This research emphasizes the role of social media in customer acquisition retention.Furthermore, it investigates insights that have the potential to benefit tech startups inshaping their strategies and effectively allocating resources to achieve consistentcommunication with their customer base. The field of research is particularly relevant dueto the research gap present in the literature that does not investigate how technologystartups should approach the initial acquisition and retention of the user base, consideringthe limited resources available to these newborn organizations. The research providesinsights into customers' perceptions of brands and companies on social media platforms.It offers intuitions on how to enhance customer trust through these platforms and whichare the preferred way of interaction between customers and companies both on and offsocial media.The study was performed using qualitative and quantitative primary data with the purposeof gaining a deep understanding of the research topic. However, the focus has been puton the quantitative data aiming to create objective and generalizable results, seekingunbiased findings.The results of the research showed how important it is to have an effective CRM(Customer Relationship Management) system as well as being able to identify theaudience, understanding, therefore, the communication method that best fit the chosentarget, with the aim of interacting with them in the expected and preferred way, beingthus one step closer on achieving customer retention and acquisition.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hig-42435 |
| Date | January 2023 |
| Creators | Avram, Danut, Olaitan, Oluwadamilola |
| Publisher | Högskolan i Gävle, Avdelningen för ekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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