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Insights from consumer interactions on a social networking site: Findings from six apparel retail brands

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  • Carsten D. Schultz

    (University of Hagen)

Abstract

Consumer social interactions on a social networking site have been discussed in the literature as information sources on consumer negative voice, product market research, and trend forecasting. The present study contributes to this line of research by identifying insights that a retail brand can derive from consumer social interactions about a competing retail brand. Based on 2,573,620 consumer social interactions related to six apparel retailers on the social networking site Facebook, this study analyzes the fan number, brand posting and response behavior, and consumer activities. The number of fans correlates with retail sales and the number of stores. However, the fan number is not an indicator of (social) displeasure. Consumer activities such as commenting, liking, and sharing, provide significant indications of these situations. As posting and response behavior reflect central elements of brand strategies on social networking sites, this study proposes a framework for identifying these strategies and the positioning of competing brands. For the six apparel retail brands, we identified a prototypical representative for three of four social interaction strategies.

Suggested Citation

  • Carsten D. Schultz, 2016. "Insights from consumer interactions on a social networking site: Findings from six apparel retail brands," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(3), pages 203-217, August.
    • Handle: RePEc:spr:elmark:v:26:y:2016:i:3:d:10.1007_s12525-015-0209-7
    DOI: 10.1007/s12525-015-0209-7
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    Cited by:

    1. Zobi Khan & Yongzhong Yang & Mohsin Shafi & Ruo Yang, 2019. "Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis," Sustainability, MDPI, vol. 11(19), pages 1-19, September.
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    3. Zoha RAHMAN & SUBERAMANIAN & MOGHAVVEMI, 2017. "The Impact of Social Media Engagement Metrics on Purchase Intention: A Study on Brand Fan Page Followers," Book chapters-LUMEN Proceedings, in: Camelia IGNATESCU & Antonio SANDU & Tomita CIULEI (ed.), Rethinking Social Action. Core Values in Practice, edition 1, volume 1, chapter 61, pages 665-681, Editura Lumen.
    4. Ulrike Baumöl & Linda Hollebeek & Reinhard Jung, 2016. "Dynamics of customer interaction on social media platforms," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(3), pages 199-202, August.
    5. Nor Hasliza Md Saad & Zulnaidi Yaacob, 2021. "Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group," SAGE Open, , vol. 11(3), pages 21582440211, July.
    6. Zhang, Mingli & Zhang, Yan & Zhao, Lu & Li, Xiaoyong, 2020. "What drives online course sales? Signaling effects of user-generated information in the paid knowledge market," Journal of Business Research, Elsevier, vol. 118(C), pages 389-397.
    7. María Rocío Bonilla Quijada & José Luis Del Olmo Arriaga & David Andreu Domingo, 2021. "Insights into user engagement on social media. Findings from two fashion retailers," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 125-137, March.
    8. Julian Bühler & Markus Bick, 2018. "Name it as you like it? Keeping pace with social media something," Electronic Markets, Springer;IIM University of St. Gallen, vol. 28(4), pages 509-522, November.

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