Consumer Perceptions of Social Media Usage by Consumer Electronics Retailers in Kuwait

Abstract

Companies are increasingly using social media in marketing communications, but there is still little research on consumer perceptions of corporate SM usage. This small mixed-methods project among SM users in Kuwait explored perceptions about consumer electronics retailers’ use of SM. Information gathering about products is not the main SM usage, but is fairly common. Users think product pictures with brief captions are best, and like Facebook and Instagram most for this. They like frequent updates, but dislike irrelevant posts simply to generate a stream of notifications. Content and organization of the corporate SM site is important in fostering repeat visits.