Employee Engagement in Social Media : Case: itim International
Malmén, Rosa (2016)
Malmén, Rosa
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016060211487
https://urn.fi/URN:NBN:fi:amk-2016060211487
Tiivistelmä
This thesis investigates the utilization of employee engagement as a tool in social media marketing environment. The commissioning company for this research is itim International, and all the information presented in this research is adjusted to their needs.
The object of this research was formed from itim’s wish to find out how to engage its employees more in social media, and how to tie the leverage of engagement to marketing in social media. This is a research-based thesis, and the outcome of this research is analysed survey data gathered from the employees and license holders, and a set of recommendations made for itim for improving its performance in social media.
The study draws theory from social media marketing, employee engagement, and how to utilize an HR practice in marketing. It focuses on the impact employee engagement might have on social media marketing.
The main research material consists of a questionnaire that was conducted as a qualitative study. The respondents were itim’s employees and the license holders abroad. The results of the questionnaire were analysed by using the theoretical framework and qualitative research guideline material to ensure a true and proper analysis of the results.
The findings of this research indicated that employee engagement generates contradictory feelings, and can be difficult to administer and difficult to approach. The results also indicate different motives for actions in social media, and perhaps contemplating these methods would be essential in finding new ways of generating engagement in the social media environment.
The object of this research was formed from itim’s wish to find out how to engage its employees more in social media, and how to tie the leverage of engagement to marketing in social media. This is a research-based thesis, and the outcome of this research is analysed survey data gathered from the employees and license holders, and a set of recommendations made for itim for improving its performance in social media.
The study draws theory from social media marketing, employee engagement, and how to utilize an HR practice in marketing. It focuses on the impact employee engagement might have on social media marketing.
The main research material consists of a questionnaire that was conducted as a qualitative study. The respondents were itim’s employees and the license holders abroad. The results of the questionnaire were analysed by using the theoretical framework and qualitative research guideline material to ensure a true and proper analysis of the results.
The findings of this research indicated that employee engagement generates contradictory feelings, and can be difficult to administer and difficult to approach. The results also indicate different motives for actions in social media, and perhaps contemplating these methods would be essential in finding new ways of generating engagement in the social media environment.