Online Social Cleverness of the Salesmen and Its Impact on Building the Relationship with Customers _Empirical Study

This study aimed to explore the extent to which social cleverness imp-pacts online relationship-building with customers through variables such as situational awareness, presence, Originality, clarity, and empathy among salesmen. The researcher analyzed the data and the tested hypotheses using descriptive analysis to achieve the study's objectives, considering it the optimal analysis for this study. A representative sample of the study community was used, with the researcher distributing 450 surveys using Google Forms. Approximately 113 surveys, or 25% of the total surveys, were not returned, while 337 valid surveys, or 75%, were included in the actual analysis. The results indicate that there is statistically significant awareness regarding the impact on customer relationship building, with situational awareness contributing to approximately 19.8% of customer relationship building. Presence, Originality, clarity, and empathy also have a significant impact on building customer relation-ships. Empathy has the greatest contribution to building relationships with customers. The study recommends enhancing empathy online to achieve customer relationship building and focusing on the other variables that have an impact.