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Diffusion of Adoption of Facebook for Customer Relationship Management in Australia: An Exploratory Study

Author:

Babak AbedinAuthors Info & Claims

Journal of Organizational and End User Computing, Volume 28, Issue 1

Pages 56 - 72

https://doi.org/10.4018/JOEUC.2016010104

Published: 01 January 2016 Publication History

Abstract

Despite increasing popularity of social networking sites SNSs among customers, it is still unclear for many small-medium enterprises SMEs why they may need to embark on a presence on SNSs such as Facebook, and what are the opportunities and/or challenges of customer relationship management CRM on these websites. Using diffusion of innovation theory and interviews with twenty Australian organizations, this study found that SNSs governance is the most influential factor for SMEs in effective implementation of Facebook for CRM. Results also show that market pressures, direct customer service, brand promotion, and experimental purposes are among key motivations for organizations to use Facebook for CRM. Ease of use, ease of receiving customers' feedback, availability of rich tools, and the opportunity to reach a large number of potential and existing customers are amongst the key benefits; and dealing with negative comments, finding qualified human resources, reliability of Facebook policies, and scalability of Facebook page are key challenges in using Facebook for CRM.

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Cited By

Wu CChen MHuang YYu S(2020)Lucky Reply EffectJournal of Organizational and End User Computing10.4018/JOEUC.202010010832:4(162-174)Online publication date: 1-Oct-2020
https://dl.acm.org/doi/10.4018/JOEUC.2020100108
Daradkeh M(2019)Determinants of Self-Service Analytics Adoption IntentionJournal of Organizational and End User Computing10.4018/JOEUC.201910010231:4(19-45)Online publication date: 1-Oct-2019
https://dl.acm.org/doi/10.4018/JOEUC.2019100102
Sangi NShuguang LSangi AChen KZhao WMa Y(2018)Robustness of factors influencing social media usage/adoption amongst SMEs in developing countriesProceedings of the 9th International Conference on E-Education, E-Business, E-Management and E-Learning10.1145/3183586.3183600(103-109)Online publication date: 11-Jan-2018
https://dl.acm.org/doi/10.1145/3183586.3183600
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Diffusion of Adoption of Facebook for Customer Relationship Management in Australia: An Exploratory Study
1. Applied computing

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cover image Journal of Organizational and End User Computing

Journal of Organizational and End User Computing Volume 28, Issue 1

January 2016

72 pages

ISSN:1546-2234

EISSN:1546-5012

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IGI Global

United States

Publication History

Published: 01 January 2016

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Cited By

Wu CChen MHuang YYu S(2020)Lucky Reply EffectJournal of Organizational and End User Computing10.4018/JOEUC.202010010832:4(162-174)Online publication date: 1-Oct-2020
https://dl.acm.org/doi/10.4018/JOEUC.2020100108
Daradkeh M(2019)Determinants of Self-Service Analytics Adoption IntentionJournal of Organizational and End User Computing10.4018/JOEUC.201910010231:4(19-45)Online publication date: 1-Oct-2019
https://dl.acm.org/doi/10.4018/JOEUC.2019100102
Sangi NShuguang LSangi AChen KZhao WMa Y(2018)Robustness of factors influencing social media usage/adoption amongst SMEs in developing countriesProceedings of the 9th International Conference on E-Education, E-Business, E-Management and E-Learning10.1145/3183586.3183600(103-109)Online publication date: 11-Jan-2018
https://dl.acm.org/doi/10.1145/3183586.3183600
Abedin BBabar A(2018)Institutional vs. Non-institutional use of Social Media during Emergency ResponseInformation Systems Frontiers10.1007/s10796-017-9789-420:4(729-740)Online publication date: 1-Aug-2018
https://dl.acm.org/doi/10.1007/s10796-017-9789-4
Ahani ARahim NNilashi M(2017)Forecasting social CRM adoption in SMEsComputers in Human Behavior10.1016/j.chb.2017.05.03275:C(560-578)Online publication date: 1-Oct-2017
https://dl.acm.org/doi/10.1016/j.chb.2017.05.032

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