Abstract

The socialization process in knowledge management has been in discussion for more than a decade, and most research has focused on socialization among employees in developing organizational knowledge. But this article tries to explore the socialization aspect in customer knowledge management in a customer-centric industry, retail using social media. The case study of a leading Indian retailer is implemented using netnography, a research technique that draws data from computer-mediated communication channels. The communications of the retailer to and from customers through Facebook, Twitter and Foursquare are collected, codified and analysed. The findings explored the customer knowledge gaps in the social media interactions, based on which a CKG model was developed. The study gives a new insight for retailers which can be used to evaluate their strategies using customer knowledge from social media apart from customer relationship management and personal interactions. The information t...