EXPLORING THE IMPACT OF SOCIAL MEDIA ON CUSTOMER ENGAGEMENT IN THE RETAIL INDUSTRY: A CASE STUDY OF TESCO CLICK AND COLLECT

Abstract

The aim of this study is to explore the overall impact of social media on customer engagement of the famous retail company; Tesco. In this study, secondary data has been collected and through the help of the secondary data, various aspects like how Tesco shares various posts on various social media platforms for marketing, how Tesco communicate with the customers through social media platforms and many more. In the findings, it has been found that the marketing officials of Tesco always use the dyadic conversation approach to communicate with the customers. Even, the officials always use attractive and informative marketing content in the path of this.  

Chapter 1: Introduction

1.1. Background

Multichannel retailers and their dominance in the sector due to the surge in omnichannel and the advent of social media is apparent. Maintaining multichannel service quality is severely managed by retailers where the companies are considerably maintaining holistic multichannel service quality. As highlighted by Garg et al. (2020), the influence of the “click and collect” provision on retailers and its impact on consumers and their purchase intentions is considerable. Study findings and research have indicated that Click & Collect is one of the most seemingly used services and yet welcomes complicated linkages in multichannel retail services. having a strong social media presence can directly impact the companies and their overall consumer engagements which then leads to the development of improved consumer purchase patterns (Atherton, 2023). Within the context of heavy usage of social media, “Click & Collect” is a significant service, a part of the omnichannel service delivery method where consumers are capable of placing an order and traditionally go to the store to pick the product up or from any other in-store pick up at any nearby location. Consumers usually opt for these facilities to avoid paying delivery charges and oftentimes, nearby store locations make this service much more feasible.

The introduction of Click and Collect (C&C) is one of the most seemingly increased services within the omnichannel service where the consumers are increasingly opting for this service for its overall facility. the fast, flexible and convenient aspect of this service makes it to be a major popular choice among new-age consumers.  According to the study conducted by Mason and Jarvis, (2023), the top three reasons that contribute to the selection of the Click & Collect method are cost, speed, and convenience. This service allows the consumers to browse for the products for the convenience of their homes and helps them to avoid the hassle of long queues, checkout lines or crowded stores. This not only saves money for the consumers but also enables them to have faster access to purchases. As a result, consumers often experience instant gratification without the hindrance of waiting for their deliveries (Garg et al., 2019).

C&C is an effective driving factor in consumer purchase intentions where retail companies such as Tesco have found to elevate and develop their overall consumer base while creating a valuable multi-channel shopper. This positively impacts the aspect of online spending within retail. The use of C&C has found some increased traction in retail where post-pandemic shoppers are increasingly using this method to opt for more of a more cost-effective shopping method.

1.2. Rationale for the Project

The digital age of retail has created an “always on” shopping development which warrants retailers to be prepared enough to provide products to their consumers at all times and keep the shopping process open. Data findings have indicated that more than 27% of consumers are finding the C&C to be more convenient as it gives them the flexibility that they want, unlike direct home delivery or exclusive in-store purchases (Goff, 2021). The element of a convenient shopping experience is identified to be a major development that helps retail companies such as Tesco to develop business and provide product and service offerings using these omnichannel services. Carrying out the present study will help understand how the implementation of the C&C strategies for large retail giants like Tesco helps them have more traction and how it impacts consumer purchase intentions. Having a specific focus on the case study of Tesco will help the present study to be more precise, and outlined and will contribute to the focused research findings that will improve the study findings and its credibility. C&C holds a large section of the total eCommerce sales, which is 9.1% and over 34% of the retailers have experienced an increase in in-store sales since the incorporation of C&C strategies (Mason and Jarvis, 2023). Therefore, carrying out the present study will help contribute to the elevation of comprehension of the C&C services, the relevance of social media, the importance of omnichannel using social media and how it impacts consumer purchase intention. 

1.3. Problem Statement

Multichannel service is a considerably growing provision within the retail industry where social media is imperative and its impact on consumer engagement in C&C at Tesco is equally relevant. With the surge in social media and omnichannel services in retail, the use of click-and-collect services has become considerably popular. In the realm of omnichannel services, the use of C&C services warrants the understanding of sustainable logistics models, the process of online shopping and more. However, within the existing study, there is a clear gap in the literature where the traditional model of Tesco’s Click and Collect creates changes in consumer management especially in the way they use their intricate multichannel services. The existing literature does not or has minimum exploration of these traditional omnichannel services where the impact of C&C is yet to be fully undiscovered (Pangriya and Singh, 2020). Therefore, conducting the present study will be effective and will help contribute to the understanding of the present study where, understanding the impact of social media on consumer engagement will help unravel the influence of services such as C&C.

Top UK Assignment Samples

1.4. Research Questions

• How have customers reacted to Tesco’s overall social media marketing campaigns?
• Which social media strategies have been most effective in driving customer engagement for Tesco?
• How has Tesco’s social media generated customer engagement and contributed to customer purchasing intention?

1.5. Research Objectives

The research objectives considered for the present study are as follows:

• To analyse how Tesco’s social media presence relates to their sales, customer loyalty and brand awareness.
• To identify major takeaways from Tesco’s successful social media approach that other retailers might use to improve customer engagement and business growth.
• To suggest the other retailers how to use social media more effectively to increase customer engagement and accomplish organizational objectives.

Chapter 2: Literature Review

2.1 Introduction

Literature Review is all about discussing the detailed aspects as to the exploration of the overall impact of social media on customer engagement in the retail industry. The information which is presented in this chapter is all about factors like the concept of social media marketing, its impact on the retail industry, the social media marketing used by the officials of the popular UK-based retail chain; Tesco, how Tesco’s social media strategies drive consumer engagement, reaction of the customers towards these, impact of these on the purchase intention of the consumers and many more.   

2.2 Previous literature

2.2.1 Introduction to social media marketing

Social media marketing is type of digital marketing strategy used by the business organisations across the world. In this system, the companies take the help of various social media platforms for the sake of promoting the business of them, drive the sales and many more. This means, in social media marketing, the companies, irrespective of all industries use various social media platforms to promote their products or services to the people. In this recent era, social media use is considered one of the popular online activities of the people around the world. The overall number of social media usage in 2022 was 4.59 billion across the world. The experts also state that with each passing year, the number of social media usage is increasing and for this, they assume that in the year 2027, it would reach to almost six billion (Dixon, 2023). Because of increasing use of social media, using this has become an easy tool for the companies to advertise and promote their products. This increases the popularity of social media marketing also for this reason. 

Figure 1: Growing popularity of social media use

(Source: Dixon, 2023)

According to Li et al. (2021), social media is one of the crucial platforms through which the companies conduct their marketing activities for the sake of attracting the consumers in the market. On one hand, it increases the geographical reach of the companies as through social media platforms, the companies can easily interact with the people located in the far-away places. On the other hand, it creates closer connections between the companies and the customers. In this era of globalisation, the country barriers have been removed from the path of business and for this, it enables the companies to observe the foreign customers also. Based on this, they promote the products and services to the foreign markets. In this way, from the past decade, social media marketing has been highly popular among the companies.    

