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1、LeveragingsocialmediaforelectroniccommerceinAsia:ResearchareasandopportunitiesAbstractThelastdecadehasseenphenomenalgrowthofelectroniccommerceinAsia.Animportantdrivingforcehasbeentheparallelriseofsocialmedia,enablingpervasiveinteractionsamongconsumersa
2、ndbetweenconsumersandfirms・ThisarticleprovidesanoverviewofthecurrentstateofdevelopmentofsocialmediainAsia.Wealsosurveytheliteratureonsocialmediathathasbeenproducedbyauthorsinthisregion.Theresearchcoversavarietyoftopicsandissues,ineluding:userbehaviorwi
3、thsocialmedia,theimpactsofsocialmedia,andtheissuesarisingfromitsuse・Italsoidentifiesanumberoffutureresearchopportunitiesthatfallintotheseareas.TheAsiaregionisfilledwithhighpotentialforpromisingresearchregardinghowsocialmediamaybeleveragedfore-commerce.
4、Thisarticlecallsformoreresearchattentiontobegiventosocialmedia-relatede-commerceresearch,andthediscoveryofnewknowledgerelatedtotheconnectionsbetweensocialmediaande-commercethatareuniquetotheAsiaregion.Keywords•Asia;•Businessandsocialissues;•Electronicc
5、ommerce;•Socialmedia;•Researchdirections;•Technologyimpacts;•Userbehavior1.IntroductionSocialmediarepresentsoneofthemostimportantplatformsforelectroniccommerce・Asiaisnoexceptioninthisglobaltrend,andithasattaineddramaticandhighlevelsofgrowthintheuseofso
6、cialmediaine-commerceduringthepastseveralyears・Forinstance,researchbyMcKinseyhasindicatedthattherearemorethan300millionconsumersinChinawhousesocialmediatoobtainproductinformation(Chiuetal.,2012).McKinseyfurtherestimatesthatChina'sonlineconsumersspendmo
7、rethan40%oftheirtimeonsocialmedia.AsimilarpatternwithsocialmediahasbeenobservedinJapan,Korea,andotherAsiancountries・Forexample,KakaoTalk,Koreanslocalsocialmediaservice,hasnowmorethan100millionglobalusers,with30millionusersofitsgamingappinKorea(Takahash
8、i,2013)・Thefirmhasbeentryingtoachieveadominantpositionofcentralityasane-commerceplatforminKorea.NavefsLINE,aservicethatwasinitiatedinJapan,nowhas400millionusers(Cheng,2014).Inviewofthesekindsofdevelopments,itisvaluabletoupdateourunderst
