Дисертації з теми "Social Media-Business"
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1
Yan, Lina, and Carol Musika. "The Social Media and SMEs Business Growth : How can SMEs Incorporate Social Media." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-74702.
Повний текст джерелаАнотація:
Background: The dramatic increase of the popularity of social media has affected in a large extent how SMEs reach and engage with their target customers to promote their products or services and to brand their firms. How SMEs incorporate social media for better business growth has gained huge attention from both academic and industrial sectors. Purpose: The purpose of this study is to identify and evaluate the aspects that are incorporated by SMEs when implementing social media in order to gain knowledge how SMEs could incorporate those factors when implementing social media. Research questions: What are those aspects that SMEs are incorporating to implement social media? Methodology: This study adopts six semi-structured interviews with six case organizations to identify and evaluate the aspects that are incorporated by SMEs to implement social media in the context of Sweden. Three small size and three medium-size firms in Växjö, Sweden who use social media for business purposes have been selected. Conclusion: The findings of this research identified and evaluated several aspects that are incorporated by all SMEs to implement social media in the context of Sweden: decision making about platform(s) and their deploying; governance responsibility; value metrics; accessibility; risk management; online community followers growing; content creation and updating; incentive strategy; monitoring social media sites; comments utilizing for future development; message processing rules; customer feedback timelines and report creating and sharing. The result shows the new approach of social media implementation which brought by Culnan, McHugh, and Zubillaga (2010) can help the researchers to identify and evaluate the aspects that SMEs are incorporating to implement social media, and chose to acquire knowledge that they can take advantage of from those aspects to incorporate and reinforce their social media implementation. Equally by putting into practice these aspects SMEs foster their growth in a number of ways such as customer relations, external and internal communication and several other ways.
2
Reddy, Karnegari Keshav, Karnam Vikram SaiPrasad, and Gayasuddin Shaik. "An analysis of business through social media." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17306.
Повний текст джерелаАнотація:
In recent years social media has become ubiquitous and necessary for social networking and content sharing. Social media reached a stage where its impact is being felt by larger organizations that exist today. It has become necessary for the organizations to re-examine their existing business processes and formulate new business processes to compete in the globalized markets. In our paper we are going to deal with issues like how the social media affect the business processes and why they are affecting the business processes in contemporary organizations. The success of a business depends on effective implementation of its business processes. So these business processes when being designed several factors are being taken into consideration. Social media facilitates for the conjecture of a mixture of people from different domains for sharing of content, it serves as an important and indispensable factor in defining business processes.Program: Magisterutbildning i informatik
3
Lo, Bobby. "Social media analytics in business intelligence applications." Thesis, Massachusetts Institute of Technology, 2008. http://hdl.handle.net/1721.1/46017.
Повний текст джерелаАнотація:
Thesis (M. Eng.)--Massachusetts Institute of Technology, Dept. of Electrical Engineering and Computer Science, 2008.Includes bibliographical references (p. 89-93).
Social media is becoming increasingly important in society and culture, empowering consumers to group together on common interests and share opinions through the Internet. The social web shifts the originators of content from companies to users. Differences caused by this dynamic result in existing web analytic techniques being inadequate. Because people reveal their thoughts and preferences in social media, there are significant opportunities in business intelligence by analyzing social media. These opportunities include brand monitoring; trend recognition, and targeted advertising. The market for social media analytics in business intelligence is further validated by its direct application in the consumer research market. Challenges lie ahead for development and adoption of social media analytics. Technology used in these analytics, such as natural language processing and social network analysis, need to mature to improve accuracy, performance, and scalability. Nevertheless, social media continues to grow at a rapid pace, and organizations should form strategies to incorporate social media analytics into their business intelligence frameworks.
by Bobby Lo.
M.Eng.
4
Liu, Y. (Yahui). "The influence of social media on business processes." Master's thesis, University of Oulu, 2013. http://urn.fi/URN:NBN:fi:oulu-201310121791.
Повний текст джерелаАнотація:
Business process reengineering (BPR) has been discussed over 20 years. Nowadays, social media is widely used by companies in doing business. It plays the role to influence business processes. This thesis aims to answer the question: “How does social media change the major business processes?” The prior research in the disciplines of BPR and social media is reviewed first. Based on the literature, a framework used to illustrate the influence of social media on business processes and degrees is developed. In the framework, four types of communication (firm-to-customer communication, customer-to-firm communication, internal-firm communication, and customer-to-customer communication) are discussed in four main business processes (marketing/sales, services, product, and personnel.) Finnair, because of its activity of using social media, is introduced in detail as an example. The story of Finnair using social media supports the framework. The relationship between BPR and social media is found that is medium.
5
Mohamad, Zaki Nur Amalina. "The Role of Social Media in Business-to-business (B2B) Relationship Marketing." Thesis, Griffith University, 2017. http://hdl.handle.net/10072/367619.
Повний текст джерелаАнотація:
Traditionally, consumers used social media –—such as blogs, social networking sites, and video sharing sites–—to share their experiences of a product or service. Increasingly, however, consumers are utilising these platforms to not only interact with consumers, but to better engage with companies. This represents the social media phenomenon, which can now significantly impact a company’s strategy, sales, and even survival. Yet, many companies ignore or abstain from using this form of media largely due to a lack of understanding what social media entails and what benefits it can provide to both consumers and business in general.
This research aims to provide a better understanding of the utilisation of social media within a business context. Prior research over the last decade has tended to heavily invest in understanding social media from a business-to-consumer (B2C) perspective, largely overlooking the question of how businesses can best utilise social media to market (and interact) with other businesses (B2B). Although a few studies have touted the importance of improving our understanding the role of social media in the B2B environment (particularly in the context of relationship development) (e.g. Kaplan & Haenlein, 2010), to date, there has been a lack of empirical academic research investigating the role and value of social media in relationship marketing within a B2B perspective. This study aims to address the evident research gap through exploring the role of social media in B2B relationship marketing.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Business School
Griffith Business School
Full Text
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Jarrett, Loran. "Social Media Deployment in a Business to Business Environment: Theory and Practice." Scholar Commons, 2018. https://scholarcommons.usf.edu/etd/7527.
Повний текст джерелаАнотація:
Social media is increasingly being used by business-to-business (B2B) firms to engage with their customers as they seek to maintain and grow their relationship with their customers. In my dissertation, I examine what communication objectives B2B firms seek to achieve via social media at different stages of the relationship cycle (exploration, expansion, maturity). I then use a panel of social media experts to evaluate the social media efforts of these firms to determine how well these firms achieve their social media objectives. I then contrast how the social media communication objectives of these firms at different stages of the relationship line up with what academic literature suggests as being the most appropriate at the given stage of the relationship and thus highlight the gaps between theory and practice.
7
You, Ya. "Social Media Effectiveness." Doctoral diss., University of Central Florida, 2013. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/6040.
Повний текст джерелаАнотація:
Over the last decade, the advent of social media such as online product reviews (e.g., Amazon.com),blogs and other social networking sites (e.g., Facebook.com) has dramatically changed the way consumers obtain and exchange information about products. This dissertation investigates the impact of various types of social media on product performance and compares the effectiveness of social and traditional media under various conditions. Specifically, the first chapter performs a meta-analysis of consumer-generated WOM elasticity in social media to identify the factors that influence the impact of WOM on product sales and to assess the generalizability of the relationship. The second chapter examines how social media may influence product performance in different product contexts as compared with traditional media, which assists managers in making better media decisions. Taken together, this dissertation evaluates the progress in this field, and then takes a step further by applying past findings to understand how social media may perform at various stages in the product lifecycle.Ph.D.
Doctorate
Dean's Office, Business Administration
Business Administration
Business Administration; Marketing
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Rodriguez, Donaire Silvia. "Social media, interactive tools that change business model dynamics." Doctoral thesis, Universitat Politècnica de Catalunya, 2012. http://hdl.handle.net/10803/83599.
Повний текст джерелаАнотація:
The aim of this research is two-folded. On the one hand, it attempts to assist
employers of Catalan micro-retailers in designing, implementing and developing their
Social Media strategy as a complementary channel of communication. On the other
hand, it attempts to contribute to the research community with a better understanding
on both which building block of the micro-retailer¿s Business Model is more
influenced by the customer level of interaction by means of the Social Media and how
a transformation can be observed in the micro-retailers¿ Business Models as a result
of the Social Media implementation.
The research question to be answered in this paper is how the transformation of the
activity system of the micro-retailers¿ Business Model would allow the emergence of
a Participatory Business Model by means of Social Media. To carry out this research
the Participatory Action Research methodology was used, whose contribution has two
results: the one is more practitioner oriented and the other is more academic.
The incipient results of the research showed a scarce transformation of Catalan microretailer¿s
business model as a consequence of the implementation of social media.
However, it is significant enough to be considered as more than just a simple adoption
of an alternative channel of communication.
One of the main contributions is related to how customer influences the activity
system of the micro-retailer¿s business model beyond four levels of customer
interaction (communication, interaction, participation and collaboration) by means of
social media. On the one hand, the activity system of a business model is referred to
the eight building blocks of Osterwalder, Pigneur and Tucci (2005) research that
includes customer segment, customer relationship, distribution channel, capabilities,
partner, value configuration, value proposition, profit and cost. On the other hand, the
four defined levels of customer interaction are based on the literature of group
collaboration systems.
The results showed that not all the building blocks forming the business model are
influenced by consumer interaction. The only building blocks influenced by an initial
communication level in the current social media strategy implementation stage of our
sample (five micro-retailers) are the following: customer segment, customer
relationship, distribution channel, value proposition and cost. This incipient stage of
transformation can be justified by a lack of effort made due to the small size of the
business and a lack of team working inside the companies, easily adapting to changes.
