Research projects
Start of main content
How social commerce can revitalize the Spanish retail sector
16th National Competition for Economic Research Grants
Commercial distribution
Senior Researcher : María Sicilia Piñero
Research Centre or Institution : Universidad de Murcia.
Abstract
This research project addresses some of the challenges that the Spanish retail sector is currently facing. Specifically, this project focuses on the increasing use of social commerce by both consumers and retailers in other to improve their interactions and make them mutually satisfying. The challenges the research project aims to address are the following: integrating social network sites (SNSs) in their sales processes, improving customer service and purchase experience, reaching an omnichannel strategy, and dealing with customers’ complaints through SNSs. In order to cope with these challenges, this project proposes several research goals to make a significant contribution and expand our knowledge about social commerce and about its ability to revitalize the retail sector.
The goals of this project are the following. First, to analyze customers’ participation on the retailers’ sites as well as the retailers’ use of SNSs. Second, to analyze the ability of SNSs to increase sales both offline and online. Third, to examine the extent to which SNSs can be used as a customer service platform in order to solve potential problems and complaints. And finally, to analyze the effect that customers’ emotions and opinions displayed on SNSs may have on retailers’ assessment in terms of loyalty and brand image. This research project is having important theoretical and practical implications that will be useful for the retail sector. Specifically, research project results are allowing us to inform retailers about how to improve their decisions related to their distribution channels in general and social commerce in particular. Preliminary results indicate that there is still an important effort to be done to integrate offline and online distribution channels among retailers that operate in Spain.
Scientific Production |
|
---|---|
Magazine Articles | 7 |
Communications at national conferences | - |
Communications at international conferences | 8 |
- Activities related
- Projects related
- News related
- Publications related
- Thesis related
-
3
Oct
2024
Conference Measuring social and environmental performance. Current and future perspectives Madrid, Thursday, 3 October 2024, 19:00 hours
-
29
Oct
2024
Conference Balancing Tax Compliance and Economic Competitiveness? Challenges and Consequences of Business Taxation in a Global Economy” Madrid, Tuesday, 29 October 2024, 19:00 hours
-
18
Nov
2024
Conference Richer and More Equal: A New History of Wealth in the West Madrid, Lunes 18, de noviembre de 2024, 19:00 horas
- The cultural determinants of educational performance 2011 Senior Researcher : Ildefonso Méndez Martínez Research Centre or Institution : Universidad de Murcia.
Indicadores comentados sobre el estado del sistema educativo español. 2024
2024 Indicadores sobre educación- Multigenerational Inequality in Spain Senior Researcher : Andrea Pîzzo Research Centre or Institution : Universidad Carlos III de Madrid.
End of main content