SOCIAL COMMERCE: THE ROLE OF TRUST

The future of e-commerce is changing with the more recent emergence of social commerce. Web 2.0 has affected e-commerce, resulting in the emergence of a new concept known as social commerce. For a long time trust has been considered a challenge for both parties in e-commerce transactions; trust is also now challenging s-commerce. Drawing on the Technology Acceptance Model (TAM) (Davis, 1989) the author analyses trust along with some of the components of social commerce which affect the intention to buy among individuals by proposing and testing Social Commerce Adoption Model (SCAM). This research gathers survey data and applies structural equation modeling (SEM) to analyze the data. The results show trust is influential in s-commerce. The influence of trust is also strong on consumers’ intentions to buy. Limitations and implications are discussed in the end

Propuesta de una estrategia de mercadeo digital para Albedo Telecom (Barcelona-España)

El presente trabajo está orientado en la realización de una propuesta para el desarrollo de una estrategia de mercadeo digital en Albedo Telecom, empresa ubicada en Barcelona -España dedicada al desarrollo y fabricación de equipos de medida para la industria de las telecomunicaciones. La propuesta está enfocada en mejorar los procesos de comunicación que se tienen actualmente en el área comercial con los clientes potenciales. Como estrategia se propone el uso de herramientas digitales como el principal medio de comunicación y comercialización de sus productos.The present project is oriented in the realization of a proposal for the development of a strategy of digital marketing in Albedo Telecom, company located in Barcelona - Spain dedicated to the development and manufacture of measurement equipment for the telecommunications industry. The proposal is focused on improving the communication processes currently in the commercial area with potential customers. As a strategy, the use of digital tools is proposed as the main media of communication and marketing of its products.Administrador (a) de EmpresasPregrad

La comunicación en el Social Commerce a través de los influencers y sus propias marcas de moda. El caso de DosPrimeras, It’s Lava, Laagam y Rocío Osorno.

Tras la proliferación de nuevas formas de operar bajo el comercio online, surge una nueva variante, el Social Commerce. Este nuevo canal se centra en la compraventa de bienes a través de las redes sociales, y principalmente, en Instagram. Es por ello por lo que surge la oportunidad de realizar una investigación sobre el papel que tienen los influencers dentro de este Social Commerce con las marcas de moda que ellos mismos han creado.Para ello, se han realizado dos estudios: en el primero, una observación de datos cuantitativos sobre el engagement que han experimentado estas marcas durante el periodo de recogida de información de seis meses; en el segundo, un análisis de tipo cualitativo mediante dos grupos de discusión con seguidores de estas marcas vinculadas a influencers.<br /

Online fashion shopping experiences, web atmospherics and consumer's emotions

This thesis was previously held under moratorium from 1st December 2016 until 1st December 2021.The notion of ‘experience’ marks a shift in consumer research from focusing on the rational consumer to focusing on emotions (Holbrook & Hirschman, 1982). This research studies consumer experiences in the specific context of online fashion shopping. It contributes to the field of atmospherics and consumption emotions and experiences, thus bridging a gap that has been highlighted in the literature (e.g. Turley & Milliman, 2000). This thesis aims to study the online fashion-shopping experience as the consumer lives and constructs it. The research conducted two studies that are underpinned by the philosophical stance of pragmatism. First, Kelly’s (1955) personal construct theory (PCT) is adopted to gain an in-depth understanding of consumers’ shopping experience using their own words and construction. The study conducted 25 repertory grid interviews, analysed first with Jankowicz’s (2005) method of initial eyeball and process analyses. Next, following Lemke, Clark, and Wilson (2011), qualitative construct coding was performed by multi-coders for inter-reliability checks. This study contributes to our understanding of the online fashion-shopping experience by (1) introducing the construction of the experience as emotional, perceptual, situational and behavioural, (2) highlighting how individuality in such experiences often changes the meaning of such constructs, and (3) arguing that situational constructs provide a context that shapes the whole experience. Second, screencast videography is introduced as a novel method that captures the shoppers’ live experiences. Critical incident analysis of ten videos allowed the experience journey to be mapped, highlighting the main critical incidents and the contexts (e.g. purposeful vs. purposeless browsing) that shape the experience. In addition to its methodological contribution, this study provides great insights into an otherwise unobservable phenomenon. Furthermore, it presents the ‘fashionscape’ as a concept tailored especially to understanding the online fashion-shopping environment in its visual, verbal, social and educational dimensions.The notion of ‘experience’ marks a shift in consumer research from focusing on the rational consumer to focusing on emotions (Holbrook & Hirschman, 1982). This research studies consumer experiences in the specific context of online fashion shopping. It contributes to the field of atmospherics and consumption emotions and experiences, thus bridging a gap that has been highlighted in the literature (e.g. Turley & Milliman, 2000). This thesis aims to study the online fashion-shopping experience as the consumer lives and constructs it. The research conducted two studies that are underpinned by the philosophical stance of pragmatism. First, Kelly’s (1955) personal construct theory (PCT) is adopted to gain an in-depth understanding of consumers’ shopping experience using their own words and construction. The study conducted 25 repertory grid interviews, analysed first with Jankowicz’s (2005) method of initial eyeball and process analyses. Next, following Lemke, Clark, and Wilson (2011), qualitative construct coding was performed by multi-coders for inter-reliability checks. This study contributes to our understanding of the online fashion-shopping experience by (1) introducing the construction of the experience as emotional, perceptual, situational and behavioural, (2) highlighting how individuality in such experiences often changes the meaning of such constructs, and (3) arguing that situational constructs provide a context that shapes the whole experience. Second, screencast videography is introduced as a novel method that captures the shoppers’ live experiences. Critical incident analysis of ten videos allowed the experience journey to be mapped, highlighting the main critical incidents and the contexts (e.g. purposeful vs. purposeless browsing) that shape the experience. In addition to its methodological contribution, this study provides great insights into an otherwise unobservable phenomenon. Furthermore, it presents the ‘fashionscape’ as a concept tailored especially to understanding the online fashion-shopping environment in its visual, verbal, social and educational dimensions