Skip to main content
SpringerLink
Log in

The Impact of Social Media Usage on Companies’ Customer Relationship Management (CRM)

  • Chapter
  • First Online:
The Effect of Information Technology on Business and Marketing Intelligence Systems

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

  • 142 Accesses

Abstract

This study examines the possibility of enhancing Customer Relationship Management through Social Media. As Social Media is a trending topic in companies’ strategies, the aim of this research is to find a possible link between the use of Social Media, and its impact on Fashion retails’ Customer Relationship Management in both UK and Germany. The use of Social Media platforms was explored by using a semi-structured survey. Significant differences were found in the usage of social media by age group and sex. The results revealed that using Social Media in marketing strategies for fashion retailors would be most effective when targeting younger demographics, offering companies the benefit of longer customer lifetime value when enhancing their Customer Relationship Management through Social Media.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 189.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 249.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 249.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

    (2.2 + 18.7 + 2.6 + 15.4 + 3.4 + 13.8 + 2.2 + 21.7)/5 to evaluate the percentage of respondents that agreed with the statements.

References

  • Abuhashesh, M. Y., Alshurideh, M. T., & Sumadi, M. (2021). The effect of culture on customers’ attitudes toward Facebook advertising: The moderating role of gender. Review of International Business and Strategy, 31(3), 416–437.

    Google Scholar 

  • Aburayya, A., Alshurideh, M., Al Marzouqi, A., Al Diabat, O., Alfarsi, A., Suson, R., Salloum, S. A., et al. (2020). An empirical examination of the effect of TQM practices on hospital service quality: An assessment study in UAE hospitals. Systematic Reviews in Pharmacy, 11(9), 347–362.

    Google Scholar 

  • Abu Zayyad, H. M., Obeidat, Z. M., Alshurideh, M. T., Abuhashesh, M., Maqableh, M., & Masa’deh, R. E. (2021). Corporate social responsibility and patronage intentions: the mediating effect of brand credibility. Journal of Marketing Communications, 1–24.

    Google Scholar 

  • Al Dmour, H., Alshurideh, M., & Shishan, F. (2014). The influence of mobile application quality and attributes on the continuance intention of mobile shopping. Life Science Journal, 11(10), 172–181.

    Google Scholar 

  • Alemán, M. A. M., & Wartman, K. (2009). Online social networking on campus: Understanding what matters in student culture. Routledge: Francis Taylor Group.

    Google Scholar 

  • AlHamad, A., Alshurideh, B., Alomari, K., Al Kurdi, B., & Alzoubi, H. (2022). The effect of electronic human resources management on organizational health of telecommunications companies in Jordan. International Journal of Data and Network Science, 6, 1–10.

    Article  Google Scholar 

  • Aljumah, A., Nuseir, M. T., & Alshurideh, M. T. (2021). The impact of social media marketing communications on consumer response during the COVID-19: Does the Brand Equity of a University Matter. The Effect of Coronavirus Disease (COVID-19) on Business Intelligence, 367.

    Google Scholar 

  • Al-Khayyal, A., Alshurideh, M., Al Kurdi, B., & Salloum, S. A. (2021). Factors influencing electronic service quality on electronic loyalty in online shopping context: Data analysis approach. In Enabling AI Applications in Data Science (pp. 367–378). Cham: Springer.

    Google Scholar 

  • Alkitbi, S. S., Alshurideh, M., Al Kurdi, B., & Salloum, S. A. (2020). Factors affect customer retention: A systematic review. In International Conference on Advanced Intelligent Systems and Informatics (pp. 656–667). Cham: Springer.

    Google Scholar 

  • Al Kurdi, B. H., & Alshurideh, M. T. (2021). Facebook advertising as a marketing tool: Examining the influence on female cosmetic purchasing behaviour. International Journal of Online Marketing (IJOM), 11(2), 52–74.

    Article  Google Scholar 

  • Al-Maroof, R., Ayoubi, K., Alhumaid, K., Aburayya, A., Alshurideh, M., Alfaisal, R., & Salloum, S. (2021). The acceptance of social media video for knowledge acquisition, sharing and application: A comparative study among YouYube users and TikTok users’ for medical purposes. International Journal of Data and Network Science, 5(3), 197.

    Article  Google Scholar 

  • Almazrouei, F. A., Alshurideh, M., Al Kurdi, B., & Salloum, S. A. (2020). Social media impact on business: A systematic review. In International Conference on Advanced Intelligent Systems and Informatics (pp. 697–707). Cham: Springer.