2.2.2 Impact of social media on the retail industry

As per the view of Garg et al. (2020), social media platforms are highly beneficial for companies as with the help of these, the marketing officials of the companies can easily monitor, analyse and visualise market data. This helps them to extract the patterns of the market demands in any respective place. This helps them to have the most crucial data regarding the perceptions of the consumers, the condition of the business of competitors and many more. This helps the companies to develop and adopt effective marketing strategies to attract customers. The claim of this article has been justified by the findings of the article authored by Akram et al. (2021). This has shown that while the pandemic was going on, then the business of the retail industry faced massive adversities. All the retail stores got closed due to lockdowns and then social media emerged as the only option for them to interact with the customers. This helped them to understand the overall needs of the customers during that difficult time. In this context, Basri (2020), has shown that social media helps retail companies to manage their business that contributes to the success of the business of retail companies. This means it is seen that social media platforms are becoming a pillar of success for companies working in the retail industry. On one hand, it helps the company officials to extract data regarding consumer preferences, perceptions of the consumers about the products and other aspects of markets. Secondly, it helped the retail companies to continue their business during the time of pandemic and run the market analysis also. Thirdly, it is seen that through helping to identify market trends, social media helps in the decision-making process of retail companies. 

2.2.3 Social Media Marketing in Tesco

The information, presented in Social Media Marketing (2020), has shown that Tesco is a popular retail organisation that uses social media marketing. One of the crucial things is that the marketing officials of Tesco conduct market research for the sake of exploring various strategies to increase their engagement with customers through social media platforms. In this way, the marketing officials try to boost the overall online presence of this company. Even, through social media platforms, the officials interact with the people which helps them to increase the real-time engagement of the customers. Tesco is highly active on Facebook which allows them to attract more customers compared to other traditional tools of marketing. This establishes the significance of Facebook to the managing body members of Tesco (Tesco Plc, U.K., 2020). Even this allows the Tesco officials to respond to the instant queries of the customers. 

Get Assignment Help for Top Subjects

2.2.4 Effective social media strategies in Tesco driving consumer engagement

If the overall purposes behind the uses of social media by Tesco are analysed, then it can be seen that Tesco uses social media platforms for promotional activities, customer engagement and many more. Overall, it is to be said that Tesco uses social media platforms as a tool to develop strong connections with customers. As an example, it can be said that Tesco’s click-and-collect facility has been popular through social media. Tesco promotes this through platforms like Facebook, Instagram and others and there if they put any query, then Tesco officials try to respond to their queries as early as possible (Click Collect grocery pick-up, 2020). This motivates the customers to avail of this by booking slots for click and collect for 2 pounds and execute shopping. In the path of this, Tesco officials use some strategies and those are maintaining the secrecy of the confidential data, using separate passwords for each account, maintaining an effective privacy policy, privacy settings and many more (Social media house rules, 2020).  

2.2.5 Reaction of the customer to Tesco’s Social media campaigns

Tesco is known to be incorporating social media campaigns where driving emotional resonance is a considerable aspect which is the primary motif of the social media marketing campaigns.  Involvement in price-driven campaigns has helped Tesco generate emotional resonance and achieve consumer engagement and sales. Tesco incorporated the process of social listening which helped them gauge what their consumers want while tailoring their offerings accordingly. In many instances, the reduction of the price of Freddo chocolates to a historic value has been considerably effective (Riboldazzi and Capriello, 2021). This has helped the company to drive emotional resonance and generate improved outcomes. The company has selected products that have sparked emotional resonance with the consumers which amplified the overall impact of the strategy. As a result of these developments, the company can drive interactions, sales and PR coverage (Rose et al., 2024). The company has experienced some added enthusiasm among its existing consumer demography and it has also welcomed a new set of consumers who have helped the company to generate improved sales. wide range of paid and organic activities are conducted by Tesco across several social media platforms such as Facebook, Twitter, Instagram and Snapchat. this helped the company to have positive reactions from their consumers and have improved sales, product and brand popularity and elevated sales overall (Sánchez, 2023). 

2.2.6 Impact of Social media Media-Generated Customer Engagement on Consumer Purchase Intention

Between brand image and brand trust, there is a dynamic relationship that accounts for 70% of the variance in purchase intention. social media marketing holds 45% of the variance in brand image. use of social media generated consumer engagement therefore directly impacts the consumer purchase intentions and helps brands to generate organic sales, and find success in the omnichannel service provision. use of social media has helped retail companies like Tesco to showcase the imperative role of the same where the development of several benefits such as perceived usefulness, perceived risk, electronic word-of-mouth, price consciousness and informativeness were noteworthy (Mason and Jarvis, 2023). Use of social media-generated consumer engagement directly impacts consumer purchase intention as it creates environmental responsibility and perceived trust in social media. these elements are usually the major antecedents of consumers’ sustainable purchasing attitudes. It also helps the consumers to engage with the brand more frequently, in virtual mode. These kinds of developments are some of the most recurring outcomes that were apparent as a result of social media-generated consumer engagement.

The positive impact of expertise and similarity of influencers are exemplary where the positive impact on the consumers’ intention to purchase is significant. use of social media-generated engagement can significantly help build relationships where increasing brand awareness and boosting consumer engagement can be conducted effectively. Understanding the target audience, while tailoring the strategies accordingly has helped the company to effectively leverage social media for consumer acquisition and generate improved business growth (Pangriya and Singh,  2020).

2.3 Theoretical underpinnings

Information processing theory

The theoretical discourse of information processing theory involves the study of mental processes which also incorporate obtaining, storing and using the same knowledge. This theoretical discourse showcases how the set of information is usually passed from one stage to another within a person’s mind. the relevance of this model lies in how consumers perceive social media and how social media marketing generates consumer engagement (Garg et al. 2019). This usually influences the perceived behaviour of the consumers and influences the consumer purchase intentions which subsequently influences the overall sales and business popularity. within the case study of Tesco and their use of omnichannel strategies such as C&C, the use of social media and its impact on the consumers and their minds, and how they process this information can be comprehended using the present theoretical discourse (Goff, 2021). This essentially can help with the overall development and how an overall understanding of the implementation of the theory.

Figure 2: Information Processing Theory

(Source: (Goff, 2021)

Technology acceptance model

The TAM model states the two constituent factors such as (1) perceived usefulness, and (2) perceived ease of use which help determine how much of the technology will be accepted by its potential users. The model exclusively prioritises the perception of the potential users which makes the theory applicable in the present study. within the present thesis topic, understanding and utilising social media while evaluating how much of it is accepted, and what their reactions to the same will help the brand to generate improved sales and elevated business outcomes. With this theory, understanding how users come to accept and use technology can help companies such as Tesco to evaluate and asses consumer engagement in click-and-collect due to the utilisation of social media.

Figure 3: Technology Acceptance Model

(Source: Garg et al. 2020)

The endpoint is the area where the technology is utilised by the users which necessitates the behavioural intention to be a major factor which leads to the development of how easily people accept and utilise technology. in the context of the present study, the users utilising social media and accessing C&C services help, pes the brand to have a comprehensive understanding of consumer engagements (Atherton, 2023). Use of socially, media-targeted campaigns can help the companies to have a better understanding of the actual brand negatives and potentially generate improved business sales.

