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The increased use of social media has enhanced the way consumers make their everyday purchasing decisions. This has increased the importance of e-commerce companies to be present on social media. E-commerce companies that now use the capabilities of social media have led to the emergence of social commerce. Social media gives mutual gain for customers and companies but has also increased the amount of interactions e-commerce companies need to manage their customer experience (CE) in. As social media gives more control over the CE to the customer themselves it now becomes a challenge in maintaining the seamless CE that is demanded by the customer.  Customer experience management (CEM) is becoming a priority for managers and one of the most promising marketing approaches. CEM is about using customer insight to achieve long term customer loyalty. To gain competitiveness on the market and increase profitability e-commerce companies now need to provide a memorable CE in social media. Despite this, most companies have failed to implement CEM initiatives. There is moreover a lack in research on the combination of the topics of social commerce and CEM. This makes it highly relevant to conduct a study with the intention of answering the following research question: How can Swedish e-commerce companies work with their customer experience management on social media? This study conducted a multiple case study on Swedish e-commerce companies to investigate how Swedish e-commerce companies use CEM on their social media and what challenges and opportunities that exist. The study uses an inductive research approach with an element of deduction where the theoretical framework presents theories in the field of social media, social media marketing strategy (SMMS) and CEM. The study conducted qualitative semi-structured interviews with seven marketing managers. The respondents' answer showed that feelings and company culture worked as strategic directions when creating CE that in turn created engaged customers that through two-way interactions gave valuable insight for the company to use for improving their CEM. Challenges for the management was the decreased attention span of customers and an ever-changing context on platforms while there were opportunities in social listening software and the possibility to forecast upcoming trends using the data gathered from social media.

Im Social Commerce entwickeln sich die Kunden zu einer bedeutenden Informationsquelle für Unternehmen. Die Kunden nutzen die Kommunikationsplattformen des Web 2.0 (z.B. Twitter), um ihre Meinungen und Erfahrungen über Produkte zu äußern. Diese Diskussionen können sehr wichtig für die Entwicklung von Produkten eines Unternehmens sein. Ein modellbasierter Ansatz soll es einem Unternehmen ermöglichen, die Meinungen zu seinen Produkten in Microblogs zu betrachten. Der erste Schritt dafür ist die Erkennung von Themen in einem spezifischen Kontext. In einem weiteren Schritt müssen die zu den Themen korrespondierenden Einträge bezüglich der geäußerten Meinungen analysiert werden. Für die Erkennung der Themen kommt ein Verfahren zum Einsatz, das auf der Latent Dirichlet Allocation basiert. Das Verfahren identifizierte eventbasierte Themen im Zusammenhang mit den 3D-TV-Anlagen von Sony.

