, Chapter-
Opening Cases, Insight Cases,
n n n n
and Case Studies
n n
Chapter n1:nThenRevolutionnIs nJustnBeginning Chapter n7:nSocial,nMobile,nandnLocal nMarketing
Opening nCase: nTikTok:nCreatorsnandnthenCreator nEconomy n I Opening nCase: n#Marketing:n#BookTok,n#WeddingTok,nandn#CrumblReviews
nsightnonnTechnology: nWillnAppsnMakenthenWebnIrrelevant? n I InsightnonnBusiness: nOptimizingnSocialnMarketingnwithnSproutnSocial
nsightnonnBusiness: nYnCombinator’snStartupnBootnCampn In Insightn onn Society: n Marketin gn ton Childr enn inn then A gen of n Social,n Mo
sightnonnSociety: nFacebook nandnthenAgenofnPrivacy bile,n Local
CasenStudy: nUber:nEverythingnonnDemand InsightnonnTechnology: nMobilenMarketin gnRevsnUpnwithn3D,nAR,nVR,nand
nthen Metaverse
Chapter n2:nE-commercenBusiness nModels nandnConcepts Casen Study: n Exchangehunt erjump er.com:n Buildingn an Brandn withn Soci
Opening nCase: nConnectednCars:nTh enNextnBignE-commerc enPlatform? aln Marketing
InsightnonnSociety: nFoursquare’s nEvolvin gnBusinessnModel:nLev eragingnYo
Chapter n8:nEthical, nSocial,nandnPolitical nIssues ni
ur n Location
nn E-commerce
InsightnonnBusiness: nStartupsnTurnntonCrowdfunding
InsightnonnTechnology: nBehindnthenScenesnatnEtsy Opening nCase: nThenRightntonBenForgotten:nEuropenLeadsnth enU.S.nonnInte
rnetn Privacy
CasenStudy: nWeatheringnthenStorm:nTwitter’snUncertainnFuture
InsightnonnTechnology: nAppsnthatnTrack:nA nDouble-EdgednSword
Chapter n3:nE- Insightn onn Business: n Sectionn 230:n Shouldn th en Lawn t hatn “Created”n To da
commercenInfrastructure:nThenInternet,n Web,nandnMo y’sn InternetnbenRepealednor nRevised?
bilenPlatform InsightnonnSociety: nImmersedninnthenMetaverse:nWillnItnBenSafe?
Opening nCase: nThenInternetnSurvivesnthenCovid- CasenStudy: nArenBignTechnFirmsnGettingn“ToonBig”?
19nPandemic:nWhy nItnDidn’tn Break
Chapter n9:nOnlinenRetailnandnServices
InsightnonnTechnology: nThen Internetn SpacenRace
Opening nCase: nLemonade:nStirringnUpnthenInsurancenIndustry
InsightnonnSociety: nGovernmentnRegu lationnandnSurveillancenof nthenInter
net InsightnonnTechnology: nStitchnFixnBuildsnanBusinessnonnBignD at anandnArtif
icialn Intelligence
InsightnonnTechnology: nZoom nContinuesntonZoom
InsightnonnSociety: nPhony nReviews
Casen Study: n Akamai:n Sharpeningn Internetn Contentn Delivery n withn Ed
gen Computing InsightnonnBusiness: nFoodnonnDemand:nInstacartnandnGrubhub
CasenStudy: nBluenNilenSparklesnfor nYour nCleopatra
Chapter n4:nBuildingnannE-
commercenPresence:n Websites,nMobilenSites,nandnApp Chapter n10:nOnlinenContentn andnMedia
s Opening nCase: nStreamingnWars:nWhonWillnWin?n
Opening nCase: nWalmart’s nOmnichann elnStrat egy:nFrom nSuperc enter ntonSu InsightnonnSociety: nIsnGennZnReally nAllnthatnDiffer
per n App ent?n InsightnonnBusiness: n Vox:n NativenDigit alnNe
InsightnonnBusiness: nWixnMakesnCreatingnWebsitesnEasy ws
InsightnonnSociety: nDesigningnfor nAccessibility InsightnonnTechnology: nGamenOn:nTwitch
InsightnonnTechnology: nDuolingo’snMobilenAppnPowersnLanguagenLearning CasenStudy: nNetflix:nHownDoesnThisnMovienEnd?