It can also be justified by the fact it was carried out by the micro-retailers only during
a short period of time (14 month).
Another contribution of the paper shows that Social Media transformation drives a
BM innovation according to the following mediator elements: (1) the dynamic
capabilities, (2) the ability of learning, (3) the dedicated effort, (4) the implementation
time and (5) the level of customer participation.
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Verstraeten, Jean-Benoit Pierre Joel Vincent. "Practices in social media in the travel education business." reponame:Repositório Institucional do FGV, 2014. http://hdl.handle.net/10438/13137.
Повний текст джерелаАнотація:
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Practices in Social media refers to the view or perception of a brand not only based on its offerings and services, but also on its values and culture as perceived primarily by consumers. Organizations may utilize brand image to accomplish its goals or objectives by structuring an image that is interesting and acceptable to customers. In recent years, one of the ways that organizations consistently market or advertise their brand involves social media. The objective of this research study is to explore what are the practices in social media in the travel education business. To obtain data, the researcher interviewed people from 6 travel education firms and collated information about the topic from existing primary and secondary sources. The researcher conducted the research to determine practices in social media marketing as they apply in the tourism and education sectors. Based on the data obtained by the researcher, practices in social media marketing include the utilization of social media platforms with a widespread international reach such as Facebook, Twitter, Instagram, and YouTube. Another strategy is to constantly post updates that are not only interesting but also informational about the products and services offered by a brand or organisation. Companies or organizations must also interact with customers or clients online in order to maintain the latter’s interests in the former’s offerings and services. Customer engagement is one of the reasons why customers opt to follow firms online through social media. The research study also reveals other advantages and benefits of social media that constitute best practices such as the conversion of non-customers to customers, increased media presence to boost popularity, the effective communication of organisational goals and objectives, and the formation of a good relationship with customers. Organisations may also use tourist created content (TCC) and other types of user-generated content to guide decision-making in product development.
Praticas na midia social se refere a vista ou a percepcao de uma marca nao so com base em suas ofertas e servicos, mas tambem sobre seus valores e cultura como percebido principalmente pelos consumidores. As organizacoes podem utilizer a imagem que é interessante e aceitavel para os clients. Nos ultimos anos, uma das formas que as organizacoes de forma consistente comercializar ou publicitar a sua marca envolve midias sociais. O ojetivo deste estudo é explorer quais sao as praticas de midia social no negocio de educacao de viagens. Para obter os dados, a pesquisadora entrevistou pessoas de seis empresas de educacao de viagens e cotejadas informacoes sobre o tema a partir de fonts primarias e secundarias existentes. O pesquisador conduziu a pesquisa para determiner praticas de marketing de midia social em que se aplicam nos sectores do turismo e educacao. Com base nos dados obtidos pelo pesquisador, as praticas de marketing de midia social incluem a utilizacao de plataformas de midia social com um alcance internacional generalizada tipo Facebook, Twitter, Instagram e YouTube. Outra estratégia é para postar constantemente as atualizações que não são apenas interessante, mas também informativo sobre os produtos e serviços oferecidos por uma marca ou organização. As empresas ou organizações devem também interagir com os clientes ou clientes on-line, a fim de manter os interesses deste último em ofertas e serviços da ex. O envolvimento do cliente é uma das razões por que os clientes optam por seguir as empresas on-line através da mídia social. A pesquisa também revela outras vantagens e benefícios da mídia social que constituem as melhores práticas, tais como a conversão de não-clientes para os clientes, o aumento da presença da mídia para aumentar a popularidade, a comunicação eficaz das metas e objetivos organizacionais, bem como a formação de um bom relacionamento com os clientes. As organizações também podem usar turístico criado conteúdo (TCC) e outros tipos de conteúdo para orientar a tomada de decisão no desenvolvimento do produto gerado pelo usuário.
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Nelson, Laura Kathleen. "Risky business: social media metrics and political risk analysis." reponame:Repositório Institucional do FGV, 2015. http://hdl.handle.net/10438/13626.
Повний текст джерелаАнотація:
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Quantifying country risk – and in particular, political risk – poses great difficulties for business, institutions, and investors alike. As economic indicators are updated far less frequently than Facebook feeds, it can be challenging for political risk analysts to understand, and more importantly measure, what is taking place in real time on the ground. However, with the growing availability of big data from social media platforms such as Twitter, now is an opportune moment to examine the types of social media metrics that are available and the limitations to applying them to country risk analysis, particularly during episodes of political upheaval. This study, using the qualitative method of bibliographical research, identifies the current landscape of data available from Twitter, analyzes the current and potential methods of analysis, and discusses their possible application to the field of political risk analysis. After a thorough review of the field to date, and given the expected near- to medium-term technological advancements, this study concludes that despite obstacles like the cost of data storage, limitations of real-time analysis, and the potential for data manipulation, the potential benefits of the application of social media metrics to the field of political risk analysis, particularly for structured-qualitative and quantitative models, outweigh the challenges.
A quantificação do risco país – e do risco político em particular – levanta várias dificuldades às empresas, instituições, e investidores. Como os indicadores econômicos são atualizados com muito menos freqüência do que o Facebook, compreender, e mais precisamente, medir – o que está ocorrendo no terreno em tempo real pode constituir um desafio para os analistas de risco político. No entanto, com a crescente disponibilidade de 'big data' de ferramentas sociais como o Twitter, agora é o momento oportuno para examinar os tipos de métricas das ferramentas sociais que estão disponíveis e as limitações da sua aplicação para a análise de risco país, especialmente durante episódios de violência política. Utilizando o método qualitativo de pesquisa bibliográfica, este estudo identifica a paisagem atual de dados disponíveis a partir do Twitter, analisa os métodos atuais e potenciais de análise, e discute a sua possível aplicação no campo da análise de risco político. Depois de uma revisão completa do campo até hoje, e tendo em conta os avanços tecnológicos esperados a curto e médio prazo, este estudo conclui que, apesar de obstáculos como o custo de armazenamento de informação, as limitações da análise em tempo real, e o potencial para a manipulação de dados, os benefícios potenciais da aplicação de métricas de ferramentas sociais para o campo da análise de risco político, particularmente para os modelos qualitativos-estruturados e quantitativos, claramente superam os desafios.
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Baumann, Annika. "Network Science – Applications in Technology, Business and Social Media." Doctoral thesis, Humboldt-Universität zu Berlin, 2018. http://dx.doi.org/10.18452/19216.
Повний текст джерелаАнотація:
Netzwerke stellen einen integralen Bestandteil unseres Lebens dar. Eines der wichtigsten Kommunikations-Netzwerke ist das Internet, welches zu starken Veränderungen im Alltag geführt hat. Diese werden in Teilaspekten in der vorliegenden Dissertation untersucht. Insgesamt ist die Dissertation in drei Bereiche unterteilt, welche auf der traditionellen Perspektive der drei Dimensionen von Informationssystemen basieren. Diese Dimensionen umfassen die Technologie, das Management und die Organisation.
Im Zentrum der Dissertation steht hierbei die Technologie-Dimension in dessen Rahmen die Struktur und Robustheit des Internets sowie anderer Netzwerke unter Nutzung des mathematisch-methodischen Aspekts der Graphentheorie analysiert werden.
Der zweite Teilbereich der vorliegenden Arbeit wechselt die Perspektive hin zum Management. Unter Nutzung von Methoden der prädikativen Modellierung stehen das bessere Verständnis und die Möglichkeit der Vorhersage von Nutzerverhalten im E-Commerce-Kontext im Fokus.
Der dritte Bereich umfasst die Organisations-Perspektive aus Sicht der Nutzer. Hierbei werden zwei spezielle Unterbereiche betrachtet. Der erste Unterbereich umfasst Webseiten Sozialer Medien und analysiert wie verschiedene Nutzergruppen diese verwenden. Der zweite Unterbereich befasst sich mit dem Einfluss der weitläufigen Verbreitung von mobilen Endgeräten auf Aspekte des persönlichen und beruflichen Lebens von Individuen.
Aufbauend auf diesen drei Dimensionen wurden im Rahmen dieser Dissertation insgesamt 18 Studien durchgeführt, die sich unterschiedlicher methodischer Anwendungen bedienen um wissenschaftliche Erkenntnisse zu den vorgestellten Teilbereichen zu erlangen.Networks constitute an integral part of our lives. One of the most important communication networks is the Internet which led to large changes in everyday life, which are examined in part in this dissertation. Overall, the present dissertation is subdivided into three areas, which are based on the traditional three dimensions of information systems, comprising perspectives technology, management and organization. At the core of this dissertation is the technological perspective, centered on an analysis of the structure and robustness of the Internet network using the mathematical-methodical aspect of graph theory. The second part of the thesis deals with the management perspective. The focus lies on the understanding and prediction of user behavior in the e-commerce context utilizing methods of predictive modeling. The third area includes the organizational perspective from the point of view of users. Here, two specific sub-areas are selected. The first sub-area revolves around social media websites, with the goal of understanding how sub-groups of users utilize them in different ways. The second area is centered around the aspect of how the propagation of mobile devices influences individuals in their personal and professional environments. Based on these three perspectives, a total of 18 studies were conducted within the scope of this dissertation, using different methodological applications to gain scientific insights with respect to the areas examined.
12
Koller, Veronika. "Metaphor clusters in business media discourse : a social cognition approach." Thesis, Lancaster University, 2003. http://eprints.lancs.ac.uk/26683/.
Повний текст джерела
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Похилько, Світлана Василівна, Светлана Васильевна Похилько, Svitlana Vasylivna Pokhylko, and A. Eremenko. "Using social media platforms to create and develop business projects." Thesis, Sumy State University, 2020. https://essuir.sumdu.edu.ua/handle/123456789/81045.
