Final report22

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Oxford University *

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Communications

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Nov 24, 2024

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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.

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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.

This theoretical framework will be used as a lens through which the social commerce methods employed by FashionHub will be analysed. Key elements of this framework include social influence theory, trust, and the customer journey, all of which contribute to a better comprehension of the dynamics of social commerce in the apparel retail sector. Social Influence Theory: Social influence theory, with its origins in both psychology and sociology, serves as the theoretical framework's bedrock. The assertion asserts that people's attitudes, behaviours and decision-making are significantly affected by the conduct, perspectives and suggestions of other people in their social network. According to this theory, in the context of social commerce, customers are more likely to make purchases based on the opinions of their peers, the recommendations of influential people, and their interactions with others on social media platforms. This research will analyse how FashionHub bases its social commerce activities on the social influence idea. Examining the impact of user-generated material, product reviews, and suggestions from influential users on customer attitudes and behaviours is a crucial part of this process. By dissecting how FashionHub puts social influence to use, we can learn more about the effectiveness of such strategies. The customer journey is an illustration of the flow of interactions and touchpoints that customers go through while considering, assessing, and ultimately choosing a good or service (Klemens Wedanaji Prasastyo, Ian Nurpatria Suryawan and Fauzia Shabrina, 2023, p519(3)). In the context of social commerce, the customer journey is often acyclical, with a number of online and offline events influencing its progression. This describes how FashionHub navigates the complexities of the digital customer experience to increase conversions, including the major social media touchpoints, the content types deployed at each stage (awareness, contemplation, purchase), and more. Through incorporating elements of e- commerce, digital marketing, and consumer behaviour, we seek to gain a thorough understanding of how FashionHub's social commerce strategies perform in the broader context of e-commerce. Using this framework as a guide, we will assess FashionHub's social commerce efforts in order to learn more about their efficacy, impact on consumer behaviour, and overall contributions to the company's competitiveness in the online fashion retail sector.

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Statement of Contribution: This study has the potential to significantly affect the fashion e-commerce sector as a whole by illuminating the revolutionary effects of social commerce. By analysing FashionHub's strategies and procedures, the article hopes to provide useful takeaways that can serve as a guidepost for other fashion companies dealing with the complex intersection of digital marketing, consumer behaviour, and e-commerce. These discoveries will help fashion enterprises not just survive, but thrive in the digital era (Attar et al., 2022, p16042(4)), a time of rapid technological advancement, intense competition, and ever-evolving consumer tastes. With the results of this study, fashion retailers will be better prepared to take advantage of social commerce in order to build stronger ties with their customers, increase their competitiveness, and continue rapid growth in the online fashion retail business. Proposed Research Methodology: To fully explore how FashionHub uses social commerce to boost its e-commerce activities and competitiveness in the fashion retail market, the proposed study technique takes a holistic approach. FashionHub's social commerce strategies and outcomes are analysed using a combination of data collection methods and analytical tools to provide a detailed picture of the market. To learn more about FashionHub's strategies for implementing social commerce, we will conduct in-depth interviews with key stakeholders such as marketing executives, digital strategists, and customer relationship managers. The qualitative data gleaned from these interviews will shed light on the organization's social commerce efforts' motivations, challenges, and applications. Analysing FashionHub's social media material critically can shed light on the company's audience engagement and social commerce practises across channels. As part of this process, we will investigate the content, comments, and interactions that have taken place on FashionHub's social media channels. Researchers can find patterns, customer sentiment, and the efficacy of particular social commerce operations utilising content analysis and sentiment analysis. The research will involve consumer surveys in the form of questionnaires for those who have used FashionHub. These surveys will analyse how people feel about and engage with brands on social media. The success of user-generated content, the influence of social media on consumer

decision-making, and overall happiness with the social commerce experience are all possible areas for inquiry (Andon and Annuar, 2023, p179(4)). The term "competitive benchmarking" refers to the practise of comparing FashionHub's social commerce initiatives to those of other companies operating in the fashion e-commerce space. This will facilitate the identification of FashionHub's approach's strengths and areas for improvement. The data gathered from benchmarking will be used to provide a detailed picture of where FashionHub stands in relation to its rivals. Data Analysis: The goal of the data analysis approach in this study is to give readers a thorough understanding of how FashionHub uses social commerce to boost its online sales and competitiveness in the fashion retail market. To identify recurrent themes, patterns, and linkages, thematic analysis will be applied to the qualitative data gathered from stakeholder interviews and social media analysis. The specifics of FashionHub's social commerce strategy, including its goals, difficulties, and methods of implementation, will be revealed through this qualitative analysis. But extensive statistical analysis will be done on quantitative data that comes from customer surveys and competition benchmarking. In order to provide a quantitative perspective on the success of FashionHub's social commerce activities, this quantitative analysis seeks to identify patterns, correlations, and performance measures. The study aims to provide a comprehensive understanding of FashionHub's social commerce strategies and their effects on the competitiveness of e-commerce and fashion retail by integrating qualitative and quantitative methodologies. Ethical Standards: The research will rigorously follow to ethical norms, including getting informed consent from participants and ensuring the security of sensitive data. Ethical considerations are crucial to the continued reliability and validity of scientific investigation. We propose to use a linguistic approach to the analysis of the data (similar to the aforementioned e- commerce and e-procurement) and a social media approach (similar to the aforementioned e- commerce and e-procurement) to the collection (similar to the aforementioned e-commerce and e-procurement). Combining qualitative and quantitative data, this study hopes to gather insights that can guide best practises in the fashion e-commerce sector and further our understanding of the revolutionary influence of social commerce on online fashion retail.

