Social media, social commerce, maturity model, integrated capability maturity model (CMMI), Performance Evaluation

Authors

Abstract

With the advent of technology and the need to do communications and transactions quickly, social commerce has become increasingly popular as a new way of doing business which has led to greater success for organizations. Despite the importance of social commerce and the use of social media in business, there is still no implementation roadmap that integrates the multiple dimensions of these initiatives. Therefore, the purpose of this study is to develop a social commerce maturity model. Social commerce maturity models help organizations evaluate social commerce implementation and adopt appropriate strategies for improvement, and are used as tools to prioritize, evaluate, and optimize processes. The present study is developmental in terms of its purpose and descriptive-survey in terms of data collection. In the first step, the reviewing the literature and experts’ opinion, using survey method, are used to identify and prioritize the criteria and dimensions of social commerce. In the second step, using the experts' viewpoints, the maturity criteria are assigned to the maturity levels. Sampling method is purposeful and judgmental. The statistical population of the study are experts in the field of social commerce and social media. Questionnaire was used as data collection tool. Finally, the dimensions of social business maturity include strategy, senior manager support, culture, human resources, technology, performance appraisal, and governance. The implementation roadmap consists of five levels, each of which includes specific criteria to implement social commerce.

Keywords

References

  1. Ananda Artha Sejati, Ángel Hernández-García & Lucio Lamberti. (2016). N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations, 1, 170-80, DOI: 10.1016/j.jik.2016.01.003.
  2. Turban Efraim, Strauss Judy & Lai Linda. (2016). social Commerce Marketing, Technology and Management, Springer     International Publishing Switzerland, PP:1-11, http://dx.doi.org/10.2753/JEC1086-4415160201.
  3. Misirlis Nikolaos & Vlachopoulou Maro. (2018). Social media metrics and analytics in marketing–S3M:A mapping literature review,38, 270-276.
  4. Ciprian Pavel. (2015).The Growing Importance Of Social Media In Business Markting, pp:94-97.
  5. عبدالوند ندا، رحیمی زهرا (1395). شناسایی و رتبه بندی عوامل مؤثر در پذیرش تجارت اجتماعی،8(2)، ص ص295-314.
  6. Tatar Şahika Burçin & Erdoğmuş İrem Eren. (2015). Drivers of Social Commerce Through Brand Engagement, 20(7), 189 – 195, doi: 10.1016/j.sbspro.2015.10.087.
  7. Ng, C. S. P. (2013). Intention to purchase on social commerce websites across cultures: A cross-regional study. Information & Management, 50(8), 609-620.
  8. Kim s. & Park Hyunsun. (2013). Effects of various characteristics of social commerce (scommerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318-332.
  9. Zhang, H. Lu, Y. Gupta, S. & Zhao, L. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management, 51(8), 1017-1030.
  10. Hofacker, C. F. & Belanche, D. (2016). Eight social media challenges for marketing managers. Spanish Journal of Marketing-ESIC, 20(2), 73-80.
  11. Shanmugam, M. Sun, Sh. Amidi, A. Khani, F. & Khani, F. (2016). The applications of social commerce constructs. International Journal of Information Management, 36(3): 425-432.
  12. Huang Zhao & Benyoucef Morad. (2013).User preferences of social features on social commerce websites:An empirical study,pp:1-16, http://dx.doi.org/10.1016/j.techfore.2014.03.005.
  13. O’Donnell Anthony. R, (2015), Hearsay Launches Social Business Maturity Model to Evaluate Financial Services Firms,pp:1-14, http://www.marketwired.com.
  14. Yang C. Haodong Yang & Ling Jiang. (2013). Identifying implicit relationships between social media users to support social commerce,18(2), 73–96, DOI: 10.1145/2346536.234654.
  15. Patrick Alan. (2014). Social Business – increasing maturity drives results,pp:1-13, https://www.forrester.com.
  16. Salvatori Luca & Marcantoni Fausto. (2015). Social Commerce: A Literature Review, 257-262.
  17. Chen Aihui, Lu Yaobin & Wan Bin. (2017).Customers’ purchase decision-making process in social commerce: A social learning perspective,37, 627-638.

