Change search
ReferencesLink to record
Permanent link

Direct link
Enhancing Current Feedback Processes through Social Media Monitoring: An exploratory study of Social Media and Social Media monitoring practices within an MNC looking to combine new practices with traditional customer-centric processes.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This thesis provides an understanding of Social Media monitoring as a business intelligence system and how a multinational corporation can use these processes to complement existing traditional feedback processes. The purpose of this thesis is to provide the reader with a literature review of Social Media and Social Media monitoring, and an exploratory study of Social Media monitoring practices within a multinational corporation looking to integrate these systems.

The chosen research strategy is a case study with single-case embedded analysis. The case company used for this practice is Volvo Construction Equipment Region International with headquarters in Eskilstuna, Sweden. In order to receive a more in-depth understanding from our respondents, the qualitative method was selected.

The theoretical framework chapter discusses five major research areas including Customer Relationship Management, Social Media and Social Media monitoring, Intelligence, knowledge management and organizational learning.

The empirical evidence chapter has been divided into two sections: internal findings and external findings. The internal findings focus on Volvo Construction Equipment Region International and the company‟s current feedback process. The external findings focus on the comparison between Social Media monitoring companies.

The analysis links together the internal and external findings from the empirical section and also draws references to the theoretical framework.

The conclusion of this thesis states how a multinational corporation can add value to current feedback processes through the use of Social Media monitoring. This is reached through addressing the purpose of this thesis and answering the main research question and the sub research questions. Social Media monitoring can add value to current feedback processes through reducing time, fostering customer relationships, increasing flexibility, and receiving feedback from non-customers. Social Media monitoring when used effectively, can act as a complement to traditional customer feedback collection methods.

Recommendations are made specifically for Volvo Construction Equipment Region International and are based upon an entry strategy with Social Media monitoring. Since this thesis was written within a limited time period, further research areas are presented at the end of the work.

Place, publisher, year, edition, pages
2011. , 128 p.
Keyword [en]
Social Media, Social Media monitoring, Customer Relationship Management, Intelligence, Knowledge Management, Data, Information, Knowledge, Organizational Learning
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-12119OAI: oai:DiVA.org:lnu-12119DiVA: diva2:420792
Subject / course
Business Administration - Marketing
Educational program
Growth Though Innovation and International Marketing, Master Programme, 180 credits
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2011-06-09 Created: 2011-06-06 Last updated: 2011-06-09Bibliographically approved

Open Access in DiVA

Finlaw, Bergstrand, Master thesis(2297 kB)2108 downloads
File information
File name FULLTEXT01.pdfFile size 2297 kBChecksum SHA-512
dbf7915dca3fc41f171477381db5d1ea57085278c28f07097805e1ad3ccb2f016f312397677439338657c589a0399325098f7f1024320ce3d81a1cbe42aa705b
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Bergstrand, FredrikFinlaw, Emily
By organisation
Linnaeus School of Business and Economics
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 2108 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 769 hits
ReferencesLink to record
Permanent link

Direct link