Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Strategier för relationskommunikation via sociala medier: en flerfallsstudie i strategisk webbkommunikation

Malmquist, Eric LU (2013) SKDK01 20131
Department of Strategic Communication
Abstract (Swedish)
Titel: Strategier för relationskommunikation via sociala medier
Författare: Eric Malmquist
Handledare: Jörgen Eksell

Nyckelord: Marknadsföring (relationsmarknadsföring, industriell marknadsföring), sociala medier, B2B, kommunikation (strategisk kommunikation, marknadskommunikation, relationskommunikation), meningsskapande, dialog och konsumentbeteende

Problem: Problemet och kunskapsluckan som jag vill undersöka är hur företag och organisationer anpassar sig till den nya situationen med ökat kunskapsutbyte konsumenter emellan och mellan konsumenter och företag. Vilka operativa strategier använder företag i sin marknads- och relationskommunikation via sociala medier till intressenter och konsumenter? Hur arbetar företag för att... (More)
Titel: Strategier för relationskommunikation via sociala medier
Författare: Eric Malmquist
Handledare: Jörgen Eksell

Nyckelord: Marknadsföring (relationsmarknadsföring, industriell marknadsföring), sociala medier, B2B, kommunikation (strategisk kommunikation, marknadskommunikation, relationskommunikation), meningsskapande, dialog och konsumentbeteende

Problem: Problemet och kunskapsluckan som jag vill undersöka är hur företag och organisationer anpassar sig till den nya situationen med ökat kunskapsutbyte konsumenter emellan och mellan konsumenter och företag. Vilka operativa strategier använder företag i sin marknads- och relationskommunikation via sociala medier till intressenter och konsumenter? Hur arbetar företag för att skapa ett högt relationskapital då konsumenter idag allt mer inkluderas i företagens olika processer? Ett problem med önskan om att skapa bättre relationer med olika publiker är att det saknas metoder för hur man gör i praktiken för att uppnå detta. Kan Gummessons relationsmarknadsföringsteori, i form av ett anpassat urval av relationer, tillämpas som operativt strategiskt verktyg i företagens marknadskommunikation med sina intressenter och konsumenter via sociala medier för att skapa lojala relationer och få information om konsumenternas önskemål och synpunkter?

Syfte: Mitt syfte med denna kandidatuppsats var att undersöka hur företag och organisationer relationskommunicerar på sociala medier med konsumenter och intressenter och med vilka kommunikativa strategier, information, interaktiv kommunikation eller ömsesidig dialog, de arbetar för att möta intressenterna, deras önskemål och inflytande. Jag vill belysa hur Evert Gummessons relationsmarknadsföringsteori i form av ett urval Relationer, en ”relationsportfölj”, med den Personliga relationen som övergripande, kan appliceras som operativ strategi i företagens relationskommunikation via sociala medier.

Metod: Uppsatsen är baserad på en kvalitativ flerfallsstudie med en tolkande ansats. Som forskningsmetod har jag använt den semistrukturerade intervjumetoden. Åtta fallstudier har gjorts på sju vinstdrivande företag av varierande storlek och branschtillhörighet samt en icke-vinstdrivande organisation. Min empiri har erhållits genom semistrukturerade intervjuer samt genom att studera företagens hemsidor, företagsbloggar och medieplattformar.

Slutsatser: Slutsats och svar på mina forskningsfrågor är att i den kommunikativa interaktionen via sociala medier med konsumenter och intressenter, arbetar företag och organisation strategiskt med framför allt information och support samt att företag och organisationer i sin relationskommunikation på sociala medier, kan applicera ett anpassat urval relationer ur Gummessons relationsmarknadsföringsteori med ”personliga relationer och sociala nätverk som övergripande strategiskt operativt verktyg i syfte att skapa och stärka relationen till den ur konkurrenssynpunkt viktiga konsumenten. Att vara personlig och transparent i sin marknadskommunikation via sociala medier är en första förutsättning för att bygga upp ett förtroendekapital och en konsumentrelation. Alla företag tillämpar denna operativa strategi i relationskommunikationen på sociala medier, framför allt företag och organisationer som riktar sig direkt till konsumenter och användare. Men även B2B-företagen i undersökningen har en ambition att vara personliga i sitt tilltal till intressenter.
Metoden att med utgångspunkt i Gummessons relationsmarknadsföringsteori välja ut de relationer man vill satsa på som operativ strategi, för att med relationskommunikation nå målet med arbetet på sociala medier, är möjlig och tillämpas i praktiken av företagen i min studie. Därmed ser jag att de forskningsfrågor som formulerats är besvarade. (Less)
Abstract
Title: Operational strategies for relationship communication in social media
Author: Eric Malmquist
Advisor: Jörgen Eksell

Keywords: Marketing (Industrial marketing, relationship marketing), Communication (strategic communication, marketing communication, relationship communication), B2B, Social media, Meaning creation, Dialogue and Consumer behaviour.

Problem: There are very few studies regarding which general strategies could be applied as operational tools when corporate organizations and non-profit organizations are using social media for marketing and relationship communication with their stakeholders and consumers. Could the relationship marketing theory by Evert Gummesson, framed as an adapted portfolio of relations, be put... (More)
Title: Operational strategies for relationship communication in social media
Author: Eric Malmquist
Advisor: Jörgen Eksell

Keywords: Marketing (Industrial marketing, relationship marketing), Communication (strategic communication, marketing communication, relationship communication), B2B, Social media, Meaning creation, Dialogue and Consumer behaviour.

