Absorbing and adapting to new technologies: Social CRM implementation in SMEs

Sushmita Guha

doi:10.26182/n2sc-mz06

Absorbing and adapting to new technologies: Social CRM implementation in SMEs

Sushmita Guha

Research output: Thesis › Doctoral Thesis

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Abstract

Social CRM is the integration of social media technologies into CRM (customer relationship management). This research explores the implementation of social CRM in small and medium-sized enterprises (SMEs), underpinned in absorptive capacity, adaptive capability, and institutional theories. An explanatory sequential mixed-methods approach is employed, including a survey of Australian SMEs and an online content analysis of their social media profiles. Contributions to theory and practice demonstrate how SMEs can absorb and adapt to ever-changing social media to enhance customer relationship performance. Specific managerial recommendations are made around a pathway towards social CRM implementation for SMEs.

Original language	English
Qualification	Doctor of Philosophy
Awarding Institution	The University of Western Australia
Supervisors/Advisors	Harrigan, Paul, Supervisor Soutar, Geoff, Supervisor
Thesis sponsors	Australian Government Research Training Program
Award date	12 Jan 2022
DOIs	https://doi.org/10.26182/n2sc-mz06
Publication status	Unpublished - 2021

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10.26182/n2sc-mz06

THESIS - DOCTOR OF PHILOSOPHY - GUHA, Sushmita - 2021
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Cite this

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AB - Social CRM is the integration of social media technologies into CRM (customer relationship management). This research explores the implementation of social CRM in small and medium-sized enterprises (SMEs), underpinned in absorptive capacity, adaptive capability, and institutional theories. An explanatory sequential mixed-methods approach is employed, including a survey of Australian SMEs and an online content analysis of their social media profiles. Contributions to theory and practice demonstrate how SMEs can absorb and adapt to ever-changing social media to enhance customer relationship performance. Specific managerial recommendations are made around a pathway towards social CRM implementation for SMEs.

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KW - SME

KW - Social media

KW - Australia

KW - Absorptive capacity

KW - Adaptive capability

KW - Netnography

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Absorbing and adapting to new technologies: Social CRM implementation in SMEs

Abstract

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