If you understand the inter-connect

If you understand the inter-connectedness of people, you will see just how important this concept is to e-commerce: the product and services you buy will influence the decisions of your friends, and their decisions will in turn influence you. If you are a marketer trying to build and strengthen a brand the implication is clear: take advantage of the face that people are enmeshed in social networks, share interests and values, and communicate and influence one another. As a marketer your target audience is not a million isolated people watching a TV show, but the social network of people who watch the show, and the viewers’ personal networks. Table 9.7 describes four features of social commerce that are driving its growth.