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Firms are increasingly extending their customer relationship management (CRM) strategies to social networking sites (SNS), moving from just communicating with their customers to learning more about them (Forbes 2016). Customer relationship management performed on SNS is called social CRM, which is defined as “a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment” (Greenberg 2010). The use of social CRM helps organizations to engage more with customers (Malthouse et. al. 2013). Engagement helps in building trust with the company (Vivek et. al. 2012). |
