How Integrated Social CRM Affects Business Success: Learnings from a Literature Analysis

This research paper aims to identify the effects of social customer relationship management (SCRM) on businesses in the context of information systems. The study utilizes a literature review methodology to extract and analyze the effects observed in previous research. Based on the findings, a conceptual model is developed to illustrate the relationships among these effects. Additionally, the paper builds upon an integrated SCRM architecture and maps the identified effects to it. The literature review reveals ten effects of SCRM on businesses, including Brand Awareness, Financial Benefit, Customer Engagement, Customer Acquisition, Customer Satisfaction, Customer Loyalty, Innovation, Customer Interaction, Customer Orientation, and Customer Insight. These effects are shown to be compatible with the integrated SCRM architecture. This research paper contributes to the field by compiling and presenting the current state of the art in terms of research findings on the effects of SCRM, while also providing a novel approach by linking these effects to an integrated SCRM architecture.