Research Gap Analysis

Sl.No	Content description	content validity
1	Findings from various stakeholders (tourism professionals, scholars and IT vendors) and sources (observations, documents, job descriptions) produced a thorough list of social CRM capabilities and revealed the social CRM readiness of Greek tourism firms. The following capabilities are discussed: organisational culture and management, information resource management, information technology infrastructure, business strategy, customer-centric processes, communication, performance measurement.	Sigala, M. (2016). Social CRM Capabilities and Readiness: Findings from Greek Tourism Firms. In Information and Communication Technologies in Tourism 2016 (pp. 309-322). Springer International Publishing.
		Gaps identified: Customer engagement and relationship is not defined.
2	The social media ecosystem offers enormous value to advertisers as a piece of Programmatic Advertising; it provides an even more contextually targeted advertising solution where the influence of a friend or other trusted source, guides the user along a path to consuming new forms of content.	Dawson, P., & Lamb, M. (2016). Enhanced Success with Programmatic Social Advertising. In Programmatic Advertising (pp. 103-110). Springer International Publishing.
		Gaps identified: How peer generated content can be used as promotion tool
3	The findings suggest that consumers will use social media if the sector creates and clearly articulates consumer value from using social media. The sector also needs to address technology security perceptions to increase usage of social media.	Dootson, P., Beatson, A., & Drennan, J. (2016). Financial institutions using social media–do consumers perceive value?. International Journal of Bank Marketing, 34(1).
		Gaps Identified: Security is a bigger concern for customers
4	Brand social responsibility image and emotional brand attachment positively moderated the relationship between consumer moral identity centrality and intention to purchase CRM sponsor brand.	He, H., Zhu, W., Gouran, D., & Kolo, O. (2016). Moral identity centrality and cause-related marketing: the moderating effects of brand social responsibility image and emotional brand attachment. European Journal of Marketing,50(1/2).
		Gap Identified: Do brands matter in price sensitive markets.
5	A relationship is also shown between engagement and relational information processes, which is viewed as a performance outcome of social CRM.	Harrigan, P., Soutar, G., Choudhury, M. M., & Lowe, M. (2015). Modelling CRM in a social media age. Australasian Marketing Journal (AMJ), 23(1), 27-37.
		Gap identfied: How Indian e- tailers are using relational information processes to have better customer engagement.
6	positive and significant relationships among the personality variables and perceptions of usefulness and user satisfaction with a service provider's social CRM efforts.	Bailey, A. A. (2015). Factors Promoting Social CRM: A Conceptual Model of the Impact of Personality and Social Media Characteristics. International Journal of Customer Relationship Marketing and Management (IJCRMM),6(3), 48-69.
		Gaps identified: How Indian e- tailers are giving importance to user satisfaction for their social CRM efforts.
7	people are exchanging information across different countries, that people are conversing about a product on social media and people are sharing information about a product on social media and thus, proving the hypothesis. Further, the results indicate that the users in USA, Canada, and UK tweet more than the other countries, USA and UK being the highest in tweets followed by the Canada. On the other hand, the number of tweets in Australia, India, South Africa are low with New Zealand being the lowest of all the countries. This indicates that different countries’ users have different social media behaviour.	Hodeghatta, U. R., & Sahney, S. (2016). Understanding Twitter as an e-WOM. Journal of Systems and Information Technology, 18(1). Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2015). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing. VanMeter, R. A., Grisaffe, D. B., & Chonko, L. B. (2015). Of “Likes” and “Pins”: The Effects of Consumers' Attachment to Social Media. Journal of Interactive Marketing, 32, 70-88.
		Gap Identified: whether Indian consumers are sharing their information on social media? Do social media differs from one city to another city in India.
8	the way for future confirmatory empirical research of organizational activities, top management team support and effective internal communication in the rapid-response environment of social media. Findings also provide implications for marketing practitioners for the use and measurement of social media to achieve marketing objectives.	Choi, Y., & Thoeni, A. (2016). Social media: is this the new organizational stepchild?. European Business Review, 28(1), 21-38.
		Gap Identified: What is the role of top management in implementing Social CRM among e- tail companies.
9	Organizations are losing their once complete control over their messages and processes of value-creation to consumers, who are becoming active participants and co-creators of value in the relationship.	Martínez-López, F. J., Anaya-Sánchez, R., Aguilar-Illescas, R., & Molinillo, S. (2016). Evolution of the Marketing Mind-Set and the Value-Creation Process. In Online Brand Communities (pp. 65-85). Springer International Publishing.
		Gap Identified: Do e- commerce companies encourage message and idea creation among their customers.
10	social media plays an important role in communicating information to customers, but as an antecedent enhancing salesperson behaviors to increase customer satisfaction rather than a direct factor	Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2015). Social media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management.
		Gaps identified: Do social policy of organization bring cooperation among employees and customers
11	Traditionally, firms have tried to listen to primary stakeholders (e.g., customers, suppliers, creditors, employees) but have paid little attention to the concerns of secondary stakeholders (e.g., the general public, communities, activist groups). This is because primary stakeholders were perceived to have power, legitimacy, and urgency behind their requests, while secondary stakeholders had little or no leverage. With the coming of the Internet and social media this asymmetry of influence has changed. Today, secondary stakeholders have to be managed as adroitly as primary stakeholders.	Jurgens, M., Berthon, P., Edelman, L., & Pitt, L. (2016). Social media revolutions: The influence of secondary stakeholders. Business Horizons.
		Gaps identified: Importance of Public in the social CRM applications.