平台的興起改變了傳統消費模式，因此無論是在學術界或是實務界，強調互動的社群商務在近年來都漸漸受到重視。然而，從社群中內容經營者的角度出發探討社群商務經營狀況的相關研究不多；此外，社群商務與網路外部性的連結也相對缺乏，故本研究欲以台灣影響力最大之社群平台Facebook的粉絲專頁為例，探討社群商務「使粉絲變成消費者」的流量變現過程，供未來社群商務經營者參考。 本研究以學者Hagel & Armstrong（1998）提出的會員發展四階段作為研究架構，採個案研究法，選擇「傑利帶路 玩世界」與「I’m 布布媽咪／Chic KimBlake」為個案，透過深度訪談探討選擇個案從內容社群至社群商務的經營過程中，每一階段形成正向網路外部性的關鍵成功因素以及做法，並同時分析不同的訴求類型於粉絲專頁上的影響與效果。 研究結果顯示，在社群商務的整體經營中，人格力、社群力以及產品力為三大關鍵成功因素，並且依序在吸引會員（製造流量）、增加參與（集中流量）、建立忠貞（鎖住流量）三階段扮演關鍵角色，最終實現價值獲取（流量變現）的目的；除此之外，感性的訴求在社群商務前期扮演相對重要的角色，而訴求的有效性與社群商務提供的產品與服務類型並無直接相關。 / The new economics of platform changes traditional purchase process and reconstructs value chain, giving the market new business rules. Thus, social commerce which emphasize interaction between customers and operators has been widely discussed in recent years. Numerous studies focused on customer behavior in social commerce but barely discussed business operation of social commerce from platform operators’ perspectives. As a result, this study is aim at exploring the traffic monetizing process in social commerce operating. This study applies case study method, analytic frame is adopted from the Four Phases to Developing Sustainable Virtual Community of Prof. Hagel and Armstrong published in 1998. “JerryWalker” and “Chic KimBlake” on Facebook fanpage are chosen as the research targets. Start by in-person interview with each targeted cases and supplemented by second-hand sources, inspecting the process from solely content operating to social commerce operating, also analyze key successful factors in each phase; moreover, this study will also discuss different types of appeals’ influence in social commerce. The results of this study shows that “personality”, “community operation” and “product and service” are the three main key factors while building up a successful social commerce. Besides, these three factor correspond to Phase I-generate traffic, Phase- II concentrate traffic, and Phase-III lock in the traffic in order, through this process can monetize community traffic and reach positive network effect. Furthermore, emotional appeals show better effect in social commerce regardless of different kinds of provided product and service.

社群媒體迅速普及，連帶社群商務益發受到重視。本研究藉助S-O-R模型，期能以建立使用者之行為模式觀點的架構探討社群商務參與意圖。本研究中，欲探討營造社會臨場感的關鍵技術性特質對於社會臨場感的影響，進而對於促成參與意圖的效果，並瞭解媒體豐富性的調節作用。本研究蒐集相關文獻，並設計問卷、透過大量樣本進行研究模型驗證。 本研究共回收1218份有效問卷，並透過最小平方法(PLS)進行有效樣本之實證分析。研究結果發現，感知社交性是營造社會臨場感的關鍵技術性特質；同時，臨場感對參與意圖也有顯著的正向影響。即在社群平台上的社交氛圍、能與好友們社交互動，是最能使人感受到身歷其境的臨場感，也最能使人產生社群商務的參與意圖。 根據研究結果，本研究建議發展社群商務的過程中，在建置社群平台時，需要考量的技術性特質應特別著力於社交性內涵，如此是能產生社會臨場感，以及愈能促成社群商務參與意圖。 / Social media is well widespread, so is Social Commerce. With the use of the S-O-R Model, this study expects to establish a comprehensive structure to investigate the social commerce intention. This research proposes a view on the effect of technological features and social presence on social commerce. This study intends to identify the key technological features which enhance the perception of social presence. Furthermore, we intend to understand whether social presence contributes to the social commerce intention and the moderating effect of the media richness. We collected relevant literature, designed the questionnaire and validated the research model. A total of 1218 valid samples were collected to validate the research model. The result shows that perceived sociability is the key technological feature that leads to the perceived social presence, and social presence positively impacts social commerce intention. The analysis results imply that by making a great effort to enhance users' perceived social presence, social platform marketers can expect fruitful business result.

