Social Media and Relationship Management - a Study in the Business-to-Business Perspective

Abstract: Research question: How can business-to-business companies utilize social media in order to manage their established customer relationships? Purpose: The purpose of the thesis is to investigate the theoretical framework and case studies in order to gain an understanding for the advantages and disadvantages of social media in a relationship perspective. To be able to answer how business-to-business companies could employ social media in order to manage their relationships with their business customers. Method: In this thesis, we have used a qualitative research method with an abductive approach. We have used case studies and interviews to conduct data for our research. Theoretical framework: The theoretical section begins with giving the reader an overall insight in business-to-business, customer relationship management, social media and its advantages and disadvantages. Empirical framework: The empirical framework presents the result of the qualitative interviews and case studies. Conclusion: Through communicating in social media channels it has made the customer relationships effective, meaningful and with potential to lead into a long-term relationship with the business customers. As seen throughout our research process where we have investigated social media in a business-to-business perspective, it has lead us to the conclusion that business-to-business companies use social media as a managing relationship device.