Background:  Social media is a constantly growing medium for communication that enables companies to interact with current and potential customers. It is of utmost importance that companies learn how to use social media in order to engage their customers, which will lead to greater customer loyalty. There is a large amount of literature on social media and customer loyalty separately, but not on how these subjects relate and interact. Therefore, the case study performed involving Mormor Magdas Därproducerade Glass will put focus on the activities that engage customers, which can lead to loyal customers.  Purpose:  The purpose of this thesis is to develop a better understanding of how small firms increase customer engagement through social media, leading to the creation of greater customer loyalty. Method:                           A qualitative approach to the research has been chosen which consists of a single case study that will allow for a deeper analysis of the subject. Data collection was performed through two interviews with the owners of the case study company and several observations of the company’s social media uses. Conclusion:                         By following the model provided in this thesis, more effective uses of social media for a small business are demonstrated, which will engage customers and enhance the company’s image, leading to greater customer loyalty. This model will also give a business a simplified picture of social media uses and how to use them properly. The case study shows a business the types of posts that are effective in engaging customers: frequent updates, prompt responses to all queries, and a focus on the specific social media platforms that are the most fruitful for each particular business’s needs.

本研究深入探討新行銷觀念整合行銷傳播在媒體行銷上的應用情形，希望 透過實務上的翔實觀察，以期能將國內外學者關於這方面的理論觀念，與 國內實務界的情況作一番整理與分析，提供媒體行銷相關研究與實務界參 考。在國內目前尚無任何相關研究的情況下，本研究適合採用探索式式研 究，因此本研究乃採用個案研究的方式，以朝全傳播媒體發展的新商業廣 播媒體「台北之音」為個案研究對象。 @ 在「請注意消費者」此一消 費者導向行銷乾念取代「請消費者注意」此一傳統行銷導向行銷觀念；「 整合行銷傳播」取代傳統行銷推廣的新行銷時代理，新廣播時代的商業廣 播媒體係如何應用落實這些新行銷觀念在廣播媒體行銷，亦即媒體、廣告 客戶﹐聽眾這三者間的互動整合策略性思考及戰術運作上﹐來打這場廣播 媒體開放後新廣播媒體的行銷爭霸戰呢？這是本研究所關注的主要議題。 在上述主要關注議題下﹐本研究經過理論與實務基礎探研後﹐發現整合行銷傳播在媒體行銷上有下列四項主要研究問題。 一、在整合行銷傳播的觀念架構下、商業廣播媒體應如何定位？ 二、在整合行銷傳播的觀念架構下、商業廣播媒體對掌握其目標消費者––聽眾﹐廣告客戶應採何種作法？ 三、在整合行銷傳播的觀念架構下、商業廣播媒體在行銷傳播（針對聽眾﹐廣告客戶）上的策略性思考及戰術運作為何？ 四、總體而言﹐商業廣播媒體如何運用整合行銷傳播來打這場媒體行銷戰？研究總結論係商業廣播媒體的整合行銷傳播﹐ 首先必須針對整個廣播媒體市場的需求找出一適切的媒體定位；其次﹐針對廣播媒體兩大基礎消費區隔（聽眾、廣告客戶）進行精確調查﹐瞭解與界定；最後﹐透過整合行銷傳播來更緊密連結互動廣播媒體、聽眾﹐廣告客戶這三角關係﹐以達資源統合、創造綜效、各得其利的極大化目標。