In a short period of time, the internet has become more of an essential asset for people to perform their daily tasks. With the consumption of products and services reaching an all-time high, impulse buying has become a growing issue. Instagram is one of the world’s most popular social media platforms and recently launched new shopping functions. While earlier studies show entertainment- and social motives for usage of Instagram, market drivers show that Instagram plays a central role in today’s online shopping. The purpose of this study is to investigate if Instagram can influence its users to increase impulse buying and if so, how that is done. This study has been implemented with triangulation by using a quantitative and a qualitative method approach. Based on a survey as well as an interview survey within this study, data has been analyzed based on behavioral theory, social influence theory, motives for usage of social media and theories of impulse buying.  The results of this study show that there is a new or increased need to buy products and services on Instagram and that there are impulse purchases as a result of Instagram. Instagram users are shown to be affected by the social influence and the marketing on Instagram. / Internet har på kort tid blivit en viktig tillgång för människor att kunna utföra uppgifter i sina vardagliga liv. Människor konsumerar allt mer i en växande internetmarknad, där impulsköp sker i allt större omfattning. Instagram är ett av världens mest populära sociala medier och har på senare tid lanserat nya shopping-funktioner i Sverige. Samtidigt som tidigare studier skildrar underhållning och sociala motiv för användningen av Instagram, talar marknadsförare idag om Instagram som ett centrum för e-handel. Detta ger skilda meningar om vad Instagram ska användas till. Syftet med studien är att undersöka om Instagram kan driva fram ett impulsköpbeteende hos användare och i sådana fall hur. Denna studie har genomförts genom en triangulering, med både en kvantitativ och kvalitativ metodansats. Utifrån enkät- samt intervjuundersökningen har datan analyserats med utgångspunkt i studiens teoretiska ramverk kring beteende, socialt inflytande och motiv för användning av applikationen. Resultatet i denna studie visar att det uppstår ett nytt- eller förstärkt behov av att köpa produkter och tjänster på Instagram samt att det förekommer impulsköp till följd av användning av applikationen. Instagram-användare visar sig påverkas av socialt inflytande och marknadsföring på Instagram.

Im Social Commerce entwickeln sich die Kunden zu einer bedeutenden Informationsquelle für Unternehmen. Die Kunden nutzen die Kommunikationsplattformen des Web 2.0 (z.B. Twitter), um ihre Meinungen und Erfahrungen über Produkte zu äußern. Diese Diskussionen können sehr wichtig für die Entwicklung von Produkten eines Unternehmens sein. Ein modellbasierter Ansatz soll es einem Unternehmen ermöglichen, die Meinungen zu seinen Produkten in Microblogs zu betrachten. Der erste Schritt dafür ist die Erkennung von Themen in einem spezifischen Kontext. In einem weiteren Schritt müssen die zu den Themen korrespondierenden Einträge bezüglich der geäußerten Meinungen analysiert werden. Für die Erkennung der Themen kommt ein Verfahren zum Einsatz, das auf der Latent Dirichlet Allocation basiert. Das Verfahren identifizierte eventbasierte Themen im Zusammenhang mit den 3D-TV-Anlagen von Sony.

Con la aparición del comercio social o también llamado social commerce, los usuarios tienen la facilidad de intercambiar información en redes sociales a través de experiencias previas. No obstante, al ser un término nuevo y poseer una rápida evolución no se ha estudiado ampliamente la relación que hay entre el social commerce y la intención de compra. Cabe indicar, que las tiendas por departamento de moda femenina, en Perú, la integran en su estrategia de marketing digital. A partir de ello, este trabajo académico tiene como objetivo de investigación identificar cuál es el grado de influencia de los constructos del social commerce (comentario, sugerencia y botón de compra) en base a las interacciones sociales (estados cognitivos y afectivos) con relación a la confianza e intención de compra online de prendas de vestir femeninas en las tiendas por departamento en Lima Metropolitana. Siguiendo el modelo S-O-R se han planteado siete hipótesis y para probarlas recolectaremos los datos necesarios mediante encuestas en línea. Esta investigación espera la participación de 250 personas que pertenezcan al público objetivo descrito en la muestra. Todas las respuestas serán medidas en escala Likert de 7 puntos, donde 1 es “totalmente en desacuerdo” y 7, “totalmente de acuerdo” / With the appearance of social commerce or also called social commerce, users have the facility to exchange information on social networks through previous experiences. However, being a new term and having a rapid evolution, the relationship between social commerce and purchase intention has not been widely studied. It should be noted that women's fashion department stores in Peru integrate it into their digital marketing strategy. Based on this, this academic work aims to identify the degree of influence of the social commerce constructs (comment, suggestion and purchase button) based on social interactions (cognitive and affective states) in relation to confidence and intention to buy women's clothing online in department stores in Metropolitan Lima. Following the S-O-R model, seven hypotheses have been raised and to test them we will collect the necessary data through online surveys. This research expects the participation of 250 people who belong to the target audience described in the sample. All responses will be measured on a 7-point Likert scale, where 1 is "totally disagree" and 7, "totally agree". / Trabajo de investigación

