Editora: IGI Global
Capítulo: Marketing and technologies platforms in smart f-storeAutor(es): Santos, J. D., & Almeida, F.
In the digital age, consumers have morphed from passive receivers of marketing messages to active suppliers of information about product through various digital media, creating a need for businesses to effectively manage a more diverse and creative range of consumers.
Managing Diversity, Innovation, and Infrastructure in Digital Business is a collection of innovative research on new avenues in overall digital infrastructures, digital modern business infrastructures, business automation, and financial aspects of modern businesses. Featuring research on topics such as electronic word-of-mouth strategies, social media marketing, and digital communication, this book is ideally designed for business professionals, managers, and undergraduate and postgraduate business students seeking current research on business in the digital environment.
A participação neste livro centrou-se na escrita do capítulo 8 (Marketing and technologies platforms in smart f-store).
Resumo do capítulo:
Social networks, originally built as channels for personal interaction, are being used in the commercial market as a support for product sales. The use of applications integrated in social networks appears as an opportunity to explore by companies. Facestore emerged in 2013 as the first e-commerce solution integrated in social networks, allowing the creation of online stores within Facebook, without the customer having to leave the social network interface. Operations like looking into the catalog, choosing the product, and paying the transaction is carried out without the customer need to open a new website. The use of Facestore offers direct and indirect benefits on the different areas of an organization. At the direct level, there are changes in processes in terms of customer service and marketing and sales. However, its use also potentiates indirect benefits in other organizational areas, such as operations, finance, administration and information technologies support, human resources, and research and development.