Why social commerce engines will power next-gen market research
R. Scott Evans and Erin DefosséBazaarvoice, USA
Introduction
While social media has been a persistent theme for the past few years, this paper focuses on a relatively ignored social media asset that is an integral part of e-commerce for many of the world's brands and retailers. Embedded in the majority of corporate websites are the social commerce engines (sCE), implemented and run by companies like Bazaarvoice, Reevoo or PowerReviews. These engines run the extensive conversation platforms that enable consumers to talk about products and engage with one another...