Повний текст джерелаАнотація:
Матеріал присвячений використанню соціальних медіа платформ для розвитку бізнес-проектів, оскільки соціальні мережі є фундаментальною складовою сучасного життя.Материал посвящен использованию социальных сетей для развития бизнес-проектов, поскольку социальные сети являются фундаментальной составляющей современной жизни.
The material is devoted to using social media platforms for development business projects as Social networks are a fundamental component of contemporary life.
14
Chan, Taylor. "Strategies to Improve Business Performance with Information from Social Media." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5533.
Повний текст джерелаАнотація:
In the past 3 decades, China has experienced rapid economic growth. The China retail market reached renminbi (RMB) 29,651 billion in 2016, up by 10.4% from 2015. Using traditional ways that developed before the Internet era to acquire information regarding customers' changing preferences for products and services in a fast-moving business world is insufficient to support management in the retail industry to make informed strategic decisions. The purpose of this multiple case study was to explore successful customer-centric strategies that business leaders used to improve business performance with marketing information acquired from social media. The population comprised business leaders from 5 different companies in the retail industry in Southern China who have successful experience in improving business performance with the marketing information acquired from social media. The conceptual framework for this study was built upon the diffusion of innovations theory. The data were collected through semistructured interviews, social media sites, and analyzed using Yin's 5-step data analysis process for case studies to identify themes. The findings revealed 3 emergent themes: knowledge strategies, persuasion and decision strategies, and implementation strategies. The findings from the study may contribute to positive social change when local employment opportunities can increase through increased employee spending in Southern China.
15
Hunsicker, Adam M. "Small Business Owners' Consumer Brand Engagement Strategies in Social Media." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/7391.
Повний текст джерелаАнотація:
Since 2004, the economic relevance of small to medium-sized enterprises (SMEs) in the United States has steadily declined while large-scale enterprises' contributions have increased. Large-scale enterprises have maximized opportunities to engage consumers through social media and have created competitive advantages compared to SMEs. The purpose of this multiple case study was to explore the social media consumer brand engagement strategies leaders of SMEs used to positively affect their brands' equity. Relationship marketing and customer relationship management provided the conceptual framework for the study. Data were collected through interviews with 8 craft brewery business owners in the Southeastern United States and content collected from the social media pages of each business. Data were analyzed using within-case and cross-case techniques. Themes that emerged from data analysis included the cost-benefit of social media over traditional marketing platforms, the significance of establishing and maintaining relationships, and the importance of constant and continuous contact with customers. SME leaders may benefit from the results of this study by furthering their knowledge and understanding of social media consumer engagement strategies that positively impact brand equity. Findings may provide owners of small businesses with strategies that may result in social and economic benefits including new employment opportunities, increased revenue, and economic stability in local communities.
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Harris, Jerri Lynn. "Social Media Marketing Strategies of Wine Industry Small Business Leaders." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/7805.
Повний текст джерелаАнотація:
Ineffective marketing strategies can negatively impact business competitive advantage. Small business owners who struggle to maintain a competitive advantage are at high risk of failure. Grounded in the technology acceptance model, the purpose of this multiple case study was to explore social media marketing strategies small business leaders in the wine industry use to promote brand awareness and maximize competitive advantage. The population comprised 5 small business leaders employed with 4 wineries in the wine industry in Michigan, who effectively used social media marketing strategies to promote brand awareness and maximize competitive advantage. Data were collected from semistructured interviews, company documents, and company social media platforms. Thematic analysis was used to analyze the data. Three themes emerged: customer engagement strategy, social media platform strategy, and targeted market strategy. The implications for positive social change include the potential for small business leaders in the wine industry to create jobs and support the economic development of the regional communities.
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Zorraquino, Alicia. "Social media and business: balancing risks and opportunities : A literature review." Thesis, Luleå tekniska universitet, Digitala tjänster och system, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79239.
Повний текст джерелаАнотація:
Purpose This thesis analyses what are the current information security risks and opportunities of social media in a business context based on publications from 2015 to 2020. Design/methodology/approach This papers follows a qualitative method, particularly a Systematic Literature Review guided by Okoli and and Schabram (2010), the concept-centric approach described by Webster and Watson (2002) and thematic analysis described by Braun and Clarke (2006). Findings Data leaks, non-compliance and reputational risks seem to be the most significant corporate social media risks. Adopting social media policies and providing employees social media security education, training and awareness are the most mentioned controls by the reviewed literature. Social media are more and more used as a threat intelligence source and for cyber security prediction and detection. Furthermore, social media may be used for InfoSec discussion, as a tool for Information Security Training and Awareness, for internal cyber threat sharing and for incident response handling. Originality/value This thesis provides an overall view of the risks, controls and opportunities that social media use implies for private organizations. Further research is needed that focuses primarily on the opportunities that social media offer to strengthen business Information Security.
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El-Tahan, Samir, and Daniela Poblete. "Social media use in B2B context : A multi-case study on the use of social media by B2B companies." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65203.
Повний текст джерелаАнотація:
In the past decade, there has been a transformation in how businesses are done, many business chose to adopt digitization and others were forced to go with the flow. As a part of this digital revolution, social media has reserved a big share of this transformation in how companies do their marketing and communicate their product and brand image to their customers. Social media in a business to customer context has been very common since the birth of social media, companies had realized its benefit, and however, it is still in an early phase in a business to business context. Social media has become an effective marketing tool for B2B companies, yet, there are still drawbacks when companies fail to know how to use such platforms to their benefit and merely have a shy presence or do not have a well-defined strategy to the use of social media in the most effective way. A vital step when incorporating social media in marketing is to create a clear goals and metrics. However, it has been seen that many companies lack the expertise, resources and the know-how, to implement a social media marketing strategy. Therefore, the purpose of this study is to explore the practices of B2B companies when they use social media without a clearly defined social media marketing strategy, what they do when they use social media.
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Carinus, Suzaan. "Articulating a personal social media strategy." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/95672.
Повний текст джерелаАнотація:
Thesis (MBA)--Stellenbosch University, 2012.ENGLISH ABSTRACT: History and statistics confirm that social media and the internet has come a long way and is bound to keep evolving and growing in the future. But many opposing views and criticism surround the ubiquitous use thereof. One’s personal social media strategy is the basis of personal branding. Managing the strategy pro-actively and creatively is thus very important. The report gives a quick overview of the web key concepts, technologies and tools currently available for social media participation. These tools are grouped by looking at various current social media classification frameworks that exist. Alas, classification must also somehow make provision for forthcoming platforms – and is thus not conclusive. A discussion of the latest technological, digital and social media trends and adoption factors were also included. Knowledge of the trends influence the personal social media strategy formulation heavily. Intermediaries can also assist to provide the required knowledge or experience and also more extensive services if chosen, because creating content is much different from merely consuming it and the technologies, tools and trends change incredibly fast. Several case studies were analysed to gain insights about guidelines, etiquette, risks, challenges and achievements in the social media arena. The various lessons demonstrated the importance of establishing guidelines for social media participation. The case studies further demonstrated that the level of transparency the world has now, won’t support having different identities for a person. Everybody need to understand and accept the societal shift and adjust their behaviour accordingly, if they want to achieve success in the digital arena. This is also of the essence to CEO’s – as their companies will increasingly require their involvement in the social media arena, in order to remain relevant. All the relevant factors were taken into consideration in order to compile a suggested framework for personal social media strategy compilation. Following the framework, not as a recipe but as a mere guideline, will assist individuals to draw up their own personal social media strategy. The strategy consists of four phases, namely planning, organising, execution and monitoring and are set out with several building blocks contained in each, as well as advice on how to approach each building block. Despite the formality of the given framework, it is imperative to remember to have fun – if the creator is not, the audience certainly also won’t and all the effort will most definitely be wasted. Key words: Personal social media strategy; Social media; Social networking; Social media guidelines; Personal social media strategy framework
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Wredh, Olivia. "Hur frilansare inom mediebranschen använder sociala medier som marknadsföringsverktyg - How freelancers in the media business use social media as a marketing tool." Thesis, Malmö högskola, Fakulteten för teknik och samhälle (TS), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20245.
Повний текст джерелаАнотація:
Denna uppsats behandlar frilansare i mediebranschen. Studien syftar till att bidra till den redan existerande förståelsen för hur mediebranschen ser ut idag, men också för att öka förståelsen för hur frilansare marknadsför sig via sociala medier. Genom kvalitativa intervjuer med frilansare har sociala medier som marknadsföringsverktyg undersökts. Resultatet beskriver vilka sociala medier som används av de frilansande intervjupersonerna men också hur mediebranschen i dess kontext ser ut idag, vilken betydelse kontakter har samt betydelse av ett personligt varumärke. Med en abduktiv ansats har det insamlade materialet analyserats genom ett växelspel mellan empiri och teori. Slutsatsen att dra är att sociala medier är ett nödvändigt marknadsföringsverktyg för att nå ut med det personliga varumärket, för att visa att du som frilansare finns bland dina kontakter men också för potentiella uppdragsgivare. Kontakter har också en viktig betydelse för frilansare i mediebranschen men kan kompletteras med marknadsföring på sociala medier då sociala medier kan hjälpa till med att få ut det egna personliga varumärket i branschen, vilket är viktigt för en frilansares professionella framgång.How freelancers in the media business use social media as a marketing toolThis paper is about freelancers in the media industry. The study aims to contribute with information to the already existing understanding of how the media industry looks today, but also to increase the understanding of how freelancers use social media within their marketing. The use of the social media as a marketing tool has been studied through qualitative interviews with freelancers. The result describes which social medias are used by the freelancing respondents, but also how the context of the media industry looks today. It also enlightens the importance of social contacts for the freelancers and the meaning of self-branding. The collected material has been analyzed through an abductive approach, which means that an interaction between empirical data and theory-based information has been done. The conclusion of this study shows that social media is a necessary tool for the freelancers to succeed with their self-branding, not only to be noticed by your own contacts, but for the potential clients as well. The importance of contacts also has a big role for freelancers in the media industry, but in the lack of it, it can be supplemented with social media marketing since social media can help you with your self-branding, which is important for the professional success of a freelancer.
