| Popis: |
This research study involves three essays and examines CRQ-driven decision making from the points of view of the common firm, social-commerce platform provider, and social-commerce echo-system. It addresses CRQ's progression from traditional business-to-consumer (B2C) initiatives to social platform-specific antecedents and to environment-driven factors lying outside the direct control of the platform provider, yet influencing social commerce business decisions, such as user-generated content from peers (e.g. family, friends) and expert authority (e.g. specialists, experts, professional organizations). The research method used statistical, data mining and computer science techniques. The results suggest that social platform providers should take a proactive approach to CRQ, fully leverage their online platform to improve CRQ while paying special attention to security as a potential barrier, and consider the analysis of elements of the echo-system such as the electronic word of mouth (eWOM) to further drive CRQ and determine the level of alignment between customers and experts, suppliers and products featured, that may lead to value-added managerial insights such as the prioritization, promotion and optimization of such relationships. |
