The Success of Social Commerce in Creating Brand Value in The Electronic Commerce Declaration

Year 2023, Volume: 8 Issue: 22, 976 - 989, 28.10.2023

Hatip Yurgiden

https://doi.org/10.25204/iktisad.1335470

Abstract

Social media platforms have made it easier for people to communicate and shop. The volume of social commerce (s-commerce), which means users shop via social media platforms, has increased day by day. This has increased the importance of s-commerce in creating brand value. The purpose of this study is to examine the contribution of s-commerce to the development of brands by reviewing the literature in the field of s-commerce. For this purpose, studies on Dicle University, Database Access and Statistics System (Vetis) and sites such as Scopus, Science Direct, Web of Science were examined. The relationship between s-commerce and branding has been investigated, especially based on recent studies. In the literature review, it was seen that brand awareness increased with the development of s-commerce. As a result of the study, it was thought that s-commerce could make significant contributions to brand creation and brand value creation. It has also been estimated that s-commerce accelerates the success of companies in creating brand value.

Keywords

Internet, E-commerce, Brand Building, Social Media, S-commerce

Elektronik Ticaret Denkleminde Yer Alan Sosyal Ticaretin Marka Değeri Oluşturmadaki Başarısı

Abstract

Sosyal medya platformları insanların iletişim kurmasını ve alışveriş yapmasını kolaylaştırmıştır. Kullanıcıların sosyal medya platformları üzerinden alışveriş yapmaları anlamına gelen sosyal ticaret (s-ticaret) hacmi gün geçtikçe artmıştır. Bu da marka değeri oluşturmada s-ticaretin ağırlığının artmasını sağlamıştır. Bu çalışmanın amacı, s-ticaret alanında alanyazın incelemesi yapılarak s-ticaretin markaların gelişimine olan katkısına bakmaktır. Bu amaç doğrultusunda, Dicle Üniversitesi, Veri Tabanı Erişim ve İstatistik Sistemi (Vetis) ile Scopus, Science Direct, Web of Science gibi sitelerde yer alan çalışmalar incelenmiştir. Özellikle son yıllardaki çalışmalar baz alınarak s-ticaret ve marka oluşturma arasındaki ilişki araştırılmıştır. Alanyazı incelemesinde, s-ticaretin gelişmesiyle beraber marka bilinirliğinin artığı görülmüştür. Çalışmanın sonucunda, marka yaratma ve marka değeri oluşmasında s-ticaretin önemli katkılarının olabileceği düşünülmüştür. Ayrıca s-ticaretin firmaların marka değeri oluşturmadaki başarısını hızlandırdığı tahmin edilmiştir.

