"Social Media Marketing, Customer Relationship and Firm Performance: Dynamic Capibility Perspective"

2016 ◽  
Vol 2016 (1) ◽  
pp. 17357
Author(s):  
Zhan Wang ◽  
Hyun Gon Kim
Keyword(s):  
Social Media ◽  
Firm Performance ◽  
Customer Relationship ◽  
Social Media Marketing

scholarly journals Strategies of SMM Management, Comparison of Instagram and Facebook Social Networks

2017 ◽  
Vol 3 (5) ◽  
pp. 51
Author(s):  
Ramis Akhmedov
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Customer Relationship ◽  
Social Media Marketing ◽  
Crm System ◽  
Research Questions ◽  
Short Time ◽  
A Company ◽  
Potential Customers ◽  
The Ideal

<p class="Default">SMM occupies an important role in the lives of people and so many people are represented in social networks, it provides the ideal platform for companies so they can communicate with their current and potential customers. This study continues to explore how companies can use social media marketing to build and maintain relationships with customers. This investigates through conducted research questions. How SMM is effective in terms of CRM? Can Facebook replace CRM system? Why do people choose to follow a company on Instagram? To analyze more clearly the focus will be on Instagram and Facebook applications, which in a short time acquired great popularity among private users as well as among the companies. The purpose of this study is to indicate the integration of customer relationship management (CRM) with social media marketing (SMM) strategies, and defines its benefits for business.</p><p class="Default"> </p>

scholarly journals Effectiveness of Social Media Marketing on Customer Purchase Intention

2019 ◽  
Vol 9 (1) ◽  
pp. 2107-2109
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Human Life ◽  
Customer Behavior ◽  
Online Marketing ◽  
Customer Relationship ◽  
Social Media Marketing ◽  
Personal Factors ◽  
Text Book ◽  
Business People

Social media marketing has become an inseparable part of human life. It allows customers and prospects to communicate directly about various products/services with their friends. This is just a replacement of word of mouth, which place a vital role and cheapest way of promoting product in traditional marketing. The other important and unique feature of social media marketing is immediacy, which allows the customers to approach directly with the business people. Indeed it is helpful to both business people and customers as they can get the solutions with in no time unless it is a big damage. With the process, business people can maintain a sound relationship with the customers very easily as they are responding to their queries instantly. It is nothing but customer relationship management. It is another pivotal element in marketing. All these features will influence the customers a lot in making their purchase or buying decisions. Customer behavior is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. The customer purchase intention is an evergreen marketing concept despite ample research has been done on the topic over last few decades. It would be an exaggeration, if we say without covering this concept no marketing text book will complete, that’s the significance of this particular concept. One cannot imagine a marketing book without finding a concept of customer purchase intention. Usually a customer purchase intention will be influenced by a set of internal and external factors like social, economical or financial, cultural, demographic, psychological and of course personal factors. In this day and age, online marketing, social media marketing, digital marketing are buzz words and strongly influencing the customer behavior and in making purchase decisions subsequently.

scholarly journals The Motivation, Strategies, and Barriers for Adopting Social Media Marketing in the Flower Retailing Business

Horticulturae ◽  
2020 ◽  
Vol 6 (4) ◽  
pp. 80
Author(s):  
Li-Chun Chen ◽  
Li-Chun Huang
Keyword(s):  
Social Media ◽  
Academic Research ◽  
Customer Relationship ◽  
Social Media Marketing ◽  
Retail Sector ◽  
Perceived Performance ◽  
Study Results ◽  
Retailing Business ◽  
Network Platform ◽  
The Cost

Florists have been adopting social media as a new marketing instrument to promote their business. However, academic research has rarely looked into the existing state of that adoption. Consequently, several fundamental problems remain unknown regarding the application of social media marketing (SMM) among florists, which may limit the development of the flower retailing business in the current social media era. In seeking to address this deficiency, this study aimed to investigate florists’ motivations, strategies, and perceived performance in relation to the application of SMM, as well as to explore the barriers faced by florists regarding the adoption of SMM. The authors implemented these objectives by interviewing 35 flower shop owners who each had established a brand page on Facebook. The qualitative data obtained from the interviews were analyzed using a grounded hermeneutic editing approach. The study’s results revealed that even though there were different motivations for florists to adopt social media marketing, including increasing brand exposure, improving customer relationship, and reducing the cost of advertising, showing expertise in floral design to attract consumers was the most common motivation stressed by the interviewees. The strategies mostly used by florists in managing their Facebook brand pages included providing high quality posts, cross-industry advertising, and switching consumers from online questions to a physical store visit. The most significant benefit perceived by florists regarding the use of a Facebook brand page was the development of new customers. Although the interviewees recognized the benefits of adopting SMM, some of them faced great incompatibility in labor source for that adoption. In addition, most interviewees focused on achieving general marketing goals rather than more advanced functions, such as business intelligence, in the application of SMM. The study results implied that the interviews mostly saw Facebook brand pages as a social network platform for increasing current sales volume, rather than for reaching a long-term quality customer relationship, which has deviated from the essence of social media marketing, and thus, limiting the synergy of the application of SMM in the flower retail sector.

scholarly journals The Impact of Social CRM Capabilities and Customer Engagement on the Firm Performance: Mediating Role of Social Media Usage

2019 ◽  
Vol 7 (3) ◽  
pp. 313-324
Author(s):  
Muhammad Azhar Bhatti ◽  
Muhammad Farhan ◽  
Munawar Javed Ahmad ◽  
Muhammad Naeem Sharif
Keyword(s):  
Social Media ◽  
Firm Performance ◽  
Customer Relationship Management ◽  
Textile Industry ◽  
Relationship Management ◽  
Customer Relationship ◽  
Customer Engagement ◽  
Media Usage ◽  
Social Crm ◽  
The Impact

This research aims to analyze the impact of social customer relationship management (CRM) capabilities and customer engagement on the firm performance in the textile industry of Pakistan. Another purpose of the article is to examine the mediating role of social media usage on the nexus of social CRM capabilities, customer relationship management and firm performance. The customer relation officers of textile industry situated in the Punjab province of Pakistan are the respondents and data were gather by using questionnaires and PLS-SEM was employed for hypotheses testing. The findings revealed that social CRM capabilities and customer engagement have positive nexus with the firm performance while social media usage positively mediates the relationship among the social CRM capabilities, customer relationship management and firm performance. These findings provide the guidance to the regulations making authorities that they should enhance their emphasis on the CRM capabilities, employee engagement and social media usage that enhance the firm performance.

scholarly journals Social Media Marketing – from Tool to Capability

2018 ◽  
Vol 79 (1) ◽  
pp. 131-145
Author(s):  
Dominyka Venciūtė
Keyword(s):  
Social Media ◽  
Customer Relationship Management ◽  
Dynamic Capabilities ◽  
Relationship Management ◽  
Customer Relationship ◽  
Theoretical Research ◽  
Social Media Marketing ◽  
Marketing Capability ◽  
Organizational Capability

AbstractWhereas the application of social media marketing has been trending in business, the theoretical research that analyses the phenomenon of social media marketing is to some extent lagging behind. In practice, social media marketing is often viewed as a customer relationship management (CRM) tool or technique and not as a capability. This paper builds on the theories of the resourced-based view (RBV) and dynamic capabilities to explore the concept of social media marketing capability. The aim of this paper is to redefine the phenomenon of social media marketing capability and to contribute to the existing literature. In addition, it urges firms to look into social media marketing not only as a tool or technique, but also as an organizational capability.

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