Social Commerce as a Form of Economic Mass Communications

Abstract

The growing popularity of the use of social networks and messengers gave rise to a new phenomenon of "social commerce", which is a new form of economic mass communications. The key idea of social commerce is the exchange of goods and services based on interaction and the formation of close relationships between buyers and sellers through various online platforms. According to modern marketers, social commerce is one of the most powerful communication tools available. Social networks bring together a significant number of users and provide various opportunities for the implementation of marketing goals. However, the concept of "social commerce" still does not have a generally accepted definition and needs to be operationalized. The authors conducted a critical review of international and local research devoted to the study of the phenomenon of social commerce. They identified several approaches to the interpretation of this concept. The concept of social commerce is perceived from three perspectives: as a form of e-commerce, as a form of social interaction, and as a form of commercial activity. Based on the assumptions presented in the scientific review of P. Zhang, the authors developed a model of "social commerce". The presented model allowed the authors to clarify the definition of the concept of "social commerce". The research expanded the list of tools for the practical implementation of social commerce developed by L. Indvik. The results of the study expand our understanding of "social commerce" and can serve as a conceptual basis for future studies.