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

Author

Listed:
  • 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.

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, ToKnowPress, vol. 1(1), pages 5-25.
    • Handle: RePEc:tkp:jouijm:v:1:y:2012:i:1:p:25-25
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