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Critical success factors in using visual social media as social commerce platforms : the case of Instagram and Pinterest

Büscher, Sina (2018) Critical success factors in using visual social media as social commerce platforms : the case of Instagram and Pinterest.

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Abstract:The purpose of the study was to identify critical success factors for using visual social media platforms as social commerce platforms. The platforms of focus were Instagram and Pinterest as these are one of the fastest growing visual social media platforms. Thereby, these two platforms have been used as a basis for arriving at general CSFs for using visual social media platforms as social commerce platforms. To assess the current state of literature regarding critical success factors a literature review has been conducted. During the literature study critical success factors have been identified and were later combined with findings from semi-structured interviews with seven experts in the field of social media marketing. The findings reveal a set of six critical success factors related to utilizing visual social media platforms as social commerce platforms namely Content, Interaction and Engagement, Frequency, Optimisation of the Profile, Right Ad Targeting and Strategy. Thereby, strategy is seen as critical success factor based on a higher, strategic level, whereas the other factor are rather on an operational level. Moreover, critical success factors specifically related to Instagram and Pinterest has also been provided. The study complements existing literature with CSFs regarding the usage of visual social media platforms as social commerce platforms, which was previously only explored for social media in general. Further, it sheds light on what companies should actively do in practice in order to succeed on social commerce, whereas the previous body of research on social commerce primary focuses on defining the topic as well as determining factors regarding the adoption of social commerce by consumers. Limitations of this study basically come from the nature of qualitative research meaning that they are only based on the seven expert opinions, which could have led to sampling bias. However, the critical success factors have emerged from combining insights from literature and experts, but are not tested in a quantitative study. Therefore, further research could verify the result in a quantitative study or a case study, where the CSFs are tested in practice.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/75195
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