What do you think of the return of dungarees?: Social media interactions between retail locations and their customers

Mahoney, Jamie and Lawson, Shaun (2014) What do you think of the return of dungarees?: Social media interactions between retail locations and their customers. In: CHI 2014, April 26 - May 1 2014, Toronto, Canada.

Documents
Social Media Interactions WiP Authors Version.pdf
[img]
[Download]
[img]
Preview
PDF
Social Media Interactions WiP Authors Version.pdf - Whole Document

173kB
Item Type:Conference or Workshop contribution (Paper)
Item Status:Live Archive

Abstract

Social media presents new digital interaction opportunities and challenges to urban retail locations such as shopping malls, centres and streets. Platforms such as Facebook facilitate online communication with, and between, customers that is not possible through traditional media and marketing techniques. Using data gathered from the Facebook pages of six urban retail locations over 12 months, this paper considers the possible factors that shape online customer
engagement and conversation. In particular, we present a thematic analysis of content in shared posts, and discuss how characteristics of a retail location and the structure of the consumer community shape these posts. Our findings are used to form suggestions to further investigate engagement between customers and retail locations via social media.

Keywords:Social media, Engagement, Retail, Retail Locations
Subjects:G Mathematical and Computer Sciences > G440 Human-computer Interaction
Divisions:College of Science > School of Computer Science
ID Code:13951
Deposited On:15 May 2014 15:48

Repository Staff Only: item control page