Journal of Social Commerce

Rethinking Transportation Mobility and Social Equity Policy in Lagos Metropolis

Hassan Ibrahim Korede; Fatile Jacob Olufemi — Thu, 29 Aug 2024 00:00:00 +0700

Lagos, a Nigerian state, is one of the world's most populous cities, and its transit infrastructure is under immense pressure. The state's public transportation infrastructure is grossly inadequate in suburban areas, causing traffic congestion since many residents lack access to affordable and reliable transportation. Another factor contributing to Lagos' transportation challenges is the city's socioeconomic disparities. In light of this, this study examines the transportation mobility and social equity policies in metropolitan Lagos. The study employed the interpretivist philosophy also known as qualitative or phenomenological research approach in data collection. Primary data were generated mainly through key informant interviews, while secondary data were gathered from the internet, journals, newspaper editorials, transportation policy documents, and other government publications. Key informant interviews were conducted with officers from the Lagos State Ministry of Transportation. The acquired data was analysed using a content analytic approach. Findings of the study revealed that population growth in the state's sub-urban and rural areas has put pressure on the city's infrastructure, especially its transportation system, necessitating a rethinking of transportation mobility. The study concluded that the government must invest heavily in public transport services in suburban and rural areas through public-private partnerships (PPPs) in order to improve the quality and expand the state's public transport network. The study further asserted that the state government's system of discounted fares will make transportation more affordable and accessible to low-income residents.

HR's Role in Developing Incentive Programs for Micro Influencers in Social Media Marketing

Nadhila Adelfrini Mansyur — Thu, 29 Aug 2024 00:00:00 +0700

The purpose of this research is to analyse the dynamic position of Human Resources (HR) in designing and implementing incentives for micro influencers in the fashion, technology, and the Fast Moving Consumer Goods (FMCG) sector. Drawing on a phenomenological research paradigm, the study aims at understanding how HR departments of companies associated with digital marketing are responding to the fluctuating demands of the field and, therefore, designing original and versatile incentive systems that appeal to the micro influencers self-motivational factors. The studies show that simple incentive structures and mainly monetary based incentives are incapable of encouraging sustained participation. However, using organization specific professional development opportunities, brand management, and public recognition is crucial. In the same respect, the study also reveals how the role of HR is important in influencer marketing where it involves working closely with the marketing department to ensure that influencer practices are in line with the rest of the organization. Additionally, the implications of the research cover the issues related to the formalization of the influencer relationships, which may indeed be challenging when gaining the necessary degree of control for the proper management of the influencer’s work, while at the same time remaining consistent with the creative freedom which is required for the influencer content. Hence, this study adds to the existing literature on the subject of HR for the digital economy as it provides best practice guidelines for HR managers that can help organizations to navigate through the ethical and cultural aspects of influencer collaboration.

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

Chiara Hautkappe, Jonas Manske — Thu, 29 Aug 2024 00:00:00 +0700

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.

Strategic Use of User Generated Content for Consumer Engagement in Online Retail

fahrul Kahfi, Nurmadhani Fitri Suyuthi — Thu, 29 Aug 2024 00:00:00 +0700

The present research explores the managerial implication of employing User-Generated Content (UGC) to boost the consumer interactions in the web retail industry. Following a quantitative research method, cross-sectional data were obtained from 1,200 consumers through an online survey that measures their encounter with UGC, perceived trust level, engagement, and sales. The study shows that UGC specifically in the form of reviews and photos have a positive impact on the key engagement metrics such as website dwell time, repeat visitation ratio, and conversion ratios which prove the fact that UGC plays an important role in the digital marketing strategy. However, the study also established that UGC is only effective if it is well managed based on content selection, responding to negative messages, and compliance with ethical issues including the respect of consumer privacy and product author’s copyright. The study also reveals that there are variations in consumers’ UGC engagement by demographics: more particular, young consumers are more actively involved than other consumers, which calls for specific actions. These findings enrich the knowledge about UGC in the context of digital consumer behaviour and offer practical suggestions for online retailers that want to employ UGC to develop trust and sales in a more saturated market. Further research needs to be conducted with respect to the future of UGC due to continuous technological advancements like artificial intelligence and augmented reality among others that are likely to continually change consumption activities.

The Comparative Study of Profitability Ratios of Selected FMCG Companies in India

Sanjana Joshi — Thu, 29 Aug 2024 00:00:00 +0700

This article is a comparative study of the profitability ratio of selected FMCG companies. The main purpose of this study is to analyze and compare profitability ratio of selected samples. This study is considered secondary data for the year from 2017-18 to 2021-22 and that collected by authentic websites. The sample selection is done by a non-probability sampling technique. Furthermore, the hypothesis are tested by one-way ANOVA. The result of hypotheses testing is that during the study period there is a significant difference between the selected ratio of selected FMCG companies. The findings of this study are that HUL, ITC and Britannia industries maintain good profit, but HUL pays a higher return on equity and is effectively utilize their capital, resources and assets compared to other companies. ITC and Britannia industries utilize the capital effectively and pay average return to their investors. The performance of Godrej consumer is very poor because they do not utilize their capital and not maintain their net profit as to why it can't provide more returns on investment. So, from an investers' point of view HUL companies are very beneficial for investment.