Enabling Social Commerce - A New Form of E-commerce that Leverages Social Ties Between Users

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Social commerce is defined by IBM as "the concept of word-of-mouth applied to e-commerce". When a user interacts online, she knowingly or unknowingly spreads the word about a product or brand; hence members of her online community can leverage her opinions in their purchase decisions. As word-of-mouth relies on social ties, it is becoming the marketing strategy of choice deployed on social media and e-commerce websites. For business and academia there is a need to understand social commerce, to study the design of platforms that support it, and to investigate the social ties that are inherent to these platforms, all in a way that satisfies businesses and consumers.