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EMAC 2022 Regional Conference

Investigating the Antecedents and Outcomes of B2B Firms’ Social CRM Capabilities in Emergent Markets

Published: December 1, 2022


ILKE CICEKLI, Bournemouth University


Despite the increased attention from both researchers and practitioners, social CRM is still a new phenomenon which remains underexplored. This study builds on three theoretical perspectives; dynamic capabilities, RBV and the institutional theory to further investigate the understanding of the antecedents of social CRM capability. A theoretical model is developed based on the literature review. Data will be collected from 400 B2B firms top-management members in Turkey. Structural equation model (SEM) approach will be used to analyse the data. This study contributes to theory with the investigation of both internal and external antecedents of social CRM capabilities. Findings will be presented by September.