Generating Customer Engagement and Customer Enragement on Facebook Pages of Tesco and Walmart - Inria - Institut national de recherche en sciences et technologies du numérique Accéder directement au contenu
Communication Dans Un Congrès Année : 2016

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

Swaleha Peeroo
  • Fonction : Auteur
  • PersonId : 1027685
Martin Samy
  • Fonction : Auteur
  • PersonId : 1027686
Brian Jones
  • Fonction : Auteur
  • PersonId : 1027687

Résumé

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.
Fichier principal
Vignette du fichier
396007_1_En_14_Chapter.pdf (253.32 Ko) Télécharger le fichier
Origine : Fichiers produits par l'(les) auteur(s)
Loading...

Dates et versions

hal-01702158 , version 1 (06-02-2018)

Licence

Paternité

Identifiants

Citer

Swaleha Peeroo, Martin Samy, Brian Jones. Generating Customer Engagement and Customer Enragement on Facebook Pages of Tesco and Walmart. 15th Conference on e-Business, e-Services and e-Society (I3E), Sep 2016, Swansea, United Kingdom. pp.146-156, ⟨10.1007/978-3-319-45234-0_14⟩. ⟨hal-01702158⟩
110 Consultations
387 Téléchargements

Altmetric

Partager

Gmail Facebook X LinkedIn More