Research Framework for Social Media in the Context of Private Labels

Nawel Amrouche ()
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Nawel Amrouche: Long Island University

A chapter in National Brands and Private Labels in Retailing, 2014, pp 141-150 from Springer

Abstract: Abstract Private labels evolved since their first appearance to reach nowadays a variety of concepts. However, not only the concepts have evolved but also the objectives of offering private labels, the strategic approaches and the processes used by retailers to make these brands successful. One of the strategic windows open for these brands is the use of social media due to their low costs, high reach, increasing Internet penetration, high adoption by the tech-savvy generation, and its viral effect that has been shown to be more effective than costly traditional communication tools. However, there is a dearth of academic studies tackling the use of social media specifically for private labels. So, we offer in this paper a research framework for future works on this subject by discussing three levels of analysis namely modeling, behavioral and strategy-based research.

Keywords: Private labels; Research framework; Social media (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-07194-7_14

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DOI: 10.1007/978-3-319-07194-7_14

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