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Abstract(s)
Esta dissertação de mestrado explora o conceito de social shopping, no contexto do e commerce e das redes sociais. O objetivo desta investigação é compreender as principais
características e funcionalidades únicas do social shopping, no contexto mais amplo do
e-commerce. Através de uma análise abrangente da literatura relevante, o estudo analisa
conceitos como e-commerce, social commerce, social shopping, comportamento do
consumidor e redes sociais.
A metodologia de investigação adotada para este estudo é de cariz qualitativa, suportada
na abordagem de estudo de casos múltiplos, com observação não participante como
técnica principal de recolha de dados. A análise incidiu sobre três empresas, que atuam
comercialmente através do social shopping, mas em redes sociais distintas: Facebook,
Instagram e TikTok.
Os resultados obtidos da investigação forneceram elementos que sustentam as três
proposições formuladas: (i) existem funcionalidades tecnológicas nas redes sociais, na
perspetiva do social shopping; (ii) o social shopping apresenta diferenças mediante a rede
social; (iii) o social shopping proporciona uma experiência nas redes sociais mais prática
e conveniente em comparação com o social commerce.
Esta investigação contribui para uma compreensão mais profunda do social shopping, das
suas características distintas, no panorama mais vasto do e-commerce e do papel das redes
sociais na facilidade de experiências de compras sem interrupções, clarificando
funcionalidades existentes nas redes sociais Facebook, Instagram e TikTok que
promovem o social shopping.
Proporciona, ainda, conhecimento dos elementos a ter em consideração pelas empresas
que desejem implementar social shopping e dá contributos nessa perspetiva para a
melhoria da experiência do consumidor e da jornada do cliente.
This master's thesis explores the concept of social shopping in the context of e-commerce and social networks. The aim of this research is to understand the key features and unique functionalities of social shopping in the broader context of e-commerce. Through a comprehensive analysis of the relevant literature, the study examines concepts such as e commerce, social commerce, social shopping, consumer behavior and social networks. The research methodology adopted for this study is qualitative, based on a multiple case study approach, with non-participant observation as the main data collection technique. The analysis focused on three companies that operate commercially through social shopping, but on different social networks: Facebook, Instagram and TikTok. The results obtained from the research provided elements that support the three propositions formulated: (i) there are technological features in social networks from the perspective of social shopping; (ii) social shopping differs depending on the social network; (iii) social shopping provides a more practical and convenient experience on social networks compared to social commerce. This research contributes to a deeper understanding of social shopping, its distinct characteristics in the wider e-commerce landscape and the role of social networks in facilitating seamless shopping experiences, clarifying existing features on the social networks Facebook, Instagram and TikTok that promote social shopping. It also provides knowledge of the elements to be taken into consideration by companies wishing to implement social shopping and contributes to improving the consumer experience and the customer journey.
This master's thesis explores the concept of social shopping in the context of e-commerce and social networks. The aim of this research is to understand the key features and unique functionalities of social shopping in the broader context of e-commerce. Through a comprehensive analysis of the relevant literature, the study examines concepts such as e commerce, social commerce, social shopping, consumer behavior and social networks. The research methodology adopted for this study is qualitative, based on a multiple case study approach, with non-participant observation as the main data collection technique. The analysis focused on three companies that operate commercially through social shopping, but on different social networks: Facebook, Instagram and TikTok. The results obtained from the research provided elements that support the three propositions formulated: (i) there are technological features in social networks from the perspective of social shopping; (ii) social shopping differs depending on the social network; (iii) social shopping provides a more practical and convenient experience on social networks compared to social commerce. This research contributes to a deeper understanding of social shopping, its distinct characteristics in the wider e-commerce landscape and the role of social networks in facilitating seamless shopping experiences, clarifying existing features on the social networks Facebook, Instagram and TikTok that promote social shopping. It also provides knowledge of the elements to be taken into consideration by companies wishing to implement social shopping and contributes to improving the consumer experience and the customer journey.
Description
Keywords
E-commerce Social commerce Social shopping Online shopping Digital shopping Redes sociais Facebook Instagram TikTok Social networks