Analyzing Social Media Marketing Activities: A Research on Discount Stores

Abstract

Purpose – It is critical for discount stores, which have a constantly growing and dynamic structure, to use social media marketing activities effectively. The study aims to project the current state of discount store social media marketing activities. For this purpose, it was determined how consumers perceive discount store social media marketing activities, and it was investigated whether consumer perceptions of social media marketing activities differ based on demographic variables. Design/methodology/approach – Data were collected using the social media marketing activities scale developed by Yadav and Rahman in 2017 and the questionnaire technique in order to measure perceptions of social media marketing activities. The data were evaluated using the SPSS data analysis program. Findigs – The study’s findings shed light on the current state of discount store social media marketing activities. The findings show that consumers perceive the SMPF of discount stores as moderately positive, and that discount stores need improvements in all dimensions of the SMPF by making adaptations in all dimensions. The findings also show that demographic differences in perception of the SMPF of discount stores are reduced to such an extent that they are reduced to gender and employment status. Discussion – The study contributes to the literature by revealing consumer perceptions of the current marketing activities of discount stores on social media channels. The study includes suggestions that can help social media content managers of discount stores to make needed improvements in different dimensions of SMPF. The results and suggestions of the study can guide the managers of the discount stores to create customer-oriented social media strategies in order to achieve the expected goals.