Twitter : a new marketing tool for retail business in Lebanon

Abstract

The objective of this study is to create an understanding of the importance of using Twitter in Lebanese retail companies and how it directly affects the customers’ buying decision. The aim is to define the characteristics, advantages and disadvantages of Twitter that differentiate it from traditional marketing communication channels (TV. Press Ads, Billboards…), and from other Social Media tools (Facebook, Pinterest, Instagram…). It is also about opportunities and challenges Twitter induces for communication. The paper explores the use of Twitter in communicating with current and potential customers. The focus is on Retail companies in Lebanon. The study is accomplished by using the qualitative research methods. The thesis looks at two case studies of two top Lebanese retailers. The assessment is conducted through the focus group and interview research techniques. The reason behind this study is to make a holistic representation of the role of Twitter in customer communication. The focus of the theoretical part is on the changes that Social Media and especially Twitter generate for conventional marketing communication through the diffusion of innovation theory along with the development communication theory. The date is gathered through in-depth interviews with representatives of Lebanese companies operating in Retail markets and experts in Social Media. Additionally, two focus groups were conducted with a sample of loyal customers of the two retailers understudy. Hence, this will shed light on the use of Twitter among Lebanese retailers. To increase the engagement with customers, companies need to use this platform. Twitter creates opportunities and challenges that carry in the different phases of the relationship development. Twitter allows marketers to reach a wider audience and potential customers. At the negotiation phase, it is important to start to expand the relationship where communication and targeting markets are more efficient in Social Media. At that moment, Twitter boosts the engagement with customer to communication and permits more informal and nonstop communication. Companies operating in the retail markets in Lebanon and abroad should assess whether Twitter generates any added value to their customer communication or not.