2.4 Conceptual framework

The conceptual framework illustrated below displays the overall developments of the study’s theoretical discourses and how they directly correlate with the literature-related findings. The use of TAM and Information processing Theory will be effective as it directly helps with the overall development and helps generate an improved understanding of the overall possibilities of the technology usability and the information process. The use of social media campaigns and their impact on consumer engagement within Tesco where the use of click and collect is involved, these developments will help generate improved outcomes.

2.5 Summary

The overall review reflects the concept of social media campaigns and their impact on consumer engagement. A case study of Tesco is considered to bring precision and have more focused research. The review-related findings have suggested that within the context of heavy usage of social media, “Click & Collect” is a significant service, a part of the omnichannel service delivery method where consumers are capable of placing an order and traditionally go to the store to pick the product up or from any other in-store pick up at any nearby location.

Chapter 3: Research Methodology

3.1 Chapter introduction

This chapter contains the overall information regarding the methods used in this study for the sake of completing this with the utmost level of efficiency. One of the crucial things is that the methods include the research philosophies used in this study, the approaches and designs adopted and utilised by the researcher to conduct this study, the data collection method, analysis technique, ethical considerations and many more. This chapter has portrayed the detailed information about these aspects with proper justification. In this way, this chapter has significantly helped to portray all the methods used in this study.

3.2 Research philosophy

Research philosophy is the beliefs of the researchers regarding the ways they should conduct their studies. In other words, it can be said that it is the belief of the researchers about the process they should gather, use and analyse the data (Kirongo and Odoyo, 2020). In the path of this, it is understood that through selecting the suitable philosophy, it becomes easier for the researchers to find the most effective methods of collecting the data and analysis technique to complete the studies with the utmost level of efficiency (Saliya, 2023). Four types of research philosophies are available in the field of research works and these are positivism philosophy, Interpretivism philosophy, pragmatism philosophy and realism philosophy. All these research philosophies are effective but it is the responsibility of the researchers to select and utilise the most suitable philosophies in their studies based on the nature of their research topics. In this study, the Interpretivism philosophy has been selected. This is a type of research philosophy where the researchers observe any specific phenomena in society and extract the outcomes based on the observation (Junjie and Yingxin, 2022). This study is about exploring the overall impact of social media on customer engagement in the retail industry. Due to this reason, through observing the social media strategies used by the officials of Tesco, it has been possible to find out the actual outcome of this study. Positivism philosophy is also effective for observation, but this is used only in the quantitative data. Since, in this study, quantitative data is not effective, the Interpretivism philosophy has been used.

Figure 5: Research Philosophy

(Source: Self-created)

3.3 Research design

Research design is an integral part of research work. It is understood that research design is the concept of the overall strategy used by the researchers to follow from the start to finish of their research works (Muzari et al., 2022). The contribution of research design to the successful completion of the research works is massive as this helps them to complete their studies with the utmost level of efficacy. Due to this reason, it is understood that research design is mandatory for the success of any research work. One of the crucial things is that three types of research designs are there and those are explanatory research, exploratory research and descriptive research. Explanatory research design is a type of research design where the researchers always focus on exploring the reasons behind the occurrence of everything (Toyon, 2021). Secondly, the exploratory research design is used only in studies where the topic is new and no such previous research has been conducted on any topic associated with any aspect of the respective research topic (Casula et al.,2021). Lastly, the descriptive design is the type of research design which is used for describing and analysing any specific phenomena (Siedlecki, 2020). In this study, the descriptive design has been used. The reason is that in this study, the impact of social media on consumer engagement on Tesco has been explored and that has been described. This is not a new topic in the field of research works and at the same time, no such causes behind the occurrence of anything are researched in this study. Due to this reason, the descriptive design has been utilised.

Figure 6: Research Designs

(Source: Self-created)

3.4 Research approach

Research approach is also a crucial part of any research work as this is the planning regarding collection, analysis and interpretation of data (Wanget al., 2021). This means, the processes used by the researchers to data collection, data analysis and data interoperation are included in the periphery of research approach. Mainly two types of research approaches are used and those are inductive approach and deductive approach. The inductive approach is the process where the researchers observe specific areas related to their research studies and based on the outcome of the specific observations, they develop general conclusions regarding their research works (Proudfoot, 2023). On the other hand, the deductive approach speaks about the structured method of conducting any research which is used to test any hypothesis. In this way, it drives the researchers to start their research works by nurturing any broad concept and through hypothesis testing on the broad concepts; it helps to explore specific aspects related to the topic of the research works (Grinchenko and Shchapova, 2020). In this study, the inductive approach has been used. The reason is that in this study, initially the specific social media strategies used by the marketing officials of Tesco and the impacts of those on the customer engagement of this company have been observed. Based on this observation, the overall idea has been generated regarding the most suitable social media marketing strategy for any retail company and the impact of those to the success of the business of the companies.  

Top Dissertation Topics UK

3.5 Data collection method

In the present research, secondary data collection has been employed utilising existing information from the social media platforms and app reviews of Tesco. Across the social media platforms such as Facebook, Instagram and Twitter were assessed to comprehend how Tesco facilitates engagement with consumers and development to maintain their online presence. The present research has considered 100 online reviews of consumers from the official app of Tesco, PLC, UK while considering their social media platforms such as Facebook and Instagram. Collecting data from secondary sources has been extremely cost-effective and convenient for the researcher without investing a significant amount of time. Simultaneously, these real-time reviews are the direct reflection of how the customers truly feel about the social media services offered by regions and industries and, most importantly, Tesco’s click-and-collect to facilitate consumer engagement.The collection method focuses on various posts consent introductions and emotional content to gauge the relationship between social media and consumer engagement metrics. Moreover, app reviews from the Google Store and Apple App Store were analysed (Pandeyand Pandey, 2021). These reviews have been extremely relevant offering insight into the consumer experiences and their individual satisfaction levels offering a clear understanding of the impact of Tesco’s click-and-collect service and consumer prescriptions and loyalty. The use of secondary data collection methods has been affected. There are advantages to the present research allowing for the analysis of a large volume of data without the requirement for primary data collection, as highlighted by Verma and Abhishek (2024). The use of available data has been impactful which helps the presence study to capture a comprehensive view of the customer engagement strategies of Tesco as marked by Pandey and Pandey (2021). use of secondary digital collection based on app reviews and social media platforms-related data helps understand the effectiveness of the customer engagement strategies employed by understanding how it influence brand awareness, sales and customer loyalty. The secondary data collection method has also been cost-effective for the researcher since these data were already available and the researcher was not required to invest additional money, time or effort into the data collection stages of their study.

3.6 Data analysis method

The present research has employed thematic analysis to interpret and make sense of this collected data to substantiate the discussion. This qualitative method entails credible identification and analysis of patterns of themes within the data. This has enabled a detailed and substantial understanding of the data’s underlying meanings as highlighted by Al-Ababneh (2020). Overall, the process commenced with data familiarisation where all the initial readings of the social media posts and app reviews were conducted to comprehend the overall general context of the content. The next step involved which was performed by the researcher and specific segments of text were labelled with codes that reflected key ideas are concepts. The use of these codes was then later in the stage organised into broader themes (Verma et al., 2024). These themes represent recurring patterns across the data for example, themes might involve satisfaction, brand perception and service efficiency which have enabled an improved understanding.

