Social media in electronic commerce organizations

Abstract

Rapidly advanced technologies have also led to social change in society. People-to-people communication is increasingly moving to social networks. Social networks have allowed users to connect with different communities, share information or even turn social media into a livelihood. Especially during the COVID-19 pandemic, the forced relocation of businesses to cyberspace has made it difficult to stand out in the plethora of e-shops, leading most business organizations to abandon expensive websites and develop on various social platforms using the tools provided. However, there is a lack of research that covers how social networks are changing the use of websites and how the use of social media is affecting large e-commerce organizations that already have a developed process. The aim of the article is to analyze the use of social media in e-commerce organizations. In order to achieve the goals, an analysis of the scientific literature and a regression analysis are performed, during which the aim is to find out how the activities of companies using social networks. A multi-criteria evaluation using the TOPSIS method was also performed to evaluate the social networks used in the e-commerce organizations. The results of the research allowed to identify the possibilities of applying social networks in the activities of companies, to identify threats and benefits. The presented results prove that the purchase of consumers depends on the activity of companies on social platforms, which allows us to conclude that social media is expanding very rapidly in various business models, as the popularity of companies on social networks ensures greater consumer attraction.