TITLE

Consumer Retailer Preference and Facebook: Friends or Foes?

AUTHOR(S)
Schultz, Don E.; Block, Martin R.; Labrecque, Lauren I.
PUB. DATE
April 2012
SOURCE
International Journal of Integrated Marketing Communications;Spring2012, Vol. 4 Issue 1, p7
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article focuses on a study on the impact of the emergence of digital media on consumer retailer preference. The study explores the decline in the consumer preference for certain retail brands amid the rise of digital media. Two proposed values of social media are discussed which are the ability for marketers to establish relationships with clients and prospects and the ability of customers to recommend products. Findings show that the rise of digital media pose a challenge to retailers as the increase in the number of digital channels and the low cost of digital media has allowed smaller retailers to compete with other brands.
ACCESSION #
77705258

 

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