Consumer Retailer Preference and Facebook: Friends or Foes?

Schultz, Don E.; Block, Martin R.; Labrecque, Lauren I.
April 2012
International Journal of Integrated Marketing Communications;Spring2012, Vol. 4 Issue 1, p7
Academic Journal
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.


Related Articles

  • CONCEPTUALISING AND MEASURING CONSUMER ENGAGEMENT IN SOCIAL MEDIA - IMPLICATIONS FOR PERSONAL INVOLVEMENT. Karpińska-Krakowiak, Małgorzata // Contemporary Management Quarterly / Wspólczesne Zarzadzanie;2014, Vol. 13 Issue 1, p49 

    Background. Consumer engagement with brands in social media has become an increasingly important challenge for companies to create and to measure. Building fan engagement with brands turns out to be one of the most important promotional objectives for social media, and a preferred brand...

  • How Twitter allows direct access to consumers. Nettleton, Kate // Campaign;2/20/2009, Issue 7, p10 

    In this article the author examines how the microblogging site, Twitter Inc. allows direct access to consumers in Great Britain in 2009. She notes that the uptake of Twitter among British advertisers has been minimal. She believes that the Twitter could be a durable channel for brands to...

  • Consumers Will Pay a Premium For a Brand 'Experience'; Bucking a Trend, Gen-Yers Focus More On Their Savings - Brand Experience is an Important Quality for Consumers.  // PR News;5/27/2013, Vol. 69 Issue 21, p4 

    The article discusses the results of a study conducted by media firm Jack Morton Worldwide which examined the impact of brand experience on consumer choice. It examines brand experience based on the interactions between products, employees, marketing campaigns and social media conversations....

  • Opportunities in Body Care Come to Light Via Social Media. SHARMA, SOURABH // Global Cosmetic Industry;Dec2013, Vol. 181 Issue 10, p36 

    The article discusses a report released by market research firm SKIM, which showed body care brand representation in social media. Topics discussed include increased discussions about body care by consumers on social media, how social media websites can be used by body care brands to learn about...

  • Battling Brand Malpractice. Goldstein, Terri // Adweek;11/2/2009, Vol. 50 Issue 39, p17 

    The author offers opinions on the marketing of house brands by retail trade firms. Those companies are criticized for practices seen as unethical, such as designing house brand packages to resemble those of competing brand name products and giving house brands preferential displays in retail...

  • Values over value. Canning, Kathie // Store Brands;Oct2016, Vol. 38 Issue 10, p28 

    The article discusses the development of the private brand products based on the preferences of the values-driven consumers in the retail industry. It highlights the importance of brand transparency in marketing wherein the retailers build trust with the consumers through the private brand...

  • Windows Of Opportunity. Hall, Cecily // WWD: Women's Wear Daily;7/2/2009, Vol. 198 Issue 2, p13 

    The article discusses the top 10 emerging countries for global apparel retail expansions, according to the retail apparel index provided by the Global Retail Development Index (GRDI) report. It states that Brazil, which is a $94bn apparel market is ranked first due to its spending per capita,...

  • How To Pitch Paper.  // Private Label Buyer;Dec2009, Vol. 23 Issue 12, p48 

    The article focuses on the retailing of private label paper products such as paper towels, paper napkins, and facial tissues to the key consumers who are men and women of all incomes. It mentions that retailers should continue to entice the key consumers by conveying a message for a national...

  • Digital downloaded: JWT/XM - The danger of tradition.  // Campaign Asia-Pacific;Nov2010, p95 

    In this article, the author discusses his perspective regarding the term tradigital. He refers the term to digital marketing agencies renouned in digital media. It highlights the impact of content creation on social and neutral search influence. It informs that digital agencies need to enhance...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics