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Social Relationship Management - A case study of customer relationships in a social media context

Tiderius, David LU (2015) SMMM11 20151
Department of Service Management and Service Studies
Abstract
Introduction:
Social CRM is a relatively new concept that is considered an extension of traditional CRM – performed through social medias. The concept has little prior research and the aim of this paper is to investigate how Social CRM influences the company´s Brand Equity and customer relationships.

Research questions:
R1. How can Social CRM on Facebook influence Brand Equity?
R2. How can Social CRM on Facebook influence customer relationships?

Contributing knowledge:
Social CRM is being proved to influence Brand Equity in a certain degree and that it can impact customer relationships both negatively and positively. Yet the concept of Social CRM is not sufficient to describe all forms of relationships and a new model has been... (More)
Introduction:
Social CRM is a relatively new concept that is considered an extension of traditional CRM – performed through social medias. The concept has little prior research and the aim of this paper is to investigate how Social CRM influences the company´s Brand Equity and customer relationships.

Research questions:
R1. How can Social CRM on Facebook influence Brand Equity?
R2. How can Social CRM on Facebook influence customer relationships?

Contributing knowledge:
Social CRM is being proved to influence Brand Equity in a certain degree and that it can impact customer relationships both negatively and positively. Yet the concept of Social CRM is not sufficient to describe all forms of relationships and a new model has been created: Social Relationship Management (SRM). The model covers not just customer relationships but “Community Relationships” of those individuals that perceive to have a relationship but have not made purchases from companies. (Less)
Please use this url to cite or link to this publication:
author
Tiderius, David LU
supervisor
organization
course
SMMM11 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
Social CRM, Customer Relationships, Brand Equity, Co-Creation, Facebook.
language
English
id
8051685
date added to LUP
2015-10-15 15:10:21
date last changed
2015-10-15 15:10:21
@misc{8051685,
  abstract     = {Introduction:
Social CRM is a relatively new concept that is considered an extension of traditional CRM – performed through social medias. The concept has little prior research and the aim of this paper is to investigate how Social CRM influences the company´s Brand Equity and customer relationships.

Research questions:
R1. How can Social CRM on Facebook influence Brand Equity? 
R2. How can Social CRM on Facebook influence customer relationships?

Contributing knowledge:
Social CRM is being proved to influence Brand Equity in a certain degree and that it can impact customer relationships both negatively and positively. Yet the concept of Social CRM is not sufficient to describe all forms of relationships and a new model has been created: Social Relationship Management (SRM). The model covers not just customer relationships but “Community Relationships” of those individuals that perceive to have a relationship but have not made purchases from companies.},
  author       = {Tiderius, David},
  keyword      = {Social CRM,Customer Relationships,Brand Equity,Co-Creation,Facebook.},
  language     = {eng},
  note         = {Student Paper},
  title        = {Social Relationship Management - A case study of customer relationships in a social media context},
  year         = {2015},
}