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Social Media and Relationship Management - a Study in the Business-to-Business Perspective

Juric, Martina LU and Sjöström, Marlena LU (2012) BUSN29 20121
Department 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:
author
Juric, Martina LU and Sjöström, Marlena LU
supervisor
organization
course
BUSN29 20121
year
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},
  keyword      = {Social media,Business-to-Business,Business Customers,Relationship Management,Marketing Communication.},
  language     = {eng},
  note         = {Student Paper},
  title        = {Social Media and Relationship Management - a Study in the Business-to-Business Perspective},
  year         = {2012},
}