Relationship development with customers on Facebook: A critical success factors model

Babak Abedin, Hamed Jafarzadeh

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

9 Citations (Scopus)

Abstract

Social Networking Sites have been increasingly used by organizations to communicate with and manage relationship with existing and new customers. Through a review of the literature, content analysis of online discussions, and a set of interviews with SNS experts, this study has developed a critical success factor model for effective customer relationship management on Facebook. The model suggests seven critical factors: (i) Develop a strategic SNS plan, (ii) Ability to measure and monitor outcomes, (iii) Integrating SNS activities with other forms of marketing, (iv) Let the users/consumers participate, (v) Being committed to SNS task, (vi) Regular updates on the SNS, and (vii) Try to be honest and authentic during the campaign.

Original languageEnglish
Title of host publicationHICSS 2015
Subtitle of host publicationProceedings of the 48th Annual Hawaii International Conference on System Sciences
EditorsTung X. Bui, Ralph H. Sprague
Place of PublicationPiscataway, NJ
PublisherInstitute of Electrical and Electronics Engineers (IEEE)
Pages1889-1898
Number of pages10
ISBN (Electronic)9781479973675
DOIs
Publication statusPublished - 26 Mar 2015
Externally publishedYes
Event48th Annual Hawaii International Conference on System Sciences, HICSS 2015 - Kauai, United States
Duration: 5 Jan 20158 Jan 2015

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
ISSN (Print)1530-1605

Other

Other48th Annual Hawaii International Conference on System Sciences, HICSS 2015
CountryUnited States
CityKauai
Period5/01/158/01/15

Keywords

  • CRM systems
  • Critical success factor
  • Facebook

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