Digitala relationer i en fysisk bransch - en studie i hantering av kundrelationer i sociala medier

Sammanfattning: In the past, symmetric communication in customer relationships was seen as utopian, today, however, social media have provided new tools which create new dimensions of possibilities for dialogue. Today we find ways through social media to create a more symmetric communication between customer and organization. This study analyzes how three organizations within the sporting and outdoors branch communicate in social media to build customer relationships. We have worked from a transmitting perspective, and analyzed our qualitative interviews and nethnographic research through hermeneutics. Theoretical focus is on CRM, customer engagement and word of mouth. Our analysis suggests that the organizations have an active agenda to evoke interactions and building customer relationship with their followers. We found that dialogue, relationships and engaging content often were used to enhance word of mouth as a result. Word of mouth was seen as an important marketing tool among the surveyed organizations.