    Google Scholar 

  • Alshamsi, A., Alshurideh, M., Al Kurdi, B., & Salloum, S. A. (2020). The influence of service quality on customer retention: A systematic review in the higher education. In International Conference on Advanced Intelligent Systems and Informatics (pp. 404–416). Cham: Springer.

    Google Scholar 

  • Alsharari, N. M., & Alshurideh, M. T. (2020). Student retention in higher education: the role of creativity, emotional intelligence and learner autonomy. International Journal of Educational Management.

    Google Scholar 

  • Alshurideh, M., Shaltoni, A., & Hijawi, D. (2014). Marketing communications role in shaping consumer awareness of cause-related marketing campaigns. International Journal of Marketing Studies, 6(2), 163–168.

    Article  Google Scholar 

  • Alshurideh, M., Al Kurdi, B. H., Vij, A., Obiedat, Z., & Naser, A. (2016). Marketing ethics and relationship marketing-An empirical study that measure the effect of ethics practices application on maintaining relationships with customers. International Business Research, 9(9), 78–90.

    Article  Google Scholar 

  • Alshurideh, M., Al Kurdi, B., Abu Hussien, A., & Alshaar, H. (2017). Determining the main factors affecting consumers’ acceptance of ethical advertising: A review of the Jordanian market. Journal of Marketing Communications, 23(5), 513–532.

    Article  Google Scholar 

  • Alshurideh, M., Alsharari, N. M., & Al Kurdi, B. (2019a). Supply chain integration and customer relationship management in the airline logistics. Theoretical Economics Letters, 9(02), 392.

    Article  Google Scholar 

  • Alshurideh, M., Salloum, S. A., Al Kurdi, B., & Al-Emran, M. (2019b). Factors affecting the social networks acceptance: An empirical study using PLS-SEM approach. In Proceedings of the 2019b 8th International Conference on Software and Computer Applications (pp. 414–418).

    Google Scholar 

  • Alshurideh, M. T., Kurdi, B. A., AlHamad, A. Q., Salloum, S. A., Alkurdi, S., Dehghan, A., Masa’deh, R. E., et al. (2021). Factors affecting the use of smart mobile examination platforms by universities’ postgraduate students during the COVID 19 pandemic: an empirical study. In Informatics (Vol. 8, No. 2, p. 32). Multidisciplinary Digital Publishing Institute.

    Google Scholar 

  • Alshurideh, M. (2022). Does electronic customer relationship management (E-CRM) affect service quality at private hospitals in Jordan? Uncertain Supply Chain Management, 10(2), 1–8.

    Article  Google Scholar 

  • Alshurideh, M. T., Al Kurdi, B., Alzoubi, H. M., Ghazal, T. M., Said, R. A., AlHamad, A. Q., ... & Al-kassem, A. H. (2022). Fuzzy assisted human resource management for supply chain management issues. Annals of Operations Research, 1–19.

    Google Scholar 

  • Alzoubi, H. M., & Inairat, M. (2020). Do perceived service value, quality, price fairness and service recovery shape customer satisfaction and delight? A practical study in the service telecommunication context. Uncertain Supply Chain Management, 8(3), 579–588.

    Article  Google Scholar 

  • Ammari, G., Alkurdi, B., Alshurideh, A., & Alrowwad, A. (2017). Investigating the impact of communication satisfaction on organizational commitment: A practical approach to increase employees’ loyalty. International Journal of Marketing Studies, 9(2), 113–133.

    Article  Google Scholar 

  • Ang, L. (2011). Community relationship management and social media. Journal of Database Marketing & Customer Strategy Management, 18, 31–38.

    Article  Google Scholar 

  • Ansari, A., Koenigsberg, O., & Stahl, F. (2011). Modeling multiple relationships in social networks. Journal of Marketing Research, 48(4), 713–728.

    Article  Google Scholar 

  • Ashal, N., Alshurideh, M., Obeidat, B., & Masa’deh, R. (2021) The impact of strategic orientation on organizational performance: Examining the mediating role of learning culture in Jordanian telecommunication companies. Academy of Strategic Management Journal, 21(Special Issue 6), 1–29.

    Google Scholar 

  • Alyammahi, A., Alshurideh, M., Al Kurdi, B., & Salloum, S. A. (2020). The impacts of communication ethics on workplace decision making and productivity. In International Conference on Advanced Intelligent Systems and Informatics (pp. 488–500). Cham: Springer.