 

  1. C. Christopher,Cho Young Sik,B. Benjamin Bae. (2017). FACTORS AFFECTING TRUST IN SOCIAL COMMERCE: A STRUCTURAL EQUATION MODEL,18(4),70-90.
  2. Tajvidi Mina & Wang Yichuan & Hajlia Nick. (2017). Manuscript Title: Brand Value Co-creation in Social Commerce: The Role of Interactivity, Social Support, and RelationshipQuality,pp:1-35,DOI: 10.1016/j.chb.2017.11.006.
  3. Baghdadi, Y. (2016). A framework for social commerce design. Information Systems, 60, 95-113.
  4. D, Park.Y & Jang.W. (2016). Evaluation of e-commerce websites using fuzzy hierarchical TOPSIS based on E-S-QUAL, PII: S1568-4946(16)30004-7, 42, 1-57,DOI: http://dx.doi.org/doi:10.1016/j.asoc.2016.01.01.
  5. Baghdadi, Y. (2013). From e-commerce to social commerce: a framework to guide enabling cloud computing. Journal of theoretical and applied electronic commerce research, 8(3): 12-38.
  6. Diao Yajing, He Youshi & Yuan Yufei. (2016). Framework for Understanding the Business Model of Social Commerce, International Journal of Management Science, 2(6), 112-118.
  7. AlHinai Yousif & Ali Mazen. (2015). Exploring Mobile Commerce Adoption Maturity: An Empirical Investigation, Twenty-first Americas Conference on Information Systems,pp:1-11.
  8. walters Robert. (2017). What is your social business maturity level? https://www.robertwalters.com/.
  9. Solis Brian & Li Charlene, (2013), The maturity of Social Media to Social Business,pp:112, www.altimetergroup.com.
  10. Kim, D. (2013). Under what conditions will social commerce business models survive? Electronic Commerce Research and Applications, 12(2): 69-77.
  11. Kanchanopast, S. (2014). The Factors Influencing Successful Implementation of ECommerce within SMEs Businesses. World Academy of Science, Engineering and Technology, International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 8(9): 30863089.
  12. Yasin, M. M., Czuchry, A. J., Gonzales, M., & Bayes, P. E. (2006). E-commerce implementation challenges: small to medium-sized versus large organisations. International Journal of Business Information Systems, 1(3): 256-275.
  13. Lal Prerna. (2017). Analyzing determinants influencing an individual's intention to usesocial commerce website, 3, 70–85.
  14. رنجبرفرد مینا (1388). مدل بلوغ تجارت الکترونیک مورد مطالعه صنعت بیمه،2(1)،ص ص 3-24.
  15. Zhang Ping, Wang Chingning .(2013).The Evolution of Social Commerce An Examination from the People, Business, Technology, and Information Perspective,31(5), pp:105-127.
  16. Wang, Y., Min, Q. & Han, S. (2016). Understanding the effects of trust and risk on individual behavior toward social media platforms: A meta-analysis of the empirical evidence. Computers in Human Behavior, 56, pp: 34-44.
  17. Wu, Y. C. J., Shen, J. P. & Chang, C. L. (2015). Electronic service quality of Facebook social commerce and collaborative learning. Computers in Human Behavior, 51, pp: 1395–1402.
  18. Kalinowski T. Bartosz. (2015). Analysis of business process maturity and organisational,20, 1429-9321.
  19. Huang Zhao, Benyoucef Morad. (2017). The effects of social commerce design on consumer purchase decision-making: an empirical study,1-57, doi: http:// dx.doi.org/10.1016/j.elerap.
  20. Hajli, M. (2012). Social commerce adoption model. In Proceedings of the UK Academy of Information Systems Conference : Oxford University.
  21. Afrasiabi Rad, A. & Benyoucef, M. (2011). A model for understanding social commerce. Journal of Information Systems Applied Research, 4(2), pp: 63-73.
