Abstract Digital commerce is undergoing continuous structural change. Social commerce and live shopping represent the convergence of social media and e-commerce infrastructures. In an expert interview on the radio program SR Kultur, Prof. Dr. Richard Geibel (Director of the E-Commerce Institute Cologne, which he founded, and professor at the International University, Cologne) analyzes the driving …
Social Proof Social proof is a decisive factor in social commerce that strengthens consumer trust and positively influences purchasing decisions. Various forms of social proof, such as customer reviews, influencer recommendations and social media activities, are particularly effective. Customer reviews Customer reviews are one of the most common and effective forms of social proof. According …
Influencer marketing has evolved from a niche strategy to an essential component of the marketing mix. Despite its increasing relevance and proven successes, many online retailers struggle with selecting suitable influencers, designing effective campaigns, and measuring return on investment. The human element that influencer marketing provides is both a strength and a challenge for businesses. …