• Corpus ID: 168547968

The Role of Social CRM in Brand Marketing: A Perspective of Consumers' eWOM.

  title={The Role of Social CRM in Brand Marketing: A Perspective of Consumers' eWOM.},
  author={Yizhuo Chen},
CHEN,YIZHUO. The Role of Social CRM in Brand Marketing: A Perspective of Consumers’ eWOM. (Under the Direction of Dr. Yingjiao Xu). Companies used to fully control the relationship between brands and their customers. Nowadays, the control of the relationship has shifted to customers who have the power to influence each other using User Generated Content (UGC) and Electronic Word of Mouth (eWOM). Therefore, incorporating customer relationship management via social media into existing brand… 


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