Sociala medier: och kundinteraktion i mindre företag
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Title: Social Media – And customer interaction in smaller firms
Seminar date: 2011-06-10
Course: Information Logistics, D-level.
Authors: Marie Stenhammar and Ulrika Carlsson
Advisor: Jaime Campos
Key words: Social Media, Web 2.0, Co-creation, Viral marketing, Word of Mouth, smaller firms
Purpose: This paper aims to describe the relevance of social media to smaller firms, the challenges and opportunities they face and what strategies they use, in the interaction with their customers.
Methodology: The study is qualitative in nature and has an abductive approach. The empirical material consists of in-depth interviews with chosen companies and Internet observations.
Theoretical perspectives: Social Media, Web 2.0, Co-creation, Viral marketing, Word of Mouth
Empirical foundation: The study takes its empirical base from in-depth interviews with representatives from the small companies and internet observations connected to these.
Conclusions: Smaller companies have great interest in social media. They preferably use Facebook, blogs, YouTube and Twitter. Their strategy is mainly to be very active and update their social media regularly. The opinion of the companies is that social media offer several possibilities such as stronger relationships with customers and the ability to collect information about the market.
Place, publisher, year, edition, pages
2011. , 74 p.
Social Media, Web 2.0, Co-creation, Viral marketing, Word of Mouth, smaller firms
Social Media, Web 2.0, Co-creation, Viral marketing, Word of Mouth, mindre företag
IdentifiersURN: urn:nbn:se:lnu:diva-16083OAI: oai:DiVA.org:lnu-16083DiVA: diva2:464669
Information Logistics Master Programme, 60 credits
2011-06-10, Centrum för Informationslogistik, Stationsgatan 2, Ljungby, 17:40 (Swedish)
Campos, Jaime, Fil. dr
Haftor, Darek, Ph.D., Docent