Título
Technology that enhances marketing strategy: CRM and the effect of social media on consumer brand engagement
Autor
ALFONSO VALDEZ CERVANTES
Nivel de Acceso
Acceso Abierto
Materias
Resumen o descripción
https://orcid.org/0000-0003-3400-5654
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.
Doctor of Science in Administration
Editor
Instituto Tecnológico y de Estudios Superiores de Monterrey
Fecha de publicación
15 de noviembre de 2023
Tipo de publicación
Artículo
Recurso de información
Formato
application/pdf
Idioma
Inglés
Audiencia
Investigadores
Repositorio Orígen
Repositorio Institucional del Tecnológico de Monterrey
Descargas
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