Social Relationship Management - A case study of customer relationships in a social media context
(2015) SMMM11 20151Department of 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:
http://lup.lub.lu.se/student-papers/record/8051685
- author
- Tiderius, David LU
- supervisor
-
- Mia Larson LU
- organization
- course
- SMMM11 20151
- year
- 2015
- 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}}, language = {{eng}}, note = {{Student Paper}}, title = {{Social Relationship Management - A case study of customer relationships in a social media context}}, year = {{2015}}, }