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Challenges in Implementing Social Commerce in Australian Restaurant Industry

   

Added on  2019-10-30

20 Pages5133 Words460 ViewsType: 460
Business DevelopmentMarketing
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Running head: BUSINESS RESEARCH ANALYSISBusiness Research AnalysisName of the StudentName of the UniversityAuthor Note
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1BUSINESS RESEARCH ANALYSISTable of ContentsIntroduction......................................................................................................................................2Project Objective.............................................................................................................................4Project Scope...................................................................................................................................5Literature Review............................................................................................................................6Description of the terms related to social Electronic Commerce.................................................6The use of social media in food and Restaurant marketing in Australia.....................................7Effects of Social media in improving the brand value of Australian Restaurants.....................10Framework of social commerce research...................................................................................11Social issues associated with the use of E-commerce................................................................12Gaps in the Existing literature....................................................................................................14Conclusion.....................................................................................................................................14Reference.......................................................................................................................................15Appendix........................................................................................................................................18
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2BUSINESS RESEARCH ANALYSISIntroductionSocial Electronic Commerce is a branch under the electronic commercial form ofbusiness, where the shopping is done on the online media and websites. As the very namesuggests, the social Electronic Commerce involve the use of social media, which is used as aform to communicate in the forms of the e-commerce transactions. The concept of social E-Commerce was developed in 2005 by Yahoo where, online shopping was introduced. It wasdone on the basis of the rating that is generated by the users. The main purpose of theintroduction of this concept is to raise the popularity of a brand and its product by sharing thereview and opinion provided by the users (Hays et al., 2013). As the use of social media isbelieved to be one of the popular forms of spreading information, it has been used as a tool ofmarketing by many business organizations as a tool of marketing and reaching out to the targetgroups of customers. One of the major advantages of use of social e-commerce is due to the fact that it canhelp a company to engage with their customers according to the social behavior and buyingtrends. From the point of view of the customer, this is advantage due to the fact that it can offervarious forms of discounts and bonus points due to the fact that they are taking part in raising thepopularity of the brand by involving themselves in online promotional activities. The customersare also been affected due to the fact that they are getting a good platform for discussing aboutthe matters related to Feature and quality provided within a product. Hence, there by, they areable to get detailed information about the quality of a product and also understand its value bytaking the opinion of other users.
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3BUSINESS RESEARCH ANALYSISAccording to Nakara et al., (2012), the shopping that is done through websites and e-commerce platform are mainly done on the basis of recommendation that are provided by theusers of the social media. As the users provide good reviews and opinions about a particularbrand, their popularity in the online websites are improved significantly. Online social users alsoget attracted to the particular brand as they get to know about the good reputation. It is importantto mention that the scaling of the social e-commerce is involved in all forms of operationalaspects. This is possible due to the fact that the evolution of social media platforms andecommerce have occurred simultaneously. The progress of most social media platforms and e-commerce and also helped each other in promotional activities. Process of continuousdevelopment is involved in this case due to the fact that all the new features of a product aredescribed in the social media platforms, which is meant for reaching out to the target group ofcustomers. The rise of popularity of e-commerce and social media platforms, the restaurant businessare also taking its advantage to raise their popularity. The E-Commerce form of business isbelieved to be one of the effective tools that help to connect restaurant with the target group ofcustomers. Due to the effective technological infrastructure in Australia, the use of the socialmedia is popular due to the fact that, it is easily possible for all people to connect with the digitalworld. Almost all the popular restaurants in all over Australia use the tool of social media as animportant part of the promotional activities. This is one of the effective tools that are used by theAustralian restaurants to connect with all the food lovers in the society. It is also important to mention in the contact that the use of social media in the form ofsocial e-commerce comes with some negative impact. This is mainly due to the fact that socialmedia platforms can be used by anyone to misuse and spread fake information about business
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