Academic journal article Journal of Electronic Commerce Research

Understanding Facebook Commerce (F-Commerce) Actual Purchase from an Artificial Neural Network Perspective

Academic journal article Journal of Electronic Commerce Research

Understanding Facebook Commerce (F-Commerce) Actual Purchase from an Artificial Neural Network Perspective

Article excerpt

(ProQuest: ... denotes formulae omitted.)

1.Introduction

The advent of Facebook and Web 2.0 has led to the birth of a new form of online business known as Facebook commerce or f-commerce [Jambulingamis et al. 2015; Kang & Johnson 2015; Liébana-Cabanillas & Alonso-DosSantos 2017]. F-commerce can be classified as two classes. The first class consists of companies (e.g. Levis, Amazon, TripAdvisor etc.) that connect to Facebook pages, which divert potential buyers to their online stores while the second class are companies (e.g. Groupon, Hallmark, Watson etc.) that connect to Facebook through fan pages and allows prospective buyers to buy directly from their Facebook stores. E-marketers have started to adopt f-commerce to improve buying experiences by assisting consumer loyalty, advocacy and acquisition [Kang & Johnson 2015]. For example, Gamboa and Goncalves [2014] found that 97% of Fortune-100 companies have used social media and 54% possess Facebook fan pages. Furthermore, Barnes et al. [2013] found that 96% of the Fortune-500 specialty retailers also utilized Facebook. In fact, retailer Facebook pages have enabled nearly 68% users to trade products and services to other users particularly in Asian countries [Duggan & Brenner 2013]. In addition, renowned retailers (e.g. Macy's, Express, Delta and Hallmark) have started to trade products via Facebook pages [Kang & Johnson 2015]. The Facebook pages allow consumers to interact with each other and share product information as well as to buy product within the Facebook page and news feed. Moreover, a Facebook shopping service known as Soldsie has enabled sellers to upload product photos, prices, quantities and images on Facebook [Cohen 2014]. On top of that, a Facebook store app known as Shopify also enables sellers to trade products via Facebook. Tsukayama [2015] asserted that another Facebook app known as Messenger enables buyers to request for more product info and obtain prompt responses as well as placing additional orders and finally confirm the orders through the Messenger account. Besides, the TheFind app as a search engine which extracts consumers' shopping habits and social profiles may provide consumers with a custom-made buying experience [Kang & Johnson 2015]. With Facebook's 'buy' button, retailers may post product information and consumers can buy it by just clicking this button and then the transaction can be done via credit card.

In terms of social media platform(s) used by marketers, Statista [2016] reported that 93% marketers used Facebook followed by Twitter (i.e. 78%), LinkedIn (i.e. 67%), YouTube (i.e. 53%), Google+ (i.e. 49%), Instagram (i.e. 44%), Pinterest (i.e. 40%), and Forums (i.e. 12%). Facebook may serve as a marketing tool for businesses especially small and medium enterprises and as a channel for interaction with consumers [Chen et al. 2014]. Lin and Lu [2015] opined that mobile- and e-commerce have been enhanced by SNSs (e.g. Facebook, Twitter and etc.) by enabling businesses to interact with lots of consumers simultaneously [Hew J.J. et al. 2016a] and businesses at the same time need not spend a lot of investment for adopting social media [Gamboa & Goncalves 2014]. Labrecque [2014] and Laroche et al. [2013] asserted that companies can directly interact with customers and trade services and products with lesser charges to enhance brand loyalty. Furthermore, brick-and-mortar companies have also augmented their social media adoption in customer relationship management, product campaign and brand communication [Zhang et al. 2014]. Turban et al. [2010] opined that large companies such as Starbucks and Dell have also appreciated social media as a stimulant for sales. For example, Starbucks has engaged several social media platforms like Facebook, Twitter, Foursquare, etc. by hosting a discussion forum known as MyStarbucksIdea to enable consumers to discuss relevant issues. Facebook commerce or f-commerce is a category of s-commerce which is associated to retailing and purchasing of goods and services via Facebook [Marsden 2011]. …

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