The present research has considered running those 100 online reviews of consumers through AI tools/advanced language models. For the present research, the research has considered Chat GPT by open AI to ensure the reliability and validity of those reviews. Some of the following states are considered to ensure the review’s validity. For instance, running the reviews through language models, such as various AI tools are considered. These prompts are as follows:

1) Five of the most positive sentiments of the customers from all those reviews.

2) The five most negative sentiments of the customers from all those reviews.

3) What are the most frequent common words that have been used by the customers in all those reviews?

The use of the analysis in particular has been effective in the present research priority because it offers a structured approach to unravel insights from quality data as highlighted by Zou and Xu (2023). This has enabled the researcher to address the objectives of the study which is to comprehend the impact of social media and consumer engagement while understanding and identifying successful strategies that can be incorporated to prove social media engagement across Tesco (Dubeyand Kothari, 2022).

3.7 Ethical consideration

Ethical considerations are pivotal and the resident research has ensured the integrity and credibility of the study. Since the study has utilised secondary research, it did not have any major ethical concerns however it was crucial to ensure that the data collection strictly complied with ethical guidelines regarding privacy and consent as marked by Gupta and Gupta (2022). Publicly accessible social media posts and app reviews are utilised however the analysis was conducted in a way that respects and regards individual privacy and avoids any personal identification of the users (Ocaña-Fernández and Fuster-Guillén, 2021). Overall, aggregated and anonymized to prevent any potential harm. The researchers have also considered avoiding causing any discomfort to individuals who content personal statements were analysed in the present research. Moreover, the study ensured that all the data were used to the terms of service of the platform from which it was sourced. Moreover, citations and acknowledgements were given especially to the regional sources of the data to potentially uphold the academic principles and integrity and avoid plagiarism (Al-Ababneh, 2020). By strictly complying with these ethical standards, the present research has demonstrated credibility and overall contributes to respectful and responsible exploration of the impact of social media on consumer engagement.

3.8 Research timeline

Milestone	Task/Activity	Date
1. Literature Review Completion	Review and synthesize existing literature	February 10
2. Social Media Data Collection	Extract and compile relevant data from social media platforms	February 20
3. Data Analysis	Apply Thematic analysis techniques	March 1
4. Report Finalization	Compile research findings and conclusions	March 15

Table 1: Project Timeline

(Source: Self-created)

3.9 Summary

The present chapter has outlined methodological components employed in the present research to explore the impact of social media on consumer engagement in the retail industry focusing on Tesco and their click-and-collect service. Overall, the second collection is incorporated utilising information from social media platforms and reviews of Tesco (Säfsten and Gustavsson, 2020). The present chapter showcases how automatic analysis is used to interpret the data while identifying key patterns that are specifically relevant to consumer engagement. Overall, ethical considerations were addressed to ensure privacy and consent while maintaining citations (Vebrianto et al., 2020). Overall, the present methodology chapter officer framework will be effective in analysing the research objectives while generating credible research and sites into the social media strategies and understanding how they impact consumer engagement.

Chapter 4: Analysis & Findings

4.1 Introduction of the chapter

The present chapter collates the data findings that are collected from app reviews and social media platforms of Tesco. The primary objective of this chapter is to present all the individual data findings, and app reviews while understanding how they impact consumer engagement among Tesco, with regards to the Click-and-Collect service.

4.2 Findings related to Research Questions

After giving the prompts and running the 100 online reviews of the customers of Tesco through two AI tools:

Figure 7: Findings explored by first AI tool

Figure 8: Findings explored by second AI tools

4.2.1 Findings related to research question 1: “How have customers reacted to Tesco’s overall social media marketing campaigns?”

As for the analysis of consumer reviews, various positive and negative sentiments have unravelled credible insights into the social media presence of Tesco, which may relate to sales, consumer loyalty, and brand awareness. Positive feedback and brand awareness in the form of positive sentiments are reflected in the way customer service, app updates and user experiences are praised by the customers. This is suggestive of how Tesco continuously puts in the effort to improve its app and overall service quality, which contributes to potent consumer loyalty. Consumers are experiencing smooth and efficient services of use of social media, which improved awareness of Tesco. For example, the review highlights the app update as being “easy to use” and “lightning fast”, which have been remarkable leading up to the word of malt promotion and positive brand age online. This has been effective and is suggestive of the investments performed by Tesco in their digital platforms that have the potential for consumer loyalty using a positive social media presence.

However, negative sentiments can have some impact on sales. Issues such as frequent login problems and language glitches, as well as deteriorated consumer services, make the entire experience more frustrating and develop negative experiences which severely impact consumer satisfaction. Negative reviews often mention the failure of the app to recognise passwords of sudden ships to Hungarian, which created frustration among the users.

Consumer loyalty is also exhibited in the reviews where many users have expressed their satisfaction by receiving personalised and timely updates from social media platforms of Tesco. They have expressed that the capacity of the social media platforms to keep them informed about promotions and new products using social media has built a strong connection between Tesco and their customers (Stores, 2021).

Besides, awareness is also reinforced by the frequency of positive mentions in reviews where customers have described that the active social media presents keep the brand at the forefront of their mind. Social media campaigns of Tesco highlight the benefits of the click-and-collect services (Stores, 2021). It has also addressed how it contributes to a broad recognition of the commitment of Tesco to convenience and consumer satisfaction. Overall, the reviews have unravelled a heightened awareness of Tesco and its brand due to their consistent and engaging social media activity (Stores, 2021).

Social media has become an important aspect for businesses that are looking for further engagements with consumers, developing brand loyalty, and boosting cells. One of the largest retailers in the UK, Tesco, warrants social media and its robust implementation to influence consumer behaviour, perceptions, and overall brand image. Further analysis of consumer reviews and social media interactions unravel relevant sides into the impact of the social media presence of Tesco on sales, consumer loyalty, and Brand awareness.

Impact on loyalty is a major aspect where feedback is very important for Tesco and its social media presence. Various reviews, such as a seamless shopping experience, strengthen consumer loyalty. However, frequent technical issues and poor customer service can weaken the same. Positive sentiments surrounding the improvements of the app Are indicative of how Tesco is continuously listening to consumer feedback and is accommodating the feedback into the app integration, where loyalty is reinforced. Consumer, so their concerns are being addressed, are more likely to continue using the services of Tesco and remain loyal to the brand. On the contrary, issues such as poor performance and having full consumer service can erode loyalty

4.2.2 Findings related to research question 2: “Which social media strategies have been most effective in driving customer engagement for Tesco?”

This research question is about exploring the key takeaways regarding Tesco’s successful social media approach that can be a lesson for other retailers across the world for the sake of improving their customer engagement.

Tesco, being a leading retailer organisation in the UK uses this for the sake of developing a concrete interactive environment with the customers. On the platform of Facebook; the marketing officials of Tesco always put some posts regarding the discount schemes to make the customers aware of the products and discount schemes among the consumers.

