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Consumer engagement on social media: evidence from small retailers


Devereux, E and Grimmer, L and Grimmer, MR, Consumer engagement on social media: evidence from small retailers, Journal of Consumer Behaviour pp. 1-9. ISSN 1479-1838 (2019) [Refereed Article]

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DOI: doi:10.1002/cb.1800


This study investigates which characteristics of the social media posts of small firms in Tasmania, Australia elicit higher levels of consumer engagement. Results from an analysis of small retail firmsí social media postings (Facebook, Instagram and Twitter) (N=2,607) illustrate the importance of the content of the post (i.e., businesses-related versus non-business-related), the activity (i.e., text, image or video), the time of day of the posting and the platform on which the activity was posted, in eliciting responses from followers. Results show Facebook received significantly higher levels of engagement, compared with Twitter and Instagram. Contrary to expectations, the specific day of the week did not have any impact on levels of engagement. This research demonstrates how small businesses can improve their use of social media marketing to engage more effectively with customers and followers.

Item Details

Item Type:Refereed Article
Keywords:retail, social media, marketing, small business, consumer behaviour
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing Communications
Objective Division:Commercial Services and Tourism
Objective Group:Property, Business Support Services and Trade
Objective Field:Wholesale and Retail Trade
UTAS Author:Devereux, E (Miss Elise Devereux)
UTAS Author:Grimmer, L (Dr Louise Grimmer)
UTAS Author:Grimmer, MR (Professor Martin Grimmer)
ID Code:136039
Year Published:2019
Deposited By:TSBE
Deposited On:2019-11-27
Last Modified:2020-01-10

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