The role of social media in the engagement and information processes of social CRM

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

15 Scopus Citations
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  • Paul Harrigan
  • Morgan P. Miles
  • Yulin Fang
  • Sanjit K. Roy

Related Research Unit(s)


Original languageEnglish
Article number102151
Journal / PublicationInternational Journal of Information Management
Online published1 Jun 2020
Publication statusPublished - Oct 2020


This study furthers investigation into exactly how Social CRM (S-CRM) is different from traditional CRM, and models the interrelationships between its capabilities. It is underpinned in dynamic capabilities theory, to explain how social media, as a resource all organizations use, can lead to differing performance outcomes. It is underpinned in seminal research into traditional CRM, but which does not cater for the disruptive nature of social media. We outline how S-CRM is a second-order dynamic capability consistng of a set of first-order integrative dynamic capabiliies that, when properly interrelated, lead to performance outcomes. We particularly model the role of S-CRM front- and back-office technology capabilities, customer engagement initiatives, and social information processes in driving customer relationship performance. Findings show that S-CRM is different from traditional CRM in a range of ways in the front- and back-offices, and provide a framework for researcher and managers in information systems and marketing to operate at strategic and tactical levels within S-CRM, while being congisant of both.

Research Area(s)

  • Customer engagement initiatives, Dynamic capabilities, Social CRM, Social information processes, Social media