The role of social media in the engagement and information processes of social CRM

Paul Harrigan, Morgan P. Miles, Yulin Fang and Sanjit K. Roy

International Journal of Information Management, 2020, vol. 54, issue C

Abstract: This study furthers investigation into exactly how Social CRM (S-CRM) is different from traditional CRM, and models the interrelationships between its capabilities. It is underpinned in dynamic capabilities theory, to explain how social media, as a resource all organizations use, can lead to differing performance outcomes. It is underpinned in seminal research into traditional CRM, but which does not cater for the disruptive nature of social media. We outline how S-CRM is a second-order dynamic capability consistng of a set of first-order integrative dynamic capabiliies that, when properly interrelated, lead to performance outcomes. We particularly model the role of S-CRM front- and back-office technology capabilities, customer engagement initiatives, and social information processes in driving customer relationship performance. Findings show that S-CRM is different from traditional CRM in a range of ways in the front- and back-offices, and provide a framework for researcher and managers in information systems and marketing to operate at strategic and tactical levels within S-CRM, while being congisant of both.

Keywords: Social CRM; Dynamic capabilities; Social media; Customer engagement initiatives; Social information processes (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0268401219313179
Full text for ScienceDirect subscribers only

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:eee:ininma:v:54:y:2020:i:c:s0268401219313179

DOI: 10.1016/j.ijinfomgt.2020.102151

Access Statistics for this article

International Journal of Information Management is currently edited by Yogesh K. Dwivedi

More articles in International Journal of Information Management from Elsevier
Bibliographic data for series maintained by Catherine Liu ().