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Modelling CRM in a social media age

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  • Harrigan, Paul
  • Soutar, Geoff
  • Choudhury, Musfiq Mannan
  • Lowe, Michelle

Abstract

Customer relationship management is a continually evolving domain that has been particularly affected by social media, which have revolutionised the way businesses and consumers interact. This paper on social CRM builds on a previous model of CRM prior to the growth of social media (Jayachandran et al., 2005). We present a new model for social CRM, including a new construct of customer engagement initiatives and adaptations of other constructs to cater for the impact of social media. An online survey was used to collect data from a population of marketing practitioners and partial least squares analysis was used to test the model. Findings show the importance of an underlying customer relationship orientation; how it impacts on social media technology use and customer engagement initiatives, and also directly on customer relationship performance. A relationship is also shown between engagement and relational information processes, which is viewed as a performance outcome of social CRM. Thus, from a managerial perspective, one recommendation we make is that organisations should utilise the rich customer information that is created with every customer engagement through social media to drive future marketing decisions.

Suggested Citation

  • Harrigan, Paul & Soutar, Geoff & Choudhury, Musfiq Mannan & Lowe, Michelle, 2015. "Modelling CRM in a social media age," Australasian marketing journal, Elsevier, vol. 23(1), pages 27-37.
    • Handle: RePEc:eee:aumajo:v:23:y:2015:i:1:p:27-37
    DOI: 10.1016/j.ausmj.2014.11.001
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    4. Perez-Vega, Rodrigo & Hopkinson, Paul & Singhal, Aishwarya & Mariani, Marcello M., 2022. "From CRM to social CRM: A bibliometric review and research agenda for consumer research," Journal of Business Research, Elsevier, vol. 151(C), pages 1-16.
    5. Kumar, Aman & Shankar, Amit & Behl, Abhishek & Arya, Varsha & Gupta, Nakul, 2023. "Should I share it? Factors influencing fake news-sharing behaviour: A behavioural reasoning theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 193(C).
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    7. Behzad Lak & Jalal Rezaeenour, 2017. "Effective Factors of Social Customer Knowledge Management (SCKM) in Organisations: Study of Electronic Service Providers in Iran," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 16(02), pages 1-24, June.
    8. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2022. "AI and digitalization in relationship management: Impact of adopting AI-embedded CRM system," Journal of Business Research, Elsevier, vol. 150(C), pages 437-450.
    9. Small, Felicity & Mehmet, Michael & Miles, Morgan P., 2019. "Applying a causal ambush marketing framework to social media: The ‘Pleasure is Diverse’ campaign and the Australian marriage amendment," Australasian marketing journal, Elsevier, vol. 27(3), pages 149-157.
    10. Sarstedt, Marko & Hair, Joseph F. & Cheah, Jun-Hwa & Becker, Jan-Michael & Ringle, Christian M., 2019. "How to specify, estimate, and validate higher-order constructs in PLS-SEM," Australasian marketing journal, Elsevier, vol. 27(3), pages 197-211.
    11. Al-Omoush, Khaled Saleh & Simón-Moya, Virginia & Al-ma'aitah, Mohammad Atwah & Sendra-García, Javier, 2021. "The determinants of social CRM entrepreneurship: An institutional perspective," Journal of Business Research, Elsevier, vol. 132(C), pages 21-31.
    12. Lamrhari, Soumaya & Ghazi, Hamid El & Oubrich, Mourad & Faker, Abdellatif El, 2022. "A social CRM analytic framework for improving customer retention, acquisition, and conversion," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
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