  22. Gefen, D. & Straub, D.W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence. Experiments in e-Products and e-Services. Omega, 32(6), pp: 407-424.
  23. Eid, R. Trueman, M. & Ahmed, M. A. (2002). A Cross-Industry Review of B2B Critical Success Internet Research: Electronic Networking Applications and Policy, 12(2), pp:110-123.
  24. Verhoef Peter.C. (2003). Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development, 67, pp: 30–45, Journal of Marketing.
  25. Payne Adrian & Frow Pennie. (2013). A Strategic Framework for Customer Relationship Management, 69(4), pp: 167-176, http://www.jstor.org/stable/30166559.
  26. Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. International Journal of Information Management, 35(2), pp: 183-191.
  27. نیک نژاد مریم (1392). تجارت اجتماعی، چاپ اول، تهران، انتشارات آمه.
  28. Valeech Suman & Asghar Reza. (2013). Critical Success Factors for Incorporating Social Media Marketing in IMC – Reference to Telecom Companies, 3(3), pp: 115 – 129.
  29. Gill Martin. (2016). The Digital Maturity Model 4.0 Benchmarks: Digital Business Transformation Playbook, pp:1-15
  30. Liang Ru-xia, Jian-qiang Wang & Hong-yu Zhang. (2017). Evaluation of e-commerce websites: An integrated approach under a single-valued trapezoidal neutrosophic environment, pp:1-42,S0950-7051(17)30358-1 DOI: 10.1016/j.knosys.
  31. Chen X. &Tao J. (2012). The Impact of Users’ Participation on EWoM on Social Commerce Sites: An Empirical Analysis Based on Meilishuo.com. Multimedia Information Networking and Security, DOI: 10.1109/MINES.2012.229.
  32. Maru, A. & Ehrle, K. (2003). Building a framework for ICT use in agricultural research and development: Is the north different from the south.In Proceedings of EFITA.Debrecen, Hungary.
  33. Morais Elisabete Paulo, Gonçalves Ramiro & Pires José Adriano. (2008). Electronic Commerce Maturity: A Review of the principal modela, pp:2-8.
  34. نعیمی امیر، پزشکی راد غلامرضا، چیذری محمد، حسینی فاطمه (1390). چالشهای توسعه تجارت الکترونیک،4(16)،ص ص 29-41.
  35. Van den Eijnden, R. J. Lemmens, J. S. & Valkenburg, P. M. (2016). The Social Media Disorder Scale: Validity and psychometric properties. Computers in Human Behavior, 61, pp: 478-487.
  36. بقائی راوری جواد، مقدمی علیرضا،(1386). ارائه یک مدل سه بعدی از چالشهای تجارت الکترونیک در ایران،19(1)،ص ص 84-113.
  37. Thomas Friedrich. (2015). Selecting Technologes for Social Commerce: Toward A Systematic Method, Twenty-Third European Conference on Information Systems, pp:1-17.
  38. Culnan Mary J., McHugh Patrick J.. (2010). How Large U.S. Companies Can Use Twitter and Other Social Media to Gain Business Value, 9(4), pp:243-259.
  39. Zhou, L. Zhang, P. & Zimmermann, H. D. (2013). Social commerce research: An integrated view. Electronic.
  40. Sukrat, S., & Papasratorn, B. (2018). A maturity model for C2C social commerce business model. International Journal of Electronic Commerce Studies, 9(1), 27-54.Commerce Research and Applications, 12(2), pp: 61-68.
  41. Sewry DA & Schlenkrich, (2012),Factors for Successful Use of Social Networking Sites in Higher Education,pp:12
  42. Feindt, S. Jeffcoate, J. & Chappell, C. (2002). Identify Success Factors for Rapid Growth in SME Ecommerce. Small Business Economics, 19(1), pp: 51-62.
  43. Curtis Bill, Hefley Bill & Miller Sally. (2009). People Capability Maturity Model (P- CMM) Version 0, Second Edition,2-619.
  44. Soparnot, R. (2011). The concept of organizational change capacity. Journal of Organizational Change Management, 24(5), pp: 640-661.
