We Need to Look Cute! But Is It Really Effective?: The Adoption of Culture in Twitter by a Japanese CVS

Abstract

This chapter examines how Lawson, a convenience store chain in Japan has taken a different approach in utilizing Twitter. This chapter begins with the background of the retail sector in Japan, specifically the convenience store industry as well as a brief description of cute culture. The key elements of Lawson's Twitter account are explored accordingly. Using elements from Esch, Langner, Schimitt & Geus' (2006) general model of branding components and relationship to micro blogging, a study was conducted to examine the current and future purchase intentions. While social media proved to help differentiate Lawson from its competitors, it was not the main factor in generating brand loyalty. The findings show that not all followers displayed purchase intentions. The results also identified a gap between the perceptions of Lawson's Twitter account versus the overall corporate brand. This provides the foundation for further research activities in developing more effective methods of maximizing Twitter in enhancing customer experience and subsequently increasing brand equity and loyalty.