| Abstract [eng] |
This study aimed to examine the relationship between social media engagement and empowerment strategies and customer satisfaction and loyalty in the context of social customer relationship management. The research objectives were to investigate different forms and techniques of social CRM in a B2C context, identify key variables used in previous studies to determine the impact of brands' social CRM practices on customer satisfaction and loyalty, conduct a quantitative study to determine how different variables affect consumer perceptions of social CRM-generated variables, investigate the relationship between consumers' willingness to engage and empower with their favorite brands on social media platforms and their tendency to make purchasing decisions based on the brands-related social media content, evaluate the impact of consumer social media engagement and empowerment on maintaining relationships with the brand's social media management efforts, and conclude on the effect of social CRM-generated variables on brand satisfaction and loyalty. The study utilized IBM SPSS 23 for data analysis and there were descriptive and inferential statistics in the data analysis where the descriptive of the data showed the average value, standard deviation, minimum/maximum, and skewness. The inferential statistics were done by regression and correlation analysis. Results conclude that customer empowerment and engagement have a significant impact on social media technology adoption, implying that engagement and empowerment of customers developed by brands to enable the firm's ability to connect with its customers also increases customer social media adoption. Additionally, the study identified a significant role of trust between social media adoption and customers' engagement, as well as customer empowerment, where when customers perceive a higher level of trust towards a certain brand, their engagement, commitment, and loyalty towards it will also be higher, which in turn promotes their intention to purchase. The results of the study provide insights for businesses looking to effectively use social media to improve customer relationships and drive customer loyalty. |
