The DOI matches its Crossref record; 76 of the 76 references it cites were found in a registry or an index.
Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective
Abstract
Social media usage has become ubiquitous, and organizations need to manage this tool to meet their strategic goals. Companies are finding it necessary to modify their approach to customer relationship management (CRM) and develop new marketing capabilities that facilitate customer satisfaction. The purpose of this study is to examine how social media usage can help firms build new CRM capabilities and thus improve marketing adoption strategies and business performance. We suggest that social CRM capability is critical when companies merge social media into their marketing strategies to improve customer engagement and firm performance. We empirically analyze data from 232 companies using Facebook, COMPUSTAT North America, and Global Fundamentals annual databases for the period 2004–2014. This study contributes to extant literature by confirming a new form of CRM capabilities – social CRM – using the resource-based view and dynamic capabilities theory frameworks, and by demonstrating that social media usage plays a moderating role by amplifying the positive impact of social CRM capabilities on firm performance.
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Cites
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Cited by
Customer engagement in social media: a framework and meta-analysis
de Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-020-00731-5 · Cited by 523
Forecasting Social CRM Adoption in SMEs: A Combined SEM-Neural Network Method
Ahani, A., Rahim, N. Z. A., & Nilashi, M. (2017) · Computers in Human Behavior · doi:10.1016/j.chb.2017.05.032 · Cited by 239
Foltean, F. S., Trif, S. M., & Tuleu, D. L. (2019) · Journal of Business Research · doi:10.1016/j.jbusres.2018.10.047 · Cited by 228
Certainty in Language Increases Consumer Engagement on Social Media
Pezzuti, T., Leonhardt, J. M., & Warren, C. (2021) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2020.06.005 · Cited by 143
How does consumer engagement evolve when brands post across multiple social media?
Unnava, V., & Aravindakshan, A. (2021) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-021-00785-z · Cited by 110
Metadata
- Authors
- Wang, Z., & Kim, H. G.
- Venue
- Journal of Interactive Marketing
- Publisher
- SAGE Publications
- Published
- 2017-08
- Volume
- 39
- Issue
- 1
- Pages
- 15-26
- ISSN
- 1094-9968 (ISSN-L)
- 1520-6653
- OpenAlex
- W2611291300
- Cited by
- 447
- References
- 76
- FWCI
- 84.56
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
