Toward a Conceptual Model for Examining the Role of Social Media on Social Customer Relationship Management (SCRM) System

Organizations worldwide are becoming more interested in utilizingsocial media applications to enhance their marketing capabilities. One of themain fruits of integrating social media applications into the marketing, informationtechnology and information systems areas is social customer relationshipmanagement (SCRM). SCRM has been the focus of attention for both marketingacademics and practitioners. However, as this area is quite new, there is a needto propose a theoretical foundation explaining how using social media platformsfor SCRM systems could predict customer engagement and customer relationshipperformance. Three main factors, i.e. social media use, a customer-centricmanagement system, and relationship marketing orientation, are considered askey predictors of SCRM. SCRM is proposed as a key determinant of customerengagement, which in turn affects customer relationship performance. Theproposed research methodology suggests conducting a quantitative study tovalidate the current study model. Further discussion regarding the researchcontribution and main limitations are provided in the last sections