Social Media Monitoring in the industrial Business to Business Sector

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Show simple item record Töllinen, Aarne Järvinen, Joel Karjaluoto, Heikki 2012-11-15T07:35:06Z 2012-11-15T07:35:06Z 2012 fi
dc.identifier.citation Töllinen, A., Järvinen, J., & Karjaluoto, H. (2012). Social Media Monitoring in the industrial Business to Business Sector. World Journal of Social Sciences, 2 (4), 65-76. Retrieved from
dc.identifier.issn 1838-3785
dc.description.abstract The objective of this paper is to provide new knowledge of social media monitoring (SMM) in the B2B sector. Specifically, we study the quantity of electronic word-of-mouth (eWOM) found on social media sites concerning B2B companies, as well how B2B companies view the nature and importance of eWOM. This case study research combines eight qualitative theme interviews executed in the autumn 2011 with a quantitative web data based on 3849 social media mentions collected with a social media monitoring (SMM) software rom the 25 August till 25 October 2011. Thus, the research contributes to marketing research both methodologically and theoretically. The results of this paper suggest that B2B companies can leverage social media monitoring to gain insights into what customers genuinely think about the company and to identify the volume of company-specific online discussions and where they happen. Nevertheless, several pitfalls remain, and SMM software products seem still to require product-development action. fi
dc.language.iso eng
dc.publisher World Business Institute
dc.relation.ispartofseries World Journal of Social Sciences
dc.rights openAccess fi
dc.subject.other social media en
dc.subject.other monitoring en
dc.subject.other B2B marketing en
dc.subject.other word-of-mouth marketing en
dc.subject.other sosiaalinen media fi
dc.subject.other monitotorointi fi
dc.subject.other B2B-markkinointi fi
dc.subject.other suusanallinen markkinointi fi
dc.title Social Media Monitoring in the industrial Business to Business Sector
dc.type Article
dc.identifier.urn URN:NBN:fi:jyu-201211153008
dc.subject.kota 512
dc.contributor.laitos Kauppakorkeakoulu fi
dc.contributor.laitos Jyväskylä University School of Business and Economics en
dc.description.version Publisher's PDF
dc.type.coar journal article
dc.description.reviewstatus peerReviewed
dc.relation.issn 1838-3785
dc.type.version publishedVersion
dc.rights.accesslevel openAccess

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