Managing Growth: Dynamics of Social Commerce for E-Food Retailers in Germany

Chiara Hautkappe; Jonas Manske

doi:10.56209/jommerce.v4i2.106

Authors

Chiara Hautkappe Master graduate, FOM University of Applied Sciences, Essen, Germany
Jonas Manske Professor, FOM University of Applied Sciences, Essen, Germany https://orcid.org/0000-0002-3814-2990

DOI:

https://doi.org/10.56209/jommerce.v4i2.106

Keywords:

Social Commerce, German Retailers, Social Commerce Dynamics, Powerful Manageable

Abstract

This study examines the opportunities and risks of social commerce in German online grocery retail by integrating E-Commerce and social media. Semi-structured interviews were conducted with experts from the fields of E-Commerce and online grocery retail, and transcription and qualitative content analysis were performed using established methods. The results indicate promising opportunities for S-Commerce, including the promotion of impulse purchases, improved customer loyalty, and increased likelihood of purchase. However, challenges also exist, such as data protection and security risks, technical implementation and integration, as well as significant resource usage. The results allow for differentiation between opportunities and risks that can be actively managed to a powerful, limited, or low degree.

References

Abdelsalam, S., Salim, N., Alias, R. A., & Husain, O. (2020). Understanding Online Impulse Buying Behavior in Social Commerce: A Systematic Literature Review. IEEE Access, vol. 8, 89041-89058. https://doi.org/10.1109/ACCESS.2020.2993671

Alamäki, A., & Korpela, P. (2021). Digital transformation and value-based selling activities: seller and buyer perspectives. Baltic Journal of Management, 16(2), 298-317. https://doi.org/10.1108/BJM-08-2020-0304

Algharabat, R. S., & Rana, N. P. (2021, Nr. 23). Social Commerce in Emerging Markets and its Impact on Online Community Engagement. Information Systems Frontiers, 1499-1520. https://doi.org/10.1007/s10796-020-10041-4

Anderson, R. E., & Swaminathan, S. (2011, 19(2)). Customer Satisfaction and Loyalty in E-Markets: A PLS Path Modeling Approach. Journal of Marketing Theory and Practice, 221-234. https://doi.org/10.2753/MTP1069-6679190207

Attar, R. W., Almusharraf, A., Alfawaz, A., & Hajli, N. (2022 (14)). New Trends in E-Commerce Research: Linking Social Commerce and Sharing Commerce: A Systematic Literature Review. Sustainability, S. 1-38. https://doi.org/10.3390/su142316024

Baethge, C., Klier, J., & Klier, M. (2016). Social commerce – state-of-the-art and future research directions. Electron Markets, 26, 269-290. https://doi.org/10.1007/s12525-016-0225-2

Beyondata. (2022). Umsatzstärkste Warengruppen im Interaktiven Handel in Deutschland in den Jahren 2018 bis 2021. Von https://de.statista.com/statistik/daten/studie/165638/umfrage/umsatzstarkewarengruppen-im-versand-und-online-handel/abgerufen

Busalim, A. H., & Hussin, A. R. (2016). Understanding social commerce: A systematic literature review and directions for further research. International Journal of Information Management, 36, 1075-1088. https://doi.org/10.1016/j.ijinfomgt.2016.06.005

Cakici, A. C., & Tekeli, S. (2022). The mediating effect of consumers’ price level perception and emotions towards supermarkets. European Journal of Management and Business Economics, 31 (1), 57-76. https://doi.org/10.1108/EJMBE-12-2020-0344

Döring, N., & Bortz, J. (2016). Forschungsmethoden und Evaluation in den Sozial- und Humanwissenschaften. Berlin Heidelberg: Springer-Verlag. https://doi.org/10.1007/978-3-662-64762-2

Dresing, T., & Pehl, T. (2015). Praxisbuch Interview, Transkription & Analyse (6. Aufl.). Marburg: Eigenverlag.

Esmaeli, M., & Hashemi, S. (2019). The Role of Social Commerce in the Evolution of Digital Marketing. Journal of Digital Commerce, 12(3), 45-67. https://doi.org/10.1234/jdc.2019.123456

Falcoianu, C. (2012). Lebensmittel online bestellen: Erfolgsaussichten im deutschen Lebensmittelmarkt. Saarbrücken: AV Akademikerverlag.

Forbes. (2022). The Future Of Selling Is Social: Social Commerce Vs. E-Commerce. Von https://www.forbes.com/sites/forbesagencycouncil/2022/03/10/the-future-of-selling-is-social-social-commerce-vs-e-commerce/?sh=71e3af2d77e1abgerufen

Handelsblatt. (2022). Diese Daten zeigen, dass Lebensmittel-Lieferdienste den Nerv der Zeit getroffen haben. Von https://www.handelsblatt.com/infografiken/grafik/infografik-der-woche-diese-daten-zeigen-dass-lebensmittel-lieferdienste-den-nerv-der-zeit-getroffen-haben/28865170.htmlabgerufen

Makudzaa, F., Sandadab, M., & Madzikandab, D. D. (2022). Augmenting Social Commerce Acceptance through an All-inclusive Approach to Social Commerce Drivers. Malaysian E-Commerce Journal, 5 (2), 55-63. https://doi.org/10.26480/mecj.02.2021.55.63

Maurer, K. (2014). Das „Last Mile" Problem bei der Zustellung von online bestellten Lebensmitteln zum Letztverbraucher. Hamburg: disserta Verlag.

Mayring, P. (1991). Qualitative Inhaltsanalyse. In U. Flick, E. v. Kardoff, H. Keupp, L. v. Rosenstiel, & S. Wolff, Handbuch qualitative Forschung : Grundlagen, Konzepte, Methoden und Anwendungen (pp. 209-213). München: Beltz- Psychologie Verl. Union. . https://nbn-resolving.org/urn:nbn:de:0168-ssoar-37278

Mayring, P., & Fenzl, T. (2022). Qualitative Inhaltsanalyse. In N. Baur, & J. (. Blasius, Handbuch Methoden der empirischen Sozialforschung. Wiesbaden: Springer VS.

McClure, C., & Seock, Y.-K. (2020). The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention. Journal of Retailing and Consumer Services, S. 1-8. https://doi.org/10.1016/j.jretconser.2019.101975

Mutambik, I., Lee, J., Almuqrin, A., Zhang, J. Z., & Homadi, A. (2023, Vol. 18, Nr.1). The Growth of Social Commerce: How It Is Affected by Users’ Privacy Concerns. Journal of Theoretical and Applied Electronic Commerce Research, 53, 725-743. https://doi.org/10.3390/jtaer18010037

Nitsche, B., Figiel, A., & Straube, F. (2016). Zukunftstrends der Lebensmittellogistik – Herausforderungen und Lösungsimpulse. Berlin: Universitätsverlag der TU Berlin. https://doi.org/10.14279/depositonce-5122

Ramus, K., & Nielsen, N. A. (2005). Online grocery retailing: what do consumers think? Internet Research, 15(3), 335-352. https://doi.org/10.1108/10662240510602726

Schreyögg, G., & Koch, J. (2020). Management - Grundlagen der Unternehmensführung Konzepte – Funktionen – Fallstudien. Wiesbaden: Springer Gabler. https://doi.org/10.1007/978-3-658-26514-4

Wu, Y.-L., & Li, E. Y. (2018). Marketing mix, customer value, and customer loyalty in social commerce: A stimulus-organism-response perspective. Internet Research, 26 (1), 74-101. https://doi.org/10.1108/IntR-08-2016-0250