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Modern Retailers: How Intense, Engaging and Differentiating Is Their Communication on Facebook?

Author

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  • Carmen Bălan

    (The Bucharest University of Economic Studies)

Abstract

At present, marketing debate focuses mostly on the tremendous potential provided by social media for brand communication. Facebook is the buzzwords of the moment. The goal of the research presented in this paper was to study whether leading modern retailers on the Romanian market differ in terms of their marketing communication on Facebook. The studied retailers were the leading chains of the hypermarket, supermarket and discount formats. The research objectives referred to the study of the following aspects: the intensity of their posting behavior during a predefined period, the level of generated engagement (likes, comments and shares), the themes of the posts made by these retailers. Recommendations are made to practitioners of modern retailing, in order to improve the impact of their communication in social media. This paper brings two contributions to the research field. The former is the fact that, to the best of our knowledge, this research is the first study of the communication on Facebook of these leading modern retailers in Romania. The later consists in the formulation of specific recommendations based on the points of parity and the points of differentiation identified in the comparative study.

Suggested Citation

  • Carmen Bălan, 2017. "Modern Retailers: How Intense, Engaging and Differentiating Is Their Communication on Facebook?," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 67-76, October.
    • Handle: RePEc:aes:jetimm:v:1:y:2017:i:1:p:67-76
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    References listed on IDEAS

    as
    1. Anderson, Kelley C. & Knight, Dee K. & Pookulangara, Sanjukta & Josiam, Bharath, 2014. "Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a facebook perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 773-779.
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    More about this item

    Keywords

    modern retailers; Facebook; social media; marketing communication; engagement; differentiation.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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