This is two-way communication as sometimes the customers post on the social media pages of Tesco to know anything regarding the products of the companies. In this case, the marketing officials respond to the customers to help them resolve their confusion and queries. As an example, it can be said that one customer asked about the timing of the beginning of the 25% discount scheme for clothes in Tesco and one of the officials responded to that (facebook.com, 2024). Apart from Facebook, Tesco uses the platform Google Playstore also to get feedback about the efficiency of the click-and-collect app of Tesco. The app users share both positive and negative experience that helps the officials gain insight about the app from those (play.google.com, 2023).

Figure 9: Conversation with the customers on Facebook

(Source: facebook.com, 2024)

The above picture shows that the officials responsible for handling the social media communication of Tesco are in conversation with a customer on the platform of Facebook. On 9thSeptember, 2024, a customer of Tesco; Donna Oliver shared a post on its Facebook page of Tesco asking when the company would provide 25% discounts on clothes (facebook.com, 2024). Wendy Hampson, an official of Tesco responded “Today”. This clearly shows that a primary bilateral conversation has been developed to resolve the query of the customers of Tesco.

Figure 10: Customer conversation of Tesco on Facebook

(Source: facebook.com, 2024)

The above quote also shows that an official of Tesco has clearly announced the 25% discount scheme. It has made it easier for the customers to mitigate all their confusion over this scheme. It has been found that it has been said that the 25% discount is applicable for only adult clothing, not for children’s clothing (facebook.com, 2024). In this way, it is observed that through a dyadic bilateral conversation approach, Tesco officials communicate with the consumers. 

Overall heavy emphasis on responsive consumer service using social media is a significant takeaway. Overall, various reviews across the App Store and social media platforms of Tesco highlight that the quick responses of Tesco to inquiries Issues have fostered an affirmative consumer experience (Stores, 2021). Retailers who are seeking to improve consumer engagement need to prioritise real-time communication to quickly problems solve on social media platforms to develop trust, loyalty, and a sense of community.

Consistent branding across social media channels as highlighted by Tesco is a pivotal aspect of maintaining a strong brand identity. Various reviews have highlighted that the uniform massaging and visual style have contributed to a recognisable and reliable brand presence. Retailers can essentially ensure their social media content specifically aligns with the overall strategy which will help improve their recognition. Overall, integration of promotional efforts with in-store services for instance click and collect of Tesco has also been found to be effective (Stores, 2021).

4.2.3 Findings related to research question 3: “How has Tesco’s social media generated customer engagement and contributed to customer purchasing intention?”

Out of the findings, it has been understood that the findings of this study have stated that since the famous retailer organisation Tesco has been studied, the officials of the other retailers must focus on all the negative aspects of Tesco. It is a common fact that the officials of other retailer organisations across the world can easily be able to understand that the positive experiences of the customers should be effective and they also need to develop their apps in such a way so that they can be able to provide the delivery service to their customers with the similar level of effectiveness with that of the Tesco’s click and collect. But it is also suggested to them that along with the positive aspects, they should also need to consider the negative experiences and areas of frustrations of the customers of Tesco. In that case, they should analyse the root causes of the adversities of the customers. In the path of this, it has been found that a major number of customers are fed up and frustrated with the technical issues of the Tesco online app. Multiple types of issues take place in this context. The thing is that frequent occurrences of login issues, errored language defaults and other types of glitches like the very slow running of the payment system, automatic removal of various features and many more.  

Figure 11: Interactive social media marketing content of Tesco

(Source: x.com, 2024)

As an example, it can be said that the above picture shows that on December 1, 2023, the marketing officials of Tesco shared a post on the X handle asking the customers about when they would put up their Christmas trees either in their houses or others. Even, they also put some options behind the question. Through posting this, the marketing officials of Tesco urged the customers to engage with the post by clicking on the options (x.com, 2024).  

Figure 12: Tesco Click and Collect

(Source: facebook.com, 2022)

The above figure shows that Tesco marketing officials shared a post on Facebook to encourage customers to order more as lots of products are available on the slot. This can enable the consumers to get the products from Tesco online without visiting the stores.  This clearly shows that through sharing this post, the marketing officials of Tesco encouraged the customers through interactive content as many customers liked the post (facebook.com, 2022).  

Figure 13: Customers share their experience of using the app

(Source: play.google.com, 2023)

At the same time, along with social media, Tesco also uses the platform Google Play store to interact with the users of the click and collect app of Tesco regarding their user experience. The above figure states that a user shared her problems with using this app of Tesco. This can also help Tesco officials to have a proper idea about the nature of the problem faced by that customer and come up with necessary solutions to those.    

4.3 Robust test

Running the 30 reviews on Tesco through Gemini

Analyzing Tesco Customer Reviews 1. Five Most Positive Sentiments Based on the reviews, the following positive sentiments were frequently expressed: Caring and helpful staff: Many customers praised the kindness, courtesy, and professionalism of Tesco staff, especially delivery drivers and store employees.Efficient and timely service: Customers appreciated the prompt delivery times and efficient checkout processes.Good quality products: Several reviews mentioned satisfaction with the quality of products, particularly fresh produce and prepared meals.Competitive pricing: Some customers found Tesco’s prices to be competitive compared to other retailers.Convenient shopping experience: The convenience of online shopping and in-store services was often highlighted. 2. Five Most Negative Sentiments The following negative sentiments were commonly expressed in the reviews: Poor customer service: Some customers complained about rude or unhelpful staff, particularly in call centers and stores.Product availability issues: Customers often mentioned difficulties in finding specific items, both in-store and online.Pricing inconsistencies: There were complaints about misleading pricing, such as advertised sales not being accurate.Delivery problems: Issues with delivery times, incorrect orders, and missing items were frequently raised.Technical difficulties: Some customers encountered problems with the Tesco website and app. 3. Most Frequent Common Words To identify the most frequent common words, a word frequency analysis would be helpful. However, based on a cursory examination of the reviews, some common words that appear frequently include: Tesco: The company name itself is naturally frequent.Service: This word is used often, both positively and negatively.Delivery: Given the focus on delivery services, this word is prominent.Customer: This term is frequently used in relation to customer service and satisfaction.Staff: This word is often used in conjunction with positive or negative experiences. A more comprehensive analysis using word frequency tools could provide a more accurate list of the most common words.

