Social Media, Customer Relationship Management, and Consumers' Organic Food Purchase Behavior

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Author(s): Evelyn Chronis (The University of Sydney, Australia), Qiang Lu (The University of Sydney, Australia)and Rohan Miller (The University of Sydney, Australia)
Copyright: 2015
Pages: 18
Source title: Strategic Customer Relationship Management in the Age of Social Media
Source Author(s)/Editor(s): Amir Khanlari (University of Tehran, Iran)
DOI: 10.4018/978-1-4666-8586-4.ch011

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Extant research has been focusing on the effectiveness of social media in driving consumer engagement and interaction. However, little research has examined how social media influences firms' Customer Relationship Management. This chapter fills this gap by proposing a conceptual framework to capture the impact of social media on traditional Customer Relationship Management in the context of consumers' organic food purchasing. Specifically, this study investigates how social media influences the purchase behavior of loyalty program members and non-loyalty program members. This study also examines the effectiveness of different types of social media content on consumer purchase behavior of organic food.

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Social Media, Customer Relationship Management, and Consumers' Organic Food Purchase Behavior

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