Customer-to-Customer Relationship Management (CCRM): CCRM Strategies and Customer Responses

摘要

With the rise of social media, marketers' roles are being transformed. Consumers are increasingly interacting in brand consumer collective environments, including brand and product enthusiast communities. Finding themselves on the outside of these interactions looking in, marketers are struggling with the question of how, when, and whether they should attempt to interact in brand consumer collectives. This study examines the customer-to-customer relationship management (CCRM) strategies marketers employ in these environments and the outcomes produced.