Change search
ReferencesLink to record
Permanent link

Direct link
The Impact of Social Media as a Customer Relationship Management Tool: A B2B Perspective
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School.
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This study explores the association between the Customer Relationship Orientation of a company, their Social Media Use through Social Customer Relationship Management Capabilities, with Customer Relationship Performance in order to determine if Social Media can be used as an effective Customer Relationship Management tool in a business-to-business context. In addition, the research will explain if the company’s expectations conform to the customer’s experience. Four digital managers within Swedish small and medium sized enterprises were interviewed and 34 of their corresponding customers took part in an online survey. The findings indicated due to companies limited Social Customer Relationship Management Capabilities the positive impact on Customer Relationship Performance was not achieved through Social Media Use. Furthermore the online surveys revealed that Social Media is not the most effective Customer Relationship Management tool, nevertheless a weak relationship was found and thus Social Media can be used in addition to the companies’ already established Customer Relationship Management activities. Future research will focus on increasing the sample size, revisiting the study in a few years, and why certain intermediaries were significant.

Place, publisher, year, edition, pages
2015. , 82 p.
Keyword [en]
Customer Relationship Orientation, CRM, CRM in b2b, Social Media, Social media in b2b, Social CRM, Social CRM in b2b, Customer Relationship Performance
National Category
Business Administration
URN: urn:nbn:se:kau:diva-36382OAI: diva2:821090
Educational program
Masterprogram i marknadsföring: Master 120 hp
Available from: 2015-06-15 Created: 2015-06-14 Last updated: 2015-06-15Bibliographically approved

Open Access in DiVA

fulltext(3102 kB)2605 downloads
File information
File name FULLTEXT01.pdfFile size 3102 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
Karlstad Business School
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 2605 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: 665 hits
ReferencesLink to record
Permanent link

Direct link