sewnath, G.

Santema, S.C. (mentor)
Kopecka, J. (mentor)

Industrial Design Engineering

Strategic Product Design

2011-08-24

This thesis proposes the social media relationship-building framework, which serves as a guideline for online retailers who seek to utilize social media to accomplish corporate objectives. The framework organizes the appropriate instruments (What is the objective, how can it be measured), management model (focus on relationships) and attitudes (rules of engagement) that allow online retailers to successfully pursue a sustainable and mutually beneficial relationship.

social media
online retail
web 2.0
electronic commerce
social commerce

http://resolver.tudelft.nl/uuid:7c7365b1-720e-4c29-9e5f-49d6b5d8b05c

Campus only

Student theses

master thesis

(c) 2011 Sewnath, G.