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• W2142756795 abstract "This study investigates the factors of the marketing mix in the context of social commerce for building marketing strategies. For this purpose, the authors built the research model, collected actual data, and analyzed the results. The results indicate that (1) experience goods, which were very difficult to sell through e-commerce, are most likely to be sold through social commerce, (2) social commerce users prefer to buy products at low prices through coupons based on smart devices, and (3) the reliability of product/service information provided through social networking sites can directly influence social commerce sales through brand equity and collectivism.This study suggests that social commercefirms can expand their market share by implementing a marketing strategy that allows consumers to obtain sufficient information on discounted goods, focuses on brand differentiation to increase product reliability, and makes social commerce use through offline stores more convenient." @default.
• W2142756795 created "2016-06-24" @default.
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• W2142756795 date "2014-05-30" @default.
• W2142756795 modified "2023-10-16" @default.
• W2142756795 title "Marketing Strategy on S-Commerce Based upon Marketing Mix" @default.
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• W2142756795 doi "https://doi.org/10.15764/mr.2014.01006" @default.
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