A Content Analysis of Online Retailer's Facebook Brand Pages

The emergence of e-tailing as an off-shoot of e-commerce is transforming the retail market space in India. The growth of the new media has changed the way online retailers brands interact with the consumers. The purpose of this paper is to examine the online retailers Facebook brand pages and analyzes how online retailers use to communicate with the customers. A content Analysis was performed for 1387 posts present on 15etailers brands in the time period from 01st Feb, 2016 to 29th Feb, 2016. The finding provides meaningful insights into e-retailers use of Facebook as promotion strategy. No previous research investigated etailers brands’ use of Facebook pages. This study fills the gap in the literature by addressing how online retailers’ brands utilize their Facebook brand pages. Yepme leads in number of fans with 6,834,178 Fans and Askmebazaar has the least number of fans 1,000,248. The results shows that Askmybazaar has the highest engagement score of 0.86%, and Fashion and you got the lowest engagement score of 0.01%. The content of the posts and comments was analyzed and presented.