Content marketing · Empirical survey and structural model
Social media technology usage and customer relationship performance: The role of customer engagement
Journal of Business Research · 2014
Summary
Social-media technology use contributes to customer relationship performance through customer engagement and social CRM capability.
For your marketing
Possible founder application
Prioritize collaborative engagement workflows and measurable relationship outcomes over posting features alone.
Reported result
What the study found
Social-media technology use contributes to customer relationship performance through customer engagement and social CRM capability.
Research question
What the authors investigated
How does social-media technology use affect customer relationship performance?
Design
Empirical survey and structural model
Sample and setting
Sales/marketing organizations using social-media technologies.
Scope and transfer
Limitations to keep in view
Abstract-only evidence; the setting/design limits generalization beyond the studied context.
Research sources
Publisher abstract