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Social Media Marketing - A Win-win situation?
University West, Department of Economics and IT. (LINA)ORCID iD: 0000-0003-3914-3212
Linnéuniversitetet.
2014 (English)In: Proceedings of the European Conference on Social Media, University of Brighton, UK 10-11 July 2014 / [ed] Rospigliosi, A. & Greener, S., Reading, UK, 2014, 201-207 p.Conference paper (Refereed)
Abstract [en]

The use of social media for marketing has been increasingly popular recent years, but still there is a lack of research studies. In this article, social media marketing in six wellness companies in Sweden is focused using in-depth qualitative interviews as research method. The interviews are analysed according to the qualitative content analysis method. The evaluation model MOA-SM is used as a theoretical reference frame for the analysis of the consequences of social media marketing for the stakeholders. The analysis show that there is no simple win-win situation for the stakeholders. Instead management, marketers and customers could have different advantages, disadvantages as well as challenges using social media marketing. It is a challenge for management to organize work processes in a relevant way for social media marketing and to recruit staff with appropriate skills, as well as to ensure that their competences are developed in relevant ways. Social media could be integrated with other systems such as “the digital reception”, which makes the work more efficient and understandable, and could lead to increased productivity. The benefits of social media marketing are however often unclear and formulating goals of social media marketing as well as monitoring and evaluating the goals, are challenges for management. The work situation for the employees working with social media marketing has changed fundamentally. The work has become more stressful and demanding as a consequence of social media marketing, but the work could also be more meaningful due to the informal contacts with the customers. New competences are needed. The customers who use social media marketing could receive a more informal relationship with the company, and their views and attitudes could indirectly affect the services of the organization. They could participate in contests and sometimes receive lower prices for the services. Customers not using social media, do not have the same advantages.

 

Place, publisher, year, edition, pages
Reading, UK, 2014. 201-207 p.
Keyword [en]
Social media marketing, wellness industry, evaluation study, MOA-SM model, Work-integrated Learning, WIL
National Category
Other Social Sciences not elsewhere specified
Research subject
SOCIAL SCIENCE, Informatics; Work Integrated Learning
Identifiers
URN: urn:nbn:se:hv:diva-6654ISBN: 978-1-910309-28-5 (print)OAI: oai:DiVA.org:hv-6654DiVA: diva2:746694
Conference
European Conference on Social Media, University of Brighton, UK 10-11 July 2014
Projects
“Efficient learning for quality in the wellness industry” (2012 – 2013), financed by the research financier Knowledge Foundation of Sweden
Funder
Knowledge Foundation
Available from: 2014-09-14 Created: 2014-09-14 Last updated: 2015-03-04Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
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More styles
Language
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