Social Customer Relationship Management (Social-CRM) in the ...

Nedra Bahri Ammari

• 24 juni 2022
• 9781799895541

Samenvatting:

Presents theoretical frameworks and the latest results of empirical research on the strategic role of marketing 2.0, digital customer experience, and social customer relationship management on social networks. The book covers a wide range of topics, including disruptive marketing, artificial intelligence, and customer behaviour.



The advent of Web 2.0 has led to a rebalancing of power between the customer and the company through the consumer's voice about the brand and referral behavior via electronic word of mouth. Customer opinions within the virtual brand communities can have a vast impact on a company's sales and image. It is crucial for companies to promote and use customer contributions in order to enhance their brand image, retain customers, and develop their marketing strategy.

Social Customer Relationship Management (Social-CRM) in the Era of Web 4.0 provides relevant theoretical frameworks and the latest results of empirical research on the strategic role of marketing 2.0, digital customer experience, and social customer relationship management on social networks. Covering a range of topics such as disruptive marketing, artificial intelligence, and customer behavior, this reference work is ideal for marketers, IT practitioners, CRM specialists, industry professionals, researchers, scholars, practitioners, academicians, instructors, and students.