Dissertation/Thesis Abstract

Measuring the Moderating Effect of Social Media Use on Relational Information Processes and Customer Relationship Performance in the Fashion Industry
by Alvarez , Darlene , Ph.D., Capella University, 2020, 127; 28149148
Abstract (Summary)

Organizations in the U.S. fashion industry are increasingly using social media technologies to market their products and collaborate with customers. The integration of customer relationship management (CRM) and social media technologies creates value and supports marketing efforts, but there is a lack of empirical research regarding marketing professionals’ use of relational information processes and social media to improve customer relationship performance in the fashion industry. The present study investigated a research question that asked the following: To what extent does social media moderate the relationship between relational information processes and customer relationship performance among marketing practitioners in the U.S. fashion industry? A quantitative, nonexperimental, explanatory research design was used to examine the relationships between the independent variable of relational information processes, the dependent variable of customer relationship performance, and the moderating variable of social media use. The study’s target population consisted of marketing managers working in the U.S. fashion industry. A sample of N = 78 participants was randomly selected from a sample frame provided by Qualtrics, a third-party survey facilitator. The survey responses collected from the participants were analyzed using a moderated regression analysis. The results of the analysis indicated that social media use was not a significant moderator of the relationship between relational information processes and customer relationship performance. The finding suggests that more research is required to understand the complex influences that social media technologies have on CRM in the U.S. fashion industry. Specifically, scholars should focus on exploring distinct social media strategies to determine how those strategies affect relational information processes and customer relationship performance.

Indexing (document details)
Advisor: Hannon, John
Commitee: Saurage-Altenloh, Susan, Valentine, Dawn
School: Capella University
Department: School of Business and Technology
School Location: United States -- Minnesota
Source: DAI-A 82/4(E), Dissertation Abstracts International
Subjects: Marketing, Fashion, Web Studies
Keywords: Customer Relationship Performance, Relational Information Processes, Social Media Technologies
Publication Number: 28149148
ISBN: 9798684656347
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