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Title: Social media analytics: Mejora de la experiencia y fidelización del cliente en el sector de gama blanca
Author: Lara Guillén, Jorge
Abstract: The objective of the Master's Final Project is the management of the relationship with customers based on the information obtained by monitoring the reviews and comments made by users on social networks about a particular product, strengthening the customer-brand relationship in terms of experience, satisfaction, loyalty and recommendation, generating value and providing relevance to people beyond their status as consumers. This analysis will focus on the white goods sector. Specifically, in the company BSH Hausgeräte GmbH, the largest manufacturer of household appliances in Europe that markets its products under the brands Bosch, Siemens or Balay, among others. The methodology to be used is descriptive research of a conclusive nature on a sample made up of more than eight hundred thousand comments posted on social networks in the years 2019 and 2020 by users of household appliances. The data collection was carried out using a Social Media Analytics tool, developed by the company VICO Research & Consulting. The collected data has been analyzed with the statistical package R Commander, thus feeding the qualitative and quantitative research. The work showed that the relationship with the customer generates enormously valuable information for the company and, therefore, it is essential to have a continuously updated database to achieve the success of the proposed loyalty objectives. At a time of extraordinary changes, in order to stay one step ahead, data analysis can improve the reactive capacity of companies to lead decision-making based on the current situation and manage scenarios beyond short-term objectives. Social Media Analytics is an indispensable tool for brands to build their innovation models.
Keywords: Social Media Analytics
digital transformation
user experience
home appliance
Document type: info:eu-repo/semantics/masterThesis
Issue Date: 20-Jul-2021
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Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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