Dimensão social do e-commerce

: um estudo de caso

Abstract

Consumers habits are changing, thus the popularity of online services and social networks is increasing. This trend came up with a new type of Electronic Commerce (EC) called Social Commerce (SC). SC, which combines technologies, internet, trade and social development, appears to fill the gap in the demand for information and the sharing of online experiences. Therefore the decision-making is facilitated by the consumers. In this regard, knowing that, more information is available on any device, anywhere at any time. The question is: “How does a traditional company operates in social commerce? “, taking into account both, identification supporting technologies to SC, well as strategy adjustments, to meet the expectations of their audience. To answer this question we carried out a case study on Vista Alegre Atlantis (VAA). Proper techniques of qualitative research were used for data, including interviews and observation. For data treatment a qualitative analysis was made using NVivo10, which led to the construction of a synopsis of the interview. Then an interpretive analysis took place where the various sources were compared, resulting in a comparative theoretical framework. From the results we can highlight, the importance given to technology, from the VAA, which integrates various dimensions of the SC in its business strategy. As well as the integration of the company on a classification based on the maturity model of social media. We can also emphasize the creation of both graphic representation, on the performance of VAA in SC, well as an instrument for data collection. Some limitations, regarding the object and scope of the study, were found. It would be useful to extend the research focus to other companies and see how they operate in this area, well as to consider other perspectives that focus more on people and information.

Date of Award	16 Jul 2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	António Andrade (Supervisor)