Adoption of Facebook for Customer Relationship Management for SMEs: Exploring the Underlying Motivations

Abedin, B

Adoption of Facebook for Customer Relationship Management for SMEs: Exploring the Underlying Motivations

Abedin, B

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Publisher:: Business Science Reference
Publication Type:: Chapter
Citation:: Strategic Customer Relationship Management in the Age of Social Media, 2015, 1, pp. 60 - 71
Issue Date:: 2015-05-31

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Field	Value	Language
dc.contributor.author	Abedin, B https://orcid.org/0000-0002-3426-443X	en_US
dc.contributor.editor	Amir Khanlari	en_US
dc.date.issued	2015-05-31	en_US
dc.identifier.citation	Strategic Customer Relationship Management in the Age of Social Media, 2015, 1, pp. 60 - 71	en_US
dc.identifier.isbn	1466685867	en_US
dc.identifier.isbn	9781466685864	en_US
dc.identifier.uri	http://hdl.handle.net/10453/36476
dc.description.abstract	This study has explored organizations’ motivations to adopt Facebook for customer relationship management purposes. Interviews with twenty small to medium sized Australian organizations in this study showed that market pressures, direct customer service, brand promotion, and testing and experiencing are among key motivations for organizations to begin having presence on the Facebook. Ease of use, ease of receiving customers’ feedback, availability of rich tools, and the opportunity to reach a large number of potential and existing customers are found to be amongst the key benefits of such presence. Furthermore, the findings show that dealing with negative comments, finding qualified human resources, ensuring the reliability of Facebook policies, and scalability of Facebook pages are some of the key issues that organizations have experienced with using this website for managing relationship with their customers.	en_US
dc.publisher	Business Science Reference	en_US
dc.relation.ispartof	Strategic Customer Relationship Management in the Age of Social Media	en_US
dc.relation.isbasedon	10.4018/978-1-4666-8586-4	en_US
dc.title	Adoption of Facebook for Customer Relationship Management for SMEs: Exploring the Underlying Motivations	en_US
dc.type	Chapter
utslib.location	USA	en_US
utslib.for	080608 Information Systems Development Methodologies	en_US
utslib.for	080603 Conceptual Modelling	en_US
utslib.citation.edition	1	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology/School of Information, Systems and Modelling
pubs.organisational-group	/University of Technology Sydney/Strength - HCTD - Human Centred Technology Design
pubs.organisational-group	/University of Technology Sydney/Strength - PERSWADE - Centre on Persuasive Systems for Wise Adaptive Living
utslib.copyright.status	closed_access
pubs.consider-herdc	true	en_US
pubs.edition	1	en_US
pubs.place-of-publication	USA	en_US
pubs.publication-status	Published	en_US

Abstract:

This study has explored organizations’ motivations to adopt Facebook for customer relationship management purposes. Interviews with twenty small to medium sized Australian organizations in this study showed that market pressures, direct customer service, brand promotion, and testing and experiencing are among key motivations for organizations to begin having presence on the Facebook. Ease of use, ease of receiving customers’ feedback, availability of rich tools, and the opportunity to reach a large number of potential and existing customers are found to be amongst the key benefits of such presence. Furthermore, the findings show that dealing with negative comments, finding qualified human resources, ensuring the reliability of Facebook policies, and scalability of Facebook pages are some of the key issues that organizations have experienced with using this website for managing relationship with their customers.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/36476