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- W67981513 abstract "Social media use by online retailers and marketers has typically focused on developing brand relationships with consumers (Baker 2012; Castronovo and Lei 2012; Kim and Ko; 2012), and increasing a brand’s online social presence as a way to build a brand-based consumption community (Hur, Ahn, and Kim 2011). Online retailers typically do not use social media to build business-to-business relationships or to create partnerships with others sharing a common consumer market. In the rare instances when online retailers do use social media to build relationships with others, it is often limited to those that are already supply chain partners (Brennan and Croft 2012; Sood and Pattinson 2012). In contrast, Etsy.com deliberately uses social media to create a marketplace designed to connect businesses together within a larger selling community. In light of this approach, the purpose of this study was to explore how Etsy uses social media to support business-to-business relationships and create its marketplace through a community of sellers." @default.
- W67981513 created "2016-06-24" @default.
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- W67981513 date "2014-10-13" @default.
- W67981513 modified "2023-09-26" @default.
- W67981513 title "Understanding Etsy: Social Media and Marketing within a Community of Sellers" @default.
- W67981513 cites W2258673939 @default.
- W67981513 doi "https://doi.org/10.1007/978-3-319-10951-0_297" @default.
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