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  • 1.
    Lindholm, Amanda
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Carl-Fredrik, Swic
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Olivia, Alm
    Linnaeus University, School of Business and Economics, Department of Marketing.
    How Marketing Managers Work with Social Media and Measure its Effectiveness: A multiple-case study focusing on the B2B context2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    In the past few years, a topic that has caught much attention by academia is the rather

    new concept of ‘social media’. Today, it is expected by business-to-business

    organizations to involve social media in their marketing activities. However, the

    existing literature surrounding the concept has mainly focused on the business-toconsumer

    context, and there is a lack of research on the concept in a business-tobusiness

    context. This bachelor thesis aims to contribute to the theoretical landscape of

    social media in a business-to-business context as well as to study marketing managers’

    work with social media in large international business-to-business organizations. The

    purpose of this thesis is to understand the reasons for large international business-tobusiness

    organizations to engage in social media for marketing purposes. In order to

    fulfill the purpose, two research questions were formulated as (i) What do marketing

    managers at large international business-to-business organizations experience that social

    media is effective for? and (ii) How do marketing managers at large international

    business-to-business organizations measure the effectiveness of social media? A

    qualitative method was chosen for the thesis, where seven semi-structured interviews

    were conducted with marketing managers from three large international business-tobusiness

    companies. The marketing managers contributed with their experiences which

    resulted in that the thesis concluded that social media is effective for; firstly, as a

    communications channel with customers, secondly, to create awareness as well as third

    and lastly, to support existing relationships as well as build new relationships. Further,

    the thesis also found that the interviewed marketing managers use the metrics; reach,

    likes, comments, cost per lead and impressions when measuring the social media

    effectiveness. However, uncertainties were expressed regarding the reliability of these

    metrics.

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