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The Impacts of Social Media on Managing Customer Relationships with Brands in the UK

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The Effect of Information Technology on Business and Marketing Intelligence Systems

Part of the book series: Studies in Computational Intelligence ((SCI,volume 1056))

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Abstract

This research is done to understand the impacts of social media in managing customer relationships for the selling business organizations within the b2b business environment. In today’s world, the use of social media has increased rapidly. The selling business organizations use social media sites as their marketing tool. However, now, it is time for them to understand that social media sites can be used towards improving customer relationship performance. SEM-PLS model is used in this research to understand the effects of social media as the relationship tool. The data collected for the research shows that the use of social media has a direct positive impact on social CRM capabilities, which has a direct positive impact on customer relationship performance. The researcher has discussed the research result elaborately. In the end, proper implications, limitations, and recommendations are discussed by the researcher.

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Authors and Affiliations

  1. Department of Business Administration, College of Business, Al Ain University, Abu Dhabi Campus, Abu Dhabi, UAE

    Mohammed T. Nuseir

  2. College of Communication and Media, Al Ain University, Abu Dhabi Campus, P.O. Box 112612, Abu Dhabi, United Arab Emirates

    Ahmad I. Aljumah

  3. Abu Dhabi Vocational Education and Training Institute (ADVETI), Abu Dhabi, UAE

    Sarah Urabi

  4. Department of Marketing, School of Business, The University of Jordan, Amman, Jordan

    Muhammad Alshurideh

  5. Department of Management, College of Business Administration, University of Sharjah, Sharjah, United Arab Emirates

    Muhammad Alshurideh

  6. Department of Marketing, Faculty of Economics and Administrative Sciences, The Hashemite University, Zarqa, Jordan

    Barween Al Kurdi

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  1. Mohammed T. Nuseir
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  2. Ahmad I. Aljumah
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  3. Sarah Urabi
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Correspondence to Mohammed T. Nuseir .

Editor information

Editors and Affiliations

  1. Dept of Mngmnt, Cllg of Busness Admin, University of Sharjah, Sharjah, United Arab Emirates

    Muhammad Alshurideh

  2. Department of Business Administration, Faculty of Economics and Administrative Sciences, Hashemite University, Zarqa, Jordan

    Barween Hikmat Al Kurdi

  3. Management Information Systems Department, School of Business, University of Jordan, Aqaba, Jordan

    Ra’ed Masa’deh

  4. Skyline University College, Sharjah, United Arab Emirates

    Haitham M. Alzoubi

  5. Research Institute of Sciences and Engineering, University of Sharjah, Sharjah, United Arab Emirates

    Said Salloum

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Nuseir, M.T., Aljumah, A.I., Urabi, S., Alshurideh, M., Al Kurdi, B. (2023). The Impacts of Social Media on Managing Customer Relationships with Brands in the UK. In: Alshurideh, M., Al Kurdi , B.H., Masa’deh, R., Alzoubi , H.M., Salloum, S. (eds) The Effect of Information Technology on Business and Marketing Intelligence Systems. Studies in Computational Intelligence, vol 1056. Springer, Cham. https://doi.org/10.1007/978-3-031-12382-5_4

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  • DOI: https://doi.org/10.1007/978-3-031-12382-5_4

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