Concept of Integration between Social Media and Customer Relationship Management: Impact on business performance and growth

Abstract

Companies that successfully integrate Social Media (SocMed) as a tool for their Customer Relationship Management (CRM) will create a synergy that will further enhance business performance and growth. Unfortunately, not many SMEs realize this potential and because of that Social Media adoption for CRM and other purposes among SMEs is still very low. This study aims to develop a research framework of Integration between Social Media utilizations and Customer Relationship Management practices on business performance and growth. The findings will help to formulate strategies on how to further enhance the use of SocMed and CRM to improve business performance and growth.