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

• Published in: International journal of management, knowledge and learning (Spletna izd.) Vol. 1; no. 1; pp. 5 - 25
• Main Authors: Kärkkäinen, Hannu, Jussila, Jari J, Leino, Maija
• Format: Journal Article
• Language: English
• Published: International School for Social and Business Studies 2012; Mednarodna fakulteta za družbene in poslovne študije; International School for Social and Business Studies, Celje, Slovenia
• Series: International Journal of Management, Knowledge and Learning
• Subjects: business-to-business; customer; customer learning; Economy; Innovation; Kunde; learning; Lernen; Organisationslernen; organizational learning; social media; Soziale Medien; Unternehmen; innovation; learning; businesstobusiness; social media; organizational learning; customer; customer learning
• ISSN: 2232-5697; 2232-5107; 2232-5697

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.