The Impact of Social CRM on Brand Image: The Intermediary Role of Engagement and Experience in FMCGs

Rania Nassaf () and Chakib Hamadi
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Rania Nassaf: ENCG Cadi Ayyad University, Laboratoire de Recherches en Gestion des Organisations (LAREGO)
Chakib Hamadi: ENCG Cadi Ayyad University, Laboratoire de Recherches en Gestion des Organisations (LAREGO)

A chapter in Proceedings of the International Conference on Multidisciplinary Research in Management and Economics (ICMRME 2025), 2025, pp 453-464 from Springer

Abstract: Abstract In the context of the modern digital world, it is becoming increasingly difficult for food companies to maintain authentic and meaningful relationships with their customers. Social customer relationship management (CRM) is more than just a technical tool; it has become a strategic lever that makes interactions more personal, establishes emotional connections, and fosters trust. This study aims to understand how these interactions affect brand image, focusing on two main aspects: customer engagement and brand experience. This study is based on detailed interviews conducted with Moroccans who use social media and digital marketing experts. The results show that social CRM works well because the responses are quick, clear, and sincere. The participants said that it is important to communicate with care, understanding, and respect for culture. Customers are more likely to engage with a company when they feel that their opinions are taken into account and recognized. This results in deeper and more satisfying interactions with the brand. As a result, these experiences contribute to the development of more robust and coherent brand identities. The aim of this research is to propose a simplified conceptual model for the fast-moving consumer goods (FMCG) sector, characterized by the convergence of relational intensity, emotional experience, and image development. This study proves that people’s perceptions of a brand are influenced not only by advertising but also by emotional resonance. That’s why it is easier to understand how SCRM can enhance the human aspect of the brand in highly competitive sectors.

Keywords: Social CRM; Brand engagement; Brand image; Brand experience; FMCG (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-892-9_25

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