IDEAS home Printed from https://ideas.repec.org/a/wly/apsmbi/v36y2020i3p397-416.html
   My bibliography  Save this article

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

Author

Listed:
  • Inbal Yahav
  • David G. Schwartz
  • Yaara Welcman

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.

Suggested Citation

  • Inbal Yahav & David G. Schwartz & Yaara Welcman, 2020. "The journey to engaged customer community: Evidential social CRM maturity model in Twitter," Applied Stochastic Models in Business and Industry, John Wiley & Sons, vol. 36(3), pages 397-416, May.
    • Handle: RePEc:wly:apsmbi:v:36:y:2020:i:3:p:397-416
    DOI: 10.1002/asmb.2495
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/asmb.2495
    Download Restriction: no
    File URL: https://libkey.io/10.1002/asmb.2495?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. repec:cup:cbooks:9780511771576 is not listed on IDEAS
    2. Easley,David & Kleinberg,Jon, 2010. "Networks, Crowds, and Markets," Cambridge Books, Cambridge University Press, number 9780521195331.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mona Jami Pour & Mahnaz Hosseinzadeh, 2021. "An integrated framework of change management for social CRM implementation," Information Systems and e-Business Management, Springer, vol. 19(1), pages 43-75, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Blazquez-Soriano, Amparo & Ramos-Sandoval, Rosmery, 2022. "Information transfer as a tool to improve the resilience of farmers against the effects of climate change: The case of the Peruvian National Agrarian Innovation System," Agricultural Systems, Elsevier, vol. 200(C).
    2. Martin L. Weitzman, 2015. "A Voting Architecture for the Governance of Free-Driver Externalities, with Application to Geoengineering," Scandinavian Journal of Economics, Wiley Blackwell, vol. 117(4), pages 1049-1068, October.
    3. Wei Zhong, 2017. "Simulating influenza pandemic dynamics with public risk communication and individual responsive behavior," Computational and Mathematical Organization Theory, Springer, vol. 23(4), pages 475-495, December.
    4. Guo Weilong & Minca Andreea & Wang Li, 2016. "The topology of overlapping portfolio networks," Statistics & Risk Modeling, De Gruyter, vol. 33(3-4), pages 139-155, December.
    5. Thomas J. Sargent & John Stachurski, 2022. "Economic Networks: Theory and Computation," Papers 2203.11972, arXiv.org, revised Jul 2022.
    6. Bernd (B.) Heidergott & Jia-Ping Huang & Ines (I.) Lindner, 2018. "Naive Learning in Social Networks with Random Communication," Tinbergen Institute Discussion Papers 18-018/II, Tinbergen Institute.
    7. Johannes M. Bauer & Michael Latzer, 2016. "The economics of the Internet: an overview," Chapters, in: Johannes M. Bauer & Michael Latzer (ed.), Handbook on the Economics of the Internet, chapter 1, pages 3-20, Edward Elgar Publishing.
    8. Kobayashi, Teruyoshi & Takaguchi, Taro, 2018. "Identifying relationship lending in the interbank market: A network approach," Journal of Banking & Finance, Elsevier, vol. 97(C), pages 20-36.
    9. Konstantinos Antoniadis & Kostas Zafiropoulos & Vasiliki Vrana, 2016. "A Method for Assessing the Performance of e-Government Twitter Accounts," Future Internet, MDPI, vol. 8(2), pages 1-18, April.
    10. Maness, Michael & Cirillo, Cinzia, 2016. "An indirect latent informational conformity social influence choice model: Formulation and case study," Transportation Research Part B: Methodological, Elsevier, vol. 93(PA), pages 75-101.
    11. Bauer, Johannes M., 2014. "Platforms, systems competition, and innovation: Reassessing the foundations of communications policy," Telecommunications Policy, Elsevier, vol. 38(8), pages 662-673.
    12. Julia Neidhardt & Nataliia Rümmele & Hannes Werthner, 0. "Predicting happiness: user interactions and sentiment analysis in an online travel forum," Information Technology & Tourism, Springer, vol. 0, pages 1-19.
    13. OKUBO Toshihiro & ONO Yukako & SAITO Yukiko, 2014. "Roles of Wholesalers in Transaction Networks," Discussion papers 14059, Research Institute of Economy, Trade and Industry (RIETI).
    14. Glover, Dominic & Kim, Sung Kyu & Stone, Glenn Davis, 2020. "Golden Rice and technology adoption theory: A study of seed choice dynamics among rice growers in the Philippines," Technology in Society, Elsevier, vol. 60(C).
    15. Daron Acemoglu & Victor Chernozhukov & Iván Werning & Michael D. Whinston, 2021. "Optimal Targeted Lockdowns in a Multigroup SIR Model," American Economic Review: Insights, American Economic Association, vol. 3(4), pages 487-502, December.
    16. Mark Braverman & Jing Chen & Sampath Kannan, 2016. "Optimal Provision-After-Wait in Healthcare," Mathematics of Operations Research, INFORMS, vol. 41(1), pages 352-376, February.
    17. Lomi, Alessandro & Fonti, Fabio, 2012. "Networks in markets and the propensity of companies to collaborate: An empirical test of three mechanisms," Economics Letters, Elsevier, vol. 114(2), pages 216-220.
    18. Zhang, Xuxi & Liu, Xianping & Lewis, Frank L. & Wang, Xia, 2020. "Bipartite tracking consensus of nonlinear multi-agent systems," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 545(C).
    19. Venkat Venkatasubramanian & Yu Luo, 2018. "How much income inequality is fair? Nash bargaining solution and its connection to entropy," Papers 1806.05262, arXiv.org.
    20. Bing Han & Liyan Yang, 2013. "Social Networks, Information Acquisition, and Asset Prices," Management Science, INFORMS, vol. 59(6), pages 1444-1457, June.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:apsmbi:v:36:y:2020:i:3:p:397-416. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: https://doi.org/10.1002/(ISSN)1526-4025 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.