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Consequences Of Social Media Technologies Adoption On Crm Capabilities And Firm Performance

Author

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  • Daniela TULEU

    (West University of Timisoara, Romania)

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.

Suggested Citation

  • Daniela TULEU, 2018. "Consequences Of Social Media Technologies Adoption On Crm Capabilities And Firm Performance," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 89-97, May.
    • Handle: RePEc:aio:manmar:v:xvi:y:2018:i:1:p:89-97
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    References listed on IDEAS

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    1. Trainor, Kevin J. & Andzulis, James (Mick) & Rapp, Adam & Agnihotri, Raj, 2014. "Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM," Journal of Business Research, Elsevier, vol. 67(6), pages 1201-1208.
    2. Chang, Woojung & Park, Jeong Eun & Chaiy, Seoil, 2010. "How does CRM technology transform into organizational performance? A mediating role of marketing capability," Journal of Business Research, Elsevier, vol. 63(8), pages 849-855, August.
    3. Rajagopal, 2013. "Social Media Metrics," Palgrave Macmillan Books, in: Managing Social Media and Consumerism, chapter 7, pages 132-151, Palgrave Macmillan.
    4. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    customer relationship management; customer relationship management capabilities; social media; performance;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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