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Bercier, Olivier. "Enhancing the B2B Selling Process Through Social Media." Thesis, Université d'Ottawa / University of Ottawa, 2020. http://hdl.handle.net/10393/40659.
Повний текст джерелаАнотація:
This study provides insights into understanding social media utilization in the B2B selling process. More specifically, this research details how the different functional blocks of social media are leveraged to benefit the various stages of the selling process. This study adopts a multiple case study design, including six cases from technology-related Canadian firms. Overall, findings show that the functional blocks of social media are mostly leveraged in the prospecting and preapproach stages of the selling process. Furthermore, the marketing strategy of the seller firm seems to influence which functional blocks are leveraged in the process. At last, findings also show that social media should be complemented by analytical tools and traditional media to optimize the selling process with higher lead quality and to facilitate trust-building with potential and existing customers
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Starkenberg, Marilyn, Jacob Åman, and Kristin Magnusson. "Customer Engagement & Loyalty Cultivation Through Social Media : A Small Business Perspective." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-23711.
Повний текст джерелаАнотація:
Background: Social media is a constantly growing medium for communication that enables companies to interact with current and potential customers. It is of utmost importance that companies learn how to use social media in order to engage their customers, which will lead to greater customer loyalty. There is a large amount of literature on social media and customer loyalty separately, but not on how these subjects relate and interact. Therefore, the case study performed involving Mormor Magdas Därproducerade Glass will put focus on the activities that engage customers, which can lead to loyal customers. Purpose: The purpose of this thesis is to develop a better understanding of how small firms increase customer engagement through social media, leading to the creation of greater customer loyalty. Method: A qualitative approach to the research has been chosen which consists of a single case study that will allow for a deeper analysis of the subject. Data collection was performed through two interviews with the owners of the case study company and several observations of the company’s social media uses. Conclusion: By following the model provided in this thesis, more effective uses of social media for a small business are demonstrated, which will engage customers and enhance the company’s image, leading to greater customer loyalty. This model will also give a business a simplified picture of social media uses and how to use them properly. The case study shows a business the types of posts that are effective in engaging customers: frequent updates, prompt responses to all queries, and a focus on the specific social media platforms that are the most fruitful for each particular business’s needs.
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Isacsson, Larsson Malin. "The Use Social Media Marketing Towards External Business Customers : Goals and Measurements." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-61866.
Повний текст джерелаАнотація:
The marketplace has recently faced a large transformation and has become more digital. As a part of the digital transformation the social media has taken an increasing part in companies’ marketing strategy. The use of social media within the B2C context is already very common, while it is still in an early phase in the B2B context. To use of social media as a marketing tool could bring lot of advantages to the B2B companies, though there are still several challenges which is a reason to why companies hesitate to apply it to their strategies. An essential step when applying social media in the marketing strategy is to develop clear goals and metrics. Though, this has been identified to be one of the major challenges for using social media. Therefore, the propose of this study has been to describe the main goals and objectives of using social media marketing towards external business customers and to create an understanding of how its effectiveness can be measured by describe the necessary financial and non-financial social media metrics. To fulfill the purpose following research questions were developed: RQ1: How can the goals and objectives of social media marketing towards external business customers be described? RQ2: How can the use of financial metrics, when measuring effects of social media marketing towards external business customer, be described? RQ3: How can the use of non-financial metrics, when measuring the effects of social media marketing towards externa business customers, be described? In order to answer the research question, thus the purpose, a case study was performed. Qualitative data were collected through observations and interviews whit respondents from B2B companies, a B2C company and experts within the field of digital marketing. There reason of the selected sample was to enable an understanding for the social media use in B2B companies, and examine which knowledge could be retrieved from B2C companies. The study emphasizes to make the goal setting and measurement simple. The result connects essential goals and measurements in a framework, which gives an holistic view of the social media goals, financial and non-financial metrics. This framework aims to deepen the understanding of what can be achieved by applying social media in the marketing strategy towards external business customers.Marknaden genomgår en stor förändring och blir allt mer digital. Som en del av den digitala utvecklingen har social media fått en allt större plats i företags marknadsföringsstrategier. Användandet av social media hos B2C företag är redan mycket vanligt, hos B2B företag är det däremot i ett tidigt stadium. Användandet av social media kan bidra med stora fördelar för B2B företag, men det finns fortfarande ett flertal utmaningar som gör många företag tveksamma att göra social media till en del av sin marknadsföring. Ett väsentligt steg när social media implementeras i ett företags marknadsföringsstrategi är att sätta tydliga mål, samt ta fram lämpliga mätinstrument för dessa mål. Detta har dock blivit identifierat som en av de huvudsakliga utmaningarna för att använda social media i B2B sammanhang. Därav är syftet med denna studie att beskriva huvudmålen för användandet av marknadsföring via social media mot externa företagskunder, samt att skapa en förståelse av hur marknadsföringens effektivitet kan mätas genom att beskriva vilka de nödvändiga finansiella och icke-finansiella mätvärdena är. För att uppfylla syftet har följande forskningsfrågor utvecklats; FoF1: Hur kan målen med marknadsföring via social media mot externa företagskunder beskrivas? FoF2: Hur kan användandet av finansiella mätvärden, för mätandet av effektiviteten av marknadsföring via social media mot externa företagskunder, beskrivas? FoF3: Hur kan användandet av icke-finansiella mätvärden, för mätandet av effektiviteten av marknadsföring via social media mot externa företagskunder, beskrivas? För att besvara forskningsfrågorna, och därmed syftet, har en fallstudie genomförts. Kvalitativa data har samlats in genom observationer och intervjuer, där urvalsgruppen innefattade respondenter från två B2B företag, ett B2C företag och experter inom digital marknadsföring.. Resultaten av studien betonar vikten av att göra målsättning och mätning enkelt. Resultatet av studien visar en sammankoppling mellan de huvudsakliga målen och mätverktyg för social media marknadsföring i ett ramverk, vilket ger en överskådlig bild av vilka mål, finansiell och icke-finansiella mätvärden som är lämpliga vid användandet av marknadsföring via social media. Detta ramverk syftar till att öka förståelsen och ge en holistisk bild av vad som kan uppnås genom att implementera social media i marknadsföringsstrategin för marknadsföring mot externa företagskunder.
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Sun, Runpu. "Using Social Media Intelligence to Support Business Knowledge Discovery and Decision Making." Diss., The University of Arizona, 2011. http://hdl.handle.net/10150/145394.
Повний текст джерелаАнотація:
The new social media sites - blogs, micro-blogs, and social networking sites, among others - are gaining considerable momentum to facilitate collaboration and social interactions in general. These sites provide a tremendous asset for understanding social phenomena by providing a wide availability of novel data sources. Recent estimates suggest that social media sites are responsible for as much as one third of new Web content, in the forms of social networks, comments, trackbacks, advertisements, tags, etc. One critical and immediate challenge facing the MIS researchers then becomes - how to effectively utilize this huge wealth of social media data, to facilitate business knowledge discovery and decision making.Among these available data sources, social networks constitute the backbone of almost all social media sites. These network structures provide a rich description of the social scenes and contexts, which is helpful for us to address the above challenge. In this dissertation, I have primarily employed the probabilistic network models, to study various social network related problems arose from the use of social media services. In Chapter 2 and Chapter 3, I studied how information overload can affect the efficiency of information diffusion in online social networks (Delicious.com and Digg.com). Novel diffusion model were proposed to model the observed information overload. The models and their extensions are thoroughly evaluated by solving the Influence Maximization problem related to information diffusion and viral marketing applications. In Chapter 4, I studied the information overload in a micro-blogging application (Twitter.com) using a design science methodology. A content recommendation framework was proposed to help micro-blogging users to efficiently identify quality emergency news feeds. Chapter 5 presents a novel burst detection algorithm concerning identifying and analyzing correlated burst patterns by considering multiple inputs (data streams) that co-evolve over time. The algorithm was later used for discovering burst keywords/tag pairs from online social communities, which are strong indicators of emerging or changing user interests.Chapter 6 concludes this dissertation by highlighting major research contributions and future directions.
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Karlsson, Ellinor, Linnéa Wallberg, and Rebecka Tudorache. "Policies and Guidelines in B2B Social Media Marketing : A Qualitative Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-97077.
Повний текст джерелаАнотація:
This qualitative study focuses on how social media policies and guidelines are used in practice within nine different Swedish industrial B2B companies. This study identifies their social media policies and guidelines in order to examine its content and investigates how the participating companies use their social media policies and guidelines in their marketing activities according to the interviewees. A qualitative research method with nine semi-structured interviews has been conducted and analyzed with a thematic analysis by using research and theory within the chosen subject.The findings of this study reveals that the companies have social media policies and guidelines in place in order to satisfy different needs, hence, some of the companies use it as a fundamental framework, while other companies incorporate it to a greater extent and use it as a way of handling risks.Through its managerial and social media policies and guidelines implications, this study contributes to the identified research gap regarding how social media policies and guidelines usage in B2B industries by providing insights from practice.
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Zanin, Fiorella <1994>. "Social Media Marketing: creazione, progettazione ed implementazione della Promotional Strategy di Business attraverso le Piattaforme Sociali." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/14849.
