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Engagemang i sikte!: En kvalitativ studie om sociala medier vid relationsskapande inom B2B - ur kundernas perspektiv
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
Commitment in sight! : A study of social media in relationship-building in B2B - the customers’ perspective (Swedish)
Abstract [sv]

Frågeställning: Hur kan sociala medier användas för att engagera B2B kunder till relationsskapande?

Syfte: Syftet med examensarbetet är att analysera och tolka vad som engagerar B2B kunder till relationsskapande och hur sociala medier kan användas i detta sammanhang. Som delmål ämnar examensarbetet även att ge fallföretaget Leax Falun AB en inblick i ett nytänkande sätt att nå ut till kunder på, samt ge underlag för beslut om att förändra den befintliga marknadsföringsstrategin för att nå ut till kunder.

Metod: Det här examensarbetet har en induktiv ansats med ett explorativt syfte och har utförts med kvalitativa forskningsmetoder. Datainsamling har skett genom personliga intervjuer. Insamlad empiriska data har analyserats genom en kvalitativ dataanalys.

Resultat och slutsatser: Det har visat sig finnas fördelar med vissa av sociala mediers funktioner som B2B kunderna menar kan ge dem ökat värde i den informationssökande processen, när de letar nya leverantörer. Informationskommunikation på sociala medier, om det sker på rätt sätt, kan engagera B2B kunder på såväl ett rationellt som ett emotionellt plan.

Teoretiskt och praktiskt bidrag: Teoretiskt bidrar det här examensarbetet till att fylla ett identifierat kunskapsglapp i teorin, detta genom en reviderad undersökningsmodell. Praktiskt bidrar det här examensarbetet till att ge samarbetsföretaget LEAX Falun AB rekommendationer till hur de kan förbättra sin användning av sociala medier i affärssyfte och på ett nytänkande sätt nå ut till kunder.

Abstract [en]

Research question: In what way can social media be used to engage business-to-business customers to relationship-building?

Purpose: The purpose of this thesis is to analyze and interpret what engages customers to relationship-building, and how social media can be used in this context. I also intend to give the company LEAX Falun AB a glimpse of an innovative way to reach out to customers. Furthermore, I aim to provide a basis for the company’s decision making about changing the existing marketing strategy to reach out to customers.

Method: This thesis has been conducted as a qualitative research with an exploratory purpose and an inductive approach. Data has been collected through interviews and analyzed through a qualitative data-analysis.

Results and conclusions: I can conclude that there is potential in some of the features of social media that B2B customers believe, can give them increased value during the information seeking process, when they are searching for new suppliers. Informationcommunication on social media, if done properly, can engage B2B customers on both a rational to an emotional level.

Theoretical and practical contributions: Theoretically, this thesis contributes to fill an identified knowledge gap, this by a revised research model. Practical contribution is given through this thesis by providing LEAX Falun AB with recommendations regarding how they can improve their use of social media for business purposes, and by showing them an innovative way to reach out to customers.

Place, publisher, year, edition, pages
2016. , 112 p.
Keyword [en]
Business-to-Business, B2B, social media, commitment, relationship marketing, relationship-building
Keyword [sv]
Business-to-Business, B2B, sociala medier, kundengagemang, relationsmarknadsföring, relationsskapande
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-54175OAI: oai:DiVA.org:lnu-54175DiVA: diva2:942157
External cooperation
LEAX Falun AB
Subject / course
Business Administration - Marketing
Educational program
Business Administration and Economics Programme, 240 credits
Supervisors
Examiners
Available from: 2016-07-01 Created: 2016-06-23 Last updated: 2016-07-01Bibliographically approved

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