Examining the role of social CRM capability in online marketing communication

Social customer relationship management (CRM) is software that can integrate different social media channels. Using social CRM, employees can leverage social information of existing and potential customers; gain detailed market insights from their likes and dislikes; provide superior customer services; help to communicate product information more efficiently and effectively to targeted customers. The present article, thus, examines the role of social CRM capability in online marketing communication. Towards this aim, the study has developed a theoretical model based on explicit knowledge derived from the literature, as well as from the dynamic capability view (DCV) and absorptive capacity theories. The model has been validated and the hypotheses have been tested with the factor-based partial least squares (PLS) structural equation modeling (SEM) technique that analyzed the quantified responses of 310 employees of Indian firms. This research is unique and substantially contributes to extant theory and practice, as it is the only one to have extensively analyzed the role of social CRM ability in the context of online marketing communication; demonstrating, conclusively, a significant positive impact of social CRM on online marketing communication.