Marketing Management Association (MMA)
As an evolution of electronic commerce, social shopping leverages the power of social media to transform the online shopping experience in ways that benefit both marketers and consumers. To create social shopping value, marketers have typically relied on economic (extrinsic and monetary) rewards, which enhance utilitarian value and build short-term sales. However, marketers may also wish to consider social (intrinsic and non-monetary) rewards, which hold great potential for creating hedonic value to further enhance the social shopping experience. This paper proposes a conceptual model that captures the role of economic as well as social rewards in social shopping.