Table 2.

Themes and subthemes from the qualitative findings

ThemesSubthemes
Social media usage• Choice of media; Motives behind using social media; Social media activities
Customer engagement• Customer engagement conceptualization; Social media strategies to engage customers; Customer engagement indicators
Impact of social media on business performance• Performance measures; Customer engagement and Social media effectiveness; Impact of multiple social media channels
Social media effectiveness in comparison with other marketing tools• Marketing tools commonly used by women; Online versus face-to-face customer contact
[ViewLarge]
This Feature Is Available To Subscribers Only

or Create an Account

Close Modal
Close Modal