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Cited by 865

The DOI matches its Crossref record; 6 of the 6 references it cites were found in a registry or an index.

Deriving Value from Social Commerce Networks

Open access
Stephen, Andrew T., Toubia, Olivier·2010·Journal of Marketing Research
DOI 10.1509/jmkr.47.2.215
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Abstract

Social commerce is an emerging trend in which sellers are connected in online social networks and sellers are individuals instead of firms. This article examines the economic value implications of a social network between sellers in a large online social commerce marketplace. In this marketplace, each seller creates his or her own shop, and network ties between sellers are directed hyperlinks between their shops. Three questions are addressed: (1) Does allowing sellers to connect to each other create value (i.e., increase sales)? (2) What are the mechanisms through which this value is created? and (3) How is this value distributed across sellers in the network and how does the position of a seller in the network (e.g., its centrality) influence how much he or she benefits or suffers from the network? The authors find that (1) allowing sellers to connect generates considerable economic value, (2) the network's value lies primarily in making shops more accessible to customers browsing the marketplace (the network creates a “virtual shopping mall”), and (3) the sellers who benefit the most from the network are not necessarily those who are central to the network but rather those whose accessibility is most enhanced by the network.

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Citations

Cites

Show all 6 references

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Cited by

Metadata

Authors
Stephen, A. T., & Toubia, O.
Venue
Journal of Marketing Research
Publisher
SAGE Publications
Published
2010-04
Volume
47
Issue
2
Pages
215-228
ISSN
  • 0022-2437 (ISSN-L)
  • 1547-7193
DOI
10.1509/jmkr.47.2.215
OpenAlex
W3123281112
Cited by
865
References
6
FWCI
151.71
Type
journal article
Language
en
Open access
green
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)

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