Mass consumption, Retail and Social Media
- Digitalization has influenced and revolutionized people’s behavior in many different ways. It is visible in consumption and communication as well as in segments of the industry. Especially the stationary retail industry, in particular shopping centers, has been influenced by not only the Internet and technological developments but also by changes in consumer behavior. Hybrid customers nowadays describe the consumption environment. Consumers are not as consistent in their behavior anymore and combine different consumption patterns in themselves. This alone makes the definition of target groups for retail products difficult and complex. In addition, the consumers’ demand to vocalize their opinion on brands, products and services as well and therefore shaping these has risen. Additionally, the development of the Internet increased the development of social online communities which has given consumers various platforms to communicate and rate companies. Shopping malls therefore need to participate in the development of a digitalization strategy. Consumers increasingly present themselves on social platforms for online communication. These platforms portray an opportunity for shopping malls to connect with their customers on digital online level and thereby lead them back into the center. Literature research was conducted to evaluate the potentials and current necessity of social media activity for users as well as for companies. A content analysis will examine the status quo and success applied by social media activities of shopping malls.
Author: | Laura Berg |
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Referee: | Dominik Pietzcker |
Advisor: | Dominik Pietzcker |
Document Type: | Bachelor Thesis |
Language: | English |
Year of Completion: | 2017 |
Date of first Publication: | 2022/05/12 |
Date of final exam: | 2017/02/03 |
Release Date: | 2022/05/12 |
Tag: | mass consumption; online communication; retail; shopping center; social media |
GND Keyword: | Social Media |
Page Number: | 82 |
DDC classes: | 300 Sozialwissenschaften / 380 Handel, Kommunikation, Verkehr |
Licence (German): | Creative Commons - CC BY-NC-ND - Namensnennung - Nicht kommerziell - Keine Bearbeitungen 4.0 International |