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Relationshantering på Instagram: En fallstudie om tre restaurangverksamheters förvaltning av kundrelationer genom sociala medier
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Media Technology.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Media Technology.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Relationship management on Instagram : A case study on the management of customer relations on social media by three restaurants (English)
Abstract [sv]

Skribenterna till denna kandidatuppsats har undersökt kundrelationshantering (CRM) på Instagram, ur ett företagsperspektiv. Studien syftar till att identifiera hur Instagrams funktioner påverkar etablerade teorier gällande CRM. Idag förväntas många företag att etablera sig på sociala medier som i sin tur gynnas av genomtänkta strategier av arbete med CRM.

Studien genomfördes genom en kvalitativ fallstudie där tre restaurangverksamheter har undersökts. Detta för att bidra till en grundläggande förståelse över hur de tre verksamheterna tillämpar Instagrams funktioner i sitt arbete med CRM.

I resultatet presenteras verksamheternas tillämpning av Instagrams funktioner i relation till CRM. Vidare analyserades och kategoriserades Instagrams funktioner efter de kommunikativa teorierna. Därefter ställdes tillämpningen av funktionerna mot de fyra aspekterna av CRM som studien berör.

Avslutningsvis formulerades slutsatser kring hur Instagrams funktionalitet påverkar CRM och hur de tre restaurangerna kan förvalta kundrelationer på plattformen.

Abstract [en]

The authors of this bachelor thesis have examined customer relationship management (CRM) on Instagram, from a business perspective. The study aims to identify how Instagram’s functions affect established theories regarding CRM. Today many businesses are expected to establish themselves on social media, which benefits from thoughtful management of CRM.

The study was carried out through a qualitative case study focusing on three restaurants. This is to get a basic understanding of how the three restaurants applies Instagram’s functions in its work with CRM.

The results present the activities’ application of Instagram’s functions in relation to CRM. Furthermore, Instagram’s functions were analyzed and categorized according to the communicative theories. Then the application of the functions was set against the four aspects of CRM that the study concerns.

Finally, conclusions were formulated on how Instagram’s functionality affects CRM and how the three restaurants can manage customer relations on the platform.

Place, publisher, year, edition, pages
2018. , p. 45
Keywords [en]
Customer relationship management, relationship management, Instagram, CRM & functions
Keywords [sv]
Kundrelationshantering, Relationshantering, Instagram, CRM & funktioner
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:sh:diva-37916OAI: oai:DiVA.org:sh-37916DiVA, id: diva2:1299779
Subject / course
Media Technology
Uppsok
Technology
Supervisors
Examiners
Available from: 2019-03-28 Created: 2019-03-28 Last updated: 2019-03-28Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
  • rtf