CasenStudy: nDick’snSportingnGoods:nPivotnPaysnOff
Chapter n11:nSocial nNetworks,nAuctions,nandnPortals
Chapter n5:nE- Opening nCase: nLinkedIn:nA nDifferentnTypenof nSocialnNetwork
commercenSecuritynandnPaymentn Systems InsightnonnSociety: nBusinessesnBeware:nThenDark nSidenof nSocialnNetworks
Opening n Case: n SolarWinds:n Shiningn an Lightn onn Softwaren Supply n Ch InsightnonnTechnology: nArenFac ebook’snAlgorithmsnDan gerous? n I
ainn Attacks nsightnonnBusiness: nYahoo n andnAOLnGetnYetnAnother nNewnOwn er
InsightnonnSociety: nRansomwarenEverywhere n CasenStudy: neBay nRefocusesnonnItsnRootsnandnEmbracesnRecomme
InsightnonnTechnology: nRacenagainstnTime:nThenScramblentonFixnthenLog4S rce
helln Vulnerability
InsightnonnBusiness: nArenBiometrics nthenSolutionnfor nE- Chapter n12:nB2BnE-
commercenSecurity? commerce:nSupplynChainn Managementnandn Collaborati
CasenStudy: nMobilenPayments :nFintechnversusnthenBank nGiants ven Commerce
Opening nCase: nAmazonnBusiness:nAmazonnTakesnonnB2B
Chapter n6:nE-commercenMarketingnandnAdvertising
InsightnonnSociety: nSupply nChainsnHitnthenHeadlines
Opening nCase: nVideonAds:nShoot,nClick,nBuy
InsightnonnTechnology: nBlockchainnTakesnonnthenDiamondnSupply nChain
InsightnonnBusine ss: nArenth enVery nRichnDifferentnfrom nYounandnMe?
InsightnonnBusiness: nWalmart’snPrivatenB2B nNetwork nSupportsnOmnichann
n InsightnonnTechnology: nThenLon gnTai l:nBignHitsnandnLittlenMisses
eln Growth
n InsightnonnSociety: nGoingnfrom nThirdntonFirst
CasenStudy: nElemica:nCooperation,nCollabor ation, nandnCommunity
CasenStudy: n Programmaticn Advertising:n Real-Timen Marketing
, E-commerce
business. technology. society.
n n
S E V E N T E E N T H E D I T I O N
Kenneth C. Laudon
n n Carol Guercio Traver
n n
New York University
n n Azimuth Interactive, Inc.
n n
n
, ContentnManagement:nEllennThibault n C
ontentnProduction:nRudraninMukherjeen
ProductnManagement:nMarcusnScherern
ProductnMarketing:nWaynenStevensn Rig
htsnand nPermissions:nJenellnForschler
Pleasencontact nhttps://support.pearson.com/getsupport/s/nwithnany nqueriesnonnthisncontent.n C
over nImagenby nAurélionScetta/Alamy nStocknVector
Iconnimagesnby nMarinini/123RFnandnMarinini/Shutterstock
Microsoft nand/or nitsnrespectivensuppliers nmakennonrepresentations naboutnthensuitability nofntheninformationn cont
ainedninnthendocuments nandnrelatedngraphicsnpublishednasnpartnofnthenservicesnfornany npurpose.nAllnsuchn docum
entsnandnrelatedngraphics narenprovidedn“asnis”nwithoutnwarrantynofnanynkind.nMicrosoft nand/ornitsnrespectiven su
ppliersnhereby ndisclaimnallnwarrantiesnandnconditionsnwithnregardntonthisninformation,nincludingnallnwarranties n
andnconditions nofnmerchantability,nwhethernexpress,nimpliednor nstatutory,nfitnessnfornanparticularnpurpose,ntitlena
ndn non-
infringement.nInnnonevent nshallnMicrosoft nand/ornitsnrespectivensuppliers nbenliablenfornany nspecial,nindirect nor n c
onsequentialndamagesnor nany ndamagesnwhatsoevernresultingnfromnlossnofnuse,ndatanor nprofits,nwhetherninnannact
ionn ofncontract,nnegligencenor notherntortiousnaction,narisingnoutnofnor ninnconnectionnwithnthenusenor nperformanc
enofn informationnavailablenfromnthenservices.
