The Evolving Role of Social Customer Relationship Management: Transforming Customer Engagement

Christos Papademetriou (), Sofia Anastasiadou () and Harry Sophocleous
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Christos Papademetriou: Neapolis University Pafos
Sofia Anastasiadou: Neapolis University Pafos
Harry Sophocleous: Neapolis University Pafos

A chapter in Strategic Innovative Marketing and Tourism, 2025, pp 133-141 from Springer

Abstract: Abstract This paper examines the evolving role of Social Customer Relationship Management (Social CRM), aiming to enhance client engagement and fulfillment, through the integration of social media. The study employs a comprehensive review of current literature and examines selective case studies of Social CRM implementations. The results indicate that the adoption of Social CRM has a significant and beneficial effect on consumer engagement, brand loyalty, and immediate feedback. Consequently, this leads to a greater degree of personalized and unique consumer experiences. This paper presents viewpoints on the strategic advantages of Social CRM, emphasizing its ability to revolutionize traditional CRM approaches through the utilization of social media platforms.

Keywords: Social CRM; Customer engagement; Brand loyalty (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-81962-9_15

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DOI: 10.1007/978-3-031-81962-9_15

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