Research plan and outline The research plan and outline define a methodical approach to performing the study on FashionHub's use of social commerce to improve its e-commerce activities and keep up with competition in the fashion retail sector. Each stage of the research process has a specific function and advances the study's ultimate goals. Phase 1: Development of the Theoretical Framework and Literature Review The first phase of the study will involve a detailed examination of a wide range of research on social commerce, e-commerce, digital marketing, and consumer behaviour. The goals are to lay a solid theoretical base and build a body of knowledge that will act as a guide for the study's following stages. Phase 2: Information Gathering In this phase, surveys, stakeholder interviews, and analyses of social media content will be used to collect primary data. Surveys of customers, interviews with industry insiders, and social media research will all be used to obtain information about FashionHub's social commerce activities. Comparing FashionHub's strategies to those of rivals will also be done at this phase of competitive benchmarking. Phase 3: Data analysis and synthesis The careful qualitative and quantitative examination of the acquired data is the main emphasis of this stage. Through the study of qualitative data, themes, patterns, and connections will be found, giving a complete understanding of FashionHub's social commerce strategy. Quantitative data will be statistically analysed to find trends, correlations, and key performance indicators. The evaluation of these findings will lay the groundwork for determining the efficacy of FashionHub's social commerce initiatives. Phase 4: Gathering Research Results and Writing Research Report: A structured research report will be created using the study findings that were obtained from the data analysis. The impact of FashionHub's social commerce initiatives, as well as how they correlate with current trends and industry best practises, will all be covered in detail in this research.

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Phase 5: Review and completion of the research report constitute At the very end, the research report will be examined and edited to ensure that it is precise, correct, and thorough. Feedback from experts, peers, and stakeholders will be used to enhance the report. The finished research report will serve as the study's conclusion and make the research's findings and ideas available to a larger audience.. Timetable of proposed research Phases Half mont h 1 st mont h 1.5 mont h 2 nd mont h 2.5 mont h 3 rd mont h 3.5 mont h 4 th mont h 4.5 mont h 5 th mont h Introduction Literature Review Theoretical Framework Methodology Analysis of Findings Discussion Conclusion and Implications Recommendation s for FashionHub and Future Research Directions

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Reference list Adi Suryaputra Paramita (2023). Social Commerce Purchase Intention Factors in Developing Countries : A systematic literature review. Journal of Applied Engineering and Technological Science , 4(2), pp.847–854. https://journal.yrpipku.com/index.php/jaets/article/view/1585. Algharabat, R.S. and Rana, N.P. (2020). Social Commerce in Emerging Markets and its Impact on Online Community Engagement. Information Systems Frontiers . [online] https://link.springer.com/article/10.1007/s10796-020-10041-4. Andon, N.S. and Annuar, S.N.S. (2023). The Adaptation of Social Media Marketing Activities in S-Commerce: TikTok Shop. Information Management and Business Review , [online] 15(1(I)SI), pp.176–183. https://ojs.amhinternational.com/index.php/imbr/article/view/3404. Attar, R.W., Almusharraf, A., Alfawaz, A. and Hajli, N. (2022). New Trends in E-Commerce Research: Linking Social Commerce and Sharing Commerce: A Systematic Literature Review. Sustainability , [online] 14(23), p.16024. https://www.mdpi.com/2071-1050/14/23/16024. Dhia Fairistha, Bernessa, I., Lurencia Junika Cen and Mediana Aryuni (2023). The Effect of Live Streaming on Social Commerce Platforms on Generation Z’s Purchase Intention. E3S web of conferences , 426, pp.01081–01081. https://www.e3s- conferences.org/articles/e3sconf/abs/2023/63/e3sconf_icobar23_01081/e3sconf_icobar23_01081 .html. Huang, Z. and Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications , 12(4), pp.246–259. https://doi.org/10.1016/j.elerap.2012.12.003. Klemens Wedanaji Prasastyo, Ian Nurpatria Suryawan and Fauzia Shabrina (2023). Factors affecting Co-Creation Intention of Customers in Social Commerce. Quantitative Economics and Management Studies , 4(3), pp.516–522. https://qemsjournal.org/index.php/qems/article/view/1687.

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Păuceanu, A.M., Văduva, S. and Nedelcuț, A.C. (2023). Social Commerce in Europe: A Literature Review and Implications for Researchers, Practitioners, and Policymakers. Journal of Theoretical and Applied Electronic Commerce Research , [online] 18(3), pp.1283–1300. https://www.mdpi.com/0718-1876/18/3/65.

Final report22

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