Customer engagement manifestations on Facebook pages of Tesco and Walmart

Social media have transformed the world in which we live. Although several studies have uncovered forms of customer engagement on social media, there is a scarcity of academic research on customer engagement within the grocery sector. This study therefore aims to address this gap in the literature and shed light on the various ways customers engage with grocery stores on Facebook. Netnography is used to gain an understanding of the behaviour of customers on the Facebook page of Tesco and Walmart. The findings of this study reveal that cognitive, emotional and behavioural customer engagement are manifested and that customers can both create and destroy value for the firm. This study contributes to knowledge by uncovering the various forms of customer engagement on Facebook pages of Tesco and Walmart.