Social media has recently received increased attention from practitioners and academics.
Although social media helps build relationships, no academic study to date has investigated the use of social media by key account managers, although building and developing relationships with key customers are at the core of these managers’ expertise.
This research contributes to building the first level of understanding of how key account managers use social media and the major issues.
To address this topic, we perform a qualitative research study using the grounded theory methodology.
We present a model of key account managers’ use of social media derived from our empirical data and relate it to a key customer engagement model.
Learn more about Sylvie Lacoste
Learn more about the Devinci Research Center – Business Group: www.devinci.fr
In his journey of personal growth, Thibault Velghe shares the highlights of his experience and academic adventure after graduating cum laude at UC Leuven-Limburg and having spent his Erasmus exchange programme at EMLV business......
Entrepreneurship myths have been scaring business owners or anyone with a new idea for a very long time, and a lot of them end up giving up before giving their business a chance. As more people aspire to become entrepreneurs,......
Not only does international business support the development, strategy and management of organisations at a global level, but also shapes the competencies of future leaders and managers. The MSc International Business programme......