Social Media Usage for Customer Knowledge Management: A Case of a Pakistani Retailer

Authors

  • Kamran Hameed Assistant Professor, Department of Management, University of Management and Technology
  • Noman Arshed Department of Business Analytics, Sunway Business School, Sunway University

DOI:

https://doi.org/10.51846/ret.v2i1.3953

Keywords:

Customer Knowledge Gaps, Customer Knowledge Management, Social Media

Abstract

The paper explores the socialisation aspect of customers in the domain of customer knowledge management. This study uses the Netnography method to draw data that is available on online communication channels. For this purpose, qualitative data on online conversations was drawn from Facebook. This conversation includes customers to company, company to customers and representative to customers. Knowledge gaps are identified in this study, and the CKG model is followed to analyse the different stages of gaps. It is proposed that this knowledge would be valuable for similar retail businesses to increase sales and develop marketing strategies

Additional Files

Published

2025-06-30

Issue

Vol. 2 No. 1 (2025)

Section

Articles