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Learning from and with Customers with Social Media: A Model for Social Customer Learning

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Author Info

  • Jari J. Jussila

    (Tampere University of Technology, Finland)

  • Hannu Kärkkäinen

    (Tampere University of Technology, Finland)

  • Maija Leino

    (Tampere University of Technology, Finland)

Abstract

Social media can enable and significantly increase the collaboration and learning from customers in various ways, for instance by novel social ways of providing and receiving feedback from new products and concepts. We have created a model that can support managers and researchers to better analyse and understand the possibilities of social media approaches especially from the business-to-business (B2B) customer interface standpoint. We used the model to analyse found various types of business-to-business related social media approaches to create new understanding of the scarcely researched field of social media in the customer learning and the customer interface of B2B innovation.

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File URL: http://www.issbs.si/press/ISSN/2232-5697/1_5-25.pdf
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Bibliographic Info

Article provided by International School for Social and Business Studies, Celje, Slovenia in its journal International Journal of Management, Knowledge and Learning.

Volume (Year): 1 (2012)
Issue (Month): 1 ()
Pages: 5-25

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Handle: RePEc:isv:jouijm:v:1:y:2012:i:1:p:25-25

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Web page: http://www.issbs.si

Related research

Keywords: innovation; customer; learning; organizational learning; customer learning; social media; business-to-business;

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  1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
  2. Singh, Tanuja & Veron-Jackson, Liza & Cullinane, Joe, 2008. "Blogging: A new play in your marketing game plan," Business Horizons, Elsevier, vol. 51(4), pages 281-292.
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