TY - JOUR AU - Mochtar, Marvilano PY - 2022/06/15 Y2 - 2024/03/28 TI - GENERIC SOCIAL MEDIA STRATEGIES BASED ON THE PROFILES OF THE UK SOCIAL MEDIA USERS JF - Global journal of Business and Integral Security JA - GBIS VL - IS - SE - Thesis DO - UR - https://www.gbis.ch/index.php/gbis/article/view/87 SP - AB - <p>As the COVID-19 pandemic has accelerated the great shift to online shopping in the UK,<br>many UK B2C companies are now interested in developing their social media strategy.<br>Unfortunately, there is a research gap in understanding the UK’s social media users and<br>generic social media strategies that a UK-oriented B2C company can quickly adapt.<br>Therefore, there is a need for a better understanding of the UK’s social media users to<br>develop an effective social media strategy. Hence, this study: i) profiles the UK social<br>media users; ii) provides a guide on the odds of adopting particular social media<br>platforms based on consumers’ demographic and behavioral attributes; and iii) proposes a<br>set of generic social media strategies that B2C companies can quickly adopt. This<br>research will help many B2C firms in the UK engage their target customers better on<br>social media.</p> ER -