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


  • Jari J. Jussila

    (Tampere University of Technology, Finland)

  • Hannu Kärkkäinen

    (Tampere University of Technology, Finland)

  • Maija Leino

    (Tampere University of Technology, Finland)


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.

Suggested Citation

  • Jari J. Jussila & Hannu Kärkkäinen & Maija Leino, 2012. "Learning from and with Customers with Social Media: A Model for Social Customer Learning," International Journal of Management, Knowledge and Learning, International School for Social and Business Studies, Celje, Slovenia, vol. 1(1), pages 5-25.
  • Handle: RePEc:isv:jouijm:v:1:y:2012:i:1:p:25-25

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    References listed on IDEAS

    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. Hannu Kärkkäinen & Jari Jussila & Jaani Väisänen, 2013. "Social Media Use and Potential in Business-to-Business Companies’ Innovation," International Journal of Ambient Computing and Intelligence (IJACI), IGI Global, vol. 5(1), pages 53-71, January.
    3. 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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    Cited by:

    1. Tzu-Chun Weng, 2014. "Exploring Customer Knowledge from Social Media to Improve the Performance of Strategy," International Journal of Management, Knowledge and Learning, International School for Social and Business Studies, Celje, Slovenia, vol. 3(2), pages 261-279.
    2. Kopera, Sebastian & Najda-Janoszka, Marta & Wszendybył-Skulska, Ewa, 2014. "Kanał YouTube jako przykład wykorzystania mediów społecznościowych w procesie transferu wiedzy do biznesu turystycznego
      [YouTube channel as an example of the use of social media in the proces of kn
      ," MPRA Paper 60808, University Library of Munich, Germany.


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