  45. Batrinca Bogdan & Treleaven Philip C. (2015). Social media analytics: a survey of techniques, tools and platforms, 30, pp: 89–116.
  46. Liang, T.P. & Turban, E. (2011). Introduction to the Special Issue Social Commerce: A Research Framework for Social Commerce. International. Journal of Electronic Commerce, (2)16, pp: 5-14.
  47. Mook-oh, K., & Meadows, J. (2004). Use of communication technology in Southorean University. Journal of Information Science, 24(1), pp: 33-38.
  48. Heckmann, N., Steger, T., & Dowling, M. (2016). Organizational capacity for change, change experience, and change project performance. Journal of Business Research, 69(2), pp: 777-784.
  49. Schaupp, L. C., & Bélanger, F. (2016). Social Commerce Benefits for Small Businesses: An Organizational Level Study. Journal of Organizational and End User Computing (JOEUC), 28(3), pp: 49-66.
  50. Robinson jr & gregory g. dess. (1984). measuring organizational performance in the absence of objective measures:the case of the privately-held firm and conglomerate business, 5(3), pp: 265-273, strategic management journal.
  51. Hughes Alan. (2005). Innovation and Business Performance: Small Entrepreneurial Firms in the UK and the EU,pp:65-70.
  52. N. (1985). On the Measurement of Business Performance in Strategy Research: A Comparison of Approaches, pp:1-32, Department of Business Administration.
  53. اعرابی، سرمد سعیدی، (1387). موانع محیطی و مدل مناسب استفاده مناسب از تجارت الکترونیک در ایران، مجله علوم اطلاعات، 18 (2)، ص ص 11-24.
  54. Torki Saba Biucky, abdolvand Neda, Rajaee Harandi Saeedeh. (2017). THE EFFECTS OF PERCEIVED RISK ON SOCIAL COMMERCE ADOPTION BASED ON TAM MODEL, 8(2), pp:173-196.
  55. Hajli Nick & Featherman Mauricio S. (2017). Social commerce and new development in e-commerce technologies, 37, pp:177-188.
  56. Germer Sarah & Paul Michael. (2014). Social Media Success Factors and Firm Performance, pp:1-8.
  57. Kulkarni Uday ,Gloria Phillips-Wren Loyola, Thilini Ariyachandra. (2015). Business Analytics in the Context of Big Data: A Roadmap for Research, 23(37), pp:448-472.
  58. Grembergen Wim Van , Steven De Haes. (2015). Enterprise Governance of Information Technology, 23(37), pp:448-472.
  59. Kim, S. & Ham, C. D. (2016). A Double-Edged Sword? Predicting Consumers’ Attitudes Toward and Sharing Intention of Native Advertising on Social Media. American Behavioral Scientist, 0002764216660137.
  60. Ping Guo. (2010). Analysis the Application of E-business for the Tourism Enterprises’ Performance Evaluation in China, 5, 849–854, doi:10.1016/j.egypro.2011.03.150.
  61. Wang, Y. Min, Q. & Han, S. (2016). Understanding the effects of trust and risk on individual behavior toward social media platforms: A meta-analysis of the empirical evidence. Computers in Human Behavior, 56, 34-44.
  62. Filo, K. Lock, D. & Karg, A. (2015). Sport and social media research: A review. Sport Management Review, 18(2), pp:166-170.
  63. Trainor Kevin .(2013).Relating Social Media Technologies to Performance: A Capabilities-Based Perspective, 32(3), pp:317.
  64. Constantinides, E. (2014). Foundations of social media marketing. Social and behavioral sciences, 148(2), pp: 40-57.
  65. Ashley Christy, Tuten Tracy. (2014). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement,32(1), pp:15-27.
  66. ابراهیمی عبدالحمید، دهدشتی شاهرخ زهره، مهدیه امید، (1388). بررسی عوامل موثر و مشکلات شرکت‌ها در بکارگیری تجارت الکترونیک ( مطالعه موردی: شرکت ها ی صادراتی ایران)، 17(44)، ص ص 396-397.
Commercial Strategies
Volume 16, Issue 14
March 2020
Pages 56-39

Files

Share

How to cite

Statistics