Welcome to the InfoSci Platform
Reference Hub3
Re-Conceptualizing Relational Integrated Marketing Communications from the Perspective of Social CRM

Re-Conceptualizing Relational Integrated Marketing Communications from the Perspective of Social CRM

Kanghyun Yoon, Jeanetta D. Sims
Copyright: © 2014 |Pages: 32
ISBN13: 9781466661820|ISBN10: 1466661828|EISBN13: 9781466661837
DOI: 10.4018/978-1-4666-6182-0.ch012
Cite Chapter Cite Chapter

MLA

Yoon, Kanghyun, and Jeanetta D. Sims. "Re-Conceptualizing Relational Integrated Marketing Communications from the Perspective of Social CRM." Integrating Social Media into Business Practice, Applications, Management, and Models, edited by In Lee, IGI Global, 2014, pp. 222-253. https://doi.org/10.4018/978-1-4666-6182-0.ch012

APA

Yoon, K. & Sims, J. D. (2014). Re-Conceptualizing Relational Integrated Marketing Communications from the Perspective of Social CRM. In I. Lee (Ed.), Integrating Social Media into Business Practice, Applications, Management, and Models (pp. 222-253). IGI Global. https://doi.org/10.4018/978-1-4666-6182-0.ch012

Chicago

Yoon, Kanghyun, and Jeanetta D. Sims. "Re-Conceptualizing Relational Integrated Marketing Communications from the Perspective of Social CRM." In Integrating Social Media into Business Practice, Applications, Management, and Models, edited by In Lee, 222-253. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-6182-0.ch012

Export Reference

Mendeley
Favorite

Abstract

As a new emerging trend, social Customer Relationship Management (social CRM) can be defined as the business practice of promoting voluntary customer engagement activities driven by social media into the value creation process in order to build long-term co-beneficial relationships with target customers as the ultimate end-goal of customer relationship management. Following the spirit of social CRM, this chapter is intended to propose conceptual guidelines for the design of effective relational integrated marketing communications strategies, including message and media strategies, with particular focus on the promotion of opinion leaders' voluntary engaged efforts with others in a typical social network setting. By implanting the power of social media in relational integrated marketing communications strategies, marketers are able to put the “relationship” back into CRM in order to restore its true meaning – building better long-term relationships with customers.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.