As a social psychologist, I’m interested in how social commerce works. Not for academic reasons, but for a purely practical reason. Understanding why it makes commercial sense to help people to connect where they buy and buy where they connect provides businesses with a strategic advantage; the opportunity to reap the rewards of a powerful insight-led social commerce strategy, as opposed to merely deploying social commerce as a set of tactical tools.
Jumping to the conclusion of a rather long post, I think that a psychologically informed understanding of how social commerce works points to the possibility of six particularly effective social commerce strategies.
But first the…
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