Повний текст джерелаАнотація:
Il Social Media Marketing è una branca del marketing che rappresenta il ritorno del mercato alle conversazioni. Per un’azienda, conversare con i propri clienti significa conoscere il proprio target, le sue esigenze, interpretare le sue richieste ascoltandone desideri e consigli con il fine ultimo di indirizzare le loro scelte d’acquisto sul proprio brand. I nuovi consumatori sono ogni giorno sempre più attivi online e cercano risposte non più solo navigando nei siti web istituzionali, ma seguendo le aziende e interagendo con loro sui social network. Il fine di questo elaborato è infatti quello di fornire le linee guida necessarie alla progettazione ed implementazione di una promotional strategy sulle piattaforme sociali, tenendo in considerazione anche i trend del momento soprattutto dell'influencer marketing che ad oggi riscontra sempre più successo. Inoltre, un modo per chi scrive efficace per mettere in pratica i temi trattati in chiave teorica è l’analisi di un caso aziendale e della sua realtà imprenditoriale. In riferimento a ciò, è stata presa in considerazione l'impresa Diesel S.p..A. ed è stata fatta un’esamina dell'ultima campagna pubblicitaria ideata per la FW18 denominata Hate Couture
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Yaro, Walita, Adissa Asmar, and jahf Heidi von. "The Effects of Having a Presence in Social Media : Swedish advertising agencies' awareness of social media and its contributing opportunities and risks." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26843.
Повний текст джерелаАнотація:
Emerging from traditional marketing platforms in the early millennium is a brand new marketing form called social media. Having a presence in social media is a growing part of marketing communication and it gives companies a voice and a means to converse with their existing and prospective customers. Social media is starting to become a great tool for businesses to develop and maintain strong relationships with customers and is therefore a vital platform for organizations to communicate with their customers. Having a presence in social media will require businesses to be aware of the opportunities and risks that come with using the medium. Not knowing how to use the new channels and the accompanying technique while launching different social media channels can be highly unsuccessful for the business. Learning how to communicate with customers when using social media channels is therefore crucial for a business‟ success in that area. The purpose of this study is to investigate the effects of having a presence in social media for business-to-business companies, by focusing on the opportunities and risks. Three research questions are developed, based on the literature review. A deductive approach has been applied followed by a qualitative research with a semi-structured form, focusing on the advertising industry. Furthermore, a case study strategy has been carried out with four different advertising agencies located in Sweden. This study reveals that industry professionals believe that social media is a vital platform for brands to be present in because it allows them to keep contact with current and potential customers. They believe in the magnitude of being able to communicate and interact with people online and how that interaction can lead to new strong relationships. Furthermore, the research shows that advertising agencies have a deep understanding of what a social media can bring them in terms of creating prosperity for their businesses and generate awareness towards their brands and their work. Finally, the study terminates that having a presence in social media can provide the agencies with more positive than negative effects by gaining a great deal of success and resulting in greater campaign and brand awareness.
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Sundlin, Madelene, and Mathilda Svensson. "Social media adoption and usage : A study within the industrial sector in Sweden." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76297.
Повний текст джерелаАнотація:
Social media is considered an important marketing tool for B2B companies that are operating in the current decade (Andersson and Wikström, 2017; Brink, 2017; Itani, Agnihotri and Dingus, 2017). As social media has become a well-researched topic over the last decade, it has become more popular for businesses and individuals to use (Andersson and Wikstrom, 2017; Lacka and Chong, 2016; Michaelidou, Siamagka and Christodoulides, 2011). However there are limited research on how specific industries are adopting social media (Siamagka et al., (2015). Therefore, this thesis will contribute with research on why the industrial industrys adopt social media as well as how they are using it (Ibid). Ten industrial businesses working in Sweden have been used for the empirical data collection. A qualitative approach have been used for this study in order to satisfy the purpose. All of the interviewees have experience within social media adoption or are working with social media on a daily basis. The interviews were conducted through phone and lasted approximately 20-50 minutes. The conclusion of this study is that academic research within this field are somewhat in an agreement with the empirical data provided within this study. The main reasons to why industrial B2B businesses are adopting social media is because businesses can reach their target customers in an easy and fast way, also the pressure from stakeholders and customers have been an important factor to why some of the practitioners within this study have adopted social media. The barriers and benefits of using social media goes hand in hand. As one of the main benefits is the communication with customers and the main barrier is the negative comments that businesses can get. Although this study has indicated that the benefits outweigh the barriers when adopting and using social media. Findings from this study has shown that LinkedIn is the most useful social networking sites for businesses to use and this statement is also confirmed with the academic research done within this field.
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Kehl, Dieter. "Decision-making and social media : the integration of social media technologies into collective judgment and decision-making processes in organizational business environments." Thesis, University of Gloucestershire, 2017. http://eprints.glos.ac.uk/5987/.
Повний текст джерелаАнотація:
Organizations are continuously confronted with decision-making in their daily business practice. Information technology plays a key role, supporting and automating decision-making processes, enabling the flow and distribution of information and knowledge and enhancing collaboration and exchange across the entire organization. Both, decision-making and information technology combine social and technological aspects of collaboration and collective action within a socio-economic system. Social media technologies such as corporate social networks, collaborative projects, instant messengers, content sharing platforms, blogs, micro-blogs, rating and voting systems, influence how human beings collaborate, build communities, exchange information, and jointly create content. This thesis combines aspects of social and behavioural science, collective decision-making and information technology into a qualitative research project. The main objective of this thesis was to explore and to gain a deep understanding of the implications of the integration of social media technologies to enhance collective judgement and the complex decision-making processes within corporate and less formal contexts. Therefore, this research identified real, potential and perceived benefits, disadvantages and barriers of social media integration in collective decision-making processes. The outcome focusses on evidence to establish whether social media technologies are capable of advancing the collective decision-making process. This study applied an exploratory qualitative research approach, which incorporated semi-structured interviews, multiple case studies and documentary data. Three case studies built the foundation of the field research conducted over a period of nine months, resulting in thirty semi-structured interviews. For each investigated site, ten individuals from various departments and different roles participated in thirty to forty minutes, semi-structured interviews recorded at their premises. Documents shared by the interviewees such as internal presentations, videos, meeting minutes and communication notes added to the overall data set. The key findings can be divided into three focus areas, (a) social media within a business environment and organizational readiness, (b) social media and collective action in business such as mass collaboration and problem solving and (c) social media integrated in collective decision-making derived from the benefits, disadvantages and barriers identified. Real benefits surfaced in the area of communication, interaction, involvement, reproducibility, aggregation and the independence of physical presence. From a communication perspective, the decision-making process benefits from utilizing different channels to convey and present information. These communication channels facilitate synchronous and asynchronous interaction, engaging different parties such as stakeholders, committees, experts, management and other participants in the process. Since the information created is continuously captured and stored, social media adds the benefit of reproducibility to the collective decision-making process. Rating and voting functions aggregate thoughts, opinions, and monitor, at an early stage of the process, tendencies and reflective developments in the group. Finally, rating and voting mechanisms build a collective choice acknowledged by a majority of a business collective. Social media relieves the requirement of physical presence in a collective decision-making process utilizing the corporate Intranet and the Internet. This adds flexibility to the selection of the participants and provides a basis of employee engagement from small to large-scale endeavours. Potential benefits relate to some extent to the explored real benefits. They focus on motivation of social interaction and collaboration, building relationships, enhancing the flow of information and fostering a reflective culture capable of collectively solving problems. From an organizational behaviour perspective, these benefits are capable of stimulating employees to engage in organizational topics, and utilizing organizational intelligence by sharing knowledge and experience to support collective decision-making. Perceived benefits include enhanced communication, interaction, involvement, and acceptance, variety of opinions, engaging employees in collective actions and integrating experts. Perceived disadvantages concentrated around social interaction. They manifested as distraction, losing focus on objectives, biased information, and loss of control, opinion manipulation, information overload and a less formal nature of the process. Barriers were identified in the area of abuse of personal information, additional workload in the daily business, unclear benefits, refusal to share knowledge, lack of trust about the information created and presented, manipulation of opinions, and continuous availability. The results of the thesis provided the evidence that utilization and integration of social media in the collective decision-making process depend on organizational readiness, which relates to the context. Social media application differs from the application in the Internet since social conformity, cohesion and internal competition influence participation and outcome. This means, the ability to integrate employees in collective action and the utilization of social media requires, besides acceptance of the new technology, a culture of openness, and willingness to share, engage and contribute. Therefore, this research suggests, from a managerial perspective, focussing on collective action capabilities, utilizing social media as an enabler to connect employees, to stimulate interaction, participation, and capture and support the information flow during a decision-making process. Recommendations for future research suggest analysing organizations in longitudinal studies to explore how they gain advantage of collective action concerning aggregation of knowledge using social media as a platform.
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Zhang, Dan. "Business-to-Business (B2B) media in UK : a mixed methods study using product variables to assess the impacts of social media on product strategies." Thesis, University of Westminster, 2016. https://westminsterresearch.westminster.ac.uk/item/q10qy/business-to-business-b2b-media-in-uk-a-mixed-methods-study-using-product-variables-to-assess-the-impacts-of-social-media-on-product-strategies.
