Technology that enhances marketing strategy: CRM and the effect of social media on consumer brand engagement
Martínez Lira, Gustavo César
MetadataShow full item record
This dissertation is comprised of three different articles in which the common topic is technology applied to Marketing. We first present the importance of Customer Relationship Management (CRM) in highly commoditized industries. CRM is a way to differentiate when product differentiation is hard to achieve. We present successful cases and a proposal to implement a CRM strategy. Then, we present research on CRM adoption. Hedonic motivations explain users' adoption and have a positive impact on customer metrics such as customer engagement. We present an empirical study from the standpoint of CRM users and introduce the commoditization level as a moderator. Finally, we analyze customer emotions presented on Twitter and show evidence that trust positively impacts content engagement and that negative emotions create a more significant impact on content engagement.