    Google Scholar 

  • Brekke, V. (2009). Getting Started With Social Media Technologies. [Online] Retrieved Jan 4, 2012, from http://www.slideshare.net/vidarbrekke/getting-started-with-social-media-technologies.

  • Buss, O., & Begorgis, G. (2015). The impact of social media as a customer relationship management tool: A B2B perspective. Karlstad University.

    Google Scholar 

  • Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230–240.

    Article  Google Scholar 

  • Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118–126.

    Article  Google Scholar 

  • Füller, J., Jawecki, G., & Mühlbacher, H. (2007). Innovation creation by online basketball communities. Journal of Business Research, 60(1), 60–71.

    Article  Google Scholar 

  • Heckadon, D. (2010). Critical success factors for creating and implementing effective social media marketing campaigns. [Online] Retrieved Nov 3, 2011 from https://doi.org/10.2139/ssrn.1734586.

  • Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311–330.

    Article  Google Scholar 

  • Herrmann, A., Huber, F., & Braunstein, C. (2000). Market-driven product and service design: Bridging the gap between customer needs, quality management, and customer satisfaction. International Journal of Production Economics, 66(1), 77–96.

    Article  Google Scholar 

  • Katona, Z., Zubcsek, P. P., & Sarvary, M. (2011). Network effects and personal influences: The diffusion of an online social network. Journal of Marketing Research, 48(3), 425–443.

    Article  Google Scholar 

  • Khasawneh, M. A., Abuhashesh, M., Ahmad, A., Masa’deh, R., & Alshurideh, M. T. (2021a). Customers online engagement with social media influencers’ content related to COVID 19. In The Effect of Coronavirus Disease (COVID-19) on Business Intelligence (pp. 385–404). Springer.

    Google Scholar 

  • Khasawneh, M. A., Abuhashesh, M., Ahmad, A., Alshurideh, M. T., & Masa’deh, R. (2021b). Determinants of e-word of mouth on social media during COVID-19 outbreaks: An empirical study. In The Effect of Coronavirus Disease (COVID-19) on Business Intelligence (pp. 347–366). Springer, Cham.

    Google Scholar 

  • Kleinberg, J. (2008). The convergence of social and technological networks. Communications of the ACM, 51(11), 66–72.

    Article  Google Scholar 

  • Kurdi, B. A., Alshurideh, M., Nuseir, M., Aburayya, A., & Salloum, S. A. (2021). The effects of subjective norm on the intention to use social media networks: An exploratory study using PLS-SEM and machine learning approach. In International Conference on Advanced Machine Learning Technologies and Applications (pp. 581–592). Springer, Cham.

    Google Scholar 

  • Maklan, S., Knox, S., & Ryals, L. (2008). New trends in innovation and customer relationship management: A challenge for market researchers. International Journal of Market Research, 50(2), 221–240.

    Article  Google Scholar 

  • Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270–280.

    Article  Google Scholar 

  • Martínez Alemán, A., & Lynk Wartman, K. (2009). Online Social Networking on Campus—Understanding What Matters in Student Culture. Routledge Taylor & Francis Group.

    Google Scholar 

  • Odeh, R. B. M., Obeidat, B. Y., Jaradat, M. O., & Alshurideh, M. T. (2021). The transformational leadership role in achieving organizational resilience through adaptive cultures: the case of Dubai service sector. International Journal of Productivity and Performance Management.

    Google Scholar 

  • Palmer, A., & Koenig-Lewis, N. (2009). Direct Marketing: An International Journal., 3(3), 162–176.

    Article  Google Scholar 

  • Payne, A., & Frow, P. (2006). Customer relationship management: From strategy to implementation. Journal of Marketing Management, 22, 135–168.

    Article  Google Scholar 

  • Rodriguez, M., Peterson, R. M., & Ajjan, H. (2015). CRM/social media technology: Impact on customer orientation process and organizational sales performance. In Ideas in Marketing: Finding the New and Polishing the Old (pp. 636–638). Springer, Cham.

    Google Scholar 

  • Soares, A. M., Pinho, J. C., & Nobre, H. (2012). From social to marketing interactions: The role of social networks. Journal of Transnational Management, 17(1), 45–62.

    Article  Google Scholar 

  • Sterne, J. (1955). Social Media Metrics. Wiley and Sons Inc.

