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The Ramón Areces Foundation grants a project to UMU researchers to analyze social trade in Spain (14/11/2017)

The Ramón Areces Foundation has awarded a research project to a research group made up of four experts from the University of Murcia.

The main researcher of the project is María Sicilia Piñero, Full Professor of the Marketing and Market Research Department of the University of Murcia.

Also part of the research group Mariola Palazón Vidal, Inés López López and Manuela López Pérez, professors of the same department;

together with Lorena Blasco Arcas, professor at the ESCP Europe Business School.

The project is entitled "Study of social commerce to boost the Spanish commercial distribution sector", which aims to respond to some of the challenges facing the Spanish commercial distribution today.

In particular, the project responds to the growing use of social media to carry out e-commerce activities (social commerce) by customers and the commercial potential that this entails for distributors.

The challenges that the project intends to address are the following: integrate social networks in the sales and distribution processes, get the participation and involvement of the client in social networks, improve customer service and the overall shopping experience, achieve the strategy omni-channel, and resolve conflicts and complaints through the use of social networks.

The study was granted within the XVI National Contest for the Adjudication of Aids to Research in Social Sciences, specifically in the area of ​​commercial distribution research. 86 proposals were submitted to this contest, of which 12 were selected.

Source: Universidad de Murcia

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