Thendocuments nandnrelatedngraphicsncontainednhereinncouldnincludentechnicalninaccuracies nor ntypographicalnerrors.n
Changes narenperiodically naddedntontheninformationnherein.nMicrosoft nand/ornitsnrespectivensuppliers nmaynmaken impr
ovements nand/or nchangesninnthenproduct(s)nand/ornthenprogram(s)ndescribednhereinnatnanyntime.nPartialnscreenn sho
tsnmay nbenviewedninnfullnwithinnthensoftwarenversionnspecified.
Microsoft ®nandnWindows ®narenregisteredntrademarksnofnthenMicrosoft nCorporationninnthenU.S.A.nandnother ncount
ries.n Thisnbooknisnnotnsponsorednor nendorsednby nor naffiliatednwithnthenMicrosoft nCorporation.
Copyrightn©n2024,n2022,n2020nbynKennethnC. nLaudon nandnCarolnGuercionTraver. nPublishednby nPearsonn E
ducation,nInc.nAllnRights nReserved.nManufacturedninnthenUnitednStatesnofnAmerica.nThisnpublicationnisnprotectednb
y n copyright,nandnpermissionnshouldnbenobtainednfromnthenpublisher nprior ntonany nprohibitednreproduction,nstora
geninnan retrievalnsystem,nor ntransmissionninnany nformnornbynany nmeans,nelectronic,nmechanical,nphotocopying,nre
cording,nor n otherwise.nFor ninformationnregardingnpermissions,nrequestnforms,nandnthenappropriatencontactsnwith
innthenPearsonn EducationnGlobalnRights nandnPermissionsndepartment,npleasenvisitnwww.pearsoned.com/permissi
ons/.
Acknowledgments nofnthird-party ncontent nappear nonnthenappropriatenpagenwithinnthentext.
PEARSON,nALWAYSnLEARNING nisnannexclusiventrademarknownednby nPearsonnEducation,nInc.nor nitsnaffiliatesninnthe
U.S.nand/or nother ncountries.
Unlessnotherwisenindicatednherein,nany nthird-
party ntrademarks,nlogos,norniconsnthatnmaynappear ninnthisnworknarenthen property nofntheir nrespectivenowners,nan
dnany nreferences ntonthird-
party ntrademarks,nlogos,nicons,nor notherntradendressn arenfor ndemonstrativenorndescriptivenpurposes nonly.nSuchnr
eferences narennotnintendedntonimplynany nsponsorship,n endorsement,nauthorization,nor npromotionnofnPearson’s np
roducts nby nthenownersnofnsuchnmarks,nor nanynrelationshipn betweennthenownernandnPearsonnEducation,nInc.,norni
tsnaffiliates,nauthors,nlicensees,nor ndistributors.
Libraryn of n Congressn Cataloging-in-Publication n Data
Names:nLaudon,nKennethnC.,nauthor.n| nTraver,nCarolnGuercio,nauthor.n
Title:nE-commerce:nbusiness.ntechnology.n society.n/n KennethnC.n Laudon,
New nYorknUniversity,nCarolnGuercionTraver,nAzimuthnInteractive,nInc.n Descrip
tion:nSeventeenthnedition.n| nHoboken,nNJ:nPearsonnEducation,nInc.,n[2024]n|
Includesn bibliographicaln references n andn index.
