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From CRM to social CRM: A bibliometric review and research agenda for consumer research

Perez-Vega, Rodrigo, Hopkinson, Paul, Singhal, Aishwarya, Mariani, Marcello (2022) From CRM to social CRM: A bibliometric review and research agenda for consumer research. Journal of Business Research, 151 . pp. 1-16. ISSN 0148-2963. (doi:10.1016/j.jbusres.2022.06.028) (KAR id:95553)


Contemporary perspectives on customer relationship management and the parent concept of customer management gathered momentum in the mid-1980 s and early 1990s. The advent of digital technologies, especially social media, have prompted a further evolution of the concept. As a result, today’s CRM systems must consider new measures, such as customer engagement and advocacy. Consequently, organisations’ social CRM activities and investments have consistently increased in part underpinned by the increased usage of these technologies by consumers. Through a systematic literature review and bibliometric analysis, we identify three main themes in which research in this area has focused on: (1) CRM and impact on performance, (2) social media capabilities and CRM, and (3) CRM processes and strategic use. We also identify future research avenues in the field derived from our analysis of the literature, emphasising the implications for consumer research.

Item Type: Article
DOI/Identification number: 10.1016/j.jbusres.2022.06.028
Uncontrolled keywords: Social CRM, Literature review, Bibliometric analysis, CRM
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Rodrigo Perez Vega
Date Deposited: 29 Jun 2022 11:14 UTC
Last Modified: 30 Jun 2022 15:12 UTC
Resource URI: (The current URI for this page, for reference purposes)

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