12	This study confirmed the importance of frequent updates and incentives for participation. In addition, several creative strategies were associated with customer engagement, specifically experiential, image, and exclusivity messages.	Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement.Psychology & Marketing, 32(1), 15-27.
		Gap identified; Need of exclusive messages by Indian online retailers.
13	This research suggest that company's social media activities affect the company's value positively through raising the brand awareness and influencing the decision of buying.	Ioanid, A., Militaru, G., Negoita, O. D., & Dumitriu, D. (2015, October). MANAGING BUSINESS USING SOCIAL NETWORKS: THE RELATION BETWEEN A COMPANY'S SOCIAL MEDIA ACTIVITIES AND THE RESULTS OBTAINED. In International Conference on Management and Industrial Engineering (No. 7, p. 211). Niculescu Publishing House.
		Gap Identified: Do social media influence customer to buy brands.
14	Findings confirm that website service quality and consumers’ predispositions to use Facebook for online shopping directly and positively affect consumer trust toward an e-tailer. In contrast, peer recommendations affect attitude directly rather than indirectly via trust. The results further indicate that peer recommendations have a significantly stronger influence on attitudes of females than they do on attitudes of males.	Nadeem, W., Andreini, D., Salo, J., & Laukkanen, T. (2015). Engaging consumers online through websites and social media: A gender study of Italian Generation Y clothing consumers. International Journal of Information Management, 35(4), 432-442.
		Gap Identified: Do peer recommendations help consumer decision making? Does thei any impact of gender on social influence.
15	online reviews in social media, specifically overall rating and response to negative comments, should be managed as a critical part of hotel marketing.	Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior. Journal of Marketing, 80(1), 7-25.
		Gap Identified: How fast Indian online retailers in replying the order information, queries of customer and delivery management.
16	The study also examines the relationship between the four mediators—trust, commitment, relationship quality, and relationship satisfaction— and the antecedents and consequences of relationship marketing.	Verma, V., Sharma, D., & Sheth, J. (2015). Does relationship marketing matter in online retailing? A meta-analytic approach. Journal of the Academy of Marketing Science, 1-12.
		Gap Identified: In the big country like India, delivery plays a significant role in customer satisfaction.
17	The results suggest that different dimensions of user reviews have significantly different effects in forming user evaluation and driving content generation.	Duan, W., Yu, Y., Cao, Q., & Levy, S. (2015). Exploring the Impact of Social Media on Hotel Service Performance A Sentimental Analysis Approach.Cornell Hospitality Quarterly, 1938965515620483.
		Gap identified: Do Indian online retailers have higher satisfaction from the users after their reviews/ Does company change their content after user reviews.
18	The expected outcome of this research paper is an insight on the power of the social medium “Twitter” and the way retailers are making use of this medium to reach out to their target customer base and enhance their sales to maintain a competitive edge over their competitors in the market	Priyanka, P. V., & Srinivasan, P. (2015). “Tweet” to sales–focus on the" Gen Y" in the Indian retail industry. ACADEMICIA: An International Multidisciplinary Research Journal, 5(6), 259-267.
		Gap identified: The article focused on purchase of the products but not highlighted isthere any repeated purchase by the customer due to online media.
19	The outcome of the study is that social media marketing had created a synchronized platform for doctors, pharmaceutical companies and patients (consumers) in more meaningful and coherent way. It not only creates the awareness about the disease but connects the patients of similar disease profile	Agrawal, S., & Kaur, N. (2015). Influence of Social Media Marketing in Indian Pharmaceutical Industry. International Journal, 3(4), 735-738.
		Gap identified: Impact of social media on pharma online retailers like medplus, healthkart etc..
20	Our study contributes to our knowledge body of social media marketing by demonstrating that social media activities for a brand can foster the consumer base of the brand, but that effort is not necessarily sales-oriented.	Xie, K., & Lee, Y. J. (2015). Social Media and Brand Purchase: Quantifying the Effects of Exposures to Earned and Owned Social Media Activities in a Two-Stage Decision Making Model. Journal of Management Information Systems, 32(2), 204-238.
		Gap identified: Will the lead generation or consumer awareness leads to sales.
21	The paper finds that the emergence of social media has empowered the users because they were able to comment and recommend the firm products more effectively than before. Starbucks closely follows the principle of ‘design with customers’ in defining the role of customers, allowing them to play the role of creators and evaluators of ideas. Taken together, social media has been an effective platform for Starbucks to better understand consumer needs and preferences that eventually bring forth much improvement in Starbucks’ operational performance.	Sam, Y., & Cai, Y. (2015). A Study on the Use of Social Media to Understand Consumer Preference: The Case of Starbucks. International Journal of Management and Business Research, 5(3), 207-214.
		Gap identified: How indian online retailers are encouraging comments and recommendation on their products. How customers are involved in product idea development.
22	This paper concludes with the likely impact of digital media including both the latest trends like electronic shopping and mobile marketing on an ongoing transformation of Indian retail industry. Changing lifestyles, time constraints, worsening traffic, easy availability of broadband, and growing aspirations of non-metro youth, coupled with cash-on-delivery option, are jostling factors for online shopping and bargain hunting in India. The sudden growth of e-tailing in India in the last couple of years has attracted large investments and new entrepreneurs into the industry.	Agarwal, S., & Agarwal, N. (2015). E-TAILING–HARNESSING THE POWER OF DIGITAL MEDIA. Journal of Management Value and Ethics, 5(2).
		Gap identified: What is the role of price and availability influence on consumers of e- tailers in India via social networking sites?