Advertisement

Generating Customer Engagement and Customer Enragement on Facebook Pages of Tesco and Walmart

  • Swaleha PeerooEmail author
  • Martin Samy
  • Brian Jones
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9844)

Abstract

Social media are compelling businesses to review their way of managing customer experiences. There is a dearth of research as to why customers interact with businesses on social media in the grocery sector. This paper aims to explore how customers react to corporate messages on Facebook pages of Tesco and Walmart. Netnography approach was adopted to gain an insight into the various ways customers engage with the grocery stores on its Facebook pages. Findings show that the social customer is both a curse and a blessing to Tesco and Walmart as they can create or destroy value for the business. This paper contributes to knowledge by uncovering the various ways customers react with the business and how value can be created and destroyed.

Keywords

Social media Customer engagement Relationship marketing Customer empowerment Grocery stores Facebook 

References

  1. 1.
    Arnaboldi, M., Coget, J.F.: Social media and business: we’ve been asking the wrong question. Organ. Dyn. 45, 47–54 (2016). http://dx.doi.org/10.1016/j.orgdyn.2015.12.006 CrossRefGoogle Scholar
  2. 2.
    Constantinides, E., Romero, C., Boria, M.: Social media: a new frontier for retailers? Eur. Retail Res. 22, 1–28 (2008)Google Scholar
  3. 3.
    Ureña, G.V., Murillo, D.H., Murillo, N.H., Garza, F.J.M.: Purposes of the communication between companies and their Facebook followers. Rev. Lat. de Comun. Soc. 70, 110–121 (2015). doi: 10.4185/RLCS-2015-1037en. http://www.revistalatinacs.org/070/paper/1037mx/07en.html Google Scholar
  4. 4.
    Schultz, D.E., Peltier, J.: Social media’s slippery slope: challenges, opportunities and future research directions. J. Res. Interact. Mark. 7(2), 86–99 (2013)CrossRefGoogle Scholar
  5. 5.
    Kaplan, A., Haenlein, M.: Users of the world, unite! the challenges and opportunities of social media. Bus. Horiz. 53, 59–68 (2010)CrossRefGoogle Scholar
  6. 6.
    Tarnowski, J.: Social studies. Progress. Grocer 90(7), 85–130 (2011)Google Scholar
  7. 7.
    Tsimonis, G., Dimitriadis, S.: Brand strategies in social media. Mark. Intell. Plan. 32(3), 328–344 (2014)CrossRefGoogle Scholar
  8. 8.
    Anderson, K., Knight, D., Pookulangara, S., Josiam, B.: Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a Facebook perspective. J. Retail. Consum. Serv. 21, 773–779 (2014)CrossRefGoogle Scholar
  9. 9.
    Kietzmann, J.H., Hermkens, K., Mccarthy, I.P., Silvestre, B.S.: Social media? get serious! understanding the functional building blocks of social media. Bus. Horiz. 54, 241–251 (2011)CrossRefGoogle Scholar
  10. 10.
    Hanna, R., Rohm, A., Crittenden, V.L.: We’re all connected: the power of the social media ecosystem. Bus. Horiz. 54, 265–273 (2011)CrossRefGoogle Scholar
  11. 11.
    Coulter, K.S., Roggeveen, A.: “Like it or not”: Consumer responses to word-of-mouth communication in on-line social networks. Manage. Res. Rev. 35(9), 878–899 (2012)CrossRefGoogle Scholar
  12. 12.
    Dekay, S.H.: How large companies react to negative Facebook comments. Corp. Commun. Int. J. 17(3), 289–299 (2012)CrossRefGoogle Scholar
