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Organisationers hantering av e-WOM på sociala medier: Tre fallstudier: Scandic hotell, Luleå kommun och Lulebo AB
2016 (Swedish)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Date: 2016-06-01Level: Master thesis in Business Administration, Specialization Marketing Institution: Department of Business Administration, Technology and Social Sciences – Luleå University of TechnologyAuthor: Hasanen HadiTitle: Organizations Management of e-WOM on Social Media – Three case studies; Scandic hotell, Luleå kommun and Lulebo ABTutor: Anne EngströmKeywords: Social media, WOM, E-WOMPurpose: The purpose of this paper is to increase understanding of the business and organizational management of e-WOM on social mediaMethod: A deductive study in a qualitative manner which is conducted through interviewsConclusion: The discontent or criticism arises and grows in social media is a challenge for organizations. The risk that the businesses damaged by negative e-WOM in the form of complaints and grievances in social media is great because more people can take part of the complaint via negative e-WOM on social media channels. As a result of these challenges in social media, companies should implement some strategies e.g. communicate and engage in social media in order to manage and reduce the risk of e-WOM. If all the complaints and grievances in the form of comments and opinions are handled, the risk of the adverse effects which may occur in the form of negative e-WOM will be minimized.

Place, publisher, year, edition, pages
2016. , 63 p.
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik, Social media, WOM, E-WOM
URN: urn:nbn:se:ltu:diva-51468Local ID: 8acb67b6-81eb-405c-92f8-beaf04cdc8bcOAI: diva2:1024829
Subject / course
Student thesis, at least 30 credits
Educational program
Business and Economics, master's level
Validerat; 20160629 (global_studentproject_submitter)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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