Повний текст джерелаАнотація:
Business-to-business (B2B) media, which used to be known as the trade press, has occupied one of the blind spots of media research. Digitisation has helped transforming B2B media from their old profile of trade magazines into a dynamic media sector producing multiple publishing and off-line products with different business models. Previous work on the digitisation of media focused on the mass media and neglected the B2B sector. This study addresses this gap by examining the impacts of social media as part of the forces of digitisation on the B2B media industry in the UK and how the industry has adjusted business strategies in response to the impacts. Literature study describes the uniqueness of B2B media in comparison with the mass media and develops an analytical framework which defines the B2B media via their core value proposition of helping audiences make money. To analyse the different ways B2B media attempt to provide this value proposition, the thesis develops a typology of B2B products using two variables: utility and timeliness. It also identifies and explained the third variable: confidentiality. Social media are found to provide audiences and users with the same utilities as B2B media do: information and connectivity. The analytical framework therefore speculates that social media may impact on different B2B products and companies either as a competition or supplement. The study then collects empirical data to understand how the real impacts of social media and digitisation are on the variables and product strategies of B2B media. Quantitative survey and qualitative interview data from B2B media practitioners reveal the strengths and weaknesses of social media to suggest that social media partially and weakly influence the different types of B2B media products on the timeliness and confidentiality variables but have no effect on the basic utility variable. The research participants consider social media not to be in competition and respond to the impacts of social media positively by using them as connectivity tools. The B2B media practitioners also control and adjust the timeliness and confidentiality variables of their product as part of their product strategy changes, which do not seem to be a direct response to social media, but to the peer competition and the disruptions from greater digitisation forces in the market. The conclusions of the study contradict the expectations of social media as a disruptive force to the B2B media. Instead, the data suggest a realistic allocation of internal resources by the industry to respond to the impacts of social media. As a pioneering study of its kind in the literature of media and media business research, this thesis defines the specific aspects of B2B media products and of the sector in the media landscape. The study contributes a comprehensive analytical framework with which it calls for future research of B2B media using audience, corporate structure, global markets, technology, and other perspectives.
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Strand, Johanna, Hanna Uggla, and Anna Persson. "How social media is utilized in a business-to-business environment : A case study of Axis Communications." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-19372.
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Adenola, Janet Temitope. "Entrepreneurs of Social Media : How Social Media Influencers differ from other Social Media Users." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-45665.
Повний текст джерелаАнотація:
Background: Over the years, traditional entrepreneurs started businesses due to either pull or push factors within their environments. Research has been carried out in profiling different types of entrepreneurs and their characteristics. The social media influencers are new forms of entrepreneurs who recently appeared due to changes in the technological environments. The existence of social media platforms has enhanced the possibility of entrepreneurial activities online. The platforms are available for everyone, but some have more entrepreneurial orientation or characteristics than others. Purpose: The aim of this research is to measure the entrepreneurial orientation and the characteristics of social media users, compare social media influencers with other social media users, to determine if differences exist. Methods: This research uses the Individual Entrepreneurial Orientation scale (Bolton & Lane, 2012) and the Individual Personality Traits measuring scale (Al Mamun, Bin Yusoff, & Ibrahim, 2018). This is a deductive study, testing the above-mentioned theories on social media users, and a quantitative study aided using data collected from online survey. Conclusion: The results of this study show that Social Media Influencer have higher entrepreneurial traits than non-Social Media Influencers. The result also supports the three-factor structure and satisfactory reliability of the IEO scales and subscales. Subsequently, I found out that non-SMIs do create online contents and carry out entrepreneurial activities online too.
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Jarhult, William, and Tobias Köhler. "Corporate strategy in digital- and social media." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20712.
Повний текст джерелаАнотація:
The purpose of this study was to investigate how companies have linked their corporatestrategy with their digital- and social media strategy. The authors believed that these strategieshad to be connected somehow and wanted to research it further.Qualitative research methodology was utilized in this study. The research data consisted oftwo semi-structured interviews with one employee at Hestra Gloves and one at Kronfönster.The interviews were made after the same protocol in form of questions and documentation.The result of the interviews revealed that both Hestra Gloves and Kronfönster had overallbusiness core values which were reflected in their strategies. Hestra Gloves had a generalbusiness idea which was used as a corporate strategy, they also had a social media strategyand they had working guidelines for their digital channels. Kronfönster followed their corevalues which permeate the whole organization and they had guidelines for both corporatelevel, digital level and social media level.The findings show that the companies which were investigated have linked their corporatestrategy with their digital strategy in a medium way. The findings also show that theinvestigated companies have linked their corporate strategy with their social media strategy ina medium way. The authors conclude that some strategy components are linked in a strongway and that some components are linked in a weak way.
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Riddell, Brad. "Media and Corporate Social Responsibility: How Leading Business Magazines Frame a Controversial Concept." Thesis, University of North Texas, 2013. https://digital.library.unt.edu/ark:/67531/metadc283861/.
Повний текст джерелаАнотація:
Corporate social responsibility (CSR) is an emerging concept that continues to play a controversial role in the business world. Different CSR theories and ethical foundations inform different approaches to embedding socially responsible behavior into today's business functions. As technology, globalization, and economic challenges change the corporate world, the meaning and application of CSR also changes. While no empirical evidence of CSR's impact on performance exists, many corporations operate under the assumption that CSR holds significant value. This study examines the framing of CSR in stories published by leading business magazines between 2008 and 2012. By examining the presentation of CSR concepts, the resulting analysis can provide important conclusions for corporations, public relations practitioners, mass media, and consumers. This study resulted in a hierarchical pyramid of frames that organizes the framing of CSR in business magazines into three layers: category, motivation, and classification as either responsible behavior or irresponsible behavior. These results lead to recommendations for future CSR research, including the need for quantitative evidence of a connection or disconnection between CSR and profitability.
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Fors, Anneli. "The Power of social media when creating business networks : MBA-thesis in marketing." Thesis, University of Gävle, Department of Business Administration and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-771.
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Aim:
This is a study of social media in the Future Valley media network.
•To study social media is important because it ischanges the rules of marketing forever. The new economy gives the individual power.
•In this study it is found how the Future Valley view development of social media, but also how the valley can use social media to develop its future competence and networks.
Method: This study is built on the qualitative method. For the theory part I have used sources and to get empirical data I have made sixteen interviews with managers within the network of Ahead - Media & Communication. The restriction in this report is that I focused on blogs and social spaces.
Results & Conclusion: Trademarks can be built with social media,but to do that the sender must be able to communicate back through the media, which takes a lot of time. The use of social media will increase.
The Future Valley and the network Ahead - Media & Communication is in need of strategies for social media. I suggest: social media mix, service community and international cooperation with other clusters.
Suggestions for future research: Investigations that could be done is to find target groups. Behavioural and psychological factors could then be studied. New ideas for social media can be found in the US.
Contribution of the study: This study contributes to the field of social media. It investigates networking and competence development in a strategic perspective.
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Dobos, Jean A. "A social ecology study of media competition and managerial gratifications from business news /." The Ohio State University, 1986. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487266011221537.
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Roscarillo, Megan Michele. "A Business Guide to Successfully Navigating the Benefits and Risks of Social Media." Thesis, The University of Arizona, 2013. http://hdl.handle.net/10150/297515.
Повний текст джерелаАнотація:
Social media was once something that was used for solely personal purposes but recently it has become common practice for some businesses to have social media profiles. All companies today are forced to consider what role social media will play in their businesses. There are both benefits and risks involved with using social media in the corporate setting, so businesses’ reactions to social media have been mixed; some companies have banned the use of social media in their company while management in other companies have not even addressed the issue and allow their employees to freely use social media at work. Social media is a murky topic to navigate and many businesses do not even know how begin to approach it. This guide serves to outline both the benefits and the risks involved with social media, to identify strategies companies can employ to reduce the risks of using social media, and to help businesses create a social media policy that is right for their unique circumstances.
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Modéus, Gabriel, Helena Olsson, and Rickard Paulsson. "Crisis management in social media." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19401.
Повний текст джерелаАнотація:
The rise of social media has brought an increasingly open and transparent environment, where everyone can share thoughts and opinions with other people. This new transparent world creates new challenges in many fields. One of these is in the field of crisis management. The question is how companies should handle a crisis in social media. The thesis starts by investigating theory regarding areas affecting crisis management in social media. From this theory; a quantitative survey, qualitative interviews and investigation of secondary data are conducted. This resulted in findings, regarding what is important for companies, concerning crisis management in social media. It is important for companies to monitor social media, to be quick in replying in social media and to reply in a human, non corporate, voice. It is as well important to have a crisis plan, a crisis response team and a main responsible for crisis management in social media. We have seen that it seems like larger companies generally are more prepared for crisis management in social media and that they consequently are better in handling a crisis in social media.
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Dinter, Barbara, and Anja Lorenz. "Social Business Intelligence: a Literature Review and Research Agenda." Universitätsbibliothek Chemnitz, 2013. http://nbn-resolving.de/urn:nbn:de:bsz:ch1-qucosa-105870.
Повний текст джерелаАнотація:
The domains of Business Intelligence (BI) and social media have meanwhile become significant research fields. While BI aims at supporting an organization’s decisions by providing relevant analytical data, social media is an emerging source of personal and individual knowledge, opinion, and attitudes of stakeholders. For a while, a convergence of the two domains can be observed in real-world implementations and research, resulting in concepts like social BI. Many research questions still remain open – or even worse – are not yet formulated. Therefore, the paper aims at articulating a research agenda for social BI. By means of a literature review we systematically explored previous work and developed a framework. It contrasts social media characteristics with BI design areas and is used to derive the social BI research agenda. Our results show that the integration of social media (data) into a BI system has impact on almost all BI design objects.
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Katsimente, Artemis, and Ida-Maja Eldås. "How do Social Media Entrepreneurs Monetize YouTube?" Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48992.
Повний текст джерелаАнотація:
Background: Regarding previous literature, there has been much focus on Social Media in recent years. Researchers have elaborated on how social media platforms are tools for big companies or SMEs in terms of marketing and networking. Moreover, research shows how individuals can use social media as an entrepreneurial platform. The monetary success of individuals on online platforms has created a new generation of entrepreneurs. The possibility of monetization on social media is available to anyone, from which different strategies to reach monetization have emerged. Problem: There is substantial knowledge on how firms use social media as a tool, and research that supports the claim that entrepreneurs can achieve monetary gains of social media. Although related research exists, how social media entrepreneurs monetize digital platforms and the different means to do so has not been documented enough. Purpose: This paper aims to add knowledge and make clear that social media is not only a tool for companies, but that the monetizing features of social media are not as clear as the marketing and networking aspects. Thus, the research question “how do social media entrepreneurs monetize YouTube” was created. Method: A qualitative multiple-case study with direct-observations on social media platforms was desired, but it was limited to the platform YouTube, where eight channels, which are divided into movie review and makeup review content, were observed. The findings are interpreted with the existing knowledge the literature offers. Result: The monetization strategies a social media entrepreneur can apply through YouTube are advertisement, affiliate codes/links, collaborations, merchandise, crowdfunding, PR and, sponsorships. The subscriber relationship clarifies the different strategies of reaching monetization. Two types of strategies emerge from the data: the career-oriented and audience-oriented framework.
