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A Literature Review of the Field of Social Media in Retail
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2017 (English)Student paper other, 5 credits / 7,5 HE creditsStudent thesis
Abstract [en]

The purpose of this study is to critically diagnose and review the current available knowledge of social media in retail. Particularly, this review concentrates on influences of social media in consumer behaviour within the online retail context. This study aims to identify gaps in the literature, and give recommendations for further research. The review uses a descriptive research method when gathering and summarising the data about social media in online retail. The studies included in this review are very recent; from the years 2009 to 2017. Chosen existing studies are analysed in comparison to traditional literature and linked to Cumberland’s philosophy. Moreover, how traditional literature can still be used to support current phenomena. Conclusions are drawn to emphasize that Cumberland’s theories can be applied to modern society and social media is noted as a tool used by man to pursue ”Universal Benevolence”. Future research should concentrate on further understanding this relationship. The review provides important information about how social media influences consumer purchasing behaviour in online retail, which is of particular interest for marketers and managers of that field.

Place, publisher, year, edition, pages
2017. , 13 p.
Keyword [en]
online retail, social media, consumer behavior, utilitarianism, Cumberland
National Category
Economics and Business Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-33330OAI: oai:DiVA.org:hh-33330DiVA: diva2:1076196
Subject / course
Scientific method
Available from: 2017-02-22 Created: 2017-02-22 Last updated: 2017-02-22Bibliographically approved

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A Literature Review of the Field of Social Media in Retail(559 kB)1863 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf