Handbook of Research on Retailing
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Handbook of Research on Retailing

Edited by Katrijn Gielens and Els Gijsbrechts

The advent of e-commerce and the rise of hard discounters have put severe pressure on traditional retail chains. Boundaries are blurring: traditional brick & mortar players are expanding their online operations and/or setting up their own discount banners, while the power houses of online retail are going physical, and hard discounters get caught up in the Wheel of Retailing. Even successful companies cannot sit back and rest, but need to prepare for the next wave of change. In the face of this complexity, it is all the more important to take stock of current knowledge, based on insights and experience from leading scholars in the field. What do we know from extant studies, and what are the ensuing best practices? What evolutions are ahead, and will current recipes still work in the future? This Handbook sheds light on these issues.
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Chapter 13: Social media and retailing: a review and directions for futureresearch

Rishika Rishika and Ramkumar Janakiraman


The explosive growth of the Internet has enabled technological platforms that have created empowered and informed consumers who know what to shop, when to shop and where to shop. Social media platforms have facilitated this evolution by fundamentally transforming the way consumers interact and share information. Consumers are more tech-savvy than ever and motivated towards delving deeper into researching products and prices before making their purchases. For their part, firms are devoting more and more resources into engaging customers in the online retailing environment, redefining the way they connect with their customers. This chapter provides an organizational framework on social media marketing and retailing activities that can help gain deeper insights into social media research, and guide future research into social media marketing-related topics and issues. It describes factors that potentially influence the effectiveness of social media efforts of a firm, and discusses the consequences of these activities.

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