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

• Autores principales: Hannu Kärkkäinen (Autor), Jari J. Jussila (Autor), Maija Leino (Autor)
• Formato: Libro
• Publicado: International School for Social and Business Studies, 2012-01-01T00:00:00Z.
• Materias: article
• Acceso en línea: Connect to this object online.
• Notes: 2232-5107; 2232-5697
• Keywords: innovation; customer; learning; organizational learning; customer learning; social media; business-to-business; Education; L; Business; HF5001-6182
• Source: International Journal of Management, Knowledge and Learning, Vol 1, Iss 1, Pp 5-25 (2012)

Social media can enable and significantly increase the collaboration andlearning from customers in various ways, for instance by novel social waysof providing and receiving feedback from new products and concepts. Wehave created a model that can support managers and researchers to betteranalyse and understand the possibilities of social media approaches especiallyfrom the business-to-business (B2B) customer interface standpoint. Weused the model to analyse found various types of business-to-business relatedsocial media approaches to create new understanding of the scarcelyresearched field of social media in the customer learning and the customerinterface of B2B innovation.