  13. 13.
    Pereira, H.G., Salgueiro, M.F., Mateus, I.: Say yes to Facebook and get your customers involved! relationships in a world of social networks. Bus. Horiz. (2014). doi: 10.1016/j.bushor.2014.07.001 Google Scholar
  14. 14.
    Park, H., Kim, Y.K.: The role of social network websites in the consumer–brand relationship. J. Retail. Consum. Serv. 21, 460–467 (2014)CrossRefGoogle Scholar
  15. 15.
    Mangold, W.G., Faulds, D.J.: Social media: the new hybrid element of the promotion mix. Bus. Horiz. 52, 357–365 (2009)CrossRefGoogle Scholar
  16. 16.
    Yan, J.: Social media in branding: fulfilling a need. J. Brand Manage. 18(9), 688–696 (2011)CrossRefGoogle Scholar
  17. 17.
    Lipsman, A., Mudd, G., Rich, M., Bruich, S.: The power of “like” how brands reach (and influence) fans through social-media marketing. J. Advert. Res. 52(1), 40–52 (2012)CrossRefGoogle Scholar
  18. 18.
    Bergh, B.G.V., Lee, M., Quilliam, E., Hove, T.: The multidimensional nature and brand impact of user-generated ad parodies in social media. Int. J. Advert. 30(1), 103–131 (2011)CrossRefGoogle Scholar
  19. 19.
    Fournier, S., Avery, J.: The uninvited brand. Bus. Horiz. 54, 193–207 (2011)CrossRefGoogle Scholar
  20. 20.
    Harrison, T.M., Barthel, B.: Wielding new media in Web 2.0 exploring the history of engagement with the collaborative construction of media products. New Media Soc. 11(1-2), 155–178 (2009)CrossRefGoogle Scholar
  21. 21.
    Thackeray, R., Neiger, B.I., Hanson, C.L., McKenzie, J.F.: Enhancing promotional strategies within social marketing programs: use of Web 2.0 social media. Health Promot. Pract. 9(4), 338–343 (2008)CrossRefGoogle Scholar
  22. 22.
    Champoux, V., Durgee, J., McGlynn, L.: Corporate Facebook pages: when “fans” attack. J. Bus. Strat. 33(2), 22–30 (2012)CrossRefGoogle Scholar
  23. 23.
    Schulze Horn, I., Taros, T., Dirkes, S., Huer, L., Rose, M., Tietmeyer, R., Constantinides, E.: Business reputation and social media - a primer on threats and responses. IDM J. Direct Data Digital Mark. Practice 16(3), 4 (2015). http://www.palgrave-journals.com/dddmp/index.html Google Scholar
  24. 24.
    Lee, H., Han, J., Suh, Y.: Gift or threat? an examination of voice of the customer: The case of MyStarbucksIdea.com. Electron. Commer. Res. Appl. (2014). doi: 10.1016/j.elerap.2014.02.001 Google Scholar
  25. 25.
    Pfeffer, J., Zorbach, T., Carley, K.M.: Understanding online firestorms: negative word-of-mouth dynamics in social media networks. J. Mark. Commun. 20(1–2), 117–128 (2014). doi: 10.1080/13527266.2013.797778 CrossRefGoogle Scholar
  26. 26.
    Malhotra, A.: Defining purpose and meaning in social media. Vikalpa: J. Decis. Makers 37(4), 102–105 (2012)Google Scholar
  27. 27.
    De Valck, K., van Bruggen, G., Wierenga, B.: Virtual communities: a marketing perspective. Decis. Support Syst. 47, 185–203 (2009)CrossRefGoogle Scholar
  28. 28.
    Vivek, S., Beatty, S., Morgan, R.: Customer engagement: exploring customer relationships beyond purchase. J. Mark. Theory Pract. 20(2), 122–146 (2012)CrossRefGoogle Scholar
  29. 29.
    Dessart, L., Veloutsou, C., Morgan-Thomas, A.: Consumer engagement in online brand communities: a social media perspective. J. Product Brand Manage. 24(1), 1–33 (2015)CrossRefGoogle Scholar
