The journey to engaged customer community: Evidential social CRM maturity model in Twitter

Inbal Yahav, David G. Schwartz and Yaara Welcman

Applied Stochastic Models in Business and Industry, 2020, vol. 36, issue 3, 397-416

Abstract: We investigate the company use of Twitter as a platform for social customer relations management (SCRM) to find that message type and follower growth follow an identifiable maturity model. Studying longitudinal Twitter data from 73 Standard and Poor's companies, we find that companies map into one of two distinct maturity stages as reflected in the content of company‐generated messages. The first maturity stage consists of branding, where the focus is on customer acquisition up to a certain volume, at the expense of their engagement. The second is social care, where the focus is on retaining customers and increased engagement. We further find that companies have relatively little control over their maturity stage and that investing in social care in the first stage, aiming to increase engagement, is not effective. Proper understanding and recognition of the Twitter SCRM maturity model will allow companies to assess their methods and processes according to SCRM best practices.

Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://doi.org/10.1002/asmb.2495

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wly:apsmbi:v:36:y:2020:i:3:p:397-416

Access Statistics for this article

More articles in Applied Stochastic Models in Business and Industry from John Wiley & Sons
Bibliographic data for series maintained by Wiley Content Delivery ().