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The Effect of Digital Marketing on Customer Relationship Management
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration. (HARira)
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration. (HARira)ORCID iD: 0000-0003-0477-855x
2019 (English)In: Proceedings, 2019Conference paper, Published paper (Refereed)
Abstract [en]

This research examines the combination of social media and customer relationship management with the help of customer relationship performance and social customer relationship management capabilities in order to explore as if social media can be utilized as a constructive CRM instrument in business-to-business settings. Additionally, the research will disclose the positive or negative impact of the social media on customer relationship performance. During the research process, we interviewed digital marketing managers from four different small and medium sized organizations. The findings of our research shows that because of the companies’s less effective customer relationship management capabilities, the companies were not able to achieve customer relationship performance by utilizing social media. Additionally, we found that not only social media is the most effective instrument for CRM. We also found that there is no specific social media used by every company i.e. the efficiencies of social media platforms varies from company to company.

Place, publisher, year, edition, pages
2019.
National Category
Other Computer and Information Science Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-31251ISBN: 978-0-9998551-3-3 (print)OAI: oai:DiVA.org:hig-31251DiVA, id: diva2:1376940
Conference
The 34th International Business Information Management Association (IBIMA) conference: 13-14 November 2019, Madrid, Spain.
Projects
HARira/DigITAvailable from: 2019-12-10 Created: 2019-12-10 Last updated: 2019-12-12Bibliographically approved

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Fjellström, DaniellaOsarenkhoe, Aihie

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CiteExportLink to record
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Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf