THE IMPACT OF SOCIAL CRM ON CUSTOMER ENGAGEMENT AND BRAND LOYALTY: AN S-O-R MODEL APPROACH
THE IMPACT OF SOCIAL CRM ON CUSTOMER ENGAGEMENT AND BRAND LOYALTY: AN S-O-R MODEL APPROACH

Summary/Abstract: This study examines the impact of Social Customer Relationship Management (Social CRM) on customer engagement and its subsequent effects on brand consciousness, value consciousness, and brand loyalty. Utilising the Stimulus-Organism-Response (S-O-R) framework, Social CRM and customer engagement were positioned as external stimuli, brand consciousness and value consciousness as internal states, and brand loyalty as the response variable. Data were collected from 290 active social media users and analysed using Structural Equation Modelling (SEM) to determine the relationships between these constructs. The findings indicate that Social CRM efforts significantly enhance customer engagement, which in turn positively influences brand consciousness and value consciousness. Additionally, brand loyalty is significantly influenced by customer engagement, brand consciousness, and value consciousness. Among these, brand consciousness emerged as the strongest predictor of brand loyalty, highlighting its crucial role in shaping consumer commitment to a brand. However, contrary to expectations, brand consciousness and value consciousness did not mediate the relationship between customer engagement and brand loyalty, suggesting that their influence operates in a direct rather than an intermediary capacity. This research contributes to the existing literature by expanding the application of the S-O-R model to Social CRM and digital consumer engagement. It underscores the necessity for businesses to integrate Social CRM strategically, not only to enhance engagement but also to cultivate brand-related perceptions that drive long-term loyalty. The study also offers practical implications for marketers, emphasising the need to foster interactive and personalised digital experiences to strengthen customer relationships and brand commitment. Future research should explore cross-cultural differences and platform-specific variations to further refine the understanding of Social CRM's role in digital consumer behaviour.

• Details
• Contents