— Businesses have embraced social media in efforts to gain market share and brand loyalty. Companies take to Twitter to advertise as well as provide real time information and promotions to their ‘followers’. While some companies utilize Twitter as a means of information dissemination tool, maintaining a one-way communication flow; others such as JetBlue engage in two-way communication. In Japan, Lawson a local convenience store chain adopted an approach that fused cute culture with Twitter leading to humanizing their Twitter account. This paper aims to address the elements of cute culture and the integration of cuteness in social media in a Japanese convenience store chain. The features and characteristics of Lawson’s twitter account are analyzed and the findings reflect that Lawson approaches their Twitter account differently, humanizing their social media and further solidifying the importance and appeal of cute culture in gaining brand recognition in Japan.
— Convenience store, cute culture, Japan, social media, twitter.
Caroline S. L. Tan is with the Economics Department, Toyo University, Tokyo, 112-8608 Japan (e-mail: caroline-t@ toyo.jp).
Cite: C. S. L. Tan, " Humanizing Twitter in Retail: How Lawson, a Convenience Store Chain in Japan Fused Cute Culture and Social Media," Journal of Economics, Business and Management vol. 1, no. 2, pp. 197-200, 2013.