Social media: a new frontier for retailers?

Efthymios Constantinides, Carlota Lorenzo Romero, Miguel A. Gomez Boria

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

107 Citations (Scopus)
238 Downloads (Pure)

Abstract

During the last two decades the retailing industry is finding itself in a state of constant evolution and transformation. Globalization, mergers and acquisitions, and technological developments have drastically changed the retailing landscape. The explosive growth of the Internet has been one of the main catalysts in this process. The effects of the Internet have been mostly felt in retail sectors dealing mainly with intangibles or information products. But these are not likely to be limited to these sectors; increasingly retailers of physical products realize that the empowered, sophisticated, critical and well-informed consumer of today is essentially different to the consumer they have always known. The web, and particularly what is known as Social Media or Web 2.0, have given consumers much more control, information and power over the market process, posing retailers with a number of important dilemmas and challenges. This article explains what the new face of the Internet, widely referred to as Web 2.0 or Social Media, is, identifies its importance as a strategic marketing tool and proposes a number of alternative strategies for retailers. Implementing such strategies will allow retailers not only to survive, but also create competitive advantages and thrive in the new environment.
Original languageEnglish
Title of host publicationEuropean retail research
EditorsB. Swoboda, D Morschett, T. Rudolph, P. Schnedlitz, H Schramm-Klein
Place of PublicationBerlin, Germany
PublisherSpringer
Pages1-28
Number of pages28
ISBN (Print)978-3-8349-1084-4
DOIs
Publication statusPublished - 2008

Publication series

NameEuropean retail research
PublisherSpringer
Number22
Volume22

Fingerprint

Social media
World Wide Web
Retailers
Retailing
Web 2.0
Industry
Information products
Implementing strategy
Intangibles
Market process
Marketing tools
Mergers and acquisitions
Technological development
Information control
Catalyst
Retail sector
Strategic marketing
Globalization
Competitive advantage

Keywords

  • METIS-248269
  • IR-89279
  • Web 2.0
  • Social Media
  • Internet Retailing
  • Online Strategy
  • Customer Behaviour
  • Retailing

Cite this

Constantinides, E., Lorenzo Romero, C., & Gomez Boria, M. A. (2008). Social media: a new frontier for retailers? In B. Swoboda, D. Morschett, T. Rudolph, P. Schnedlitz, & H. Schramm-Klein (Eds.), European retail research (pp. 1-28). (European retail research; Vol. 22, No. 22). Berlin, Germany: Springer. https://doi.org/10.1007/978-3-8349-8099-1_1
Constantinides, Efthymios ; Lorenzo Romero, Carlota ; Gomez Boria, Miguel A. / Social media: a new frontier for retailers?. European retail research. editor / B. Swoboda ; D Morschett ; T. Rudolph ; P. Schnedlitz ; H Schramm-Klein. Berlin, Germany : Springer, 2008. pp. 1-28 (European retail research; 22).
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Constantinides, E, Lorenzo Romero, C & Gomez Boria, MA 2008, Social media: a new frontier for retailers? in B Swoboda, D Morschett, T Rudolph, P Schnedlitz & H Schramm-Klein (eds), European retail research. European retail research, no. 22, vol. 22, Springer, Berlin, Germany, pp. 1-28. https://doi.org/10.1007/978-3-8349-8099-1_1

Social media: a new frontier for retailers? / Constantinides, Efthymios; Lorenzo Romero, Carlota; Gomez Boria, Miguel A.

European retail research. ed. / B. Swoboda; D Morschett; T. Rudolph; P. Schnedlitz; H Schramm-Klein. Berlin, Germany : Springer, 2008. p. 1-28 (European retail research; Vol. 22, No. 22).

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

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T1 - Social media: a new frontier for retailers?

AU - Constantinides, Efthymios

AU - Lorenzo Romero, Carlota

AU - Gomez Boria, Miguel A.

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AB - During the last two decades the retailing industry is finding itself in a state of constant evolution and transformation. Globalization, mergers and acquisitions, and technological developments have drastically changed the retailing landscape. The explosive growth of the Internet has been one of the main catalysts in this process. The effects of the Internet have been mostly felt in retail sectors dealing mainly with intangibles or information products. But these are not likely to be limited to these sectors; increasingly retailers of physical products realize that the empowered, sophisticated, critical and well-informed consumer of today is essentially different to the consumer they have always known. The web, and particularly what is known as Social Media or Web 2.0, have given consumers much more control, information and power over the market process, posing retailers with a number of important dilemmas and challenges. This article explains what the new face of the Internet, widely referred to as Web 2.0 or Social Media, is, identifies its importance as a strategic marketing tool and proposes a number of alternative strategies for retailers. Implementing such strategies will allow retailers not only to survive, but also create competitive advantages and thrive in the new environment.

KW - METIS-248269

KW - IR-89279

KW - Web 2.0

KW - Social Media

KW - Internet Retailing

KW - Online Strategy

KW - Customer Behaviour

KW - Retailing

U2 - 10.1007/978-3-8349-8099-1_1

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M3 - Chapter

SN - 978-3-8349-1084-4

T3 - European retail research

SP - 1

EP - 28

BT - European retail research

A2 - Swoboda, B.

A2 - Morschett, D

A2 - Rudolph, T.

A2 - Schnedlitz, P.

A2 - Schramm-Klein, H

PB - Springer

CY - Berlin, Germany

ER -

Constantinides E, Lorenzo Romero C, Gomez Boria MA. Social media: a new frontier for retailers? In Swoboda B, Morschett D, Rudolph T, Schnedlitz P, Schramm-Klein H, editors, European retail research. Berlin, Germany: Springer. 2008. p. 1-28. (European retail research; 22). https://doi.org/10.1007/978-3-8349-8099-1_1