The use of Social Media in B2B it Companies: A Guideline for Internal Employees as Social Media Micro-Influencers

Informace o vysokoškolské kvalifikační práci

Název práce:
The use of Social Media in B2B it Companies: A Guideline for Internal Employees as Social Media Micro-Influencers
Autor práce:
Monnecchi, Sara
Typ práce:
Diplomová práce / info:eu-repo/semantics/masterThesis
Vedoucí práce:
Štěrbová, Ludmila
Osoba oponující práci:
Moriel, Walter
Jazyk práce:
English
Abstrakt:
The purpose of this study is to understand the strategies of B2B IT companies on the usage of social media, in specific LinkedIn, adopting internal employees as micro- influencers or opinion leaders to creates benefits and avoid negative effects for the company, with a major focus on the delivery of trust and e-WOM theory. Secondary research based on a comprehensive literature review is carried out before conducting qualitative research as semi-structured interviews with key respondents (n=8) of the selected in- dustry. The approach to the research is inductive, being the purpose of the study to condense extensive and varied raw data into a guideline. The findings show that the valuable content shared by the internal employees as micro-influencers or opinion lead- ers on LinkedIn get more attention from the audience, create more value for the com- pany, and reach a broader audience. B2B IT companies are not hesitating anymore on the use of social media on their business practices, but they are on the process of finding the best strategies. There is the need to implement a guideline to help internal employ- ees to share the content created by the company to a broader audience in a structured, trustful and knowledgeable way.
Klíčová slova:
Social Media; B2B IT Companies; Micro-influencers

Informace o studiu

Studijní program a Studijní obor:
Mezinárodní ekonomické vztahy/International Business - Central European Business Realities
Typ studijního programu:
Magisterský navazující studijní program
Jméno přidělované hodnosti:
Ing.
Instituce přidělující hodnost:
University of Economics, Prague
Název fakulty:
Faculty of International Relations
Název katedry:
Department of International Trade
Instituce archivující a zpřístupňující VŠKP:
University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce:
14. 10. 2019
Datum podání práce:
15. 10. 2019
Datum obhajoby:
14.10.2019

Soubory ke stažení

Hlavní práce:
71276_mons00.pdf [469,47 kB]
Oponentura:
64348_Moriel.pdf [246,88 kB]
Hodnocení vedoucího:
71276_sterbovl.pdf [60,64 kB]

Údaje ze systému InSIS

Identifikátor:
https://insis.vse.cz/zp/71276/podrobnosti