Social Media Marketing Strategies Based on CRM Value Chain Model
DOI:
https://doi.org/10.59615/ijime.2.1.12DOR:
https://dorl.net/dor/20.1001.1.2783378.2022.2.2.2.1Keywords:
Digital Marketing, CRM, Data, NetworkAbstract
Despite the fact that social media marketing has a long history, new marketing methods and the rise of digital marketing have transformed it. Social media marketing's aims, tactics, and approaches are all centered on the consumer, thus there's a strong link between this sort of marketing and existing customer relationship management (CRM). This essay aims to investigate this connection and clarify the findings in order to better social media marketing efforts. This study's methodology is based on the value chain model, which is one of the CRM models. This approach considers customers, network, and management to deliver effective communication for value creation based on work processes, data, and information, as well as organizational leadership. We extract the effective and reciprocal variables between CRM and social media marketing in this study. The findings suggest that, using the proposed model, new social media marketing strategies may be proposed that generate incentives to share organizational resources in order to attract new customers through the media, pay attention to customer branding, and develop specific capabilities. This type of information technology is used.
Downloads
References
• Chi, N. T. K. (2021). Innovation capability: the impact of e-CRM and COVID-19 risk perception. Technology in Society, 67, 101725, doi: https://doi.org/10.1016/j.techsoc.2021.101725.
• Cruz-Jesus, F., Pinheiro, A., & Oliveira, T. (2019). Understanding CRM adoption stages: empirical analysis building on the TOE framework. Computers in Industry, 109, 1-13, doi: https://doi.org/10.1016/j.compind.2019.03.007.
• Deniyev, T. J. (2021). Marketing Management: Analysis of Customer Relationship Marketing. Journal Maneco, 1(1), 22-27, doi: Vol. 1 No. 1 (2021): Journal Maneco .
• Duff, A. (2021). The Impact of Social Media Marketing on Small Businesses, with a Focus on Customer Relationship Management (Doctoral dissertation), doi: https://cache.kzoo.edu/handle/10920/39130.
• Ghahremani-Nahr , J., & Nozari, H. (2021). A Survey for Investigating Key Performance Indicators in Digital Marketing. International Journal of Innovation in Marketing Elements, 1(1), 1–6. https://doi.org/10.52547/ijime.1.1.1
• Harrigan, P., Miles, M. P., Fang, Y., & Roy, S. K. (2020). The role of social media in the engagement and information processes of social CRM. International Journal of Information Management, 54, 102151, doi: https://doi.org/10.1016/j.ijinfomgt.2020.102151.
• Haudi, H., Rahadjeng, E., Santamoko, R., Putra, R., Purwoko, D., Nurjannah, D., ... & Purwanto, A. (2022). The role of e-marketing and e-CRM on e-loyalty of Indonesian companies during Covid pandemic and digital era. Uncertain Supply Chain Management, 10(1), 217-224, doi:10.5267/j.uscm.2021.9.006.
• Kenny, D., & Marshall, J. F. (2000). Contextual marketing. Harvard business review, 78(6), 119-125.
• Kotler, P., & Zaltman, G. (1971). Social marketing: an approach to planned social change. Journal of marketing, 35(3), 3-12, doi: https://doi.org/10.1177/002224297103500302.
• Kotler, P., Roberto, E., & Hugo, H. (1991). Social marketing. Econ-Verlag.
• Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70., doi: https://doi.org/10.1007/s11747-020-00733-3.
• Melović, B., Ćirović, D., Vukčević, M., & Stojanović, A. J. (2021). Behavior of Older Consumers in the Digital Age and Creating Marketing Strategies: Mature Population as Part of Customer 4.0. In Handbook of Research on Economic and Social Impacts of Population Aging (pp. 17-38). IGI Global, doi: 10.4018/978-1-7998-7327-3.ch002.
• Rego, M. M., & Hamilton, M. A. (2021). The importance of fit: a predictive model of cause marketing effects. Journal of Marketing Theory and Practice, 1-19, doi: ttps://doi.org/10.1080/10696679.2021.1901594.
• Riyadi, S. (2021). Effect of E-Marketing and E-CRM on E-Loyalty: An Empirical Study on Indonesian Manufactures. Turkish Journal of Physiotherapy and Rehabilitation, 32(3), 5290-5297, doi: http://repository.unitomo.ac.id/id/eprint/3218.
• Ruan, S. (2020, April). Research on Strategic Cost Management of Enterprises Based on Porter’s Value Chain Model. In Journal of Physics: Conference Series (Vol. 1533, No. 2, p. 022056). IOP Publishing, doi: doi:10.1088/1742-6596/1533/2/022056.
• Saeid Nahaei, V., & Naziri-Oskuei, F. . (2021). Fuzzy Clustering Approach for Marketing Recycled Products of Tabriz Municipality Waste Management Organization. International Journal of Innovation in Marketing Elements, 1(1), 25–36. https://doi.org/10.52547/ijime.1.1.25
• Samadi-Parviznejad, P. (2021). Simulation of Sales Scenarios in Chain Store Marketing with a Futuristic Approach. International Journal of Innovation in Marketing Elements, 1(1), 7–17. https://doi.org/10.52547/ijime.1.1.7
• Sardjono, W., Izrullah, M. N. F., Selviyanti, E., Mukhlis, M., & Putra, G. R. (2021, May). Assessment of the implementation of customer relationship management systems to support the competitive advantage of the company. In IOP Conference Series: Earth and Environmental Science (Vol. 747, No. 1, p. 012114). IOP Publishing, doi: doi:10.1088/1755-1315/747/1/012114.
• Sardjono, W., Laksmono, B. S., & Yuniastuti, E. (2020). The social welfare factors of public transportation drivers with online application as a result of the 4.0 industrial revolution in transportation. ICIC Express Letters, 14(4), 361-368, doi: https://doi.org/10.24507/icicel.14.04.361.
• Saura, J. R. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92-102, doi: https://doi.org/10.1016/j.jik.2020.08.001.
• Saura, J. R., Ribeiro-Soriano, D., & Palacios-Marqués, D. (2021). Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research. Industrial Marketing Management, 98, 161-178, doi: https://doi.org/10.1016/j.indmarman.2021.08.006.
• Sin, L. Y., Alan, C. B., & Yim, F. H. (2005). CRM: conceptualization and scale development. European Journal of marketing, doi: https://doi.org/10.1108/03090560510623253.
• Sung, H., Kim, J., & Choi, H. (2021). Effects of consumer–cause fit and consumer–product fit of cause‐related marketing on product purchase intention. Journal of Consumer Behaviour, 20(3), 791-802, doi: https://doi.org/10.1002/cb.190
• Thackeray, R., Neiger, B. L., & Keller, H. (2012). Integrating social media and social marketing: a four-step process. Health promotion practice, 13(2), 165-168, doi: https://doi.org/10.1177/1524839911432009.
• Tien, N. H., Diem, P. T., Vu, N. T., Nhan, V. K., Bien, B. X., & Hung, N. T. (2021). The strategy of CRM system development at Mega Market Vietnam. International journal multidisciplinary research and growth evaluation, 2(4), 802-806, doi: http://www.allmultidisciplinaryjournal.com
• Tuten, T. L. (2020). Social media marketing. Sage.
• Wyzowl, (2021), https://www.wyzowl.com/video-marketing-statistics/.
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Maede Nemati, Gerhard Weber
This work is licensed under a Creative Commons Attribution 4.0 International License.
Owner
