Conference Paper

Social Media Engagement as an E-commerce Driver, a Consumer Behavior Perspective

DOI: 10.1109/CISTI.2014.6877033 Conference: CISTI'2014 - 9th Iberian Conference on Information Systems and Technologies, At Barcelona, Spain

ABSTRACT This study explores the relationship between Social Media engagement and the activation of the consumer's purchase process. Following a consumer behavior perspective we study how the new communication paradigm of the Web 2.0 has change the first stage of the e-commerce purchase process, the problem recognition. We use the case of a smartphone purchase, to explore how differences in Social Media (Facebook) engagement would help describe existent differences between the consumer's triggers for problem recognition. The results suggest that there's a relationship between the level of engagement and the consumer's state that influences the activation of the problem recognition. Implications for e-commerce and social media managers are discussed.

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Available from: Ferran Giones, Jun 18, 2014
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