Customer-Initiated Conversations on Facebook Pages of Tesco and Walmart

  • Swaleha PeerooEmail author
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 863)


Businesses are using social media as marketing tools to communicate and interact with customers. Customers initiate conversations on social networking sites of businesses but there is scant research as to why customers interact with businesses on social media in the grocery sector. This paper sets out to explore why customers initiate conversations and how do the other members of the online brand community react to those customer posts. Netnography was used to analyse the customer-initiated posts on Facebook pages of grocery stores. This study reveals that customers start discussions to express their satisfaction and gratitude, to criticise an action of the company, to complain about a product or service, to warn customers about a product or service, to recommend a product or service, or simply to engage in conversation with the community and the company. Findings show that most of customer-initiated posts are about complaints and criticisms. Also customers react more to customer complaints and criticisms than to favourable customer posts. This paper contributes to knowledge by identifying why customers post comments on the official Facebook pages of grocery stores and also by revealing the ways customers react to customer-initiated posts.


Social media Online brand communities Grocery stores Facebook 


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Copyright information

© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  1. 1.Université des MascareignesPamplemoussesMauritius

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