Influencing the influencers

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dc.contributor.author Ramadan, Zahy B.
dc.contributor.author Farah, Maya F.
dc.date.accessioned 2021-09-28T11:16:52Z
dc.date.available 2021-09-28T11:16:52Z
dc.date.copyright 2020 en_US
dc.date.issued 2021-09-28
dc.identifier.issn 1477-8394 en_US
dc.identifier.uri http://hdl.handle.net/10725/13007
dc.description.abstract Companies discovered throughout the years that in order to acquire, retain or grow clients, they should allow customers to take a more active role in the product or service creation. Customers have become so valued by companies that they are now considered as partners in co-creation and co-selling. This is reflected in social shopping communities where consumers connect to each other and share, discover, rate, recommend and purchase products. This act of peer-to-peer influencing is becoming crucial to brands especially when it is conducted on retailers' own social networking sites, such as on Amazon's Spark platform. Accordingly, the purpose of this paper is to examine influencers' effects on social shopping within retailers' social platforms. Based on a qualitative approach, 15 experts were interviewed to shed light on the underlying factors surrounding social shopping that is affected by influencers within a retailer's networking platform. The paper consequently suggests the needed strategies to be adopted by brands and retailers alike. en_US
dc.language.iso en en_US
dc.title Influencing the influencers en_US
dc.type Article en_US
dc.description.version Published en_US
dc.title.subtitle the case of retailers' social shopping platforms en_US
dc.author.school SOB en_US
dc.author.idnumber 199503670 en_US
dc.author.idnumber 199705300
dc.author.department Hospitality Management And Marketing en_US
dc.relation.journal International Journal of Web Based Communities en_US
dc.journal.volume 16 en_US
dc.journal.issue 3 en_US
dc.article.pages 279-295 en_US
dc.keywords Social shopping en_US
dc.keywords Influencers en_US
dc.keywords Amazon en_US
dc.keywords Online communities en_US
dc.identifier.doi https://doi.org/10.1504/IJWBC.2020.108626 en_US
dc.identifier.ctation Ramadan, Z. B., & Farah, M. F. (2020). Influencing the influencers: the case of retailers' social shopping platforms. International Journal of Web Based Communities, 16(3), 279-295. en_US
dc.author.email zahy.ramadan@lau.edu.lb en_US
dc.author.email MFarah@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.inderscienceonline.com/doi/abs/10.1504/IJWBC.2020.108626 en_US
dc.orcid.id https://orcid.org/0000-0001-8368-3617 en_US
dc.orcid.id https://orcid.org/0000-0002-6251-4096 en_US
dc.author.affiliation Lebanese American University en_US

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