IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-030-76520-0_19.html
   My bibliography  Save this book chapter

Social Media in FMCG Marketing: Understanding How Supermarkets Use Facebook During the COVID-19 Pandemic

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Surej P. John

    (Eastern Institute of Technology)

  • Richard Walford

    (Eastern Institute of Technology)

Abstract

Social media is regarded as one of the most cost-effective, yet efficient tools for marketing communication and promotion. The current study examined the usage and applications of social media among supermarket retailers in New Zealand. This study also examined how grocery stores and supermarkets in New Zealand had used social media for implementing six strategic marketing objectives: customer involvement, interaction, intimacy, influence, insights, and impacts. This study examined and analysed the Facebook pages of all six supermarket chains in New Zealand. Results indicated significant differences across supermarkets in terms of achieving those objectives. Results also suggested that retailers could do more in terms of enhancing customer interaction, intimacy, and impacts. The study provided direction on how retailers can better manage their social media contents to build profitable customer relationships.

Suggested Citation

  • Surej P. John & Richard Walford, 2021. "Social Media in FMCG Marketing: Understanding How Supermarkets Use Facebook During the COVID-19 Pandemic," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & David López López (ed.), Advances in Digital Marketing and eCommerce, pages 184-191, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76520-0_19
    DOI: 10.1007/978-3-030-76520-0_19
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-030-76520-0_19. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.