Hur företag hanterar eCRM via sociala medier beroende på företagsstorlek

Sammanfattning: Title: How companies handle eCRM via social media depending on company size Level: Student thesis, final assignment for Bachelor Degree in Business Administration Author: Din Jahic & Robin Issa Supervisor: Michelle Rydback Date: 2022 - May 25th Aim: The aim is to increase understanding of how companies handle e-customer relationship management (eCRM) via social media, and to investigate whether size affects companies' strategies. Method: In this essay, a qualitative research approach is applied where the empirical material is collected through a multiple-case study. This multiple case study consisted of six companies where half of them were counted as large companies and the other half as small companies. A total of six semi-structured interviews were conducted with respondents in three different industries; the retail industry, the restaurant industry and the grocery industry. Results & Conclusions: The results of the study shows that the most used marketing strategies were "Social Content" and "Social Monitoring". The smaller companies mostly used "Social Content", as it was the most suitable option in terms of resource capacity. Furthermore, it is concluded that larger companies dominate "Social Monitoring". The final result shows that larger companies with more resources have a more systematic customer relationship management. Contributions of the thesis: This thesis has contributed to companies being able to obtain information regarding marketing strategies and customer relationship management via social media, as well as the implementation of concepts that are suitable for the company's size and resources. Suggestions for future research: A future area of research may be to carry out similar studies with other criterias. For example, only interviewing digital stores, as the approaches are different in comparison with physical stores. The interesting contribution would then be to investigate how digital stores proceed with marketing activities and customer relationship management, as opposed to physical stores. Key words: Customer Relationship Management (CRM) · electronic Customer Relationship Management (eCRM) · Social media · Social Media Marketing Strategy · Marketing Strategy