GENERIC SOCIAL MEDIA STRATEGIES BASED ON THE PROFILES OF THE UK SOCIAL MEDIA USERS

Abstract

As the COVID-19 pandemic has accelerated the great shift to online shopping in the UK,
many UK B2C companies are now interested in developing their social media strategy.
Unfortunately, there is a research gap in understanding the UK’s social media users and
generic social media strategies that a UK-oriented B2C company can quickly adapt.
Therefore, there is a need for a better understanding of the UK’s social media users to
develop an effective social media strategy. Hence, this study: i) profiles the UK social
media users; ii) provides a guide on the odds of adopting particular social media
platforms based on consumers’ demographic and behavioral attributes; and iii) proposes a
set of generic social media strategies that B2C companies can quickly adopt. This
research will help many B2C firms in the UK engage their target customers better on
social media.