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The Effect of Digital Marketing on Customer Relationship Management
Högskolan i Gävle, Akademin för utbildning och ekonomi, Avdelningen för ekonomi, Företagsekonomi. (HARira)
Högskolan i Gävle, Akademin för utbildning och ekonomi, Avdelningen för ekonomi, Företagsekonomi. (HARira)ORCID-id: 0000-0003-0477-855x
2019 (engelsk)Inngår i: Proceedings, 2019Konferansepaper, Publicerat paper (Fagfellevurdert)
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.

sted, utgiver, år, opplag, sider
2019.
HSV kategori
Identifikatorer
URN: urn:nbn:se:hig:diva-31251ISBN: 978-0-9998551-3-3 (tryckt)OAI: oai:DiVA.org:hig-31251DiVA, id: diva2:1376940
Konferanse
The 34th International Business Information Management Association (IBIMA) conference: 13-14 November 2019, Madrid, Spain.
Prosjekter
HARira/DigITTilgjengelig fra: 2019-12-10 Laget: 2019-12-10 Sist oppdatert: 2019-12-12bibliografisk kontrollert

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Fjellström, DaniellaOsarenkhoe, Aihie

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Totalt: 68 treff
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