The Effect of Digital Marketing on Customer Relationship Management

• 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.

Ämnesord

NATURVETENSKAP  -- Data- och informationsvetenskap -- Annan data- och informationsvetenskap (hsv//swe)

NATURAL SCIENCES  -- Computer and Information Sciences -- Other Computer and Information Science (hsv//eng)

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Social media marketing

customer relationship management

Customer orientation

Business to Business

Publikations- och innehållstyp

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