Engaging customers on Facebook: challenges for e-retailers

Harris, Lisa and Dennis, Charles (2011) Engaging customers on Facebook: challenges for e-retailers. Journal of Consumer Behaviour, 10 (6). pp. 338-346. ISSN 1472-0817

Full content URL: http://onlinelibrary.wiley.com/doi/10.1002/cb.375/...

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Item Type:Article
Item Status:Live Archive


The purpose of this paper is to carry out an exploratory investigation into the emerging interactions between young consumers and consumer products/services on social networks. In particular, we examine the extent to which a small exploratory sample of participants are willing to incorporate social shopping behaviour, namely, product/service recommendations and retail purchase activities. We draw upon a qualitative study of four focus groups carried out with students at two UK-based universities. The results lead us to suggest specific avenues of enquiry that could be pursued in future larger scale work in this new area of consumer behaviour research. We note that for our participants, a 'nudge' in the form of recommendations from friends appears to be influential in changing online shopping behaviour and that a hierarchy of trust ordinal scale in recommenders/reviewers ranging from 'real' friends at the top down to reviews on retailers' websites may be positively associated with intention to purchase. © 2011 John Wiley & Sons, Ltd.

Additional Information:Special issue: Untangling the Web: exploring the boundaries of social media and consumer generated content
Keywords:e-retailing, Facebook, customer relationship, Social Networks
Subjects:N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N100 Business studies
Divisions:Lincoln International Business School
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ID Code:10296
Deposited On:07 Aug 2013 14:31

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