Author(s) :   Kanwal Jeet


Abstract : This paper explores the impact of Social Media Marketing (SMM) capabilities on customer relationship performance in businesses operating in Haryana, India. Utilizing an exploratory and descriptive research approach, data were collected from 300 marketers across six revenue zones in Haryana. The study employed structured questionnaires to capture perceptions of SMM capabilities and customer relationship performance. Results indicate strong internal consistency among the measures used to assess SMM capabilities and customer relationship performance. Correlational analysis reveals significant positive relationships among various SMM capabilities and customer relationship performance. A regression analysis demonstrates that SMM pricing capability, communication capability, planning capability, and implementation capability significantly predict customer relationship performance. However, the impact of SMM product development capability is not statistically significant. These findings underscore the importance of leveraging specific SMM capabilities to enhance customer relationship performance in businesses.

Keywords: Social Media Marketing Capabilities, Customer Relationship Performance etc.

DOI : 10.61161/ijarcsms.v11i2.1

Pages : 28-33

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