The role of social CRM and its potential impact on lead generation in business-to-business marketing

Michael Rodriguez Related information

Department of Marketing, Elon University, 2075 Campus Box, Elon, NC 27215, USA

, Robert M. Peterson Related information

Department of Marketing, Northern Illinois University, DeKalb, IL 60115, USA

Michael Rodriguez is an Assistant Professor at Elon University in Elon, North Carolina. His research
interests include utilisation of customer relationship management from a sales professional’s
perspective and sales leadership and management. He has published in International Journal Business
Innovation and Research, Journal of Selling and Major Account Management and Industrial Marketing
Management.

Robert M. Peterson is the Sales Foundation Professor at Northern Illinois University. He has published
several manuscripts, including articles appearing in Industrial Marketing Management, Business
Horizons, Journal of World Business, Journal of Marketing Theory and Practise, Entrepreneurial
Executive, and the Journal of Marketing Education.

https://doi.org/10.1504/IJIMA.2012.046255

Published online 3 April 2012

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Abstract

The implementation of social media technology into a firm’s marketing strategy has been a significant
discussion for many sales organisations. Currently, only a fraction of business-to-business (B2B)
organisations are using social media (e.g., Linked-In and Twitter), for reaching potential consumers.
Thus, these media tools are underutilised in the sales and marketing process or often non-existent. With
the evolution of the internet and Web 2.0, adding a social media strategy, also known as social CRM, to
a company’s marketing initiatives may provide a competitive advantage to firms who are able to
cultivate the benefits. In this paper, we review how social CRM can be utilised in the prospecting process
and customer engagement strategy. Also noted are some best practises for implementing social CRM in
a B2B marketing environment by analysing current companies’ integration of this new method for
interacting with prospective clients.

Keywords social, CRM, relationship marketing, RM, sales, trust, marketing, business-to-business, B2B
Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s
Banking Industry

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 Patria Laksamana

(Perbanas Institute, Indonesia.)

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Abstract

The purpose of the study is to explore the impact of social media marketing towards purchase intention
and brand loyalty. The context of the study was retail banking in Indonesia and a questionnaire was
developed with 286 respondents. It has been found that social media marketing leads to purchase
intention and brand loyalty. Hence, brand loyalty affected by purchase intention. The implications for
marketing managerial and future research are discussed.

Suggested Citation

Patria Laksamana, 2018. "Impact of Social Media Marketing on Purchase Intention and Brand
Loyalty: Evidence from Indonesia’s Banking Industry," International Review of Management and
Marketing, Econjournals, vol. 8(1), pages 13-18.Handle: RePEc:eco:journ3:2018-01-3

Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase
Intention

Angella Jiyoung Kim &Eunju Ko

Pages 164-171 | Received 02 Aug 2010, Accepted 23 Aug 2010, Published online: 12 Dec 2012

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  https://doi.org/10.1080/20932685.2010.10593068

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Abstract

Luxury brands have always been fashion industry leaders, with admirable aesthetic value and innovative
yet traditional business management. The brands constantly struggle to secure profits by providing
novel value to customers through quality products and services, customer management, retail
strategies, and innovative marketing mixes. However, the recent entry of numerous fashion brands in
the luxury market coupled with decreased sales related to economic downturns have led to new
challenges for luxury firms. Because the luxury fashion business is considered high value-added with
guaranteed high profit margins and secure regular customers, the lower sectors have begun to heat up
the competition.

To survive the recent unforeseen challenges of heated competition, they have turned toward marketing
communication using social media. Social media are the two-way communication platforms that allow
users to interact with each other online to share information and opinions. Use of social media sites
such as Twitter and Facebook has already expanded to almost every luxury fashion brand and been
evaluated as business take-off tools. With the increased use of social media as a means of marketing
communication for luxury brands, it has become necessary to empirically analyze the effect of social
media marketing (SMM). Thus, the study presented here investigated the effects of this SMM on
customer relationships (involving intimacy and trust) and purchase intention.

A preliminary test was conducted in order to draw a sample of a luxury fashion brand for this study. Self-
administrated questionnaires with visual stimuli were used to collect data from luxury consumers in the
Seoul area. Respondents were restricted to consumers who had purchased any luxury fashion brand
item within the previous two years. Among 150 questionnaires distributed, 133 questionnaires were
finally employed for statistical analysis.
Principal component analysis using varimax rotation was conducted to figure out the properties of
luxury fashion brands’ SMM. The social media contained five properties: entertainment, customization,
interaction, word of mouth, and trend. Factor loadings ranged from .84 to .52. Cronbach’s α lay between
.80 and .88, demonstrating adequate construct reliability.

Multiple regression analysis was conducted to test the effects of SMM on customer relationship (i.e.,
intimacy and trust) and purchase intention, as well as relationship between customer relationship (i.e.,
intimacy and trust) and purchase intention. Results show that entertainment has a significant positive
effect on intimacy (β=.25, t=3.48, p<.01), trust (β=.34, t=5.75, p<.001), and purchase intention
(β=.31, t=4.32, p<.001). Other positive effects are customization on trust (β=.13, t=2.28, p<.05),
interaction on purchase intention (β=.25, t=3,54, p<.01), word of mouth on intimacy
(β=.14, t=1.92, p<.05) and purchase intention (β=.19, t=2.65, p<.01), and trend only on trust
(β=.32, t=5.30, p<.001). It seems that entertainment, customization, and trend were satisfying what
customers expected from a luxury fashion brand. Because the luxury industry aims to provide value to
customers in every way possible, the brands should focus on providing free entertainment content,
customized services, and trend forward social media site which all act positively toward enhancing
customer relationship. Trust has a significant relationship with purchase intention
(β=.34, t=4.85, p<.001). Since the trust variable within a customer relationship was only significantly
associated with purchase intention, the mediating effects of customization and trend were found.

