Social CRM, Relationship Marketing, Social Media


Social Customer Relationship Management (SCRM) is a relatively new concept in contemporary marketing studies. Although its general understanding seems to be rather intuitive and simple within business managerial environments, as the sole name of it induces the usage of Social Media (SM) and data that it contains and constantly produces in company’s Customer Relationship Management (CRM) strategies, scholars still struggle to create its holistic definition or even one unified description and a general list of characteristics. In this paper, we discuss and find deficiencies and incoherencies among researched works and detecting a group of characteristics archetypal to contemporary SCRM.

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