Investigating the Antecedents and Outcomes of B2B Firms’ Social CRM Capabilities in Emergent Markets

Authors: Cicekli, I., Kooli, K., Akcay, E. and Okwilagwe, O.

Conference: EMAC Regional Conference 2022

Dates: 21-23 September 2022

Abstract:

Despite the increased attention from both researchers and practitioners, social CRM is still a new phenomenon that remains underexplored. This study builds on three theoretical perspectives; dynamic capabilities, RBV, and institutional theory to further investigate the understanding of the antecedents of social CRM capability. A theoretical model is developed based on the literature review. Data will be collected from 400 B2B firms' top-management members in Turkey. The structural equation model (SEM) approach will be used to analyse the data. This study contributes to the theory with the investigation of both internal and external antecedents of social CRM capabilities.

https://eprints.bournemouth.ac.uk/37751/

Source: Manual