The development of social media has given rise to a new e-commerce paradigm called social commerce. Social commerce involves the use of social media to support online interactions and user contributions to assist in the acquisition of products and services, online and offline. However, relatively little work has been conducted to study the managerial perspective on this phenomenon. This paper aims to explore practitioners’ interpretative perspectives on social commerce. We draw upon 30 indepth interviews with Italian digital marketing specialists and examine their perspectives using qualitative content analysis. The findings illustrate the main marketing opportunities and managerial challenges of social commerce.
Keywords: Social commerce, e-commerce, managerial challenges, marketing opportunities, in-depth interview, qualitative content analysis