Customer Engagement

Abstract

This chapter focused on exploring the engagement in which consumers interact with each other while conducting online shopping activities, such as discovering products, sharing product information, and/or collaboratively making shopping decisions. At the core of the product/service offering, successful shopping models will be able to meet the needs of highly engaged shoppers. In order to develop sustainable shopping model for this group of shoppers, social support theory could explain the current phenomenon of the use of social media for shopping. The social media technologies facilitated collaborative learning and collaborative improvement on the sale of unconventional and innovative products. The chapter contributes in social commerce innovations and provides managerial implications for understanding the overall interactions of social commerce.