Social commerce - when social media meets e-commerce: A Swiss consumer study

Marc K. Peter, Alain Neher, Cécile Zachold

Research output: Book chapter/Published conference paperChapter (peer-reviewed)peer-review


Social commerce was established with the growing commercial use of social media platforms, centered around e-commerce features and actors (buyers, influencers, and sellers) which provide user-generated content through recommendations on products and services. Important factors are both the utilization of social media platforms as trusted sources by users and the trusted content from users posting their experiences and opinions. This study focuses on Swiss consumers (9 out of 10 Swiss residents are active online) and their usage of social media, e-commerce, and social commerce as a source of trusted product information and platforms to share their own product experiences. While social media usage in Switzerland is high (almost all online users are using some form of social media), only one-third are using social media (primarily YouTube) as a source of information that guides decision-making. Merely one in ten respondents post their experiences—satisfaction or recommendations for products and services—on social media at least once a month. Our research data show that in Switzerland, social commerce is an underdeveloped marketing concept as to available e-commerce features and the degree of trusted user-generated content about products and services on social media platforms.

Original languageEnglish
Title of host publicationMarketing and smart technologies
Subtitle of host publicationProceedings of ICMarkTech 2022, Volume 2
EditorsJosé Luís Reis, Marc K. Peter, José Antonio Varela González, Zorica Bogdanović
Place of PublicationSingapore
Number of pages14
ISBN (Electronic)9789811990991
ISBN (Print)9789811990984
Publication statusPublished - 2023
Event2022 International Conference on Marketing and Technologies : ICMarkTech'22 - Santiago de Compostela University, Santiago de Compostela, Spain
Duration: 01 Dec 202203 Dec 2022 (Proceedings) (Front matter) (Conference website) (Program)

Publication series

NameSmart Innovation, Systems and Technologies
Volume337 SIST
ISSN (Print)2190-3018
ISSN (Electronic)2190-3026


Conference2022 International Conference on Marketing and Technologies
CitySantiago de Compostela
OtherICMarkTech'22 was the 4th edition of an international conference held in Santiago de Compostela, Spain , at the Universidad de Santiago de Compostela (Santiago de Compostela University). It brought together experts, academics, and professionals from around the world to discuss the latest developments and innovations at the intersection of marketing and technology. ICMarktech 2022 covered topics such as Artificial Intelligence Applied in Marketing, Virtual and Augmented Reality in Marketing, Business Intelligence Databases and Marketing, Data Mining and Big Data - Marketing Data Science, Web Marketing, e-commerce and v-commerce, Social Media and Networking, Omnichannel and Marketing Communication, Marketing, Geomarketing and IoT, Marketing Automation and Inbound Marketing, Machine Learning Applied to Marketing, Customer Data Management and CRM, and Neuromarketing Technologies.
Internet address


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