The social factor: Using surface credibility in social commerce to predict and improve sales

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

S-commerce is becoming a central facet to most organizations’ ability to compete online. Building trust and surface credibility is key to improving purchase intention.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2021), "The social factor: Using surface credibility in social commerce to predict and improve sales", Strategic Direction, Vol. 37 No. 3, pp. 24-25. https://doi.org/10.1108/SD-12-2020-0225