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.
Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
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.
Social Media, Social Media monitoring, Customer Relationship Management, Intelligence, Knowledge Management, Data, Information, Knowledge, Organizational Learning
IdentifiersURN: urn:nbn:se:lnu:diva-12119OAI: oai:DiVA.org:lnu-12119DiVA: diva2:420792
Subject / course
Business Administration - Marketing
Growth Though Innovation and International Marketing, Master Programme, 180 credits
UppsokSocial and Behavioural Science, Law
Jansson, Hans, Professor