Publicação
The Impact of Grocery Retailer´s Social Media Communication on Consumer Behavior
| Resumo: | Social media marketing communications have become essential for brands to foster entertainment and customized messages. As such, it is natural that the increase in investment within this channel gathered great attention from marketeers that look to understand how consumer behavior reacts upon this strategy. This paper aims to understand just that – How is consumer behavior affected by grocery retailer’s social media communications. Through an indepth quantitative research and the development of a questionnaire, 205 valid answers were gathered, which culminated in understanding the positive link between social media and consumer engagement and how only behavioral engagement is affected by a moderating effect of customer perceived value. The findings of this research also suggest a positive relation between consumer engagement and brand loyalty, which shows that even with a competitive environment such as retailers, how these brands utilize their space enhances consumers´ positive behavior and loyal intentions. In review of such results, it is relevant to acknowledge the contributions of this study for future grocery retailers that seek to enhance their digital communication. |
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| Autores principais: | Vieira, Daniela Marques |
| Assunto: | Grocery Retailers Social media Marketing Communications Consumer Engagement Perceived Value Brand Loyalty SDG 8 - Decent work and economic growth |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Social media marketing communications have become essential for brands to foster entertainment and customized messages. As such, it is natural that the increase in investment within this channel gathered great attention from marketeers that look to understand how consumer behavior reacts upon this strategy. This paper aims to understand just that – How is consumer behavior affected by grocery retailer’s social media communications. Through an indepth quantitative research and the development of a questionnaire, 205 valid answers were gathered, which culminated in understanding the positive link between social media and consumer engagement and how only behavioral engagement is affected by a moderating effect of customer perceived value. The findings of this research also suggest a positive relation between consumer engagement and brand loyalty, which shows that even with a competitive environment such as retailers, how these brands utilize their space enhances consumers´ positive behavior and loyal intentions. In review of such results, it is relevant to acknowledge the contributions of this study for future grocery retailers that seek to enhance their digital communication. |
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