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dc.contributor.authorTöllinen, Aarne
dc.contributor.authorJärvinen, Joel
dc.contributor.authorKarjaluoto, Heikki
dc.date.accessioned2012-11-15T07:35:06Z
dc.date.available2012-11-15T07:35:06Z
dc.date.issued2012fi
dc.identifier.citationTöllinen, 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 http://wbiaus.org/5.%20Aarne.pdf
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/40329
dc.description.abstractThe 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.isoeng
dc.publisherWorld Business Institute
dc.relation.ispartofseriesWorld Journal of Social Sciences
dc.relation.urihttp://wbiaus.org/wjss_new.html
dc.subject.othersocial mediaen
dc.subject.othermonitoringen
dc.subject.otherB2B marketingen
dc.subject.otherword-of-mouth marketingen
dc.subject.othersosiaalinen mediafi
dc.subject.othermonitotorointifi
dc.subject.otherB2B-markkinointifi
dc.subject.othersuusanallinen markkinointifi
dc.titleSocial Media Monitoring in the industrial Business to Business Sector
dc.typeArticle
dc.identifier.urnURN:NBN:fi:jyu-201211153008
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosJyväskylä University School of Business and Economicsen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.type.coarjournal article
dc.description.reviewstatuspeerReviewed
dc.relation.issn1838-3785
dc.type.versionpublishedVersion
dc.rights.accesslevelopenAccessfi


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