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Wagner, Darci. "Managing Negative Comments Posted on Social Media." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1556.
Повний текст джерелаАнотація:
Consumers use social media to share their service experiences, positive and negative. Some organizations lack strategies to respond to the negative comments, which can inhibit service recovery and harm the success of the organization. The purpose of this case study was to explore strategies used by social media managers to manage negative comments posted on social media sites. The study's conceptual framework was social exchange theory. Participants in Central Ohio were recruited through e-mail. Data were gathered by observing 2 social media marketers manage social media and by interviewing social media managers. Secondary data from the organization displayed the engagement level of consumers. The data were coded for emergent themes, which revealed community management, engagement, and reputation management. Data analysis of the themes suggested that organizations should search daily for reviews and respond immediately and organizations should create a positive social media environment by encouraging conversations and engaging followers in conversations. Further, organizations should use experience comments as an opportunity to create value and not delete comments unless derogatory to the audience. Lastly, the analysis demonstrated that organizations should build and maintain relationships with customers and other audiences through social media. Marketers reading this study can learn and implement strategies for responding to negative comments posted on social media. This study may promote social change by enhancing service recovery for organizations, improving experiences for consumers, and informing marketers of the prominent role of social media in communications and marketing plans.
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Chauca, Palma Damaris, and Mikaela Svensson. "En strategi som engagerar : En kvalitativ studie om B2B företags möjligheter att skapa kundengagemang i sociala medier." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65402.
Повний текст джерелаАнотація:
Författare: Damaris Chauca Palma och Mikaela Svensson Handledare: Docent Richard Afriyie Owusu Examinator: Professor Bertil Hultén Fakultet: Ekonomihögskolan vid Linnéuniversitetet Program: Civilekonomprogrammet med inriktning marknadsföring Kurs: Examensarbete i marknadsföring för Civilekonomprogrammet, 30 hp. VT 2017. Examensarbetets titel: En strategi som engagerar. Forskningsfråga: Hur bör B2B företag använda sociala medier för att skapa kundengagemang? Hur bör innehållet i sociala medier utformas av B2B företag för att skapa kundengagemang? Syfte: Uppsatsens syfte är att ge förslag till en social mediestrategi som kan användas av företag inom B2B för att skapa kundengagemang i sociala medier. Studien syftar till att bidra med kunskap om hur B2B företag bör använda sociala medier för att skapa kundengagemang i sociala medier samt förse Höganäs AB med kunskap om hur de bör använda- samt vilket innehåll de bör publicera i sociala medier. Metod: Studien har karaktären av en fallstudie med Höganäs AB som utgångspunkt. Genom en kvalitativ metod och med ett induktivt angreppssätt har data insamlats genom semistrukturerade djupintervjuer. Resultat och slutsats: Företag inom B2B bör använda plattformarna LinkedIn och YouTube och eventuellt Instagram. Plattformarna bör uppdateras i enighet med deras karaktär samtidigt som hänsyn tas till inläggens kvalitet. Företag bör planera hur ofta plattformarna ska uppdateras likväl som de bör kombinera social media med traditionell media. Höganäs ABs innehåll i sociala medier bör fokusera på kvalitet, kostnad och miljö då det är innehåll som har möjlighet att skapa kundengagemang inom bilindustrin. Teoretiskt och praktiskt bidrag: Studien bidrar med teoretiska kunskaper om hur kundengagemang hos B2B företag kan skapas genom rätt användning av och rätt innehåll i sociala medier. Studien bidrar även med praktiska implikationer till Höganäs AB om hur de bör använda sociala medier samt vilket innehåll de bör publicera i sociala medier för att engagera närmare kunder samt OEM företag i sociala medier. Nyckelord: Business-to-business, sociala medier, kundengagemang, social mediestrategiAuthors: Damaris Chauca Palma, Mikaela Svensson Supervisor: Docent Richard Afriyie Owusu Examiner: Professor Bertil Hultén Faculty: School of Business and Economics at Linnaeus University Programme: Business Administration and Economics Programme Course: Degree Project in Marketing, 30 credits. Spring 2017. Name of report: An engaging strategy. Research questions: How should B2B companies use social media to create customer engagement? What content should B2B companies use in social media to create customer engagement? Purpose: The purpose of this thesis is to give implications for a social media strategy that can be used by B2B companies to create customer engagement in social media. The study aims to provide knowledge on how B2B companies can use social media to create customer engagement in social media. The study also aims to provide knowledge on how Höganäs AB should use social media and the content that they should post to create customer engagement in social media. Method: This case study is based on Höganäs AB and has used a inductive approach. Furthermore qualitative methods have been used and data has been collected through semi structured interviews. Results and findings: B2B companies should use LinkedIn, YouTube and possibly Instagram. These platforms should be updated frequently based on the characteristics of each platform. Companies should form a plan which indicates how frequent every platform should be updated and integrate traditional marketing with social media. Höganäs AB should create social media content that highlights quality, costs and environmental aspects to engage their customers within the automotive industry. Theoretical and practical contributions: The study contributes to increased knowledge on how social media can be used by B2B companies and knowledge on which content that should be published on social media to create customer engagement. Further the study provides Höganäs AB with practical implications regarding how the company should use social media and the content that they should publish on social media to engage both their closer customers and OEM’s in social media. Keywords: Business-to-business, social media, customer engagement, social media strategy
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Biden, Sean. "A non-industry specific social media framework and plan allowing for the creation of execution of a sustainable social media strategy." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/85159.
Повний текст джерелаАнотація:
Social media is a marketing phenomenon that is taking the business world by storm. It goes beyond just being a marketing channel; because it is extremely disruptive by nature and has the potential to affect entire business models. Yet when it comes to social media execution, so many companies get it horribly wrong.
Social media remains a part of marketing; it is not a replacement for it. However, it has the ability to redefine many aspects of marketing because it encourages conversation, community involvement and input from the public. Social media is changing the way companies communicate with their target markets. It is opening up new markets and providing channels for companies to not just talk to their customers but to provide new channels of sales to their target market based on trust built up in social media through openness and transparency.
Marketing has moved from a push model to model dominated by social media, that of engagement.
This study looked at literature that provided information, strategies and frameworks on how to create an effective social media strategy that is executable.
The research shows that whilst much literature shares many aspects (the need to listen, engage, set goals, and formulate effective strategies); most of this literature is insufficient in actually providing a sound and effective platform that could be taken to create a strategy from its beginning to the point of execution.
This research report creates a new detailed framework and plan that would allow a marketer to take the concept of social media and develop a working strategy and plan, as well as to execute it. It is aimed at marketers and people who have limited social media knowledge, and provides them with what they need to know in order to get started. The framework is a detailed plan that is based on an original social media marketing plan by Brian Solis.
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Botros, Shadi, and Yacoub Said. "LUXURIOUS BRAND AND SOCIAL MEDIA : Luxurious brands marketing strategies in social media." Thesis, Mälardalens högskola, Industriell ekonomi och organisation, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54454.
Повний текст джерелаАнотація:
Date: 2021/06/03 Level: Master Thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Shadi Botros, Yacoub Said (87/07/24) (95/01/01) Title: LUXURIOUS BRAND AND SOCIAL MEDIA Tutor: Edward Gillmore Keywords: Luxury brands, Social media marketing activities, Brand perceptions, Brand awareness, Purchase intention. Research questions: What are the outcomes of social media marketing used by luxury brands, brand awareness and brand perception, on purchase attention? Purpose: The purpose of this research is to study if social media marketing can have an effect on luxuries brands perception in consumers mind and if social media can influence consumers purchase intention. Method: This study is following a quantitative approach by using statistical methods to test the hypothesis. Conclusion: Luxury brands are considered as exclusive and expensive brands. Social media is a mass communication tool that is usually used to reach a broad segment of consumers. The authors found out through the gathered data that consumers are aware about the brand and they perceive the brand as a luxury brand. However, consumers were not only relying on the official home page of the brand to obtain information.
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Colliander, Jonas. "Socially acceptable? : exploring consumer responses to marketing in social media." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1930.
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Eck, Johanna, and Johansson Sofie. "Social media acceptance in B2B marketing : A study exploring the reasons behind the difference in social media usage between B2B and B2C markets." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79891.
