Negin Salehi

Masters in E-business Management (Msc), Tehran North Branch, Islamic Azad university, Shahid Sadooghi St, Vafadar Blvd, Hakimie, Shahid Babaie High Way, Tehran, Iran

Publications

Research
Impact Of Social CRM Capabilities on Firm Performance with Customer Engagement as Mediator (Case Study: Ofogh Kourosh Chain Stores)
Author(s): Negin Salehi*, Farzaneh Bikzadeh Abbasi and Soheila Sardar

Social media usage has become pervasive and firms need to use it in their business to meet their goals and objectives. The purpose of this study is to examine how social media usage can help firms build new CRM capabilities and thus improve marketing strategies and business performance. In this study we investigate the impact of customer relationship management capabilities through interaction with customers in social networks on the performance of Ofogh Kourosh chain stores (a business firm group in Iran). The present study is descriptive in terms of method and applied in terms of purpose. The statistical community is Ofogh Kourosh stores and its customers who have interacted in social networks related to this company such as Instagram. Statistical data has been collected as based on the level of activity of the company and customers’ participation in the social network during .. Read More»
DOI: 10.37421/2151-6219.2022.13.365

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