This timely edited collection offers a multidisciplinary perspective on social commerce, a phenomenon that has gained increasing
interest over the last 8 years. Investigating how social media can be used to generate value for brands beyond customer relationship
purposes, the skilled authors explore how social media users co-create value for businesses, influence other consumers and
generate electronic word-of-mouth (eWOM). Providing insights from practitioners and academics, this book goes further than
simply exploring e-commerce and social media, and addresses the real relevance of social commerce in today's business landscape.
With a selection of contemporary case studies and a Foreword written by Inthefrow's creator, Victoria Magrath, Social Commerce
will be an engaging read for those studying consumer behaviour, online marketing, and e-commerce.