Identifiers:nLCCN n2022034975n| nISBN n9780137922208n(paperback)
Subjects:nLCSH:nElectronicncommerce.n|nInternetnmarketing.n| nInformationntechnology.n Classific
ation:nLCCnHF5548.32n.L38n2024n| nDDCn658.8/72—dc23/eng/20220728
LCnrecordnavailablenatnhttps://lccn.loc.gov/2022034975
ScoutAutomatedPrintCode
ISBN-10: 0-13-792220-5
Opening Cases, Insight Cases,
n n n n
and Case Studies
n n
Chapter n1:nThenRevolutionnIs nJustnBeginning Chapter n7:nSocial,nMobile,nandnLocal nMarketing
Opening nCase: nTikTok:nCreatorsnandnthenCreator nEconomy n I Opening nCase: n#Marketing:n#BookTok,n#WeddingTok,nandn#CrumblReviews
nsightnonnTechnology: nWillnAppsnMakenthenWebnIrrelevant? n I InsightnonnBusiness: nOptimizingnSocialnMarketingnwithnSproutnSocial
nsightnonnBusiness: nYnCombinator’snStartupnBootnCampn In Insightn onn Society: n Marketin gn ton Childr enn inn then A gen of n Social,n Mo
sightnonnSociety: nFacebook nandnthenAgenofnPrivacy bile,n Local
CasenStudy: nUber:nEverythingnonnDemand InsightnonnTechnology: nMobilenMarketin gnRevsnUpnwithn3D,nAR,nVR,nand
nthen Metaverse
Chapter n2:nE-commercenBusiness nModels nandnConcepts Casen Study: n Exchangehunt erjump er.com:n Buildingn an Brandn withn Soci
Opening nCase: nConnectednCars:nTh enNextnBignE-commerc enPlatform? aln Marketing
InsightnonnSociety: nFoursquare’s nEvolvin gnBusinessnModel:nLev eragingnYo
Chapter n8:nEthical, nSocial,nandnPolitical nIssues ni
ur n Location
nn E-commerce
InsightnonnBusiness: nStartupsnTurnntonCrowdfunding
InsightnonnTechnology: nBehindnthenScenesnatnEtsy Opening nCase: nThenRightntonBenForgotten:nEuropenLeadsnth enU.S.nonnInte
rnetn Privacy
CasenStudy: nWeatheringnthenStorm:nTwitter’snUncertainnFuture
InsightnonnTechnology: nAppsnthatnTrack:nA nDouble-EdgednSword
Chapter n3:nE- Insightn onn Business: n Sectionn 230:n Shouldn th en Lawn t hatn “Created”n To da
commercenInfrastructure:nThenInternet,n Web,nandnMo y’sn InternetnbenRepealednor nRevised?
bilenPlatform InsightnonnSociety: nImmersedninnthenMetaverse:nWillnItnBenSafe?
Opening nCase: nThenInternetnSurvivesnthenCovid- CasenStudy: nArenBignTechnFirmsnGettingn“ToonBig”?
19nPandemic:nWhy nItnDidn’tn Break
Chapter n9:nOnlinenRetailnandnServices
InsightnonnTechnology: nThen Internetn SpacenRace
Opening nCase: nLemonade:nStirringnUpnthenInsurancenIndustry
InsightnonnSociety: nGovernmentnRegu lationnandnSurveillancenof nthenInter
net InsightnonnTechnology: nStitchnFixnBuildsnanBusinessnonnBignD at anandnArtif
icialn Intelligence
InsightnonnTechnology: nZoom nContinuesntonZoom
InsightnonnSociety: nPhony nReviews
Casen Study: n Akamai:n Sharpeningn Internetn Contentn Delivery n withn Ed
gen Computing InsightnonnBusiness: nFoodnonnDemand:nInstacartnandnGrubhub
CasenStudy: nBluenNilenSparklesnfor nYour nCleopatra
Chapter n4:nBuildingnannE-
commercenPresence:n Websites,nMobilenSites,nandnApp Chapter n10:nOnlinenContentn andnMedia
s Opening nCase: nStreamingnWars:nWhonWillnWin?n
Opening nCase: nWalmart’s nOmnichann elnStrat egy:nFrom nSuperc enter ntonSu InsightnonnSociety: nIsnGennZnReally nAllnthatnDiffer
per n App ent?n InsightnonnBusiness: n Vox:n NativenDigit alnNe
InsightnonnBusiness: nWixnMakesnCreatingnWebsitesnEasy ws
InsightnonnSociety: nDesigningnfor nAccessibility InsightnonnTechnology: nGamenOn:nTwitch
InsightnonnTechnology: nDuolingo’snMobilenAppnPowersnLanguagenLearning CasenStudy: nNetflix:nHownDoesnThisnMovienEnd?