Повний текст джерелаАнотація:
Social media is a fast growing platform when it comes to marketing. It is, however, used to a greater extent by business-to-consumer (B2C) companies than by business-to-business (B2B) companies. Because of this there has been considerably less research done concerning marketing on social media for B2B, compared to B2C. This study explores why social media marketing is less common in B2B than B2C. This was done by conducting eleven one-on-one interviews with people who work at different B2B companies, and who have influence over their respective company’s marketing process. To analyse and evaluate the findings of this study the Technology Acceptance Model (TAM) was used. By identifying the external variables that deter B2B companies from using social media the perceived usefulness and ease of use were analysed in order to explore what affects the difference in social media acceptance for marketing between B2B and B2C companies. The findings of this study show that the perceived ease of use is the dominant factor that deters B2B companies from using social media for marketing purposes. This is however not the reason for the difference between B2B and B2C. The difference can instead be explained by a more negative perception of the usefulness of marketing on social media. This negative perception is a result of the characteristics of social media, the industry the company is operating within, as well as the company’s products and customers.Sociala medier är en snabbt växande plattform när det kommer till marknadsföring. Det används dock i större utsträckning av business-to-consumer (B2C) företag än av business-to-business (B2B) företag. På grund av detta har det gjorts betydligt mindre forskning gällande marknadsföring på sociala medier för B2B än vad som har gjorts för B2C. Denna studie utforskar varför marknadsföring på sociala medier är mindre vanligt i B2B än B2C. Detta har gjorts genom att genomföra 11 intervjuer, öga-mot-öga, med personer som arbetar på olika B2B-företag och som har inflytande över sitt respektive företags marknadsföringsprocess. För att analysera och utvärdera resultaten från denna studie användes Technology Acceptance Model (TAM), en modell som mäter acceptansen av olika tekniska plattformar. Genom att identifiera de externa variabler som hindrar B2B-företag från att använda sociala medier analyserades användbarheten och användarvänligheten, som den uppfattas av dem intervjuade, för att undersöka vad som påverkar skillnaden i sociala media acceptans i marknadsföringssyfte mellan B2C- och B2B-företag. Resultaten av denna studie visar att den upplevda användarvänligheten är den dominerande faktorn som hindrar B2B-företag från att använda sociala medier för marknadsföringssyften. Detta är dock inte orsaken till skillnaden mellan B2B och B2C. Skillnaden kan istället förklaras av en negativare uppfattning av användbarheten av marknadsföring på sociala medier. Denna negativa uppfattning är ett resultat av egenskaperna hos sociala medier, den bransch som företaget är verksam inom, samt företagets produkter och kunder.
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Johansson, Sofie, and Johanna Eck. "Social media acceptance in B2B marketing : A study exploring the reasons behind the difference in social media usage between B2B and B2C markets." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79893.
Повний текст джерелаАнотація:
Social media is a fast growing platform when it comes to marketing. It is, however, used to a greater extent by business-to-consumer (B2C) companies than by business-to-business (B2B) companies. Because of this there has been considerably less research done concerning marketing on social media for B2B, compared to B2C. This study explores why social media marketing is less common in B2B than B2C. This was done by conducting eleven one-on-one interviews with people who work at different B2B companies, and who have influence over their respective company’s marketing process. To analyse and evaluate the findings of this study the Technology Acceptance Model (TAM) was used. By identifying the external variables that deter B2B companies from using social media the perceived usefulness and ease of use were analysed in order to explore what affects the difference in social media acceptance for marketing between B2B and B2C companies. The findings of this study show that the perceived ease of use is the dominant factor that deters B2B companies from using social media for marketing purposes. This is however not the reason for the difference between B2B and B2C. The difference can instead be explained by a more negative perception of the usefulness of marketing on social media. This negative perception is a result of the characteristics of social media, the industry the company is operating within, as well as the company’s products and customers.Sociala medier är en snabbt växande plattform när det kommer till marknadsföring. Det används dock i större utsträckning av business-to-consumer (B2C) företag än av business-to-business (B2B) företag. På grund av detta har det gjorts betydligt mindre forskning gällande marknadsföring på sociala medier för B2B än vad som har gjorts för B2C. Denna studie utforskar varför marknadsföring på sociala medier är mindre vanligt i B2B än B2C. Detta har gjorts genom att genomföra 11 intervjuer, öga-mot-öga, med personer som arbetar på olika B2B-företag och som har inflytande över sitt respektive företags marknadsföringsprocess. För att analysera och utvärdera resultaten från denna studie användes Technology Acceptance Model (TAM), en modell som mäter acceptansen av olika tekniska plattformar. Genom att identifiera de externa variabler som hindrar B2B-företag från att använda sociala medier analyserades användbarheten och användarvänligheten, som den uppfattas av dem intervjuade, för att undersöka vad som påverkar skillnaden i sociala media acceptans i marknadsföringssyfte mellan B2C- och B2B-företag. Resultaten av denna studie visar att den upplevda användarvänligheten är den dominerande faktorn som hindrar B2B-företag från att använda sociala medier för marknadsföringssyften. Detta är dock inte orsaken till skillnaden mellan B2B och B2C. Skillnaden kan istället förklaras av en negativare uppfattning av användbarheten av marknadsföring på sociala medier. Denna negativa uppfattning är ett resultat av egenskaperna hos sociala medier, den bransch som företaget är verksam inom, samt företagets produkter och kunder.
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Grönlund, Sophie, and Tommy Schytt. "The use of data in social media marketing : An explorative study of data insights in social media marketing." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-139211.
Повний текст джерелаАнотація:
The marketing possibilities on the Internet is growing and so are social media marketing. The budget devoted for marketing activities on social media is constantly increasining every year and the time users are spending on social media is also increasing. Among the increasing activities comes a vast amount of data which create endless of opportunities for companies to optimize their marketing activities. In marketing the most important has always been to know your customers and how to reach out to them. The Internet and data that comes with it has made it possible for companies to get to know their customers even better and to reach them with more precision if data is correctly used. A gap was identified from the litterature search which showed that it is not always clear how to utilize social media for marketing and it is not easy to analyze and interpret the data derived from social media. This has lead to a lack of knowledge on how data can be used for social media activities. From the identified gap regarding data usage in social media marketing, a research question was formulated: “How is data used in brand’s strategies for social media?” A qualitative research design conducting semi-structured interviews was used to examine the research question. A purposeful sample of eleven respondents, defined as experts within the research field, from ten different companies was selected. A pilot study was carried out to get insights in the identified gap, to set a base for the theoretical framework, and to optimize the interview questions. All respondents represented agencies except for the respondent in the pilot study. Academics and business communities are interested in how data is used in marketing purposes and therefore it was elaborated further in this thesis to how data can be used in social media activities. Branding activities are becoming more engaged with its customers, thus marketers need to keep up to date with the new and emerging trends. Furthermore, the aim was to explore how data is used in social media marketing and how data affect decisions in social media strategies. The results found in this study shows that data is used to define audiences on social media and to enable a greater reach of the messages for the audiences. The audience is defined by data analysis mostly based on consumer behavior in social media. To achive reach marketers use programmatic buying tools, which are based on data and ultimatley enables conversions among the audience. Data is also analyzed by opinion mining where data insights can show what topics customers are engaged in. Data insights can further give direction on how content can encourage engagement among the targeted audience. Lastly, the result shows that it is important to have knowledge about how to analyze, interpret, and use data insights in order to create successful social media activites.
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Ezeife, Loretta N. "Social Media Strategies for Increasing Sales." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/4282.
Повний текст джерелаАнотація:
Social media have transformed business commerce and consumer communication, yet organizational leaders lack clear strategies for using social media platforms to their advantage. The purpose of this qualitative multicase study was to explore social media marketing strategies for increasing sales. The relationship marketing conceptual framework grounded this study. Data collection included semistructured interviews with 5 organizational leaders from 5 different organizations in the San Francisco, California, Bay Area and a review of participants’ documents including marketing materials, social media posts, and published sales reports. Data analysis included coding, categorization, and identification of major themes. The thematic assessment approach revealed 5 major themes from participants’ responses that aligned with findings from the literature review. Themes included identifying the target audience, developing a customer roadmap to convert prospects to consumers, managing customer relationships to increase brand loyalty, and developing key performance indicators to measure the success of social media campaigns. Study findings may increase local organizational leaders’ knowledge of social media strategies that they can use to increase brand awareness, brand loyalty, and sales for their organizations. Implications for social change include the opportunity for local leaders to increase sales, which could lead to more jobs and improved economies in local communities.
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Edenkrantz, Reuben, and Edvin Holpers. "The Social Media Identity : An exploratory study on how Swedish companies conducts marketing on international social media." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105086.
Повний текст джерелаАнотація:
The world today has successively been shrinking in terms of distance between us as individuals, globalisation and the increased digitalisation of our society have made information accessible and connectivity simpler and more profound. In conjunction with digitalising our lives, a new medium within the digital world has risen to such prominence that it is now a factor of constant influence upon us and our environment, social media. As a consequence, people have to a large extent become digital natives. This has led to firms and brands sensing opportunities within the medium and the utilisation of its different unique vehicles. In combination with practitioners increased interest and utilisation of social media from a business standpoint, business and marketing researchers have conducted increasing amounts of research on the area. Subsequently, the researchers of this paper identified the need for an increased understanding of social media marketing strategies, as further highlighted by other researchers in previous studies on the field of social media marketing. Thus, the purpose to contribute to an increased understanding of social media marketing and how this international medium, with its unique features and possibilities, could be used as a marketing tool by companies in their respective industry and market was formulated. To provide the profound understanding stated, due to the complex nature of the matter at hand, an abductive approach was used and motivated for. The theories and concepts used for formulation of the questions in the operationalisation, for the semi-structured interviews, was presented from a broad to narrow structure under the literature review. Furthermore, the theories were summarised in the conceptual framework. The following analysis categorised and positioned the informants and their respective firms under four sub-concepts of the main concept of social media marketing strategies. These categorisations laid the foundation for the conclusion of the paper and the answering of the posed research question. The final chapter then concludes by stating the researcher’s recommendations and the presentation of an example of a possible model for the stages of utilising social media to its fullest extent. Finally, limitations and avenues for future research topics are presented and concludes the paper. The paper provides an increased and profound understanding of how four Swedish firms, in different sectors, utilise the same tool for digital marketing. We suggest that all firms active on social media for marketing purposes, should aim to adapt their marketing towards the full utilisation of all its features and possibilities. Furthermore, a process of adapting traditional marketing to the new form of social media marketing, utilising the mediums unique features and possibilities are subsequently discussed. A possible future model to describe this adaptation process are presented and further elaborated upon as one avenue for future research.