Problem: There are very few studies regarding which general strategies could be applied as operational tools when corporate organizations and non-profit organizations are using social media for marketing and relationship communication with their stakeholders and consumers. Could the relationship marketing theory by Evert Gummesson, framed as an adapted portfolio of relations, be put into practice as a strategic tool, used by corporate organizations when interacting with their stakeholders and consumers in social media to build relations and to receive information about demands and opinions of the consumers?

Purpose: The purpose of this paper is to find which interaction modes are used by corporate and non-profit organizations in their marketing and relationship communication in social media. Is the interaction mode informational, communicational or dialogical? At the same time my purpose is to analyze and demonstrate how the Relationship marketing theory by Evert Gummesson, illustrated by some of the 30 R(eleations) mentioned in his book “Relationship marketing: from 4P:s to 30 R:s”, might be used as operational strategies for marketing communication in social media by organizations, corporate and non-profit. The personal relation being the most important to apply.


Methodology: This is a qualitative multicase study, carried out on seven corporate organizations of different sizes and branches and one non-profit organization, including qualitative, in-depth interviews with eight communication managers and a reading of some corporate blogs and social media platforms of these organizations.

Conclusion: When interacting and marketing communicating on social media platforms, corporate and non-profit organizations are using the informational and communicational interaction modes. The dialogical interaction remains as an ideal mode to strive for. As strategic operational tools in their marketing and relationship communication, organizations, profit and non-profit, are adapting a small number, a portfolio, of R(elations) from the relationship marketing theory by Evert Gummesson, in order to build and retain useful relations to the important end-customer, the consumer. The most important and comprehensive relation is “ the Personal Relations and social networks”. Using a personal and transparent marketing communication in social media interactivity is a necessary requirement in building and retaining relations to consumers. This operational strategy is used by all organizations in my study, above all by those organizations interacting directly with their consumers and users. But also the B2B-organizations say that their ambition is to address stakeholders with a personal touch.
In choosing one or more Relations from the relationship marketing theory by Gummesson to use as operational tools for strategic relationship marketing in social media, organizations will be provided with the strategic tools needed. (Less)
Please use this url to cite or link to this publication:
@misc{4195289,
  abstract     = {Title: Operational strategies for relationship communication in social media
Author: Eric Malmquist 
Advisor: Jörgen Eksell

Keywords: Marketing (Industrial marketing, relationship marketing), Communication (strategic communication, marketing communication, relationship communication), B2B, Social media, Meaning creation, Dialogue and Consumer behaviour.

Problem: There are very few studies regarding which general strategies could be applied as operational tools when corporate organizations and non-profit organizations are using social media for marketing and relationship communication with their stakeholders and consumers. Could the relationship marketing theory by Evert Gummesson, framed as an adapted portfolio of relations, be put into practice as a strategic tool, used by corporate organizations when interacting with their stakeholders and consumers in social media to build relations and to receive information about demands and opinions of the consumers?

Purpose: The purpose of this paper is to find which interaction modes are used by corporate and non-profit organizations in their marketing and relationship communication in social media. Is the interaction mode informational, communicational or dialogical? At the same time my purpose is to analyze and demonstrate how the Relationship marketing theory by Evert Gummesson, illustrated by some of the 30 R(eleations) mentioned in his book “Relationship marketing: from 4P:s to 30 R:s”, might be used as operational strategies for marketing communication in social media by organizations, corporate and non-profit. The personal relation being the most important to apply.


Methodology: This is a qualitative multicase study, carried out on seven corporate organizations of different sizes and branches and one non-profit organization, including qualitative, in-depth interviews with eight communication managers and a reading of some corporate blogs and social media platforms of these organizations. 

Conclusion: When interacting and marketing communicating on social media platforms, corporate and non-profit organizations are using the informational and communicational interaction modes. The dialogical interaction remains as an ideal mode to strive for. As strategic operational tools in their marketing and relationship communication, organizations, profit and non-profit, are adapting a small number, a portfolio, of R(elations) from the relationship marketing theory by Evert Gummesson, in order to build and retain useful relations to the important end-customer, the consumer. The most important and comprehensive relation is “ the Personal Relations and social networks”. Using a personal and transparent marketing communication in social media interactivity is a necessary requirement in building and retaining relations to consumers. This operational strategy is used by all organizations in my study, above all by those organizations interacting directly with their consumers and users. But also the B2B-organizations say that their ambition is to address stakeholders with a personal touch.
In choosing one or more Relations from the relationship marketing theory by Gummesson to use as operational tools for strategic relationship marketing in social media, organizations will be provided with the strategic tools needed.},
  author       = {Malmquist, Eric},
  keyword      = {Marketing (Industrial marketing,relationship marketing),Communication (strategic communication,marketing communication,relationship communication),B2B,Social media,Meaning creation,Dialogue,Consumer behaviour,Ericsson,Perstorp,Findus,Tre,Skånemejerier,Helsingborgshem,Malmö stadsbibliotek och ZHConsulting.},
  language     = {swe},
  note         = {Student Paper},
  title        = {Strategier för relationskommunikation via sociala medier: en flerfallsstudie i strategisk webbkommunikation},
  year         = {2013},
}