Social computing in shopping refers to the use of social media platforms and user-driven tools (like reviews, ratings, and discussions) to support and enhance the online shopping experience.
- It transforms the shopping process into a more interactive, personalized, and community-influenced activity, allowing buyers to make informed decisions and enabling sellers to connect with their target audience effectively.
Fundamentals of Social Computing in Shopping
1.) Product Reviews and Ratings:
Customers read and post reviews and star ratings about products they’ve used. This user-generated content influences other buyers by providing real-world insights and experiences.
- Example: Before buying a mobile phone, a user checks dozens of reviews on Amazon to compare pros and cons.
2.) Social Recommendations:
Shopping platforms and apps suggest products based on the likes, shares, or purchases of friends, connections, or influencers. This creates a peer-influenced shopping experience.
- Example: Facebook Marketplace may recommend items your friends have liked or viewed.
3.) Influencer Marketing:
Businesses collaborate with social media influencers to promote products. These influencers create posts, stories, and videos that showcase the product, often reaching highly engaged niche audiences.
- Example: A beauty brand partners with a YouTuber to demonstrate how to use their makeup products.
4.) Live Shopping Events:
Livestream shopping combines entertainment with commerce. Hosts demonstrate products in real-time, and viewers can ask questions, see instant answers, and make purchases during the event.
- Example: Instagram Live Shopping or TikTok Shop lets users buy products directly while watching a live product demo.
Advantages of Social Computing in Shopping:
- Informed Decisions: Buyers get reliable input from other customers through reviews and Q&A sections.
- Trust and Transparency: Seeing real people recommend or criticize products builds credibility.
- Social Proof: Products with high ratings and positive engagement are more likely to be trusted.
- Faster Product Discovery: Recommendations and influencer content introduce users to products they might not find on their own.
- Engagement and Interaction: Buyers can ask questions, share opinions, and join discussions, making the experience more engaging.
Example:
On Amazon, buyers can view:
- ⭐ Product star ratings
- 📝 Customer reviews with images and videos
- ❓ Q&A sections where users and sellers respond to common questions
All of these elements are part of social computing, helping buyers make informed and confident purchase decisions.
