Abstract
Social media is of crucial importance in a firm's marketing strategies. The interest of scholars
and practitioners in social media has been grown significantly. Yet, the B2B companies don't
utilize these advancements to the fullest due to their lack of resources and capabilities.
Moreover, the adoption of social media marketing tools is slower in B2B markets, with the
exception of larger firms that are keen to exploit such digital measurement techniques. The
present study attempted to address the gap that social media components would help to
enhance the industrial utilization of social media in a social CRM setting. A structured
questionnaire was designed, and 250 respondents from B2B small and medium enterprises
were approached through convenience sampling by using structural equation modeling.
Reputation and Utility attributes are a significant contributor to social CRM.
Moreover, character and security have a direct impact on consumer engagement. Social CRM
plays a vital role in enhancing consumer engagement if enterprises focus on utility attributes
and the reputation of the firm. Thus, SMEs can use social media as a cost-effective tool to create
stronger relationships with the customers and engage them with their products through
content. Positive reviews that enhance the opportunities of competitive growth in the long run
and marketing managers should focus on these attributes while marketing their products
through the SNSs.
Rizwan Shabbir, Mohsin Bashir, Aysha Batool, Muhammad Abrar. (2020) Building Business Customer Engagement through Social Media Marketing Factors, Abasyn Journal of Social Sciences, Volume-13, Issue-1.
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