Merchandising/Marketing/Retailing: Branding

Facebook Commerce Platform and Social Shopping for Apparel: Testing a Mowen’s 3M Model

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Abstract

Facebook commerce (F-commerce) refers to the buying and selling of goods or services through Facebook. From a marketer’s perspective, a Facebook storefront gives marketers an additional outlet to facilitate consumers spreading the word about the products they are interested in purchasing (O’Neill, 2009). From a consumer’s perspective, the social e-shopping applications allow consumers to search for products, share their opinions of those products with other Facebook users, post items on their wish lists, and ask their Facebook friends what they think before they make purchases (HyQuality media, 2011).

Keywords: Facebook commerce, gratifications, social shopping

How to Cite:

Kang, J. M. & Johnson, K. K., (2013) “Facebook Commerce Platform and Social Shopping for Apparel: Testing a Mowen’s 3M Model”, International Textile and Apparel Association Annual Conference Proceedings 70(1).