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How Social Media Communications Combine with Customer Loyalty Management to Boost Green Retail Sales

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  • Lu, Qiang Steven
  • Miller, Rohan

Abstract

This paper explores the combined impact of social media and customer relationship management (CRM) on retail sales in the context of green (aka organic, natural and healthy) retailing, specifically in terms of duration. In particular, the study explores the impact on green retail sales of altruistic or egoistic marketing posts on a Facebook brand page relative to CRM membership over time compared with other types of sales. The results show that the purchase expenditures for longer-term members of a retailer's loyalty rewards program are higher and that over time, consumers are more likely to respond to messages related to healthy benefits than to those related to price and environmental benefits. This study demonstrates the value of managing social media in conjunction with CRM, which can positively influence the purchase behavior of a retailer's most valuable customers.

Suggested Citation

  • Lu, Qiang Steven & Miller, Rohan, 2019. "How Social Media Communications Combine with Customer Loyalty Management to Boost Green Retail Sales," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 87-100.
    • Handle: RePEc:eee:joinma:v:46:y:2019:i:c:p:87-100
    DOI: 10.1016/j.intmar.2018.12.005
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    Cited by:

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    2. Carmen Bălan, 2020. "How Does Retail Engage Consumers in Sustainable Consumption? A Systematic Literature Review," Sustainability, MDPI, vol. 13(1), pages 1-25, December.
    3. Hong, Ying & Hu, Jiangting & Chen, Mengyu & Tang, Shoulian, 2023. "Motives and antecedents affecting green purchase intention: Implications for green economic recovery," Economic Analysis and Policy, Elsevier, vol. 77(C), pages 523-538.
    4. Giuseppe Crapa & Maria Elena Latino & Paolo Roma, 2024. "The performance of green communication across social media: Evidence from large‐scale retail industry in Italy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 493-513, January.
    5. Claudia C. Tusell-Rey & Carmen F. Rey-Benguría & Ricardo Tejeida-Padilla & Yenny Villuendas-Rey, 2021. "Training Service Staff to Enhance Non-Verbal Behavioral Skills to Increase Customer Profitability in Tourism," Tourism and Hospitality, MDPI, vol. 2(2), pages 1-15, May.
    6. Yang, Morgan X. & Zeng, Kevin J. & Chan, Haksin & Yu, Irina Y., 2021. "Managing loyalty program communications in the digital era: Does culture matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    7. Norhuda Salim & Mohd Nizam Ab Rahman & Dzuraidah Abd Wahab & Ariff Azly Muhamed, 2020. "Influence of Social Media Usage on the Green Product Innovation of Manufacturing Firms through Environmental Collaboration," Sustainability, MDPI, vol. 12(20), pages 1-17, October.
    8. Minh-Tri Ha & Giang-Do Nguyen & Thi Huong-Thanh Nguyen & Bich-Duyen Nguyen, 2023. "The use of dietary supplements and vitamin consumption during and after the Covid pandemic in Vietnam: a perspective of user-generated content," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.

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