Simulating social commerce applied to buyer group pricing, recommendation incentives, and bundling

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Proceedings titleICEC 2012: International Conference on Electronic Commerce
Conference14th Annual International Conference on Electronic Commerce, August 7-8, 2012, Singapore
Pages9598; # of pages: 4
AbstractCurrently social networks are used by buyers to become more aware of sellers and their goods. Increasingly, they are used with three other market mechanisms: Buyers use social networks to form buyer groups that leverage purchasing power. Sellers incentivize buyers to post recommendations on social media. Sellers or buyers compose compatible items into bundles with increased value and reduced price. In this paper we study the potential e ects of social networks on these mechanisms. For comprehensive and consistent coverage, we simulate combinations of these mechanisms, using published metrics for authenticity. Our results show seller pro tability increases with the use of social networks applied to all possible combinations.
Publication date
PublisherAssociation for Computing Machinery
AffiliationInformation and Communication Technologies; National Research Council Canada
Peer reviewedYes
NPARC number20794316
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Record identifier42efbf7d-dc49-496b-9c0d-0eeb5f225185
Record created2012-10-12
Record modified2016-05-09
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