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    Toward a conceptual model for examining the role of social media on social customer relationship management (SCRM) system

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    Accepted manuscript (665.6Kb)
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    Publication date
    2019-01
    Author
    Baabdullah, A.M.
    Rana, Nripendra P.
    Alalwan, A.A.
    Algharabat, R.
    Kizgin, Hatice
    Al-Weshah, G.A.
    Keyword
    Social customer relationship management
    SCRM
    Social Media
    Customer Engagement
    Jordan
    Rights
    © 2019 The authors. Full text reproduced with copyright holder's permission.
    Peer-Reviewed
    Yes
    
    Metadata
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    Abstract
    Organizations worldwide are becoming more interested in utilizing social media applications to enhance their marketing capabilities. One of the main fruits of integrating social media applications into the marketing, information technology and information systems areas is social customer relationship management (SCRM). SCRM has been the focus of attention for both marketing academics and practitioners. However, as this area is quite new, there is a need to propose a theoretical foundation explaining how using social media platforms for SCRM systems could predict customer engagement and customer relationship performance. Three main factors, i.e. social media use, a customer-centric management system, and relationship marketing orientation, are considered as key predictors of SCRM. SCRM is proposed as a key determinant of customer engagement, which in turn affects customer relationship performance. The proposed research methodology suggests conducting a quantitative study to validate the current study model. Further discussion regarding the research contribution and main limitations are provided in the last sections.
    URI
    http://hdl.handle.net/10454/17233
    Version
    Accepted manuscript
    Citation
    Baabdullah AM, Rana NP, Alalwan AA et al (2019) Toward a conceptual model for examining the role of social media on social customer relationship management (SCRM) system. In: Elbanna A, Dwivedi Y, Bunker D et al (eds) Smart Working, Living and Organising. TDIT 2018, Jun 25, Portsmouth, UK. IFIP Advances in Information and Communication Technology. 533: 102-109.
    Link to publisher’s version
    https://doi.org/10.1007/978-3-030-04315-5_8
    Type
    Conference paper
    Collections
    Management and Law Publications

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