Toward a conceptual model for examining the role of social media on social customer relationship management (SCRM) system

Abdullah M. Baabdullah*, Nripendra P. Rana, Ali Abdallah Alalwan, Raed Algharabat, Hatice Kizgin, Ghazi A. Al-Weshah

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

2 Citations (Scopus)

Abstract

Organizations worldwide are becoming more interested in utilizing social media applications to enhance their marketing capabilities. One of the main fruits of integrating social media applications into the marketing, information technology and information systems areas is social customer relationship management (SCRM). SCRM has been the focus of attention for both marketing academics and practitioners. However, as this area is quite new, there is a need to propose a theoretical foundation explaining how using social media platforms for SCRM systems could predict customer engagement and customer relationship performance. Three main factors, i.e. social media use, a customer-centric management system, and relationship marketing orientation, are considered as key predictors of SCRM. SCRM is proposed as a key determinant of customer engagement, which in turn affects customer relationship performance. The proposed research methodology suggests conducting a quantitative study to validate the current study model. Further discussion regarding the research contribution and main limitations are provided in the last sections.

Original languageEnglish
Title of host publicationSmart Working, Living and Organising - IFIP WG 8.6 International Conference on Transfer and Diffusion of IT, TDIT 2018, Proceedings
EditorsYogesh K. Dwivedi, David Wastell, Deborah Bunker, Amany Elbanna
PublisherSpringer
Pages102-109
Number of pages8
ISBN (Print)9783030043148
DOIs
Publication statusPublished - 2019
Externally publishedYes
EventIFIP WG 8.6 International Working Conference "Smart Working, Living and Organising" on Transfer and Diffusion of IT, TDIT 2018 - Portsmouth, United Kingdom
Duration: 25 Jun 201825 Jun 2018

Publication series

NameIFIP Advances in Information and Communication Technology
Volume533
ISSN (Print)1868-4238

Conference

ConferenceIFIP WG 8.6 International Working Conference "Smart Working, Living and Organising" on Transfer and Diffusion of IT, TDIT 2018
Abbreviated titleTDIT 2018
CountryUnited Kingdom
CityPortsmouth
Period25/06/1825/06/18

Keywords

  • Customer engagement
  • Jordan
  • SCRM
  • Social media

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