Primark's communication limitations

Primark uses social media in the best way, the company creates an online buzz even not spending loads amounts of money in doing so.  The company relies a lot on social media to raise brand awareness and spread the word but Primark have some limitations, of the main limitations is the lack of an online store, this is an advantage since customers sometimes prefer shopping from home, or buying online when the product is not available in store and most of the competitors have online shopping options.

Another fact that Primark must be concern about is the spread of negative publicity online, Primark lacks in their brand transparency, communication with customers online, not answering their question on social media. (Anne-Sophie, S. n.d and Irinamoise29, 2013)