Final report22

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School

Oxford University *

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101,208

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Communications

Date

Nov 24, 2024

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docx

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Uploaded by HighnessGoldfinch3318

TOPIC: SOCIAL COMMERCE REFERS TO E-COMMERCE TRANSACTIONS DELIVERED VIA SOCIAL MEDIA. SELECT A BUSINESS THAT UTILIZES E- COMMERCE AND RESEARCH WAYS IN WHICH SOCIAL

Table of Contents Introduction: ................................................................................................................................................ 1 1.1 Identification of the Gap: ................................................................................................................... 1 Research Question and Thesis Statement: .................................................................................................. 1 Justification for the Proposal Research: ....................................................................................................... 1 Preliminary Literature Review: .................................................................................................................... 2 Impact of social media on E-commerce: .................................................................................................. 2 Social Commerce Strategies in Fashion: ................................................................................................. 3 Influencers and Social Commerce: .......................................................................................................... 3 Theoretical Framework: ............................................................................................................................... 3 Social Influence Theory: .......................................................................................................................... 4 Statement of Contribution: .......................................................................................................................... 5 Proposed Research Methodology: ............................................................................................................... 5 Data Analysis: .......................................................................................................................................... 6 Research plan and outline ........................................................................................................................... 7 Timetable of proposed research .................................................................................................................. 8

Introduction: The rise of online shopping has had a profound impact on the fashion retail industry in recent years. E-commerce has aided the success of the fashion industry by facilitating its access to a global customer base and the automation of administrative tasks. Social commerce is a subset of e-commerce that refers to the use of social networking networks to facilitate online purchases, and it is a crucial marketing tool for fashion enterprises. This research will look at how FashionHub, a prominent online fashion retailer, employs social commerce to strengthen its e- commerce infrastructure and maintain its position as a market leader. 1.1 Identification of the Gap: There is a lack of research that examines the specific tactics and procedures utilised by fashion retailers like FashionHub to reap the benefits of social commerce (Dhia Fairistha et al., 2023, p010801(8)), despite the widespread recognition of social commerce's worth. Understanding how FashionHub employs social commerce can offer crucial insights into the ways that this new trend is transforming the environment of fashion e-commerce. Research Question and Thesis Statement: Research Question: How does FashionHub utilize social commerce to enhance its e-commerce activities and maintain competitiveness in the online fashion retail industry? Thesis Statement: Social commerce has become a vital strategy for FashionHub, allowing it to enhance its e-commerce activities, strengthen customer relationships, and gain a competitive edge in the online fashion retail sector. Justification for the Proposal Research: In the fashion e-commerce business, which is characterised by continual digital transformation and changing customer behaviour, this study proposal addresses the vital necessity of examining social commerce. For several reasons, this research is of the utmost importance. First, social commerce has become an increasingly important part of the online fashion retail landscape as companies like FashionHub incorporate it into their business strategy. The evolution of FashionHub provides insight into both broader market tendencies and the changing face of fashion e-commerce.

Second, the competitive nature of the online fashion retail sector emphasises the importance of always being on the cutting edge of what customers want. FashionHub's social commerce practises can serve as a model for other businesses trying to maintain their competitive edge. Thirdly, social media has a significant effect on consumer behaviour in the field of fashion e- commerce by influencing motivation, recommendation, and discovery. This research will illuminate how clothes retailers have used social commerce to keep up with shifting consumer preferences. The importance of retaining current customers is examined as well, given their equal weight to that of attracting new ones in the competitive fashion industry. Social commerce's opportunities for participation and personalization pave the way for stronger connections with consumers. The research analyses FashionHub's strategy in this area, and the findings shed light on what works to keep customers coming back. Păuceanu, Văduva, and Nedelcuț (2023), p.1286(9) argue that the findings can inform adjustments to social commerce strategies by providing "actionable advice for boosting competition, fostering client relationships, and promoting overall growth in the dynamic world of fashion e-commerce." Essentially, this research offers a chance to make a theoretical and practical impact by guiding businesses through the ever-changing social commerce landscape of the fashion e-commerce sector. Preliminary Literature Review: The term "social commerce," which refers to the merging of social media and online shopping, has emerged as a game-changer in the retail sector of the apparel business. To further grasp the importance of this intersection, a preliminary literature review is done to explore the evolving social commerce environment in the fashion industry and its myriad implications. This analysis will focus on a number of topics, including the impact of social media on e-commerce, the most successful social commerce strategies employed by fashion retailers, and the essential role that influencers play in influencing customer behaviour and driving sales. Impact of social media on E-commerce: Consumers' interactions with brands and their subsequent purchasing decisions have been drastically impacted by the prevalence of social media. Extensive research has demonstrated that social media is essential to the development of e-commerce. Adi Suryaputra Paramita's (2023) research shows, for instance, that platforms like Pinterest and Facebook have a large effect on

consumers' actions all the way from product discovery to final purchase decision. Social media's peer reviews, user-generated content, and product recommendation features are now fundamental to online stores' success. It does wonders for both brand recognition and client loyalty. Social Commerce Strategies in Fashion: Social commerce has been utilised by the fashion industry as a strategy to boost their online presence and client engagement. Andon and Annuar (2023) found that fashion companies employ many social commerce strategies, such as the creation of shoppable content, the hosting of live shopping events, and the usage of user-generated content in advertising campaigns. Consumers benefit from these strategies since they make the buying process more interesting and exciting for them. Fashion designers have also recognised the possibilities of social commerce for personalised recommendations and content modification. Algharabat and Rana's (2020) research highlights the importance of data-driven personalisation in social commerce. By analysing client behaviour and social interactions, the fashion industry may offer more tailored product recommendations and boost conversion rates. Social commerce platforms are highly valued by Algharabat and Rana (2020) as a means for the fashion industry to capitalise on the power of social proof. Customer feedback, reviews, and user-generated content can enhance consumer confidence and trust, which can result in more sales. Influencers and Social Commerce: Social commerce in the fashion business now relies heavily on influencer marketing. Huang and Benyoucef (2013) conducted research into the impact of influencers on consumer behaviour and retail sales. Because of their massive and engaged fan bases, fashion influencers are in a unique position to present things in an authentic light and provide necessary context. Consumers are more likely to trust recommendations from influencers when they feel a connection to those who made them. The trust is a vital asset for fashion retailers aiming to engage influencers as brand ambassadors and advocates. Theoretical Framework: The proposed research will apply a comprehensive theoretical framework, building upon principles from many disciplines like e-commerce, digital marketing, and consumer behaviour.

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