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Social Networking and e-CRM:'Revolution' or 'e-business as usual'?

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Jekimovics, L and Wickham, M and Danzinger, F (2013) Social Networking and e-CRM:'Revolution' or 'e-business as usual'? Social Networking and e-CRM:'Revolution' or 'e-business as usual'?, 9 (1). pp. 153-162. ISSN 1813-0534

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Abstract

The line between 'social networking' and 'professional networking' has blurred considerably,
as large firms begin to take advantage of relatively easy access to an international network of
customers via social networking sites (SNSs). The evolution of SNSs (such as Facebook) has
resulted in a new channel for marketing communications, and recent advances have led to the
development of'customer-relationship oriented SNSs' by the world's largest firms. Despite the time,
money, and technologies many large firms have dedicated to electronic customer-relationship
management (e-CRM)via SNSs, however, results have often been below expectations. Undertaking
a longitudinal content analysis of nine of Australia's largest firm's Facebook pages, this paper seeks
to gauge the extent to which the espoused 'SNS advantages' are utilised by large firms, and the
extent to which these advantagesprovide valid bases for effective e-CRM. This study revealed that
only two of the six potential SNS advantages (i.e. 'interaction' and 'transparency') were effectively
utilised by the sample of firms over the study period.In order to increase the effectiveness of SNSs for
building and maintain effective e-CRM by large firms, this paper recommends three main strategies:
Enabling trialogue, designing tailored e-CRM strategies for SNSs, and creating enthusiasm in user
communities.

Item Type: Article
Journal or Publication Title: Social Networking and e-CRM:'Revolution' or 'e-business as usual'?
Page Range: pp. 153-162
ISSN: 1813-0534
Additional Information:

Copyright 2013 Taiwan Institute of Business Administration

Date Deposited: 29 Apr 2013 01:40
Last Modified: 18 Nov 2014 04:50
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