Keywords

İnternet, E-ticaret, Marka Oluşturma, Sosyal Medya, S-ticaret

References

• Aljuhmani, H. Y., Elrehail, H., Bayram, P. ve Samarah, T. (2022). Linking social media marketing efforts with customer brand engagement in driving brand loyalty. Asia Pacific Journal of Marketing and Logistics, 35(7), 1719-1738. https://doi.org/10.1108/APJML-08-2021-0627
• Almahameed, M. ve Obidat, A. (2023). Exploring the critical success factors of s-commerce in social media platforms: The case of Jordan. International Journal of Data and Network Science, 7 (1), 163-174. http://dx.doi.org/10.5267/j.ijdns.2022.11.006
• Al-Omoush, K. S., Ancillo, A.L. ve Gavrila, S.G. (2022). The role of cultural values in social commerce adoption in the Arab world: An empirical study. Technological Forecasting & Social Change, 176, 1-11. https://doi.org/10.1016/j.techfore.2021.121440
• Andijani, A. ve Kang, K. (2022). Social Commerce Acceptance after post COVID-19 pandemic in saudi women customers: A multi-group analysis of customer age. Sustainability, 14, 10213, 1-19. https://doi.org/10.3390/su141610213
• Attar, R. W., Almusharraf, A., Alfawaz, A. ve Hajli, N. (2022). New trends in e-commerce research: Linking social commerce and sharing commerce: A systematic literature review. Sustainability, 14, 16024, https://doi.org/10.3390/su142316024
• Bhattacharyya, S. ve Bose, I. (2020). S-commerce: Influence of facebook likes on purchases and recommendations on a linked e-commerce site. Decision Support Systems, 138, 1-13. https://doi.org/10.1016/j.dss.2020.113383
• Brand Finance, Brandirectory. (2023). Brand Finance Global 500 2023 Report. Erişim tarihi: 11 Temmuz 2023, https://brandirectory.com/rankings/global
• Busalim, A. H. ve Hussin, A. C. (2016). Understanding social commerce: A systematic literature review and directions for further research. International Journal of Information Management, 36, 1075–1088. http://dx.doi.org/10.1016/j.ijinfomgt.2016.06.005
• Busca, L. ve Bertrandias, L. (2020). A framework for digital marketing research: Investigating the four cultural eras of digital marketing. Journal of Interactive Marketing, 49, 1-19. https://doi.org/10.1016/j.intmar.2019.08.002
• Cabanillas, F. L. ve Dos-Santos, M.A. (2017). Factors that determine the adoption of Facebook commerce: The moderating effect of age. Journal of Engineering and Technology Management, 44, 1-18. http://dx.doi.org/10.1016/j.jengtecman.2017.03.001
• Cheng, X., Gu, Y. ve Shen, J. (2019). An integrated view of particularized trust in social commerce: An empirical investigation. International Journal of Information Management, 45, 1-12. https://doi.org/10.1016/j.ijinfomgt.2018.10.014
• Datareportal. (2022). Digital 2022: Global Overview Report. Erişim tarihi: 9 Haziran 2020, https://datareportal.com/reports/digital-2022-global-overviewreport?utm_source=Global_Digital_Reports&utm_medium=Article& utm_campaign=Digital_2022
• Datareportal. (2022). Digital 2022: Social Commerce Takes Off. Erişim tarihi: 9 Haziran 2020, https://datareportal.com/reports/digital-2022-social-commerce-takes-off?rq=commerce
• Donner, M. ve Fort, F. (2018). Stakeholder value-based place brand building. Journal of Product & Brand Management, 27 (7), 807-818. https://doi.org/10.1108/JPBM-10-2017-1652
• Farrag, D. A. R. ve Gharara, S. R. A. (2023). Can Arab-origin brands go global? An exploratory study. Journal of Islamic Marketing, 14 (8), 2045-2069. http://dx.doi.org/10.1108/JIMA-07-2021-0228
• Herzallah, D., Leiva, F. M. ve Cabanillas, F. L. (2021). To buy or not to buy, that is the question: understanding the determinants of the urge to buy impulsively on Instagram Commerce. Journal of Research in Interactive Marketing, 16 (4), 477-493. https://doi.org/10.1108/JRIM-05-2021-0145
• İnaç, H. ve Yacan, İ. (2018). Ülkelerin markalaşma süreci ve marka kavramı. Uluslararası Yönetim Akademisi Dergisi, 1 (3), 317-331. https://dergipark.org.tr/tr/pub/mana/issue/42538/486154
• Jadil, Y., Jeyaraj, A., Dwivedi, Y. K., Rana, N. P. ve Sarker, P. (2022). A meta-analysis of the factors associated with s-commerce intention: Hofstede’s cultural dimensions as moderators. Internet Research, (ahead-of-print). 1-45. https://doi.org/10.1108/INTR-10-2021-0768
• Jassasi, I. A. ve Baghdadi, Y. (2022, 15-16 Eylül). Categorization of the requirements of social commerce platforms. 2022 International Conference on Information Technologies (InfoTech-2022), Proceedings of the IEEE Conference, Varna, Bulgaristan. https://doi.org/10.1109/InfoTech55606.2022.9897113
• Juntongjin, M. L., Centeno, E. ve Cambra-Fierro, J. (2022). Does involvement matter in S-Commerce? The integrated role of emotion to explain satisfaction and loyalty in S-commerce for low vs high involvement products. Cogent Business & Management, 9(1), 1-22. https://doi.org/10.1080/23311975.2022.2104439