    Google Scholar 

  • Svoboda, P., Ghazal, T. M., Afifi, M. A., Kalra, D., Alshurideh, M. T., & Alzoubi, H. M. (2021). Information systems integration to enhance operational customer relationship management in the pharmaceutical industry. In The International Conference on Artificial Intelligence and Computer Vision (pp. 553–572). Springer, Cham.

    Google Scholar 

  • Swarts, K.M. (2014). Social media as a customer relationship management tool within the building and construction industry. Doctoral dissertation, University of Tasmania.

    Google Scholar 

  • Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer engagement with self-expressive brands: Brand love and WOM outcomes. Journal of Product and Brand Management, 23(1), 33–42.

    Article  Google Scholar 

  • Wang, Z., & Kim, H. G. (2017). Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing, 39, 15–26.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

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

    Abdallah AlShawabkeh & Mohammed T. Nuseir

  2. Abu Dhabi Vocational Education & Training Institute (ADVETI), Abu Dhabi, UAE

    Sarah Urabi

Authors
  1. Abdallah AlShawabkeh
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Mohammed T. Nuseir
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Sarah Urabi
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

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

Appendix

Appendix

Appendix 1 Research Questionnaire

A survey with a list of questions under section 1, personal profile, and section 2, project questions. There is space for opinions from five options in section 2.
A list of tabulated questions that ask respondents to choose one of five possible opinions for each statement.
A list of tabulated questions that ask respondents to select one of five potential opinions for each statement.

Appendix 2 Criteria and indicators for social media

Criteria/Value

Information technology management

Communication channel

Collaboration (customer engagement)

Building virtual communities/Networks

Customers

(ITM1) Discover trends and shifts in the market; SM as market research system (Sterne, 1955)

(A1) Send message from company to customer; build awareness towards company (Heckadon, 2010; Sterne, 1955)

(C1) Use customers’ need to share to company’s advantage (e.g., use critique to improve service) (Ang, 2011)

 

(ITM2) Involve customers in the business; Research on customers is conducted in their own interest rather than just being ‘researched’ (Ang, 2011; Maklan et al., 2008)

(A2) Reaching a large number of customers (Sterne, 1955)

(C2) Interacting with customers to assess new ideas (Füller et al., 2010; Hennig-Thurau et al, 2010; Maklan et al., 2008)

(ITM3) Integrate the personal information gained from SM into strategies; SNS as sources for member data, friendship data, communication data etc.; collection & comparison to enhance the customer experience (Ang, 2011; Ansari et al., 2011; Payne & Frow, 2006)

 

(C3) Interactive collaboration; customer as co-creator of value (Füller et al., 2010; Hennig-Thurau et al, 2010; Maklan et al., 2008)

Company

(ITMC1) Path of communication: direct messaging or comment (Ansari et al., 2011; Zsolt et al., 2011)

(AC1) Customer reaction (e.g., passed message along) (Sterne, 1955)

(C4) Online relationships are formed to forge collaborative relationships (Ansari et al., 2011:725)

(CBC1) SM helps to build social network; Increase social capital (Ang, 2011; Martínez Alemán & Lynk Wartman, 2009)

Appendix 3 Criteria and indicators for customer relationship management

Criteria/Value

Social structures

Relationships

Success factors depicted from the company’s perspective

(ACQ1) Increase revenue (Sterne, 1955)

(MAI1) Improve customer satisfaction (Sterne, 1955)

 

(MAI2) Involve customers in the business (Sterne, 1955)

(ACQ3) Getting potential customers’ attention (Sterne, 1955)

(MAI3) Identify customer needs (Payne & Frow, 2006)

 

(MAI4) Reduce costs of gaining new customers by satisfying existing customers (Sterne, 1955)

(ACQ5) Convince them of the company’s benefits (leading them into purchase) (Sterne, 1955)

(MAI5) Response to queries (Sterne, 1955)

(ACQ6) Interaction with potential customers (Sterne, 1955)

 

Rights and permissions

Reprints and permissions

Copyright information

© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

AlShawabkeh, A., Nuseir, M.T., Urabi, S. (2023). The Impact of Social Media Usage on Companies’ Customer Relationship Management (CRM). 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_8

Download citation

  • DOI: https://doi.org/10.1007/978-3-031-12382-5_8

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-12381-8

  • Online ISBN: 978-3-031-12382-5

  • eBook Packages: EngineeringEngineering (R0)

Publish with us

Policies and ethics

Search

Navigation