Content description
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1
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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:
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Gaps identified: Customer engagement and
relationship is not defined.
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2
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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.
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Dawson,
P., & Lamb, M. (2016). Enhanced Success with Programmatic Social
Advertising. In Programmatic Advertising (pp. 103-110). Springer
International Publishing.
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Gaps identified: How peer generated content
can be used as
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3
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The
findings suggest that consumers will use social media if the sector creates
and clearly articulates consumer value
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Gaps Identified: Security is a bigger concern
for customers
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4
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Brand social responsibility image and emotional brand attachment
positively moderated the relationship between consumer moral identity
centrality and intention to purchase
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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
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Gap
Identified: Do brands matter in price sensitive markets.
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5
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A
relationship is also shown between engagement and relational information
processes, which is viewed as a performance outcome of social CRM.
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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.
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Gap identfied: How Indian e- tailers are using
relational information processes to have better customer engagement.
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6
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positive
and significant relationships among the personality variables and perceptions
of usefulness and user satisfaction with a service provider's social CRM
efforts.
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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.
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Gaps identified: How Indian e- tailers are
giving importance to user satisfaction for their social CRM efforts.
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7
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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.
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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.
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Gap
Identified: whether Indian consumers are sharing their information on social
media? Do social media differs from one city to another city in India.
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8
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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.
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Choi,
Y., & Thoeni, A. (2016). Social media: is this the new organizational
stepchild?. European Business Review, 28(1), 21-38.
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Gap
Identified: What is the role of top management in implementing Social CRM
among e- tail companies.
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9
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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.
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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.
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Gap
Identified: Do e- commerce companies encourage message and idea creation
among their customers.
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10
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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
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Agnihotri,
R., Dingus, R., Hu, M. Y., & Krush, M. T. (2015). Social media:
Influencing customer satisfaction in B2B sales. Industrial Marketing
Management.
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Gaps
identified: Do social policy of organization bring cooperation among
employees and customers
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11
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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.
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Jurgens,
M., Berthon, P., Edelman, L., & Pitt, L. (2016). Social media
revolutions: The influence of secondary stakeholders. Business Horizons.
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Gaps
identified: Importance of Public in the social CRM applications.
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12
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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.
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Ashley,
C., & Tuten, T. (2015). Creative strategies in social media marketing: An
exploratory study of branded social content and consumer engagement
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Gap
identified; Need of exclusive messages by Indian online retailers.
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13
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This research
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Gap
Identified: Do social media influence customer to buy brands.
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14
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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
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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.
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Gap
Identified: Do peer recommendations help consumer decision making?
Does
thei any impact of gender on social influence.
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15
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online reviews in social media, specifically
overall rating and response to negative comments, should be managed as a
critical part of hotel marketing.
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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.
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Gap
Identified: How fast Indian online retailers in replying the order
information, queries of customer and delivery management.
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16
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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.
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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.
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Gap
Identified: In the big country like India, delivery plays a significant role
in customer satisfaction.
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17
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The results suggest that different dimensions
of user reviews have significantly different effects in forming user
evaluation and driving content generation.
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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.
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Gap
identified: Do Indian online retailers have higher satisfaction from the
users after their reviews/
Does
company change their content after user reviews.
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18
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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
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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.
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Gap
identified: The article focused on purchase of the products but not
highlighted isthere any repeated purchase by the customer due to online
media.
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19
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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
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Agrawal,
S., & Kaur, N. (2015). Influence of Social Media Marketing in Indian
Pharmaceutical Industry. International Journal, 3(4), 735-738.
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Gap
identified: Impact of social media on pharma online retailers like medplus,
healthkart etc..
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20
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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.
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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.
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Gap
identified: Will the lead generation or consumer awareness leads to sales.
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21
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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.
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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.
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Gap
identified: How indian online retailers are encouraging comments and
recommendation on their products.
How
customers are involved in product idea development.
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22
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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.
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Agarwal,
S., & Agarwal, N. (2015). E-TAILING–HARNESSING THE POWER OF DIGITAL
MEDIA. Journal of Management Value and Ethics, 5(2).
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Gap
identified: What is the role of price and availability influence on consumers
of e- tailers in India via social networking sites?
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