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Social CRM as a Business Strategy: Developing the Dynamic Capabilities of Micro and Small Businesses

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Business Information Systems Workshops (BIS 2021)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 444))

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Abstract

The global pandemic, caused by the spread of COVID-19, has altered the way people go shopping. In light of this, Social Media channels are an important means of sharing information about goods and services, and different kinds of brands. Since these channels are of considerable market significance, the authors of this paper decided to describe the results of a survey on how to use Social Media to improve customer relationship management processes in 31 companies. The focus was on digital marketing for micro and small businesses. In addition, an in-depth analysis was conducted of four companies, to determine the challenges and strategies in social customer relationship management adopted by micro and small businesses. The results show that this is still a new policy for micro and small companies, but has a great potential to boost sales, enhance customer loyalty and increase brand awareness. The lessons learned can assist policymakers in taking more suitable measures for strengthening this market sector.

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Acknowledgments

This work was partly funded by the National Council for Scientific and Technological Development (CNPq) - DT-308334/2020-5; FAPESPA - Fundação Amazônia de Amparo a Estudos e Pesquisas (Grant PRONEM nº 045/2021); and FAPEMA - Fundação de Amparo à Pesquisa e ao Desenvolvimento Científico e Tecnológico do Maranhão. We would like to express our gratitude for this assistance.

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Authors and Affiliations

  1. Federal University of Western Pará, Santarém, Brazil

    Isabelle da Silva Guimarães & Fábio Manoel França Lobato

  2. State University of Maranhão, São Luís, Brazil

    Gustavo Nogueira de Sousa, Antonio Jacob Junior & Fábio Manoel França Lobato

Authors
  1. Isabelle da Silva Guimarães
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  2. Gustavo Nogueira de Sousa
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  3. Antonio Jacob Junior
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  4. Fábio Manoel França Lobato
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Corresponding author

Correspondence to Antonio Jacob Junior .

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Editors and Affiliations

  1. Poznań University of Economics and Business, Poznan, Poland

    Witold Abramowicz

  2. TIB Leibniz Information Center Science and Technology and University of Hannover, Hannover, Germany

    Sören Auer

  3. Poznań University of Economics and Business, Poznan, Poland

    Milena Stróżyna

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da Silva Guimarães, I., de Sousa, G.N., Jacob Junior, A., França Lobato, F.M. (2022). Social CRM as a Business Strategy: Developing the Dynamic Capabilities of Micro and Small Businesses. In: Abramowicz, W., Auer, S., Stróżyna, M. (eds) Business Information Systems Workshops. BIS 2021. Lecture Notes in Business Information Processing, vol 444. Springer, Cham. https://doi.org/10.1007/978-3-031-04216-4_16

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  • DOI: https://doi.org/10.1007/978-3-031-04216-4_16

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