The role of the social media marketing in adding customer value at different stages of buying process on the example of construction company YIT

Abstract

The purpose of this study was to analyze the role of Social media marketing (SMM) activities for affecting customer value at different stages of buying process for the construction company in Russia. For this purpose the following objectives were fulfilled: understanding customer insight in the context of perception of the SMM activities in general and for construction company in particular; achieving deep understanding of customers’ decision making process and each stages of the process in particular using qualitative methods of research; examining factors affecting customer value at different stages of buying process and how SMM can affect this factors; understanding best practices existing among construction companies in Russian Social Networks segment; providing recommendations how to use SMM activities to positively affect perceived customers value. All the previous researches done on the topic of were focused on the two concepts, the framework, proposed in the study combine three concepts: customer value, buying decision making process and SMM. The qualitative method (interviewing) was chosen for the research. According to the findings describing customer journey and their perception of social media the most promising steps of buying process for the company to affect customers are: searching, comparing alternatives; post-purchase behavior; SMM provides opportunities for the company to affect mainly social and service value etc. On the basis of these findings, analysis of competitors’ activities and analysis of the situation in the Russian online segment the recommendation plan consisting of three steps was proposed.