The Mediating Role of Customer Relationship Management between Social Media Marketing and a Bank’s Image: Evidence from Emerging Countries

نوع المستند : المقالة الأصلية

المؤلفون

1 Faculty of Management, Economics and Business Technology, Egyptian Russian University (ERU) ORCID ID: 0000-0003-0451-9726 Osamawagdi_ta@yahoo.com

2 Faculty of Business Administration, Nahda University and Media (NUB) ORCID ID: 0000-0003-3518-1860 said.shabban@nub.edu.eg

3 Higher Institute for Managerial Sciences – Janaklees, El-Beheira yasser.eltayeb1979@gmail.com

المستخلص

The study tries to measure the mediating role of customer relationship management between social media usage and bank’s image. The study used the survey method in seven emerging countries with five control variables. Questionnaires were sent out to a total of 421 participants in this qualitative study. In order to determine the additional contribution of customer relationship management as mediating variables in the relationship between social media marketing and a bank's image, a methodology known as Hierarchical Multiple Regression (HMR) was used. The study found that interpretation rate for changes in Bank’s Image that results from Social Media Marketing is (50.5%), while this rate increased to (78.9%) when adding Customer Relationship Management. The study proposes a five-stage action plan to achieve maximum benefits. It includes: (A) Develop a comprehensive consumer relationship management (CRM) strategy; (B) Create an effective social media presence, (C) Develop content marketing strategies, (D) Monitor customer feedback, and (E) Measure results. finally, the study finds that the scope of future studies on social media is endless. There are many dimensions that academics and professionals must investigate, including attitude and behavioral patterns on social media platforms.

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