Running the 30 reviews on Tesco through ChatGPT by Open AI

Based on the provided reviews, here are the most common positive sentiments: 1.   Friendly and Professional Delivery Drivers: Multiple customers highlighted the professionalism and friendliness of Tesco’s delivery drivers. Reviews 1, 2, and 10, for instance, emphasized the caring attitude and politeness of drivers like Donna and Anna. 2.   Helpfulness Towards Vulnerable Customers: Tesco’s support for vulnerable customers, especially those with disabilities or during times of need, is well-appreciated. Review 1 mentions how a driver carefully unpacked groceries due to a customer’s COVID-19 infection, while Review 10 highlights a cashier’s help to a customer with a disability. 3.   Personalized Customer Service: Customers appreciate when specific staff go above and beyond, such as Elaine in Review 14, who helped a customer by ensuring a specific product was available during a shortage. 4.   Positive Long-term Experience: Review 3 highlights satisfaction with consistent service over several months, emphasizing the reliability of Tesco’s delivery service. 5.   Quality of In-Store Service: Customers appreciate when staff are friendly and create a welcoming atmosphere, as seen in Review 7, where a self-service attendant is praised for always greeting customers with a smile. 2) Five Most Negative Sentiments of the Customers: Here are the most common negative sentiments: 1.   Poor Customer Service Follow-up: Several reviews, such as Review 4, describe dissatisfaction with how customer service handles complaints, like being accused of shoplifting and receiving no follow-up from Tesco after multiple attempts. 2.   Misleading Advertising: Review 5 criticizes Tesco for misleading advertising, especially regarding special offers that do not apply as advertised. The reviewer felt this was a tactic to overcharge customers. 3.   Technical Issues and Inefficient Self-Service: Customers find Tesco’s self-service systems and websites to be inefficient, as seen in Reviews 15 and 17. Complaints include slow self-checkout tills and touchscreen ordering issues in cafes. 4.   Quality Issues with Food Products: The decline in the quality of certain products, like meat, is a common complaint. Review 16 details dissatisfaction with the quality of meat, alleging that it is of poor quality and overpriced. 5.   Delivery Failures and Lack of Compensation: Review 12 mentions a negative experience with a missed delivery and the subsequent financial impact on a vulnerable customer, including costs for a carer that were not reimbursed. 3) Most Frequent Common Words Used by the Customers: By analyzing the reviews, the most frequent words are related to the experiences and services provided by Tesco. Here are some of the most common words: 1.   Service: Used frequently in both positive and negative reviews, emphasizing customers’ focus on the quality of interactions with staff and delivery. 2.   Delivery: This word is prominent due to numerous reviews discussing Tesco’s delivery service, both in terms of satisfaction with drivers and issues like missed deliveries. 3.   Customer: Reflects the focus on customer service, with many reviews discussing how they were treated and their satisfaction or dissatisfaction with interactions. 4.   Driver: Common in reviews praising the helpfulness and professionalism of Tesco’s delivery staff. 5.   Quality: This word often appears in discussions about product quality, from fresh produce to other goods like meat and fish.

 Findings from ChatGPT by Open AI

The social media presence of Tesco has influenced its sales, brand awareness, and consumer loyalty. Various positive sentiments from the robust test suggest how they praise friendly professional delivery services and showcase how social interactions have boosted consumer satisfaction. On social platforms of Tesco, such as Twitter and Facebook, have helped them to address consumer concerns and promote specific product-related offerings. As a result, this has positively impacted the sales rates and encouraged repeat purchases. The robust test analysis has suggested some considerable changes from the analysis and findings performed where pricing inconsistency is  a new development that is found to be recurring in this test. This is a major challenging aspect highlighted by the consumers in their review surrounding Tesco. However, there are some negative reviews on consumer service and product quality, and I have highlighted specific areas within digital interactions that can be enhanced and improved shortly. This has indicated that transparency, swift action, and quick resolution are pivotal to maintaining trust across the service delivery of Tesco. There are various successful approaches highlighted in the review by the customers, including personalised consumer interactions in response to feedback as well as deal promotions using social media. Adopting various practices to improve engagement and fasting. A sense of community can encourage consumers to feel heard and valued. Utilising consumer feedback to enhance service quality and recognising negative experiences can also help Tesco turn potential dissatisfaction into loyalty.

Findings from Gemini

Based on the overall reviews, it is suggested that both social media as well as in-store services can play a significant role in shaping. Perceptions of consumers can impact sales figures, develop loyalty, and create brand awareness. The reviews have offered significant insights into consumer sentiment and expectations. Some qualitative changes are identified, including positive reviews have indicated that Staffs are helpful. Both online and offline and efficient services are across the board available along with competitive pricing, which leads to positive brand and loyalty. In contrast, negative feedback regarding delivery issues was evident. There were various pricing consistency and poor consumer services, which have had credible damage and reputation. Consistent positive reviews regarding helpful staff have highlighted the importance of prioritising excellent customer service. Allowing customers to share their experiences on social media platforms can be extremely effective, which will reveal valuable insights into consumer satisfaction and will enable Tesco to identify areas for improvement. By responding to negative feedback straightforwardly and compassionately, one can demonstrate fidelity to client satisfaction and mitigate damage to brand reputation. Utilise social media to secure customers with innovations and promotions: social media can serve as a powerful tool for approaching and engaging clients.

4.4 Chapter Summary

Upon cross-comparing the first data analysis and the final robust test, it is evident that the qualitative analysis conducted using 100 customer reviews from Tesco’s social media platforms revealed consistent qualitative findings around convenience, service, quality and user experience, reflecting positive engagement overall. There have not been any significant changes, as it is validated by a follow-up analysis with 30 additional reviews, which confirmed the initial findings. However, there were some exceptions in one area, which is an increase in discussions around price sensitivity that had indicated that cost had become a more significant factor in consumer engagement in the robust test. Overall, the chapter has portrayed Tesco is a leading retail organisation in the UK that uses social media platforms to increase its existence in the minds of consumers. Due to this reason, it uses dyadic conversations with the consumers. This helps them to motivate the customers.

Chapter 5:  Conclusions & Recommendations

5.1 Conclusion

The present research has discovered the impact of social media and consumer engagement in the retail industry while having an extensive focus on the click-and-collect service of the retail giant Tesco. With further analysis of secondary data from social media platforms and various app reviews of the company, this researcher has also supplied the analysis where key insights were required on how social media strategies influence consumer loyalty, sales and brand awareness. Overall, the research findings have highlighted that social media engagement and efficiency correlate with increased consumer satisfaction and brand loyalty in Tesco. These insights have offered a credible foundation for comprehending the role of social media and improving consumer engagement. This has also provided practical recommendations for other retailers in this industry who are aiming to enhance their digital presence.

5.2 Linking with Objectives

5.2.1 Linking with Objective 1

Customer loyalty has been exhibited in the findings in the most inclusive way. The reason behind this claim is that the first objective of this study seeks to analyse the social media presence of Tesco. This finding section has significantly addressed this objective with the utmost level of efficiency. In the path of this, it has been explored that all the platforms used by the officials of Tesco always allow the customers to interact with the officials. As an example, it can be said that on Facebook and Instagram, customers are allowed to comment on all the posts shared by Tesco. Along with this, the findings section of this study has also focused on the review of the customers over various aspects of their experiences of using the Click-and-Collect service of Tesco. On the other hand, various points are there that encourage the customers to remain loyal to this company. These are things like the high-quality service in the stores and the emergency-like situations.

As an example, it can be said that the app service of Tesco worked effectively during the time of the pandemic. During this, travel restrictions were there in all the countries across the world. Due to this reason, it was highly necessary for the other retailers to follow while developing an app like Tesco. Many customers of Tesco express their gratitude for the service of this company. The reason is that when they were stuck in their house during the pandemic because of the imposed lockdown, the Tesco app/Tesco click-and-collect was the main area of reliance for them to buy the necessary items required in their daily lives. Through this app, they easily collected their necessary items. Even the features of this app are very user-friendly. Due to this reason, the officials of other retailer organisations, irrespective of their sizes and locations, need to follow these aspects also while developing similar services to click-and-collect Tesco through online and social media platforms. Due to this reason, all are effective in this context.         

