From e-commerce to social commerce

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13 gennaio 2014


At Openknowledge, we envision social business transformation as the journey to digitally and socially augment all the assets of the organization, from the employee empowerment (such as building digital and social workplaces) to the social customer relationship enhancement (via social support or social commerce practices). In particular, social commerce is a brand-new approach to commercial relation with the customer usually defined as the application of social media and collaborative digital technologies in order to help consumers in their decisions making processes and acquisitions of products or services. A recent interesting research extends these classical definitions and characteristics to define social commerce as “doing commerce in a collaborative and participative way by using social media through an enterprise interactive interface” (Youcef Baghdadi, 2013). In this framework, technologies such as web 2.0, cloud computing and service oriented architecture (SOA) enable a new idea and practice of social commerce. As the author suggests: “a framework for social commerce, putting enterprise social interactions as central entities, would provide a strong business justification for social commerce design and adoption with these enabling technologies”. This work first proposes “a framework for social commerce-oriented business that captures: (a) three main entities: Enterprise social Interactions, Actors, and Business Processes (and their output: products/services), (b) the relationships between these entities, and (c) the constraints (if any). Then, it focuses on the conceptualization of the key entity, Enterprise Social Interactions, to shape the required enterprise interface that promotes openness, collaboration and participation, which enables the required knowledge emergence and intelligence for the value (co-)creation. A central component of the enterprise technology architecture, we refer to as Enterprise Social Interaction Manager (ESIM) realizes the interface. An example shows how the realization of the ESIM functionalities with Web 2.0, Cloud computing, and SOA enables the different categories of collaborative B2B integration that underlines and backs social commerce” (Youcef Baghdadi, “From E-commerce to Social Commerce: A Framework to Guide Enabling Cloud Computing”, Journal of Theoretical and Applied Electronic Commerce Research , v.8, issue 3, December 2013:12-38)