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Digitala relationer i en fysisk bransch - en studie i hantering av kundrelationer i sociala medier

Aspegren, Stina LU and Hultberg, Daniel (2013) SKOK01 20131
Department of Strategic Communication
Abstract
In the past, symmetric communication in customer relationships was seen as utopian, today, however, social media have provided new tools which create new dimensions of possibilities for dialogue. Today we find ways through social media to create a more symmetric communication between customer and organization. This study analyzes how three organizations within the sporting and outdoors branch communicate in social media to build customer relationships. We have worked from a transmitting perspective, and analyzed our qualitative interviews and nethnographic research through hermeneutics. Theoretical focus is on CRM, customer engagement and word of mouth. Our analysis suggests that the organizations have an active agenda to evoke... (More)
In the past, symmetric communication in customer relationships was seen as utopian, today, however, social media have provided new tools which create new dimensions of possibilities for dialogue. Today we find ways through social media to create a more symmetric communication between customer and organization. This study analyzes how three organizations within the sporting and outdoors branch communicate in social media to build customer relationships. We have worked from a transmitting perspective, and analyzed our qualitative interviews and nethnographic research through hermeneutics. Theoretical focus is on CRM, customer engagement and word of mouth. Our analysis suggests that the organizations have an active agenda to evoke interactions and building customer relationship with their followers. We found that dialogue, relationships and engaging content often were used to enhance word of mouth as a result. Word of mouth was seen as an important marketing tool among the surveyed organizations. (Less)
Please use this url to cite or link to this publication:
author
Aspegren, Stina LU and Hultberg, Daniel
supervisor
organization
course
SKOK01 20131
year
type
M2 - Bachelor Degree
subject
keywords
CRM, customer relationships, social media, word of mouth, digital communication, Facebook, customer engagement, customer delight, added value, sport- and outdoor business
language
Swedish
id
4057481
date added to LUP
2013-10-07 15:00:12
date last changed
2014-09-04 08:36:23
@misc{4057481,
  abstract     = {In the past, symmetric communication in customer relationships was seen as utopian, today, however, social media have provided new tools which create new dimensions of possibilities for dialogue. Today we find ways through social media to create a more symmetric communication between customer and organization. This study analyzes how three organizations within the sporting and outdoors branch communicate in social media to build customer relationships. We have worked from a transmitting perspective, and analyzed our qualitative interviews and nethnographic research through hermeneutics. Theoretical focus is on CRM, customer engagement and word of mouth. Our analysis suggests that the organizations have an active agenda to evoke interactions and building customer relationship with their followers. We found that dialogue, relationships and engaging content often were used to enhance word of mouth as a result. Word of mouth was seen as an important marketing tool among the surveyed organizations.},
  author       = {Aspegren, Stina and Hultberg, Daniel},
  keyword      = {CRM,customer relationships,social media,word of mouth,digital communication,Facebook,customer engagement,customer delight,added value,sport- and outdoor business},
  language     = {swe},
  note         = {Student Paper},
  title        = {Digitala relationer i en fysisk bransch - en studie i hantering av kundrelationer i sociala medier},
  year         = {2013},
}