The study investigates how social media information generation, internal information sharing and responsiveness affect the impact of the use of social media on customer relationship performance (CRP). 180 valid and complete questionnaires were collected from managers of firms operating in Italy. Results obtained from structural equation modeling analysis show that social media information generation and social media responsiveness have a significant and positive effect on the impact of social media on CRP (evaluated by managers). Moreover, internal information sharing does not directly affect CRP, but its effect turns out to be mediated by responsiveness.

Mazzucchelli, A., Chierici, R., Del Bosco, B., Ceruti, F. (2019). Does the use of social media affect customer relationship performance? Evidences from Italy. MERCATI E COMPETITIVITÀ, 2019(1), 55-74 [10.3280/mc1-2019oa7632].

Does the use of social media affect customer relationship performance? Evidences from Italy

Mazzucchelli, A
;
Chierici, R;Del Bosco, B;Ceruti, F
2019

Abstract

The study investigates how social media information generation, internal information sharing and responsiveness affect the impact of the use of social media on customer relationship performance (CRP). 180 valid and complete questionnaires were collected from managers of firms operating in Italy. Results obtained from structural equation modeling analysis show that social media information generation and social media responsiveness have a significant and positive effect on the impact of social media on CRP (evaluated by managers). Moreover, internal information sharing does not directly affect CRP, but its effect turns out to be mediated by responsiveness.
Articolo in rivista - Articolo scientifico
social media, customer relationship performance, social media information generation, internal information sharing, responsiveness, structural equation modeling.
English
2019
2019
1
55
74
none
Mazzucchelli, A., Chierici, R., Del Bosco, B., Ceruti, F. (2019). Does the use of social media affect customer relationship performance? Evidences from Italy. MERCATI E COMPETITIVITÀ, 2019(1), 55-74 [10.3280/mc1-2019oa7632].
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10281/228149
Citazioni
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
Social impact