The Influence of Social Media on CRM Effectiveness: A Study of Customer Engagement Strategies”


Brijlal Tolani, Scholar, DR. CHARU BISARIA, Assistant Professor,
Amity business school, Amity university, Uttar Pradesh, Lucknow campus, India.


This study examines the impact of social media on the effectiveness of customer relationship management (CRM), with a specific focus on customer engagement strategies. In an era where social media platforms play a pivotal role in shaping consumer behavior and preferences, understanding their influence on CRM practices is crucial for businesses seeking to maintain competitive advantage. Through a combination of empirical research and theoretical analysis, this study aims to explore how businesses can leverage social media channels to enhance customer engagement and ultimately improve CRM outcomes. By investigating various customer engagement strategies employed on social media platforms, this research seeks to uncover best practices and provide actionable insights for businesses navigating the complex landscape of digital customer relationships.