Summary of Literature Review
According to Huang & Benyoucef (2013), social commerce is also attracting the researchers and there has been several studies that are carried out in this perspective. It includes multiple disciplines and thus there are different diversities of definitions in this aspect. Moreover, social commerce is also considered to be an online marketplace and it helps in leveraging the business ideas as well as the social media tools to support decision making process and thus it predicts customers buying behaviour. There is more interactive and social approach that is common among the followers of social media. The customers and the users can express themselves and thus share the required information through the social media websites. Service quality is considered to be critical and important aspect of social media websites and thus it needs to be accurate as well as comprehensive to cover different types of messages.
Liang et al.(2011) has stated that there must be social support in the social networking sites and this is considered important for the community members to share different types of information. Sharing frequent information increases the intention and the bonding to conduct different types of commercial activities and thus it helps in bringing warmth and understanding among the people. It can be said that social support is considered to be multi-dimensional construct and thus it components differ from one context to another. The social members share different types of commercial information and thus give further recommendations for different types of supportive information. The influence of e-commerce websites for different types of commercial activities is also important and its success depends on the quality of websites. The commercial benefits can be increased through different types of transaction processes and thus it is advantageous for carrying out different types of transactions. Social e-commerce also helps in relationship marketing and thus this affects customer loyalty. There must be proper relationship between the customers and the service providers and thus it helps in strengthening better relationships among them.
According to Culnan, McHugh & Zubillaga (2010), there is a need for implementation of social media via different approaches. Social media can gain a public profile with relatively low initial cost and thus this is possible with the cloud based application process. It does not require implementation of better quality implementation processes and thus important decisions must be made for different platforms and their deployment processes. The users or the customers who uses one single platform agree to use other platforms that will provide them further benefit and thus customers can make a good choice accordingly. Different organisations will prefer to use the social media sites because of organizational effectiveness and personnel system and processes. Moreover, the social media application must also be made readily accessible and thus it helps in attracting a large number of participants for developing social media initiatives. Therefore, it is the responsibility of the organisation to take all the explicit steps and thus create a viable community by defining the active participants. It will also help in community building and different initiatives taken by the social media websites will help in identifying the community and the users who wants to be involved in the entire process. People must also develop a sense of responsibility in the entire process and this will help in the community based exchanges with the other members. It will also help in the creation of different popular platforms and thus the organizations can attract more people on its page.
Problems in Literature
The evidence that was collected from the literature has certain loopholes such as it was not easier to understand the strategies that are used in social e-commerce. The problems of social e-commerce were also not highlighted properly and more emphasis was given on the opportunity section only. The research papers have highlighted the different relationship campaigns and thus it has helped in understanding the relationship and intentions of the customers. It has also failed to highlight how the e-commerce companies started capturing different types of data on social interaction among the customers in different websites. This will help in potential understanding and managing the relationship between the customers so as to improve better relationship and manage purchase decision process. Moreover, expect one paper the other literatures mentioned above has also failed to highlight the challenges in leveraging and measuring the different impact of social media in the decision making process.
Gaps in Literature
The impact of influence of social websites in customer’s decision making process has not been highlighted in the paper. The purchasing decisions are influenced.
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H1 (Alternative Hypothesis): Challenges of social e-commerce among the people
• What are the challenges and opportunities of social e-commerce among the people?
• What are the techniques used by the social e-commerce websites to attract the customers?
• Does social support in social networking sites affects the intentions of the users to use or discontinue the use the service?
• Do relationship quality between the websites and the users lays impact on social support and loyalty of the customers?
Research Design and Methodology
The main objective of research philosophy is to help the researchers in understanding the vision, mission and the thought processes that will be beneficial in conducting the research. It is important to take into consideration that this philosophy will be based on ethics, principles and values and thus it must be in accordance with the research study (Gray,2013). There are various types of research philosophies such as interpretivism, positivism, epistemology and realism. In this paper, the researcher will prefer to choose interpretivism and this depends on the analytical skills and capabilities of the researcher to interpret and understand the opportunities and the challenges of social e-commerce on the businesses as well as on the users.
Research approach basically refers to the particular line of direction that is taken by the researcher to choose the particular line of study. Generally, there are two types of research i.e. inductive and deductive. Broad(2014) has opined that deductive approach must begin with a hypothesis and there are some tests that must be carried out to test the hypothesis, emphasis and the different theories on the basis of causality. On the other hand according to Brannen (2009), it can be said that the process of inductive approach requires data collection, observation as well as other analytical tools and techniques that are considered important in carrying out the research successfully. In this paper, the researcher will prefer to choose the deductive approach and this must be based on the established theories that are stated by other researcher. It is also the responsibility of the researcher to test the hypothesis and then prove it using different methods and approaches. On the other hand, qualitative study will be carried out in this paper as per the deductive approach that is chosen by the researcher (Eriksson and Kovalainen, 2015).
Research purpose helps in reflecting the objectivity of the study processes. Generally, there are three types of research purpose i.e. exploratory, explanatory and analytical research approach (Flick, 2015). The researcher will try to apply explanatory research approach in this paper. This will be based on certain hypothesis and theories and thus it will be beneficial in analysing the casual relationship between the challenges and the opportunities of social e-commerce.
There are two types of data collection process i.e. primary and secondary. In this research paper, the researcher will try to use primary data collection and thus analyse the impact of social e-commerce. Primary data will be collected from the users of social e-commerce and also from the businessmen who are involved in the entire process of exchange and delivery of products and different types of gods to the customers.
Data will be analysed using SPSS version 20. Moreover, different types of correlation as well as regression co-efficient will also be used in carrying out the data analysis and thus finding out the impact, benefits as well as challenges of social e-commerce on the users as well as on the businessmen (Flick, 2015). This process of data analysis is considered important in carrying out the entire research and to check how social e-commerce will succeed in the long run.
Ethical issues are considered mandatory to be followed in carrying out the survey process in a systematic way. This is necessary to ensure reliability and validity of the data that has been gathered. Moreover, it also ensures that the data collected is genuine and it can be used for commercial purpose only. It is the responsibility of the researcher to carry out the research process in such a way that no personal information of the respondents as well as the collector is reflected in the research paper. Moreover, careful considerations must also be made that the responses collected are not biased and they do not deviate from the results. The valuable information must also be kept confidential and secret. Therefore, proper referencing style must also be followed so as to ensure reliability and validity in the entire process (Gray, 2013).
Broad, C.D. (2014). Religion, philosophy and psychical research: selected essays. Routledge
Culnan, M. J., McHugh, P. J., & Zubillaga, J. I. (2010). How large US companies can use Twitter and other social media to gain business value. MIS Quarterly Executive, 9(4).
Eriksson, P. & Kovalainen, A. (2015). Qualitative methods in business research: A practical guide to social research. Sage.
Flick, U. (2015). Introducing research methodology: A beginner's guide to doing a research project. Sage.
Gray, D.E. (2013). Doing research in the real world. Sage.
Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Liang, T. P., Ho, Y. T., Li, Y. W., & Turban, E. (2011). What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69-90.
Mata, F. J., & Quesada, A. (2014). Web 2.0, social networks and e-commerce as marketing tools. Journal of theoretical and applied electronic commerce research, 9(1), 56-69.