Social Media Optimisation for Retailers

Abstract

Retail business has been growing fast particularly during the last decade. High penetration rates of mobile communication devices such as smart phones and high usage of social media make the retailers especially in food across the world with Fee WIFI access, very attractive off-line and on-line social venues. The growth of the internet is continuous and offers many e-commerce opportunities for retail businesses to penetrate, grow and achieve loyalty also supported by globalisation. This chapter aims to identify how retail businesses can optimize social media usage in order to increase their customer base, reach a higher level of customer satisfaction and hence increase the rate of customer loyalty in the long run. The literature review focuses on social media engagement by small businesses and retailers.