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Social CRM: A review of academic and practitioner literatures and research agendas


Yawised, K and Marshall, P and Stockdale, R, Social CRM: A review of academic and practitioner literatures and research agendas, Proceedings of the Malaysian Conference on Information Systems (MCIS 2013), 13-16 February 2013, Kota Kinbalu, Sabah, Malaysia, pp. 101-107. ISBN 978-967-11705-0-2 (2013) [Refereed Conference Paper]

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Copyright 2013 Malaysian Conference on Information Systems

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Social customer relationship management (CRM) is an emerging concept that includes strategies, processes and technologies to link social networking with CRM processes. It is a means of incorporating the ‘customer’ strategy as part of the corporate strategy in order to engage customers, create meaningful of conversations and thereby maximise superior customer value. This paper aims to review the literature – both academic and practitioner – on social CRM, make a broad comparison between the two types of literature, and identify future research agendas. Preliminary results reveal that academic research focuses more on the specific issues surrounding the theoretical concept of social CRM (e.g. identifying the key determinants of social CRM adoption and building a framework to determine relevant core process functionalities), whilst practitioner research pays more attention to actions to respond to new challenges and capitalize on new opportunities offered by the emergence of social CRM phenomenon. From both the academic and practitioner points of view, attention must be placed on the development of business case for social CRM implementation. In particular, research offering useful tips of how to successfully adopt social networking sites as value-creating CRM tools would be of significant value.

Item Details

Item Type:Refereed Conference Paper
Keywords:social customer relationship management (CRM), social networking, academic literature, practitioner literature, and research agendas
Research Division:Commerce, Management, Tourism and Services
Research Group:Business systems in context
Research Field:Business information systems
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Technological and organisational innovation
UTAS Author:Yawised, K (Mr Kritcha Yawised)
UTAS Author:Marshall, P (Professor Peter Marshall)
ID Code:84151
Year Published:2013
Deposited By:Information and Communication Technology
Deposited On:2013-04-23
Last Modified:2014-11-04
Downloads:52 View Download Statistics

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