QUALITATIVE INVESTIGATION OF TAM
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companies and is a follow-up on previous research on social CRM. The study highlights how
many businesses are using social media in order to advertise their brand and products and
achieve greater communication with customers and that social CRM is an approach of using
social media to engage with customers (Paliouras & Siakas, 2017). It is worth noting that many
CRM systems contain integrations with social media sites to track conversations with customers,
gain customer insights, and aggregate that data alongside other data collected through the CRM.
This research suggests a conceptual model that proposes that customer engagement in social
CRM is achieved through customer relationships orientation, communication with customers,
management of online customers through social media, and usage of mobile technology. The
case study examined three small Greek family businesses that participated in a previous study
and were asked to create a social CRM strategy in collaboration with the researchers. The
findings of this study demonstrate that all three companies consider social CRM as an excellent
tool for obtaining real-time data and feedback from customers and can be a cost-effective way to
reach them. Additionally, all three companies put the goal of gaining customer loyalty at the
center of their social CRM efforts.
Foltean et al. (2019) examined CRM capabilities and social media technology use on firm
performance. This research analyzed the influence of customer coercive pressure and competitor
mimetic pressure on social media technology use and investigated the mediating role of CRM
capabilities between social media technology use and firm performance (Foltean et al., 2019).
The hypotheses were that social media technology use is positively related to CRM capabilities,
that CRM capabilities have a direct and positive influence on firm performance, and that the
relationship between social media technology use and firm performance is mediated by CRM
capabilities. This study used self-reported data collected through an online questionnaire from a
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