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            <idno type="halRefHtml">&lt;i&gt;15th Conference on e-Business, e-Services and e-Society (I3E)&lt;/i&gt;, Sep 2016, Swansea, United Kingdom. pp.146-156, &lt;a target="_blank" href="https://dx.doi.org/10.1007/978-3-319-45234-0_14"&gt;&amp;#x27E8;10.1007/978-3-319-45234-0_14&amp;#x27E9;&lt;/a&gt;</idno>
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                <title xml:lang="en">Generating Customer Engagement and Customer Enragement on Facebook Pages of Tesco and Walmart</title>
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                  <title>15th Conference on e-Business, e-Services and e-Society (I3E)</title>
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                  <date type="end">2016-09-15</date>
                  <settlement>Swansea</settlement>
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                <editor>Yogesh K. Dwivedi</editor>
                <editor>Matti Mäntymäki</editor>
                <editor>M.N. Ravishankar</editor>
                <editor>Marijn Janssen</editor>
                <editor>Marc Clement</editor>
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                <term xml:lang="en">Customer empowerment</term>
                <term xml:lang="en">Relationship marketing</term>
                <term xml:lang="en">Customer engagement</term>
                <term xml:lang="en">Social media</term>
                <term xml:lang="en">Facebook</term>
                <term xml:lang="en">Grocery stores</term>
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              <p>Social media are compelling businesses to review their way of managing customer experiences. There is a dearth of research as to why customers interact with businesses on social media in the grocery sector. This paper aims to explore how customers react to corporate messages on Facebook pages of Tesco and Walmart. Netnography approach was adopted to gain an insight into the various ways customers engage with the grocery stores on its Facebook pages. Findings show that the social customer is both a curse and a blessing to Tesco and Walmart as they can create or destroy value for the business. This paper contributes to knowledge by uncovering the various ways customers react with the business and how value can be created and destroyed. </p>
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