developing and maintaining customer relationships (Greenberg,
2010). Marketing scholars have defined social CRM as the integration
of customer-facing activities, including processes, systems, and
technologies, with emergent social media applications to engage

customers in collaborative conversations and enhance customer relationships

(Greenberg, 2010; Trainor, 2012). Organizations are recognizing
the potential of social CRM and havemade considerable investments
in social CRMtechnology over the past two years. According to Sarner et
al. (2011), spending in social CRM technology increased by more than

40% in 2010 and is expected to exceed $1 billion by 2013.

این مطلب را هم بخوانید :

Despite the current hype surrounding social media applications,
the efficacy of social CRM technology remains largely unknown and