CasenStudy: nDick’snSportingnGoods:nPivotnPaysnOff
Chapter n11:nSocial nNetworks,nAuctions,nandnPortals
Chapter n5:nE- Opening nCase: nLinkedIn:nA nDifferentnTypenof nSocialnNetwork
commercenSecuritynandnPaymentn Systems InsightnonnSociety: nBusinessesnBeware:nThenDark nSidenof nSocialnNetworks
Opening n Case: n SolarWinds:n Shiningn an Lightn onn Softwaren Supply n Ch InsightnonnTechnology: nArenFac ebook’snAlgorithmsnDan gerous? n I
ainn Attacks nsightnonnBusiness: nYahoo n andnAOLnGetnYetnAnother nNewnOwn er
InsightnonnSociety: nRansomwarenEverywhere n CasenStudy: neBay nRefocusesnonnItsnRootsnandnEmbracesnRecomme
InsightnonnTechnology: nRacenagainstnTime:nThenScramblentonFixnthenLog4S rce
helln Vulnerability
InsightnonnBusiness: nArenBiometrics nthenSolutionnfor nE- Chapter n12:nB2BnE-
commercenSecurity? commerce:nSupplynChainn Managementnandn Collaborati
CasenStudy: nMobilenPayments :nFintechnversusnthenBank nGiants ven Commerce
Opening nCase: nAmazonnBusiness:nAmazonnTakesnonnB2B
Chapter n6:nE-commercenMarketingnandnAdvertising
InsightnonnSociety: nSupply nChainsnHitnthenHeadlines
Opening nCase: nVideonAds:nShoot,nClick,nBuy
InsightnonnTechnology: nBlockchainnTakesnonnthenDiamondnSupply nChain
InsightnonnBusine ss: nArenth enVery nRichnDifferentnfrom nYounandnMe?
InsightnonnBusiness: nWalmart’snPrivatenB2B nNetwork nSupportsnOmnichann
n InsightnonnTechnology: nThenLon gnTai l:nBignHitsnandnLittlenMisses
eln Growth
n InsightnonnSociety: nGoingnfrom nThirdntonFirst
CasenStudy: nElemica:nCooperation,nCollabor ation, nandnCommunity
CasenStudy: n Programmaticn Advertising:n Real-Timen Marketing
, E-commerce
business. technology. society.
n n
S E V E N T E E N T H E D I T I O N
Kenneth C. Laudon
n n Carol Guercio Traver
n n
New York University
n n Azimuth Interactive, Inc.
n n
n
, ContentnManagement:nEllennThibault n C
ontentnProduction:nRudraninMukherjeen
ProductnManagement:nMarcusnScherern
ProductnMarketing:nWaynenStevensn Rig
htsnand nPermissions:nJenellnForschler
Pleasencontact nhttps://support.pearson.com/getsupport/s/nwithnany nqueriesnonnthisncontent.n C
over nImagenby nAurélionScetta/Alamy nStocknVector
Iconnimagesnby nMarinini/123RFnandnMarinini/Shutterstock
Microsoft nand/or nitsnrespectivensuppliers nmakennonrepresentations naboutnthensuitability nofntheninformationn cont
ainedninnthendocuments nandnrelatedngraphicsnpublishednasnpartnofnthenservicesnfornany npurpose.nAllnsuchn docum
entsnandnrelatedngraphics narenprovidedn“asnis”nwithoutnwarrantynofnanynkind.nMicrosoft nand/ornitsnrespectiven su
ppliersnhereby ndisclaimnallnwarrantiesnandnconditionsnwithnregardntonthisninformation,nincludingnallnwarranties n
andnconditions nofnmerchantability,nwhethernexpress,nimpliednor nstatutory,nfitnessnfornanparticularnpurpose,ntitlena
ndn non-
infringement.nInnnonevent nshallnMicrosoft nand/ornitsnrespectivensuppliers nbenliablenfornany nspecial,nindirect nor n c
onsequentialndamagesnor nany ndamagesnwhatsoevernresultingnfromnlossnofnuse,ndatanor nprofits,nwhetherninnannact
ionn ofncontract,nnegligencenor notherntortiousnaction,narisingnoutnofnor ninnconnectionnwithnthenusenor nperformanc
enofn informationnavailablenfromnthenservices.
