Marketing Strategy on Social Commerce Based upon Marketing Mix

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Provided by: Scientific Online Publishing (SOP)
Topic: E-Commerce
Format: PDF
In this paper, the authors investigate the factors of the marketing mix in the context of social commerce for building marketing strategies. For this purpose, they built the research model, collected actual data, and analyzed the results. The results indicate that experience goods, which were very difficult to sell through e-commerce, are most likely to be sold through social commerce, social commerce users prefer to buy products at low prices through coupons based on smart devices and the reliability of product/service information provided through social networking sites can directly influence social commerce sales through brand equity and collectivism.
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