Abstract
Social media is regarded as one of the most cost-effective, yet efficient tools for marketing communication and promotion. The current study examined the usage and applications of social media among supermarket retailers in New Zealand. This study also examined how grocery stores and supermarkets in New Zealand had used social media for implementing six strategic marketing objectives: customer involvement, interaction, intimacy, influence, insights, and impacts. This study examined and analysed the Facebook pages of all six supermarket chains in New Zealand. Results indicated significant differences across supermarkets in terms of achieving those objectives. Results also suggested that retailers could do more in terms of enhancing customer interaction, intimacy, and impacts. The study provided direction on how retailers can better manage their social media contents to build profitable customer relationships.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Amaro, S., Duarte, P.: Travel social media involvement: a proposed measure. In: Tussyadiah, I., Inversini, A. (eds.) Information and Communication Technologies in Tourism 2015, pp. 213–225. Springer, Cham (2015). https://doi.org/10.1007/978-3-319-14343-9_16
Assimakopoulos, C., Antoniadis, I., Kayas, O.G., Dvizac, D.: Effective social media marketing strategy: Facebook as an opportunity for universities. Int. J. Retail Distrib. Manage. 45(5), 532–549 (2017). https://doi.org/10.1108/IJRDM-11-2016-0211
Brodie, R.J., Ilic, A., Juric, B., Hollebeek, L.: Consumer engagement in a virtual brand community: an exploratory analysis. J. Bus. Res. 66(1), 105–114 (2013). https://doi.org/10.1016/j.jbusres.2011.07.029
Chan, N.L., Guillet, B.D.: Investigation of social media marketing: how does the hotel industry in Hong Kong perform in marketing on social media websites? J. Travel Tour. Market. 28(4), 345–368 (2011). https://doi.org/10.1080/10548408.2011.571571
Cheung, M.L., Pires, G.D., Rosenberger, P.J., Leung, W.K.S., Ting, H.: Investigating the role of social media marketing on value co-creation and engagement: an empirical study in China and Hong Kong. Australas. Mark. J. (2020). https://doi.org/10.1016/j.ausmj.2020.03.006
Foxcroft, D.: NZ too small for another supermarket to break Foodstuff and Countdown duopoly. Stuff, January 2020
Deloitte: Global powers of retailing 2020 (2020). From Deloitte. https://www2.deloitte.com/content/dam/Deloitte/at/Documents/consumer-business/at-global-powers-retailing-2020.pdf. Accessed 25 Jan 2021
Filipe, S., Marques, S.H., de Fátima Salgueiro, M.: Customer’ relationship with their grocery store: direct and moderating effects from store format and loyalty programs. J. Retail. Cons. Serv. 37, 78–88 (2017). https://doi.org/10.1016/j.jretconser.2017.03.002
Grand View Research: Food & Grocery Retail Market Size, Share & Trends Analysis Report By Product (Packaged Food, Unpackaged Food), By Distribution Channel, By Region, And Segment Forecasts, 2020–2027. From GVR website (2020). https://www.grandviewresearch.com/industry-analysis/food-grocery-retail-market. Accessed 25 Jan 2021
Hays, S., Page, S.J., Buhalis, D.: Social media as a destination marketing tool: its use by national tourism organisations. Curr. Issues Tour. 16(3), 211–239 (2013). https://doi.org/10.1080/13683500.2012.662215
John, S., Larke, R., Kilgour, M.: Applications of social media for medical tourism marketing: an empirical analysis. Anatolia 29(4), 553–565 (2018). https://doi.org/10.1080/13032917.2018.1473261
Kietzmann, J.H., Hermkens, K., McCarthy, I.P., Silvestre, B.S.: Social media? Get serious! Understanding the functional building blocks of social media. Bus. Horiz. 54(3), 241–251 (2011). https://doi.org/10.1016/j.bushor.2011.01.005
Neslin, S.A., et al.: Challenges and opportunities in multichannel customer management. J. Serv. Res. 9(2), 95–112 (2006). https://doi.org/10.1177/1094670506293559
Phelan, K.V., Chen, H.T., Haney, M.: “Like” and “Check-in”: how hotels utilize Facebook as an effective marketing tool. J. Hosp. Tour. Technol. 4(2), 134–154 (2013). https://doi.org/10.1108/JHTT-Jul-2012-0020
Prahalad, C.K., Ramaswamy, V.: Co-creation experiences: the next practice in value creation. J. Inter. Mark. 18(3), 5–14 (2004). https://doi.org/10.1002/dir.20015
Statistics New Zealand: Retail sales plummet in lockdown (2020). From Statistics New Zealand website. https://www.stats.govt.nz/news/retail-sales-plummet-in-lockdown. Accessed 25 Jan 2021
Stevenson, A., Hamill, J.: Social media monitoring: a practical case example of city destinations. In: Social Media in Travel, Tourism and Hospitality: Theory, Practice and Cases, p. 293 (2016)
Torres de Oliveira, R., Indulska, M., Steen, J., Verreynne, M.L.: Towards a framework for innovation in retailing through social media. J. Retail. Cons. Serv. 54, 101772 (2019). https://doi.org/10.1016/j.jretconser.2019.01.017
Wang, Z., Kim, H.G.: Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. J. Interact. Mark. 39, 15–26 (2017). https://doi.org/10.1016/j.intmar.2017.02.004
Yoon, G., Li, C., Ji, Y. (Grace), North, M., Hong, C., Liu, J.: Attracting comments: digital engagement metrics on Facebook and financial performance. J. Advertising 47(1), 24–37 (2018). https://doi.org/10.1080/00913367.2017.1405753
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
John, S.P., Walford, R. (2021). Social Media in FMCG Marketing: Understanding How Supermarkets Use Facebook During the COVID-19 Pandemic. In: Martínez-López, F.J., López López, D. (eds) Advances in Digital Marketing and eCommerce. DMEC 2021. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-76520-0_19
Download citation
DOI: https://doi.org/10.1007/978-3-030-76520-0_19
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-76519-4
Online ISBN: 978-3-030-76520-0
eBook Packages: Business and ManagementBusiness and Management (R0)