This paper discusses an exploratory study of Online Consumer Behaviour conducted during the 2009 Christmas shopping season in the UK. What emerged from this study were two key issues: 1) the vast majority of participants, who were also users of Facebook, did not perceive Facebook as contributing to their shopping activities, and 2) that the convenience perceived in online shopping revolved around the need to control when they shopped rather that where. The first issue demonstrates that online retailers need to think carefully about effective integration of Social Media into their marketing activities, while the second issue is of particular importance to terrestrial-only retailers, or those with both online & terrestrial channels to market.
|Publication status||Published - Jul 2011|
|Event||The European Institute of Retailing and Services Studies 18th International Conference on Recent Advances in Retailing and Services Science - San Diego, United States|
Duration: 15 Jul 2011 → 18 Jul 2011
|Conference||The European Institute of Retailing and Services Studies 18th International Conference on Recent Advances in Retailing and Services Science|
|Period||15/07/11 → 18/07/11|