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

Author

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

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.

Suggested Citation

  • Harrigan, Paul & Miles, Morgan P. & Fang, Yulin & Roy, Sanjit K., 2020. "The role of social media in the engagement and information processes of social CRM," International Journal of Information Management, Elsevier, vol. 54(C).
    • Handle: RePEc:eee:ininma:v:54:y:2020:i:c:s0268401219313179
    DOI: 10.1016/j.ijinfomgt.2020.102151
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    Cited by:

    1. 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.
    2. Carlos Lamela-Orcasitas & Jesús García-Madariaga, 2023. "How to really quantify the economic value of customer information in corporate databases," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    3. Yogesh K. Dwivedi & Elvira Ismagilova & Nripendra P. Rana & Ramakrishnan Raman, 2023. "Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review," Information Systems Frontiers, Springer, vol. 25(3), pages 971-993, June.
    4. Rizvanović, Belma & Zutshi, Aneesh & Grilo, Antonio & Nodehi, Tahereh, 2023. "Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).

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