THE IMPACTS OF SOCIAL MEDIA ON THE RETAIL INDUSTRY (SHOPPING
CENTRES): A CROSS-CULTURAL PERSPECTIVE
By: Patrick Arsenault, MSc.
International Marketing – Customer Management
Purpose - To provide meaningful insights to shopping centre managers that want...
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THE IMPACTS OF SOCIAL MEDIA ON THE RETAIL INDUSTRY (SHOPPING
CENTRES): A CROSS-CULTURAL PERSPECTIVE
By: Patrick Arsenault, MSc.
International Marketing – Customer Management
Purpose - To provide meaningful insights to shopping centre managers that want to
include social media or online communities in their marketing strategy.
This was
achieved by developing an acute understanding of how e-communities are utilised by
both shopping centres and consumers and finally by underpinning the implications of
social media use on shopping malls’ business performance.
Design/Methodology/Approach – A social media analysis was conducted on three
Facebook pages of malls in the United States and three in the United Kingdom.
The goal
sought was to describe, through a mixed approach (qualitative and quantitative), the types
of interactions shared by shopping centres and consumers on these spaces.
An online
questionnaire was used to determine what factors could, linked to the use of
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