Social media for innovative marketing strategies: How social media can improve the Customer Relationship Management?
Author
Licciardi, Stefania
Term
4. term
Publication year
2013
Submitted on
2013-06-05
Pages
91
Abstract
Denne afhandling undersøger, hvordan sociale medier ændrer den digitale kontekst, og hvordan organisationer kan bruge dem til at forbedre customer relationship management (CRM) – arbejdet med at opbygge og vedligeholde kunderelationer. For at kortlægge mulighederne gennemgås teorier om Web 2.0/3.0 (mere interaktive og datadrevne webtjenester), brugergenereret indhold (UGC), sociale medier, netværkseffekter (når en tjeneste bliver mere værdifuld, jo flere der bruger den) og CRM. Undersøgelsen bliver konkret gennem et casestudie af Starbucks og virksomhedens brug af social media marketing. På baggrund af analysen foreslås en social CRM‑ramme skræddersyet til Starbucks’ kontekst. Formålet er at koble interaktioner på sociale medier med CRM‑processer i praksis og dermed styrke de empiriske indsigters anvendelighed.
This thesis examines how social media is reshaping the online environment and how organizations can use it to improve customer relationship management (CRM)—the work of building and maintaining customer relationships. To identify opportunities, it reviews theories on Web 2.0/3.0 (more interactive and data‑driven web services), user‑generated content (UGC), social media, network externalities (when a service becomes more valuable as more people use it), and CRM. The analysis is made concrete through a case study of Starbucks and the company’s engagement with social media marketing. Based on this analysis, the thesis proposes a social CRM framework tailored to Starbucks’ context. The aim is to connect social media interactions with CRM processes in practice, thereby strengthening the practical relevance of the empirical findings.
[This abstract was generated with the help of AI]
Keywords
Starbucks ; Social Media ; Web 2.0 ; UGC ; CRM
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