Customers' reactions to the presence of retailers on Facebook

What is it about?

This paper analyses the reactions of customers to messages posted on the official Facebook pages of grocery stores. Customers respond to corporate messages and customer initiated messages. These responses provide insights into customers' expectations.

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Why is it important?

This paper shows how customers can add value or destroy value for an organization just by responding to corporate or customer initiated posts on a Facebook page. It analyses how social media platforms can be a boon or a bane for retailers.