The study proves the effectiveness of luxury brands’ SMM on both customer relationships and purchase
intention, and proposes a strategy to enhance the brands’ performance by defining specific factors
influencing both. The result show that the chosen brand’s SMM includes distinctive elements in
comparison to old-fashioned marketing performances. Every property found in luxury brands’ SMM
positively influenced customer relationships and purchase intention, with entertainment affecting more
variables than any other properties. Luxury brands should heavily supply an entertainment aspect of
social media contents and activities. Every activity enabled by use of the media, such as creating
relationships with other users, providing customized service and free entertainment contents, and
obtaining genuine information on personal interest should all be entertaining. By focusing on providing
such features, customer relationships and purchase intention will be enhanced. Concerning the
association between customer relationship and purchase intention, trust and purchase intention were
highly related. Customers’ trust was strengthened via interaction with other users as well as brand on
social media sites. Trust gained while enjoying entertainment and communication provided on the sites
seems to contribute greatly toward a luxury brand’s profit.

With the growing interest of luxury fashion brands in providing luxurious value to customers in every
way possible, using social media appears to be appropriate for retaining old customers and attracting
cross-shoppers. As competition among luxury fashion brands becomes more intense by providing plenty
of alternatives to customers, the brands’ prosperity seems no longer quite so promising. The importance
of managing customers as valuable assets cannot be emphasized more. As such, more luxury brands
should engage in social media marketing activities to anticipate a positive contribution to the brands by
providing new luxury value to customers.
Keywords: Luxury fashion brand, Social media marketing, Customer
relationship, Intimacy, Trust, Purchase intention

Original Articles

Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase
Intention

Angella Jiyoung Kim &Eunju Ko

Pages 164-171 | Received 02 Aug 2010, Accepted 23 Aug 2010, Published online: 12 Dec 2012

 Download citation

 https://doi.org/10.1080/20932685.2010.10593068

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Research Article

Social Media Marketing: A Literature Review and Implications

Helena Alves

Cristina Fernandes
Mário Raposo

First published: 11 November 2016

https://doi.org/10.1002/mar.20936

Citations: 28

The authors are grateful for the support and funding from Portuguese Science Foundation through the
project “UID/GES/04630/2013.”

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ABSTRACT

This study carries out content analysis and systemizes articles on social media marketing in the Web of
Science database. Forty‐four studies were analyzed in accordance with a variation on the systematic
review approach, involving synthesis‐ and interpretation‐based assessment. The results demonstrate
how most of the studies analyzed focus on the consumer perspective in terms of usage, share, and
influence of social media on consumer decisions, and perceptions. The studies focusing on the firm's
perspective centered not only on the usage of social media, but also on their implementation,
optimization, and measurement of results. The majority of studies are quantitative and published in
recent years. This study not only reached certain conclusions for both theory and practice, but also
defined future lines of research according to the gaps detected by the study's results.

Citing Literature

Number of times cited according to CrossRef: 28

 Anshul Mathew, Kevin Job Thomas and P. Swarnalatha, Personal Assistant for Social Media, Soft
Computing for Problem Solving, 10.1007/978-981-15-0184-5_69, (807-822), (2019).

Crossref
  Riadh Ladhari, Elodie Massa and Hamida Skandrani, YouTube vloggers’ popularity and influence:
The roles of homophily, emotional attachment, and expertise, Journal of Retailing and Consumer
Services, 10.1016/j.jretconser.2019.102027, 54, (102027), (2020).

Crossref

 Ioannis Antoniadis, Vaggelis Saprikis and Ioannis Koukoulis, What Affects the Level of Social
Networking Site Daily Usage?, International Journal of E-Business
Research, 10.4018/IJEBR.2020010103, 16, 1, (47-59), (2020).

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 Yamen Koubaa and Fares Medjani, The Return on Investment of Professional Social
Networks, Digital Economy. Emerging Technologies and Business Innovation, 10.1007/978-3-
030-30874-2_9, (120-130), (2019).

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 Chung‐Wha ‘Chloe’ Ki and Youn‐Kyung Kim, The mechanism by which social media influencers
persuade consumers: The role of consumers’ desire to mimic, Psychology & Marketing, 36,
10, (905-922), (2019).

Wiley Online Library

 Sarhang Majid, Carmen Lopez, Phil Megicks and Wai Mun Lim, Developing effective social media
messages: Insights from an exploratory study of industry experts, Psychology & Marketing, 36,
6, (551-564), (2019).

Wiley Online Library

ocial media metrics and analytics in marketing – S3M: A mapping literature review

Author links open overlay panelNikolaosMisirlisMaroVlachopoulou

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https://doi.org/10.1016/j.ijinfomgt.2017.10.005Get rights and content

Abstract

The purpose of this study is to present a mapping literature review and a classification for research
articles regarding social media metrics and analytics in marketing. The review covers 52 articles from
peer review journals and international conferences, from 2010 to 2016. These 52 articles are classified
in 5 distinct categories based on their: methodology of research, type of analysis, field of study,
marketing objectives and social media type/platform used. The findings of the study reveal which is the
most used subcategory for each classification, trends and tendencies. This review provides a base
classification for researchers and an editable and continuously augmenting typology for further research
in the area.