Social CRM as a Business Strategy: Developing the Dynamic Capabilities of Micro and Small Businesses
24th International Conference on Business Information Systems, BIS 2021
; 444 LNBIP:161-173, 2022.
Article
in English
| Scopus | ID: covidwho-1826264
ABSTRACT
The global pandemic, caused by the spread of COVID-19, has altered the way people go shopping. In light of this, Social Media channels are an important means of sharing information about goods and services, and different kinds of brands. Since these channels are of considerable market significance, the authors of this paper decided to describe the results of a survey on how to use Social Media to improve customer relationship management processes in 31 companies. The focus was on digital marketing for micro and small businesses. In addition, an in-depth analysis was conducted of four companies, to determine the challenges and strategies in social customer relationship management adopted by micro and small businesses. The results show that this is still a new policy for micro and small companies, but has a great potential to boost sales, enhance customer loyalty and increase brand awareness. The lessons learned can assist policymakers in taking more suitable measures for strengthening this market sector. © 2022, Springer Nature Switzerland AG.
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Collection:
Databases of international organizations
Database:
Scopus
Language:
English
Journal:
24th International Conference on Business Information Systems, BIS 2021
Year:
2022
Document Type:
Article
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