Thendocuments nandnrelatedngraphicsncontainednhereinncouldnincludentechnicalninaccuracies nor ntypographicalnerrors.n
Changes narenperiodically naddedntontheninformationnherein.nMicrosoft nand/ornitsnrespectivensuppliers nmaynmaken impr
ovements nand/or nchangesninnthenproduct(s)nand/ornthenprogram(s)ndescribednhereinnatnanyntime.nPartialnscreenn sho
tsnmay nbenviewedninnfullnwithinnthensoftwarenversionnspecified.
Microsoft ®nandnWindows ®narenregisteredntrademarksnofnthenMicrosoft nCorporationninnthenU.S.A.nandnother ncount
ries.n Thisnbooknisnnotnsponsorednor nendorsednby nor naffiliatednwithnthenMicrosoft nCorporation.
Copyrightn©n2024,n2022,n2020nbynKennethnC. nLaudon nandnCarolnGuercionTraver. nPublishednby nPearsonn E
ducation,nInc.nAllnRights nReserved.nManufacturedninnthenUnitednStatesnofnAmerica.nThisnpublicationnisnprotectednb
y n copyright,nandnpermissionnshouldnbenobtainednfromnthenpublisher nprior ntonany nprohibitednreproduction,nstora
geninnan retrievalnsystem,nor ntransmissionninnany nformnornbynany nmeans,nelectronic,nmechanical,nphotocopying,nre
cording,nor n otherwise.nFor ninformationnregardingnpermissions,nrequestnforms,nandnthenappropriatencontactsnwith
innthenPearsonn EducationnGlobalnRights nandnPermissionsndepartment,npleasenvisitnwww.pearsoned.com/permissi
ons/.
Acknowledgments nofnthird-party ncontent nappear nonnthenappropriatenpagenwithinnthentext.
PEARSON,nALWAYSnLEARNING nisnannexclusiventrademarknownednby nPearsonnEducation,nInc.nor nitsnaffiliatesninnthe
U.S.nand/or nother ncountries.
Unlessnotherwisenindicatednherein,nany nthird-
party ntrademarks,nlogos,norniconsnthatnmaynappear ninnthisnworknarenthen property nofntheir nrespectivenowners,nan
dnany nreferences ntonthird-
party ntrademarks,nlogos,nicons,nor notherntradendressn arenfor ndemonstrativenorndescriptivenpurposes nonly.nSuchnr
eferences narennotnintendedntonimplynany nsponsorship,n endorsement,nauthorization,nor npromotionnofnPearson’s np
roducts nby nthenownersnofnsuchnmarks,nor nanynrelationshipn betweennthenownernandnPearsonnEducation,nInc.,norni
tsnaffiliates,nauthors,nlicensees,nor ndistributors.
Libraryn of n Congressn Cataloging-in-Publication n Data
Names:nLaudon,nKennethnC.,nauthor.n| nTraver,nCarolnGuercio,nauthor.n
Title:nE-commerce:nbusiness.ntechnology.n society.n/n KennethnC.n Laudon,
New nYorknUniversity,nCarolnGuercionTraver,nAzimuthnInteractive,nInc.n Descrip
tion:nSeventeenthnedition.n| nHoboken,nNJ:nPearsonnEducation,nInc.,n[2024]n|
Includesn bibliographicaln references n andn index.
Identifiers:nLCCN n2022034975n| nISBN n9780137922208n(paperback)
Subjects:nLCSH:nElectronicncommerce.n|nInternetnmarketing.n| nInformationntechnology.n Classific
ation:nLCCnHF5548.32n.L38n2024n| nDDCn658.8/72—dc23/eng/20220728
LCnrecordnavailablenatnhttps://lccn.loc.gov/2022034975
ScoutAutomatedPrintCode
ISBN-10: 0-13-792220-5
