publication . Bachelor thesis . 2017

Electronic word-of-mouths påverkan på CRM : En fallstudie av en organisation inom kulturbranschen

Klasén, Sara; Swebilius, Karin;
Open Access Swedish
  • Published: 01 Jan 2017
  • Publisher: Uppsala universitet, Företagsekonomiska institutionen
  • Country: Sweden
Abstract
Social media has increased the possibilities for consumers to gather and share consumption related experiences with other consumers through electronic word-of-mouth (eWOM). eWOM affects the relationship between customer and business, and therefore also affects customer relationship management (CRM). Therefore, the research question of this study is: “How does electronic word-of-mouth (eWOM) affect customer relationship management (CRM) at an organization in the creative industry?”. The purpose of this study is to, for an organization in the creative industry, investigate the effects of eWOM on CRM. Theories are used to define and discuss the concepts eWOM and CR...
Subjects
free text keywords: Marketing, The Creative Industry, Electronic word-of-mouth, Customer Relationship Management, Marknadsföring, Kulturbranschen, Business Administration, Företagsekonomi
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