Social Media and Relationship Management - a Study in the Business-to-Business Perspective
(2012) BUSN29 20121Department of Business Administration
- Abstract
- Research question:
How can business-to-business companies utilize social media in order to manage their established customer relationships?
Purpose:
The purpose of the thesis is to investigate the theoretical framework and case studies in order to gain an understanding for the advantages and disadvantages of social media in a relationship perspective. To be able to answer how business-to-business companies could employ social media in order to manage their relationships with their business customers.
Method:
In this thesis, we have used a qualitative research method with an abductive approach. We have used case studies and interviews to conduct data for our research.
Theoretical framework:
The theoretical section... (More) - Research question:
How can business-to-business companies utilize social media in order to manage their established customer relationships?
Purpose:
The purpose of the thesis is to investigate the theoretical framework and case studies in order to gain an understanding for the advantages and disadvantages of social media in a relationship perspective. To be able to answer how business-to-business companies could employ social media in order to manage their relationships with their business customers.
Method:
In this thesis, we have used a qualitative research method with an abductive approach. We have used case studies and interviews to conduct data for our research.
Theoretical framework:
The theoretical section begins with giving the reader an overall insight in business-to-business, customer relationship management, social media and its advantages and disadvantages.
Empirical framework:
The empirical framework presents the result of the qualitative interviews and case studies.
Conclusion:
Through communicating in social media channels it has made the customer relationships effective, meaningful and with potential to lead into a long-term relationship with the business customers. As seen throughout our research process where we have investigated social media in a business-to-business perspective, it has lead us to the conclusion that business-to-business companies use social media as a managing relationship device. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/2798409
- author
- Juric, Martina LU and Sjöström, Marlena LU
- supervisor
- organization
- course
- BUSN29 20121
- year
- 2012
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Social media, Business-to-Business, Business Customers, Relationship Management, Marketing Communication.
- language
- English
- id
- 2798409
- date added to LUP
- 2012-06-21 10:41:16
- date last changed
- 2012-06-21 10:41:16
@misc{2798409, abstract = {{Research question: How can business-to-business companies utilize social media in order to manage their established customer relationships? Purpose: The purpose of the thesis is to investigate the theoretical framework and case studies in order to gain an understanding for the advantages and disadvantages of social media in a relationship perspective. To be able to answer how business-to-business companies could employ social media in order to manage their relationships with their business customers. Method: In this thesis, we have used a qualitative research method with an abductive approach. We have used case studies and interviews to conduct data for our research. Theoretical framework: The theoretical section begins with giving the reader an overall insight in business-to-business, customer relationship management, social media and its advantages and disadvantages. Empirical framework: The empirical framework presents the result of the qualitative interviews and case studies. Conclusion: Through communicating in social media channels it has made the customer relationships effective, meaningful and with potential to lead into a long-term relationship with the business customers. As seen throughout our research process where we have investigated social media in a business-to-business perspective, it has lead us to the conclusion that business-to-business companies use social media as a managing relationship device.}}, author = {{Juric, Martina and Sjöström, Marlena}}, language = {{eng}}, note = {{Student Paper}}, title = {{Social Media and Relationship Management - a Study in the Business-to-Business Perspective}}, year = {{2012}}, }