Are Consumers Following Retailers to Social Networks
This paper examines the use of social media marketing (SMM) by top retailers during the fall of 2009. Eighteen top-rated retailers and five social media networks were identified for this study. Data were collected weekly from September through the first week of January 2010 to determine the level of participation by the retailers on each of the social media networks. The number of “subscribers” to each retailer’s social media platform(s) were tracked for the eighteen weeks reviewed. Significant changes were found across retailers, and across the different social media networks.
Academy of Marketing Studies Journal, Volume 15, Number 2, 2011, 1-22.