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What is Social CRM

Chapter 9
Building a Brand Image Through Electronic Customer Relationship Management
Social CRM are dynamic capabilities of digital technologies which provide opportunity to interact with customers in real time and also have ability to collect massive clientele’s data.
Published in Chapter:
Brand Extension in FMCG Sector Through Social Media Enabled CRM and Investigating Its Impact on Brand Equity
Rinki Verma (Babu Banarasi Das University, Lucknow, India) and Manoj Kumar (Shri Ramswaroop Memorial University, Barabanki, India)
Copyright: © 2022 |Pages: 36
DOI: 10.4018/978-1-6684-5386-5.ch009
Abstract
Web technologies have enabled companies to have a personalized and interactive relationship with the customers, thus engaging customers in improved experience. The disruptive free tools and techniques of social media are used to foster effective E-CRM. Companies like ITC, HUL, P&G, and many multinational companies are using the existing brand name for new product launch as a marketing strategy for brand extension and therefore exploiting brand equity amongst loyal customers. The study is an effort to examine the effects of FMCG ITC Aashirwaad Social CRM brand extensions strategies on customer engagement behaviour and brand equity. The study further investigates the effect of product extension perceived fit, brand image, brand experience, and brand love on customer engagement behaviour. To test and validate the proposed model, the present study has employed structural equation modelling with a sample size of 462 respondents. The findings show that Social CRM brand extensions strategy does affect customer engagement and brand equity.
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More Results
Chapter 249
Social Commerce Using Social Network and E-Commerce
The integration of social media into customer relationship management as tool focused on optimizing customer lifetime value.
Published in Chapter: Social Commerce Using Social Network and E-Commerce; From: Encyclopedia of Information Science and Technology, Fourth Edition
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Chapter 7
Student Relationship Management Using Social Clouds
A philosophy and a business strategy, supported by a system and a technology, designed to engage the customer in a collaborative interaction that provides mutually beneficial value in a trusted and transparent business environment.
Published in Chapter: Student Relationship Management Using Social Clouds; From: Handbook of Research on High Performance and Cloud Computing in Scientific Research and Education
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Chapter 13
Critical Success Factors in Enterprise 2.0: The Importance of Business Performance
The embedding of social tools and practices into the process of Customer Relationship Management with the purpose of better serving and understanding the market.
Published in Chapter: Critical Success Factors in Enterprise 2.0: The Importance of Business Performance; From: Handbook of Research on Enterprise 2.0: Technological, Social, and Organizational Dimensions
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Chapter 519
Social Customer Relationship Management
Greenberg (2009) defined Social CRM as a philosophy and a business strategy, supported by a technology platform, business rules, processes, and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It's the company's response to the customer's ownership of the conversation.
Published in Chapter: Social Customer Relationship Management; From: Encyclopedia of Information Science and Technology, Third Edition
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Chapter 10
Customer Relationship Management in Tourism in the Digitalization Process: The Case of Turkey
It is an approach that aims to gain the trust of customers by using social media tools and includes collaboration and experience sharing with all stakeholders in digital media.
Published in Chapter: Customer Relationship Management in Tourism in the Digitalization Process: The Case of Turkey; From: Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality
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Chapter 228
Social Commerce Using Social Network and E-Commerce
The integration of social media into customer relationship management as tool focused on optimizing customer lifetime value.
Published in Chapter: Social Commerce Using Social Network and E-Commerce; From: Encyclopedia of Information Science and Technology, Third Edition
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Chapter 13
Business and Technology Trends in Social CRM
A technology solution based on social media which includes social networks, blogs, forums, chats, audio and video sharing, etc.
Published in Chapter: Business and Technology Trends in Social CRM; From: Handbook of Research on Managing and Influencing Consumer Behavior
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