5.2.2 Linking with Objective 2

The objective of the present study is to identify major takeaways from the successful social media approach of Tesco which other retailers might later use to enhance consumer engagement and business growth. Overall, the data of findings and the analysis of Tesco and their social media strategy have unravelled various affected practices that the retailers can adopt. For instance, Tesco has an extensive focus on creating engaging and interactive content and this has been deemed as a significant factor in its overall success. Starting from regular updates, interactive posts and promotions which have facilitated consumer participation and engagement that can be related to other retailers within the industry. For instance, in the case of Tesco, the use of poles and quizzes and the use of generated content have improved consumer interactions and a faster sense of community among the users. 

Along with these, the positive and negative experiences are the major takeaways for the officials of other retailers from Tesco. The reason is that in most cases all are effective as with the help of this, it is understood that the positive aides are the quality of the in-store staff, high-quality products and many more. Due to this reason, it is also understood that in most cases all are effective as with the help of this, it is understood that all the staff are helpful and in all sorts of requirements, they help the customers. Even, they always take care of the timeliness of delivery. All the features are very easy to use for the customers. Even it is easier for those who are not so skilled in using modern technologies. On the other hand, it is understood that in most of the cases, the delivery personnel of Tesco are highly helpful. Due to this reason, it becomes easier for the customers. 

Moreover, Tesco has impeccable responsiveness to consumer enquiries and feedback on social media has set a benchmark for effective customer service. Across the findings, it was evident that prompt and personalised responses by the Tesco social media managers to consumers’ concerns have improved overall customer experience. This has helped build brand loyalty. Retailers in the industry need to prioritise timely and empathetic responses to consumer feedback which will help enhance engagement among customers and eventually service quality. Finally, the strategy use of targeted promotions and personalised offices has been incredible in driving sales and improving consumer retention. Overall, the ability of Tesco promotions depending on consumer preferences and behaviours were effective which helped attract and retain customers. Retailers across the industry can leverage data and analytics to deliver personalised and consumer engagement (Stores, 2021). Overall, the successful social media strategies of Tesco are extremely effective and have offered valuable lessons for other retailers. By adopting similar practices for instance engaging content, responsive customer service and targeted promotions, retailers will be able to improve their customer engagement and achieve business growth.

However, it has some negative aspects also and these are massive technical glitches in the app. Despite being user friendly, it has a problem of automatic logging out of the account users and at the same time, it also becomes problematic for the users as this makes them frustrated to log in with the passwords every time to get access to the app. One of the crucial things is that technical difficulties, long payment times and many more are there. Therefore, these are the takeaways for the officials of other retailers so that they can develop their app by implementing the positive aspects of Tesco along with avoiding the adversities related to it.

5.2.3 Lining with Objective 3

The primary purpose of the third objective is to suggest the other retailers the ways they can use to increase their customer engagement for the sake of accomplishing organisational goals. In this context, it is understood that Tesco always uses attractive and informative message content for the sake of conducting marketing through social media platforms. This is essential as with the help of this, not only Tesco but other retailer organisations in the world can be able to draw the attention of the customers and as a result, the marketing officials of the companies can be able to develop the most crucial knowledge about attitudes and behaviours of the consumers regarding the companies. This also helps them to develop overall knowledge about the trends in the market. Out of this, it is understood that if the companies can successfully be able to use social media platforms as a tool for marketing, then it can become easier for them to reach the customers as much as possible.

Therefore, it is also understood that to increase the overall level of customer engagement, it becomes necessary for the company officials to mitigate the identified issues as fast as possible. Due to this reason, it is understood that the officials of Tesco need to train the customer care staffs regarding the ways to increase their efficiency to talk to the customers with humble behaviours. Even, this also helps to increase the necessary things like effective management of the availability of the products, the availability of the delivery slots and many more. The log in issues should be mitigated by hiring skilled developers and app testers. At the same time, the network issue should be improved for making the payment experience smoother for the users. Both the officials of Tesco and other retailer organisations need to shed light on these aspects.

5.3 Limitation of the research

The main limitation of this study is that it has only used secondary data.  The reason is conducting research work using secondary data is less time-consuming and cost-effective. Due to this reason, it has been decided to use secondary data for the sake of completing this respective study. However, it has not been able to explore the specific first-hand information from the marketing officials of Tesco about the strategies they use for the sake of interacting with the customers. However, instead of secondary data, primary data could have been collected by interviewing the social media marketing managers of Tesco, it could have been helpful for various reasons. Firstly, primary data could have provided specific and accurate data about things like effective management of all the things. One of the crucial things is that in most cases primary data could have provided data not only about the benefits of social media strategies but also the limitations of those strategies could be understood by this. Using secondary data has made this research unable to address these aspects as specific data has not been able to collect. This is the limitation of this study.  

5.4 Recommendation

Based on the research findings, a set of recommended actions are developed and proposed to improve social media strategies that can help with the enhancements of consumer engagement in the retail industry and most importantly at Tesco:

• Improve social interaction needs to increase interaction using engaging content, timely responses and interactive posts. Developing possibilities for customers to participate in discussions, feedback and can facilitate a sense of community and strengthen connections.
• Further in the corporation, a responsive and personalised approach to Customer Service and social media will be digital. Retailers are required to prioritise addressing Customer inquiries as well as complaints promptly and empathetically. Line leveraging data analytics to comprehend consumer preferences and behaviours will be effective. This will help create our gated promotion personalised office where retailers will analyse customer data to offer relevant content and various product offerings that resonate with their audience.
• Consistent updates of social media promotions, special offers and exclusive deals can drive traffic and boost sales. Retailers like Tesco need to create a promotional calendar which will ensure that their offers are well-promoted across various social media platforms.
• Constant monitoring and adapting strategies to social media performance and consumer feedback will be effective and can subsequently improve engagement. Ehlers needs to use an analytics tool to keep track of the effectiveness of the social media campaign. This will help them make necessary adjustments depending on the insights they are gathering from these analytics.

5.5 Future scope of the research

Considering the limitations of this case study, it is understood that in the future, all the identified areas of limitations should be mitigated. Therefore, in the future, the researchers should focus on conducting this research work through using primary data. At the same time, future researchers should arrange a proper budget and adequate time for conducting this research work. Proper budget and time could be beneficial for future researchers to conduct this research work with primary data.   

Reference List

Akram, U., Fülöp, M.T., Tiron-Tudor, A., Topor, D.I. and Căpușneanu, S., 2021. Impact of digitalization on customers’ well-being in the pandemic period: Challenges and opportunities for the retail industry. International Journal of Environmental Research and Public Health, 18(14), p.7533.

Al-Ababneh, M., 2020. Linking ontology, epistemology and research methodology. Science & Philosophy, 8(1), pp.75-91

Atherton, J., 2023. Social media strategy: A practical guide to social media marketing and customer engagement. Kogan Page Publishers.

Aydin, G., 2020. Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry. Journal of Hospitality Marketing & Management, 29(1), pp.1-21.

Basri, W., 2020. Examining the impact of artificial intelligence (AI)-assisted social media marketing on the performance of small and medium enterprises: toward effective business management in the Saudi Arabian context. International Journal of Computational Intelligence Systems, 13(1), pp.142-152.

