Southeast Asia (Jun 2024)
The curious case of Facebook commerce: an analysis of the digital commerce management guide 2021
Abstract
Purpose – The very criticism of public policy being rigid and generalized on one hand, and insouciant and noncustomizable on the other has to be addressed to cope up with the comingled economic, social and environmental challenges. Policies that fail the litmus test of changing and challenging conditions will run the risk of not achieving their purpose and obstructing the ability of citizens, communities and businesses. This paper draws the case of Bangladesh to explore the principles of adaptive policies in the surfacing of the recently adopted Digital Commerce Management Guide 2021 under the National Digital Commerce Policy, 2020. Design/methodology/approach – This is a qualitative paper that is based on both primary and secondary data. While secondary data on the policy crafted a strong call for increased adaptiveness, primary data extracted from the interviews presented several lacking and loopholes from respondents’ firsthand experiences. Based on secondary content and primary data from consumers and business owners of the most-used social commerce platform (a form of digital commerce), Facebook commerce, hereto referred to as F-commerce, this paper discusses the possible characteristics of adaptive policy-making for more innovative, contextual, gender-inclusive, efficient and environmentally sustainable policies. Findings – The paper points out some reform and adjustment scope for the recently introduced digital commerce policy to make it more adaptive to the present and upcoming policy context. Research limitations/implications – It must be mentioned that there is a dearth of research on digital commerce policy and the platform as a whole. Originality/value – Hence, this paper offers a fresh perspective toward time befitting policy formulation in the digital commerce sector and set in motion the policy attention that this platform requires.
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