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Uppsökande kundkontakt i sociala medier.
KTH, School of Computer Science and Communication (CSC).
KTH, School of Computer Science and Communication (CSC).
2011 (Swedish)Independent thesis Advanced level (professional degree), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This bachelor thesis means to investigate the process of customer contact in social media and the reaction of the contacted customer. Theories in viral marketing, social media, Web 2.0 as well as business intelligence have been the foundation of our analysis. The investigation was carried out by two methods; qualitative interviews with business representatives and a semi qualitative survey focusing on the reaction of the private person. The results are that customer contact is used both as a tool for marketing and customer support, the work process of customer contact in social media differs between the companies and the reaction of the private person depends on the purpose of the contact where the most common reaction is surprise.

Abstract [sv]

Detta kandidatarbete ämnar att ta reda på hur processen för uppsökande kundkontakt i sociala medier ser ut samt hur den kontaktade reagerar. Teorier inom viral marknadsföring, sociala medier, Web 2.0 samt omvärldsbevakning har legat till grund för vår analys. Undersökningen genomfördes med två metoder; kvantitativa intervjuer med företagsrepresentanter samt en semikvalitativ enkätundersökning med fokus på privatpersonens reaktion. Resultatet är att uppsökande kundkontakt används både som verktyg för marknadsföring och kundtjänst, arbetsprocessen för uppsökande kundkontakt skiljer sig mellan företagen och privatpersonens reaktion beror på i vilket syfte man blir kontaktad där den vanligaste reaktionen är överraskning.

Place, publisher, year, edition, pages
2011.
Series
Kandidatexjobb CSC, K11024
National Category
Computer Science
Identifiers
URN: urn:nbn:se:kth:diva-130890OAI: oai:DiVA.org:kth-130890DiVA: diva2:654335
Educational program
Master of Science in Engineering - Media Technology
Uppsok
Technology
Supervisors
Examiners
Available from: 2013-10-07 Created: 2013-10-07

Open Access in DiVA

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Other links

http://www.csc.kth.se/utbildning/kandidatexjobb/medieteknik/2011/rapport/karlsson_oscar_OCH_lundstrom_gustaf_K11024.pdf
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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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