El presente estudio tiene la finalidad de examinar los factores que influyen en el proceso de recompra en los social commerce de la categoría de productos para el cuidado de bebés. Además, se desea investigar la relación del valor percibido, la satisfacción del cliente, la confianza del mismo y cómo influye esto para lograr una recompra en el canal online. Así mismo, para realizar este trabajo de investigación, se encuestará a 400 personas, realizando un muestreo no probabilístico. La muestra estará conformada por mujeres que tengan entre 25 a 45 años, con hijos de 0 a 3 años y que realicen sus compras de productos para el cuidado de bebés por las redes sociales. Además, para poder medir la influencia entre las variables. se realizará un análisis Bivariado de Chi-cuadrado y el análisis multivariado de regresión lineal múltiple. / The present study aims to examine the factors influencing the repurchase process in social commerce of the category of baby care products. In addition, we want to investigate the relationship of perceived value, customer satisfaction, customer trust and how this influences to achieve a repurchase in the online channel. Likewise, to carry out this research work, 400 people will be surveyed, carrying out a non-probability sampling. The sample will be made up of women who are between 25 and 45 years old, with children from 0 to 3 years old and who make their purchases of baby care products through social networks. In addition, to be able to measure the influence between the variables. A Chi-square bivariate analysis and multiple linear regression multivariate analysis will be performed. / Trabajo de investigación

La evolución de las nuevas tecnologías y el uso creciente de la redes sociales ha desencadenado un nuevo modelo de comercialización a través de ellas llamado social commerce. Este es una manera de comprar productos o servicios mediante las redes sociales, además, durante el proceso los usuarios pueden animarse a comprar conjuntamente con otros usuarios en las distintas comunidades existentes en redes sociales tales como grupos cerrados, foros, reseñas, vídeos, etcétera. En este contexto, existen diferentes variables que pueden influenciar a que el usuario compre, como son: la confianza, el precio, la calidad de información y la presencia social estas, van a determinar o incrementar su intención de compra. Es por ello que los vendedores online en redes sociales, especialmente las tiendas por departamento, deben tomar en cuenta los constructos dentro del comercio social que ayudan a incrementar la intención de compra de los usuarios. En el presente trabajo, buscamos analizar qué tan importante son los constructos mencionados en la intención de compra en un contexto peruano y como las tiendas por departamento pueden mejorar o aplicar el comercio social. Además, se va a determinar cual es el grado de significancia de cada uno de los constructos mencionados con relación a la intención de compra en el social commerce. Finalmente, esperamos que la investigación pueda seguir contribuyendo con la literatura de este nuevo modelo de comercialización. / The evolution of new technologies and the growing use of social networks has triggered a new marketing model through them called social commerce. This is a way to buy products or services through social networks, in addition, during the process users can be encouraged to buy together with other users in the different existing communities on social networks such as closed groups, forums, reviews, videos, etc. In this context, there are different variables that can influence the user to buy, such as: trust, price, quality of information and social presence, these will determine or increase their purchase intention. That is why online sellers in social networks, especially department stores, must take into account the constructs within social commerce that help increase the purchase intention of users. In this paper, we seek to analyze how important the constructs mentioned are in the purchase intention in a Peruvian context and how department stores can improve or apply social commerce. In addition, the degree of significance of each of the constructs in relation to the purchase intention in social commerce will be determined. Finally, we hope that research can continue to contribute to the literature on this new marketing model. / Trabajo de investigación