Título

Technology that enhances marketing strategy: CRM and the effect of social media on consumer brand engagement

Autor

ALFONSO VALDEZ CERVANTES

Nivel de Acceso

Acceso Abierto

Licencia

http://creativecommons.org/licenses/by-nc-nd/4.0

Materias

CIENCIAS SOCIALES - (CTI) CIENCIAS ECONÓMICAS - (CTI) ORGANIZACIÓN Y DIRECCIÓN DE EMPRESAS - (CTI) ESTUDIO DE MERCADOS - (CTI)

Resumen o descripción

https://orcid.org/0000-0003-3400-5654

This dissertation is comprised of three different articles in which the common topic is technology applied to Marketing. We first present the importance of Customer Relationship Management (CRM) in highly commoditized industries. CRM is a way to differentiate when product differentiation is hard to achieve. We present successful cases and a proposal to implement a CRM strategy. Then, we present research on CRM adoption. Hedonic motivations explain users' adoption and have a positive impact on customer metrics such as customer engagement. We present an empirical study from the standpoint of CRM users and introduce the commoditization level as a moderator. Finally, we analyze customer emotions presented on Twitter and show evidence that trust positively impacts content engagement and that negative emotions create a more significant impact on content engagement.

Doctor of Science in Administration

Editor

Instituto Tecnológico y de Estudios Superiores de Monterrey

Fecha de publicación

15 de noviembre de 2023

Tipo de publicación

Artículo

Recurso de información

https://hdl.handle.net/11285/651575

Formato

application/pdf

Idioma

Inglés

Audiencia

Investigadores

Repositorio Orígen

Repositorio Institucional del Tecnológico de Monterrey

Descargas

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