Gartner Research

Use Social Behavior to Trigger Social Commerce

Published: 07 January 2016

ID: G00292256

Analyst(s): Jennifer Polk , Jay Wilson


Social media gives people greater ability to influence the attitudes and actions of others. This research will help digital marketers motivate social behavior that can lead to social commerce.

Table Of Contents


  • Understand How Social Media Behavior Relates to Buying Behavior
    • Valuing Three Different Types of Social Behavior
  • Motivate and Measure Meaningful Social Behaviors
    • Use the Desired Behavior to Choose Social Marketing Tactics
    • Offer Content That Encourages the Behavior You Want
    • Measure the Results
  • Choose the Right Social Site for Social Commerce
  • What to Do Next

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