• Leung, V. K. S., Chang, M. K., Cheung, M. L. ve Shi, S. (2022). Understanding consumers’ postconsumption behaviors in C2C social commerce: the role of functional and relational customer orientation. Internet Research, 32 (4), 1131-1167. https://doi.org/10.1108/INTR-11-2020-0664
• Liao, S. H., Widowati, R. ve Hsieh, Y. C. (2021). Investigating online social media users’ behaviors for social commerce recommendations. Technology in Society, 66, 1-14. https://doi.org/10.1016/j.jbusres.2023.114059
• Lim, X. C., Cheah, J. H., Waller, D. S., Ting, H. ve Ng, S. I. (2020). What s-commerce implies? Repurchase intention and its antecedents. Marketing Intelligence & Planning, 36 (6), 760-776. https://doi.org/10.1108/MIP-03-2019-0145
• Lim, Y. S., Yeo, S. F., Ng, T. H. ve Mohamad, W. N. (2022). Brand engagement in S-commerce: A study of Malaysia customers. 2022 International Conference on Digital Transformation and Intelligence (ICDI), 174-179. https://doi.org/10.1109/ICDI57181.2022.10007254
• Majerova, J. ve Krizanova, A. (2015). Slovak consumer´s perception of the product policy activities in the process of brand value building and managing. Procedia Economics and Finance, 23, 1084-1089. https://doi.org/10.1016/S2212-5671(15)00480-3
• Melovic, B., Jocovic, M., Dabic, M., Tamara Backovic Vulic, T. A. ve Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63, 1-14. https://doi.org/10.1016/j.techsoc.2020.101425
• Oliveira, E. R. ve Abreu, N. R. (2020). The challenge of brand building: proposal of a model. Brazilian Journal of Marketing, 19(2), 470-494. https://doi.org/10.5585/remark.v19i2.17778
• Osatuyi, B., Qin, H., Osatuyi, T. ve Ture, O. (2020). When it comes to satisfaction It depends: An empirical examination of social commerce users. Computers in Human Behavior, 111, 1-11. https://doi.org/10.1016/j.chb.2020.106413
• Osorio, M. L., Centeno, E. ve Cambra-Fierro, J. (2023). An empirical examination of human brand authenticity as a driver of brand love. Journal of Business Research, 165, 1-8. https://doi.org/10.1016/j.jbusres.2023.114059
• Quaratino, L. ve Mazzei, A. (2018). Managerial strategies to promote employee brand consistent behavior. The new frontier for brand building strategies. Journal of Business Research, 13 (2), 185-200. https://doi.org/10.1108/EMJB-02-2017-0008
• Sindhu, P. ve Bharti, K. (2022). Influence of chatbots on purchase intention in social commerce. Behaviour & Information Technology, 1-22. https://doi.org/10.1080/0144929X.2022.2163188
• Sohaib, M. ve Han, H. (2023). Building value co-creation with social media marketing, brand trust, and brand loyalty. Journal of Retailing and Consumer Services, 74, 1-11. https://doi.org/10.1016/j.jretconser.2023.103442
• Statista. (2023). Number of smartphones sold to end users worldwide from 2007 to 2022. Erişim tarihi: 21 Temmuz 2023, https://www.statista.com/statistics/263437/global-smartphone-sales-to-end-users-since-2007/
• Statista. (2023). Revenue of e-commerce worldwide in 2022, by country. Erişim tarihi: 16 Ağustos 2023, https://www.statista.com/forecasts/1283912/global-revenue-of-the-e-commerce-market-country
• Vuran, Y. ve Avşar, A. (2016). İşletmelerde marka ve marka stratejileri. International Journal of Academic Value Studies, 2 (6), 28-39. http://dx.doi.org/10.23929/javs.44
• Wang, L. Y., Hu, H. H., Wang, L. ve Qin, J. Q. (2022). Privacy assurances and social sharing in social commerce: The mediating role of threat-coping appraisals. Journal of Retailing and Consumer Services, 67, 1-13. https://doi.org/10.1016/j.jretconser.2022.103028
• Wen, D., Chen, X., Sun, X., Cao, J., Geng, T. ve Wangand, E. (2017). Impact of government brand-building promotion on enterprise financial performance: empirical evidence from China. Total Quality Management & Business Excellence, 28 (9), 1023-1040. https://doi.org/10.1080/14783363.2017.1303887
• Wu, Y. J., Shen, J. P. ve Chang, C. L. (2015). Electronic service quality of facebook social commerce and collaborative learning. Computers in Human Behavior, 51, 1395–1402. http://dx.doi.org/10.1016/j.chb.2014.10.001
• Yahia, I. B., Al-Neama, N. ve Kerbache, L. (2018). Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage. Journal of Retailing and Consumer Services, 41, 11-19. https://doi.org/10.1016/j.jretconser.2017.10.021
• Yang, X. (2021). Understanding consumers’ purchase intentions in social commerce through social capital: evidence from SEM and fsQCA. Journal of Theoretical and Applied Electronic Commerce Research, 16, 1557–1570. https://doi.org/10.3390/jtaer16050087