CONSEQUENCES OF SOCIAL MEDIA TECHNOLOGIES ADOPTION ON CRM CAPABILITIES AND FIRM PERFORMANCE

Daniela Tuleu
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Daniela Tuleu: West University of Timisoara, Romania

Management and Marketing Journal, 2018, vol. XVI, issue 1, 89-97

Abstract: Social Media technologies represent an important marketing platform for companies. Nowadays, the social networks allows the distribution of information in real time, conversations between the networks members, creation of groups based on a specific subject, products or brand. We can say that that new platforms revolutionize the interactions between customers and firms. Companies shall evaluate the potential of this interaction platforms between companies and customers by the integration of social media technologies in the processes of customer relationship management. The article aims to develop a conceptual research model of the consequences of social media technologies adoption on CRM capabilities and firm performance. The work is structured as it follows: the first part includes the review of the specialty literature on customer relationship management, social media technologies, and business performance. Further on, there are developed the hypothesis sitting at the base of the conceptual research model. Finally, there are presented the conclusions, the managerial implications and the future research directions.

Keywords: customer relationship management; customer relationship management capabilities; social media; performance (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:xvi:y:2018:i:1:p:89-97

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