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SOCIAL MEDIA MARKETING : AN IMPECCABLE APPROACH TO E-COMMERCE

A particular area in which this impact has been substantial is the one of the online retail, since a growing number of entrepreneurs are turning to the electronic commerce (e-commerce), benefiting from lower costs and a broader reach. Therefore, the aim of this thesis is to analyze the characteristics of e-commerce, starting from the implementation stages and the factors that have supported the Internet penetration in several countries. After analyzing the main steps taken in this area up to the present, the thesis will focus the attention on the way in which ITCs enable a new form of commerce referred to as Social Commerce. The purpose is to show how Web 2.0 technology and Social Media have created new way to communicate, collaborate and share content: an increasing number of people is inclined to cultivate virtual social relationships and virtual life. In this context the consumer becomes a social consumer, a more active consumer, who uses new communication tools to connect with those who have the same passions and interests. It also changes the purchasing behavior: it is not just about click-tobuy but more about enveloping the shopper into an experience, creating a “place” where customers can browse and connect with people interested in the same products and brands.

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SOCIAL MEDIA MARKETING : AN IMPECCABLE APPROACH TO E-COMMERCE