  30. 30.
    Brodie, R.J., Hollebeek, L.D., Juric, B., Ilic, A.: Customer engagement: conceptual domain, fundamental propositions, and implications for research. J. Serv. Res. 14(3), 252–271 (2011a)Google Scholar
  31. 31.
    Hollebeek, L., Chen, T.: Exploring positively- versus negatively-valenced brand engagement: a conceptual model. J. Product Brand Manage. 23(1), 62–74 (2014)CrossRefGoogle Scholar
  32. 32.
    Hollebeek, L.: Demystifying customer brand engagement: exploring the loyalty nexus. J. Mark. Manage. 27(7/8), 785–807 (2011)CrossRefGoogle Scholar
  33. 33.
    Hollebeek, L.D.: The customer engagement/value interface: an exploratory investigation. Australas. Mark. J. 21(1), 17–24 (2013)CrossRefGoogle Scholar
  34. 34.
    Porter, C., Donthu, N., MacElroy, W., Wydra, D.: How to foster and sustain engagement in virtual communities. Calif. Manage. Rev. 53(4), 80–110 (2011)CrossRefGoogle Scholar
  35. 35.
    van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P., Verhoef, P.C.: Customer engagement behavior: theoretical foundations and research directions. J. Serv. Res. 13(3), 253–266 (2010)CrossRefGoogle Scholar
  36. 36.
    Bijmolt, T.H.A., Leeflang, P.S.H., Block, F., Eisenbeiss, M., Hardie, B.G.S., Lemmens, A., Saffert, P.: Analytics for customer engagement. J. Serv. Res. 13(3), 341–356 (2010)CrossRefGoogle Scholar
  37. 37.
    Leeflang, P.S.H., Verhoef, P.C., Dahlström, P., Freundt, T.: Challenges and solutions for marketing in a digital era. Eur. Manage. J. 32, 1–12 (2014)CrossRefGoogle Scholar
  38. 38.
    Verhoef, P., Beckers, S., van Doorn, J.: Understand the perils of co-creation. Harv. Bus. Rev. 91(9), 28–32 (2013)Google Scholar
  39. 39.
    Verhoef, P.C., Reinartz, W.J., Krafft, M.: Customer engagement as a new perspective in customer management. J. Serv. Res. 13(3), 247–252 (2010)CrossRefGoogle Scholar
  40. 40.
    Kozinets, R.V.: The field behind the screen: using netnography for marketing research in online communities. J. Mark. Res. 39, 61–72 (2002)CrossRefGoogle Scholar
  41. 41.
    Lincoln, Y.S., Guba, E.G.: Naturalistic Inquiry. Sage Publications, Beverly Hills (1985)Google Scholar
  42. 42.
    Langer, R., Beckman, S.C.: Sensitive research topics: netnography revisited. Qual. Market Res. Int. J. 8(2), 189–203 (2005)CrossRefGoogle Scholar
  43. 43.
    Pookulangara, S., Koesler, K.: Cultural influence on consumers’ usage of social networks and its’ impact on online purchase intentions. J. Retail. Consum. Serv. 18, 348–354 (2011)CrossRefGoogle Scholar
  44. 44.
    Harridge-March, S., Quinton, S.: Virtual snakes and ladders: social networks and the relationship marketing loyalty ladder. Mark. Rev. 9(2), 171–181 (2009)CrossRefGoogle Scholar
  45. 45.
    Zeithaml, V., Berry, L., Parasuraman, A.: The behavioral consequences of service quality. J. Mark. 60(2), 31–46 (1996)CrossRefGoogle Scholar
  46. 46.
    Cheong, H., Morrison, M.: Consumers’ reliance on product information and recommendations found in UGC. J. Interact. Advert. 8(2), 1–29 (2008)CrossRefGoogle Scholar

Copyright information

© IFIP International Federation for Information Processing 2016

Authors and Affiliations

  1. 1.Université des MascareignesBeau PlanMauritius
  2. 2.Leeds Beckett UniversityLeedsUK

Personalised recommendations