Social CRM: An Emerging Medium

摘要

Purpose—Marketers have adopted Social media in business model, utilizing it for the purpose of understanding consumer’s perception. They have moved further ahead by using social media as a channel to communicate with consumers for promotional purposes as well as to create a positive brand image. Over the period of time Social media and social networking sites have evolved into a medium for Consumer Relationship Management (CRM) where marketers are using social media to manage consumer requests, queries, and grievances etc. The purpose of this paper is to understand the integration of social media into CRM and its evolution into Social CRM. Approach —Review of literature which discusses the use of social media and social networking sites for the purpose of building positive relations with consumers and then to Manage those relations using social media and social networking sites. Findings—I/t identifies different factors which affects social CRM. It also suggests strategies for marketers to implement an effective Social CRM. Implications—This paper would help marketers, researchers and academicians in understanding Social CRM better and would provide a base for further empirical research.