B2B organizations cultivating relationships in social media

Organisaation ja yleisön välisten suhteiden kehittämistä on tutkittu jo 1980-luvun alusta lähtien, osana organisaation ja yleisön välisiä suhteita (Cheng 2018, 120; Huang & Zhang 2013, 85; Ki & Shin 2006, 194). On huomattu, että vuorovaikutus ja osallistuminen ovat tärkeässä roolissa suhteid...

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Päätekijä: Nousiainen, Sini
Muut tekijät: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Aineistotyyppi: Pro gradu
Kieli:eng
Julkaistu: 2019
Aiheet:
Linkit: https://jyx.jyu.fi/handle/123456789/66416
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author Nousiainen, Sini
author2 Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_facet Nousiainen, Sini Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä Nousiainen, Sini Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_sort Nousiainen, Sini
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description Organisaation ja yleisön välisten suhteiden kehittämistä on tutkittu jo 1980-luvun alusta lähtien, osana organisaation ja yleisön välisiä suhteita (Cheng 2018, 120; Huang & Zhang 2013, 85; Ki & Shin 2006, 194). On huomattu, että vuorovaikutus ja osallistuminen ovat tärkeässä roolissa suhteiden kehittämisessä verkossa. Useat tutkimukset ovat keskittyneet voittoa tavoittelemattomien ja kuluttajamarkkinointiin keskittyneiden organisaatioiden tutkimiseen (kuten Ki & Hon 2006; Bortree & Seltzer 2009; Waters et al. 2009; McCorkindale 2010; Rybalko & Seltzer 2010; Men & Tsai 2012; O’Neil 2014; Shin et al. 2015), kun taas B2B organisaatiot ovat saaneet vähän huomiota (Siamagka et al. 2015, 89; Järvinen et al. 2012, 102). Tämän vuoksi, tässä tutkimuksessa keskityttiin B2B organisaatioihin, ja selvitettiin, miten B2B yritykset kehittävät suhteita online mediassa. Aineisto kerättiin neljän kohdeorganisaation sosiaalisen median profiilisivustoilta, sekä julkaisuista. Aineiston kokonaismäärä oli 272 julkaisua ja neljä Facebook, sekä LinkedIn profiilisivuston ”Tietoja” -osiota. Aineisto analysoitiin teoriapohjaisella sisällönanalyysilla. Tulokset osoittavat, että tutkitut yritykset jakavat enimmäkseen tietoa organisaatiosta ennemmin kuin yrittävät saada aikaan vuorovaikutusta yleisön kanssa. Tulokset osoittavat myös, että tutkitut organisaatiot ovat avoimempia Facebookissa kuin LinkedInissa. Organisaatiot käyttävät enimmäkseen kuvia, ja pyrkivät voittamaan yleisöä puolelleen verkostoitumalla ja lahjoittamalla organisaatioihin, joista heidän yleisönsä on kiinnostuneet. Mitä tulee vuorovaikutukseen, tutkitut organisaatiot eivät joko vastanneet tai reagoineet vastauksiin. Organisaatiot pyrkivät jopa vähentämään yhteydenottotapoja. Tulokset ehdottavat, että vuorovaikutuksellista viestintää käytetään vähän, vaikka yhteisöpalvelut antavat tähän hyvän mahdollisuuden. Tämä tutkimus antaa lisää ymmärrystä siitä, miten B2B yritykset käyttävät yhteisöpalveluja suhteiden kehittämisessä yleisön kanssa. Tutkimus ehdottaa, että sijoittamalla vuorovaikutukselliseen viestintään, organisaatiot voivat kehittää suhteita yleisönsä kanssa. Ymmärtämällä, miten B2B yritykset käyttävät sosiaalista mediaa suhteiden kehittämisessä, antaa organisaatioille eväitä sosiaalisen median käyttöön suhteiden kehittämisessä. Relationship cultivation strategies have been studied since 1980s, as part of the organization-public relationships (Cheng 2018, 120; Huang & Zhang 2013, 85; Ki & Shin 2006, 194). It is noted, that interactivity and involvement play an important role in online relationship cultivation. Many of the studies has focused on non-profit or business-to-consumer organizations (e.g. Ki & Hon 2006; Bortree & Seltzer 2009; Waters et al. 2009; McCorkindale 2010; Rybalko & Seltzer 2010; Men & Tsai 2012; O’Neil 2014; Shin et al. 2015), whereas far too little attention is paid to business-to-business organizations (Siamagka et al. 2015, 89; Järvinen et al. 2012, 102). Therefore, this study focused on business-to-business organizations and, how they cultivated relationships online. The data was gathered from four case organizations' social networking sites and published posts. The total sample size was 272 wall posts and four Facebook and LinkedIn profile pages’ “About” sections. Data was analyzed with content analysis. These results indicate that the studied organizations mainly disseminate information of the organization rather than try to have interactive communication with publics. These results show that the studied organizations are more open on Facebook than on LinkedIn. Organizations use mostly images and try to win publics over by networking and donating to organizations, whom publics are interested. What comes to interactivity, case organizations did not either respond or give reactive responses to publics. Organizations even try to limit the possibilities to contact the organization. These results suggest that interactive communication is used less, even though social networking sites offers great opportunities for this. This study gives better understanding of how business-to-business organizations use social networking sites for relationship cultivation with publics. The study suggests that investing in interactive communication, organizations can further develop the relationships with their publics. By understanding how business-to-business organizations use social media sites for relationship cultivation, helps organizations to utilize them better for relationship cultivation.
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spellingShingle Nousiainen, Sini B2B organizations cultivating relationships in social media B2B organization-public-relationship relationship cultivation strategies Viestinnän johtaminen Corporate Communication 2043 interaktiivisuus sosiaalinen media sisällönanalyysi LinkedIn Facebook suhdetoiminta interactivity social media content analysis public relations
title B2B organizations cultivating relationships in social media
title_full B2B organizations cultivating relationships in social media
title_fullStr B2B organizations cultivating relationships in social media B2B organizations cultivating relationships in social media
title_full_unstemmed B2B organizations cultivating relationships in social media B2B organizations cultivating relationships in social media
title_short B2B organizations cultivating relationships in social media
title_sort b2b organizations cultivating relationships in social media
title_txtP B2B organizations cultivating relationships in social media
topic B2B organization-public-relationship relationship cultivation strategies Viestinnän johtaminen Corporate Communication 2043 interaktiivisuus sosiaalinen media sisällönanalyysi LinkedIn Facebook suhdetoiminta interactivity social media content analysis public relations
topic_facet 2043 B2B Corporate Communication Facebook LinkedIn Viestinnän johtaminen content analysis interactivity interaktiivisuus organization-public-relationship public relations relationship cultivation strategies sisällönanalyysi social media sosiaalinen media suhdetoiminta
url https://jyx.jyu.fi/handle/123456789/66416 http://www.urn.fi/URN:NBN:fi:jyu-201911184924
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