B2B virksomheders brug af sociale medier

Karoline Persdatter Gotfredsen

Studenteropgave: Speciale


Purpose: The aim of this master thesis is to explore how B2B firms perceive their own usage of social media to establish and strengthen successful relational exchanges. Approach: In-depth interviews were carried out with three key informants responsible for social media marketing at large B2B firms. The findings from the three interviews were then analysed case-by-case and finally a cross case analysis was conducted. Findings: In relation to the market B2B firms mainly see social media as an output channel rather than an input channel. They have realized the importance of sharing valuable content with prospective customers and other industry influencers with the aim of developing a trustworthy corporate brand. Social media also appears to be a potential way to position themselves as thought leaders, which can strengthen the brand further. However, the results from the analysis show that B2B firms are still trying to adapt to social media. Originality: To date, the academic research has been limited in terms of the use of social media in the B2B market. This master thesis contributes to the emerging research of B2B firms’ approach to social media marketing by providing an exploratory study of how B2B firms try to embrace social media in their approach to relationship marketing.

UddannelserVirksomhedsstudier, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato1 mar. 2016
VejledereJan Mattsson


  • B2B
  • Social media
  • Content marketing
  • relationship marketing
  • Branding
  • thought leadership