Abstract:

The maturation of online social commerce has opened the door to a new type of market research. This new form is rooted in the fluid world of social engagement, where customer product experience proves as challenging to MR as the transition from telephone to online. Coupling online measurement and rich user generated content challenges our notions of predictive analytics and the power of narratives. Embracing semantically empowered tools and behavioral metrics in a social commerce environment promises business insights that more easily connect with the rapidly changing world of contemporary commerce.