| Summary: | Yes === Organizations worldwide are becoming more interested in utilizing
social media applications to enhance their marketing capabilities. One of the
main fruits of integrating social media applications into the marketing,
information technology and information systems areas is social customer
relationship management (SCRM). SCRM has been the focus of attention for
both marketing academics and practitioners. However, as this area is quite new,
there is a need to propose a theoretical foundation explaining how using social
media platforms for SCRM systems could predict customer engagement and
customer relationship performance. Three main factors, i.e. social media use, a
customer-centric management system, and relationship marketing orientation,
are considered as key predictors of SCRM. SCRM is proposed as a key
determinant of customer engagement, which in turn affects customer
relationship performance. The proposed research methodology suggests
conducting a quantitative study to validate the current study model. Further
discussion regarding the research contribution and main limitations are
provided in the last sections.
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