Social CRM and reciprocal behaviour among Latin American consumers

Purpose We assessed a relationship investment model of social Customer Relation Marketing (CRM) in Latin America. The model asserts that certain social media platform characteristics affect consumer perceptions of retailers’ relationship commitment, which influences perceived relationship quality and consumer engagement. Design/methodology/approach Survey data were collected in Colombia and Peru, two emerging Latin American economies. Analyses were based on 722 completed questionnaires. Findings Three social media characteristics impact relationship commitment, which significantly affects relationship quality, social media participation and eWOM. Relationship quality influences social media participation and eWOM, with social media participation also impacting eWOM. Further, relationship commitment and quality exhibit significant mediational roles. Research limitations/implications Using the S-O-R framework and incorporating an investment model enhances our understanding of the social CRM process. The research incorporated audience orientation as an important antecedent, and it had the most impact on relationship commitment. Practical implications The research highlights the importance of attention to social media resources in enhancing reciprocal behaviour and social CRM efforts. Findings confirm the importance of an effective social content strategy, with emphasis on antecedents such as responsiveness, interactivity and audience orientation. Originality/value Prior research on social CRM exists; however, little has focused on Latin America. The research applies a relationship investment model in assessing social CRM in this region.