"GILLA OM DU KOMMER!" : En studie om eventarrangörers syn på digitala kundrelationer

Sammanfattning

Many companies have started using social media platforms as a way to market themselves and their business, which is justified considering how the times have changed and the internet has grown more important as a tool for building your brand in the last decade. In this study, we will be examining how event organizing businesses choose to use Instagram as a way of creating engaging customer relationships. The purpose of the study is to get a deeper understanding of what event organizers consider the meaning of digital customer relationships to be, what strategies they use to create them and what it means for the companies to create and maintain these relationships within the target group. This was done as a qualitative study in the form of observations of the social media platform Instagram as well as interviews with respondents from a few different event organizing businesses. The data generated from these observations and interviews as well as aspects gathered from earlier research served as a means to answer the main questions of this study.