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

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

Caroline S.L. Tan (University of Tsukuba, Japan)
Copyright: © 2016 |Pages: 27
DOI: 10.4018/978-1-5225-0332-3.ch012


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.
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Convenience Store Retail Industy Background

The retail landscape in Japan has been undergoing major changes such as mergers between major departments stores and continual growth in luxury goods consumption (Japan retail market, 2014; Japanese department store rivals merge, 2007). In terms of retail channels, convenience stores have been enjoying a steady growth in revenue and store expansion since 2003, outperforming department stores and supermarkets while department stores have been experiencing a decline (Savilis World Research, 2014).The vast arrays of products and services that are offered by convenience stores have propelled steady consumption that continuously boosts strong sales.

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