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Vključevanje medorganizacijskih porabnikov v komunikacijo na spletnih družbenih omrežjih na medorganizacijskem trgu : diplomsko delo
Hebar, Lara (Author), Tuškej Lovšin, Urška (Mentor) More about this mentor... This link opens in a new window

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Abstract
Vključenost porabnikov je že nekaj časa aktualna tema na področju marketinga in tržnega komuniciranja, vendar je ta pojav znotraj medorganizacijskega konteksta še pomanjkljivo raziskan. Vključenost porabnikov v komunikacije širi tradicionalno vlogo komuniciranja na medorganizacijskih trgih, saj medorganizacijske porabnike in druge deležnike v večji meri vključuje v postopek dodajanja vrednosti in jim omogoča, da so del porabniške izkušnje. Tako prodajalcem pomaga razumeti njihove potrebe, hkrati pa lahko deležniki tudi sodelujejo v procesu razvoja izdelka ali storitve, pridobivajo in zagotavljajo povratne informacije o strategijah podjetja in izdelkih ter tako postanejo njihovi zagovorniki. Vendar pa se pri medorganizacijskih podjetjih pogosto zatakne že pri implementaciji spletnih družbenih omrežij v njihovo tržno-komunikacijsko strategijo. Zato sem se odločila v diplomski nalogi proučiti, kakšno težo dajejo podjetja vključevanju porabnikov na spletnih družbenih omrežjih na medorganizacijskem trgu, katere prednosti in slabosti komuniciranja na spletnih družbenih omrežjih zaznavajo in na kakšne načine se trudijo vključiti relevantne deležnike v komunikacije na teh omrežjih. Rezultati empiričnega dela, ki temeljijo na polstrukturiranih intervjujih, so pokazali, da medorganizacijska podjetja dojemajo spletna družbena omrežja kot relevantne tržno-komunikacijske kanale, ki so že uveljavljeni tudi na medorganizacijskem trgu, in se trudijo svoje porabnike vanje vključiti na različne načine, kot so nagovori v objavah in nagradne igre. Ugotovila sem tudi, da je zaznana stopnja vključenosti na teh kanalih na medorganizacijskem trgu precej nizka.

Language:Slovenian
Keywords:spletna družbena omrežja, vključenost porabnikov, medorganizacijski trg
Work type:Bachelor thesis/paper (mb11)
Tipology:2.11 - Undergraduate Thesis
Organization:FDV - Faculty of Social Sciences
Year:2020
Publisher:[L. Hebar]
Number of pages:83 str.
UDC:339.138:316.472.4(043.2)
COBISS.SI-ID:22113795 Link is opened in a new window
Views:74
Downloads:71
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Secondary language

Language:English
Title:Customer engagement on social media on business-to-business markets
Abstract:
Customer engagement has been a topical issue in market discussions for some time, but it seems to be very poorly researched in the B2B context. Engaging customers in brand communications can expand the traditional role of B2B communications because it includes B2B customers in the value adding process and enables them to be part of the costumer expirience. In this way, it helps salespeople to better understand their needs, and at the same time, enables customers an other stakeholders to participate in the product or service development process, obtaining and providing feedback on company and product strategies, and thus becoming their advocates. However, in the case of B2B companies it seems like they still have a hard time implementing social media in their marketing and communication strategies. Therefore, I decided to research the percieved importance of customer engagement on social media in B2B markets, the benefits and the difficulties they face when using social media and the different ways in which B2B companies try to engage their customers and other stakeholders on them. The results of my research, which are based on semi-structured interviews, show that B2B companies see social media as relevant marketing communication channels, which are already well established in B2B markets and that companies are trying to engage their customers in different ways, like with addressing them in their posts or with prize-winning competitions. I also found out that the perceived engagement rate on social media in B2B communications is generally low.

Keywords:social media, customer engagement, business-to-business markets

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