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The Role of Social Media in Customer Communication

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The Role of Social Media in Customer Communication
FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION

Henna Sarkkinen

THE ROLE OF SOCIAL MEDIA IN CUSTOMER COMMUNICATION IN BUSINESS-TO-BUSINESS MARKETS

Master’s Thesis Department of Marketing September 2009

UNIVERSITY OF OULU ABSTRACT OF THE MASTER 'S THESIS Faculty of Economics and Business Administration
Unit

Department of Marketing
Author Supervisor (s)

Sarkkinen Henna
Title

Salo J. Professor

The role of social media in customer communication in business-to-business markets
Subject Type of the degree Time of publication Number of pages

Marketing
Abstract

Master´s thesis

September 2009

95+2

The objective of this study is to create an understanding what is the role of social media in customer communication in business-to-business markets. This is explored by defining the characteristics of social media that differentiates it from traditional marketing communication channels. Opportunities and challenges the social media induces for communication are explored as well. Utilization of social media in communication with current customers and with potential customers is also of interest in this study. The context of this study is Finland. The study is conducted by using qualitative research methods. The purpose of this study is to build a holistic picture of the role of social media in customer communication. The theoretical part of this study explores the changes that digital marketing and especially social media creates for traditional marketing communication. Identifying the characteristics of social media enables to understand opportunities and challenges it creates for communication. Relationship development viewpoint is taken because especially in b-to-b markets the communication occurs in customer relationships. The empirical data is collected with semi-structured interviews among Finnish companies operating in industrial markets and experts on social media. By connecting the theoretical and empirical parts of this study


References: 95 Statistics Finland (2008)
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