Casula, M., Rangarajan, N. and Shields, P., 2021. The potential of working hypotheses for deductive exploratory research. Quality & Quantity, 55(5), pp.1703-1725.

Click+Collect grocery pick-up. 2020. Tesco. Available at:  https://www.tesco.com/groceries/en-GB/zone/tesco-delivery-click-and-collect?preservedReferrer=https://www.google.com/

Dixon, S.J. 2023. Number of worldwide social network users 2027, Statista. Available at: https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/#:~:text=How%20many%20people%20use%20social,almost%20six%20billion%20in%202027.

Drummond, C., O’Toole, T. and McGrath, H., 2020. Digital engagement strategies and tactics in social media marketing. European Journal of Marketing, 54(6), pp.1247-1280.

Dubey, U.K.B. and Kothari, D.P., 2022. Research methodology: Techniques and trends. Chapman and Hall/CRC.

facebook.com. 2022. Click and Collect Tesco Belmont. Available at: https://www.facebook.com/CAndCTescoBelmont/

facebook.com. 2024. Tesco. Available at: https://www.facebook.com/groups/466990505127480/

Firdaus, F., Zulfadilla, Z. and Caniago, F., 2021. Research methodology: types in the new perspective. Manazhim, 3(1), pp.1-16.

Garg, P., Gupta, B., Dzever, S., Sivarajah, U. and Kumar, V., 2019. Examining the relationship between social media analytics practices and business performance in the Indian retail industry: The mediating role of customer engagement.

Garg, P., Gupta, B., Dzever, S., Sivarajah, U. and Kumar, V., 2020. Examining the relationship between social media analytics practices and business performance in the Indian retail and IT industries: The mediation role of customer engagement. International journal of information management, 52, p.102069.

Garg, P., Gupta, B., Dzever, S., Sivarajah, U. and Kumar, V., 2020. Examining the relationship between social media analytics practices and business performance in the Indian retail and IT industries: The mediation role of customer engagement. International journal of information management, 52, p.102069.

Goff, D., 2021. What Impact has Social Media had on Entrepreneurship in the 21st Century? (Doctoral dissertation, Dublin, National College of Ireland).

Grinchenko, S. and Shchapova, Y.L., 2020. The deductive approach to Big History’s Singularity. The 21st Century Singularity and Global Futures: A Big History Perspective, pp.201-210.

Gupta, A. and Gupta, N., 2022. Research methodology. SBPD publications.

Hood, N., Urquhart, R., Newing, A. and Heppenstall, A., 2020. Sociodemographic and spatial disaggregation of e-commerce channel use in the grocery market in Great Britain. Journal of Retailing and Consumer Services, 55, p.102076.

Junjie, M. and Yingxin, M., 2022. The Discussions of Positivism and Interpretivism. Online Submission, 4(1), pp.10-14.

Kirongo, A. and Odoyo, C., 2020. Research philosophy design and methodologies: A systematic review of research paradigms in information technology.

Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, pp.51-70.

Mason, T. and Jarvis, S., 2023. Omnichannel retail: How to build winning stores in a digital world. Kogan Page Publishers.

McShane, L., Pancer, E., Poole, M. and Deng, Q., 2021. Emoji, playfulness, and brand engagement on twitter. Journal of Interactive Marketing, 53(1), pp.96-110.

Moran, G., Muzellec, L. and Johnson, D., 2020. Message content features and social media engagement: evidence from the media industry. Journal of Product & Brand Management, 29(5), pp.533-545.

Muzari, T., Shava, G.N. and Shonhiwa, S., 2022. Qualitative research paradigm, a key research design for educational researchers, processes and procedures: A theoretical overview. Indiana Journal of Humanities and Social Sciences, 3(1), pp.14-20.

Ocaña-Fernández, Y. and Fuster-Guillén, D., 2021. The bibliographical review as a research methodology. Revista Tempos e EspaçosemEducação, 14(33), pp.e15614-e15614.

Pandey, P. and Pandey, M.M., 2021. Research methodology tools and techniques. Bridge Center.

Pangriya, R. and Singh, A.P., 2020. Automation in Retail: Modern Ways of Customer Engagement. PalArch’s Journal of Archaeology of Egypt/Egyptology, 17(7), pp.10507-10533.

play.google.com. 2023. Tesco Online. Available at: https://play.google.com/store/apps/details/Tesco_Online_Groceries?id=hu.bitnet.tesco&hl=en_IN&pli=1

Proudfoot, K., 2023. Inductive/deductive hybrid thematic analysis in mixed methods research. Journal of mixed methods research, 17(3), pp.308-326.

Riboldazzi, S. and Capriello, A., 2021. Large-scale retailers, digital media and in-store communications. In Strategic corporate communication in the digital age (pp. 145-160). Emerald Publishing Limited.

Rose, N., Dolega, L. and Rowe, F., 2024. Using loyalty card data to understand the impact of weather on click & collect behaviours in UK retailing. The International Review of Retail, Distribution and Consumer Research, pp.1-22.

Säfsten, K. and Gustavsson, M., 2020. Research methodology: for engineers and other problem-solvers.

Saliya, C.A., 2023. Research Philosophy: Paradigms, world views, perspectives, and theories. In Social Research Methodology and Publishing Results: A Guide to Non-Native English Speakers (pp. 35-51). IGI Global.

Sánchez, J.D.B., 2023. Analysis of tweets from food retailers operating in Spain and the UK: How usergenerated content on Twitter can help agrifood cooperatives build better relationships with their customers. REVESCO: revista de estudioscooperativos, (143), pp.41-50.

Siedlecki, S.L., 2020. Understanding descriptive research designs and methods. Clinical Nurse Specialist, 34(1), pp.8-12.

Social media house rules. 2020. Tescobank.  Available at:  https://www.tescobank.com/help/social-media-house-rules/

Social Media Marketing. 2020. Tasteattesco. Available at: https://www.tasteattesco.com/case-studies/social-media-markeing#slider

Stores, T. (2021). Tesco Online. [online] Google.com. Available at: https://play.google.com/store/apps/details/Tesco_Online_Groceries?id=hu.bitnet.tesco&hl=en_IN [Accessed 10 Sep. 2024].

Tesco Plc, U.K., Impact of Social media marketing on consumer Perception: A Case Study on.

Toyon, M.A.S., 2021. Explanatory sequential design of mixed methods research: Phases and challenges. International Journal of Research in Business and Social Science (2147-4478), 10(5), pp.253-260.

Vebrianto, R., Thahir, M., Putriani, Z., Mahartika, I. and Ilhami, A., 2020. Mixed Methods Research: Trends and Issues in Research Methodology. Bedelau: Journal of Education and Learning, 1(2), pp.63-73.

Verma, R., Verma, S. and Abhishek, K., 2024. Research methodology. Booksclinic Publishing.

Wang, L.F., Gamage, A.M., Chan, W.O., Hiller, M. and Teeling, E.C., 2021. Decoding bat immunity: the need for a coordinated research approach. Nature Reviews Immunology, 21(5), pp.269-271.

x.com. 2024. Tesco. Available at: https://x.com/tesco?lang=en

Zou, P.X. and Xu, X., 2023. Research methodology and strategy: theory and practice. John Wiley & Sons.

Explore Recent Blogs