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Social media marketing: How does your company interact with customers?
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2011 (English)Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

The purpose of this thesis was to gain an understanding of how the use of social media can build customer relationships and how interactions in these communication channels can be managed and optimized. A qualitative and deductive method was chosen for a deeper, more detailed and descriptive explanation of the considered topic. Three case studies have been implemented since this method was optimal to the purpose. Creating customer relationships through social media demands an understanding from a company perspective regarding how to treat customers well, encourage interactions and offer valued information. There are challenges working with social media and it is essential to consider the risks because the word-of-web can spread quickly.

Place, publisher, year, edition, pages
2011. , 64 p.
Keyword [en]
Relationship marketing, Push and Pull marketing, Social media marketing, Social media interactions, Social media challenges and issues
National Category
Business Administration
URN: urn:nbn:se:hh:diva-15795OAI: diva2:430436
Subject / course
Social and Behavioural Science, Law
Available from: 2011-07-13 Created: 2011-07-09 Last updated: 2011-07-13Bibliographically approved

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