From CRM to social CRM: A bibliometric review and research agenda for consumer research

Rodrigo Perez-Vega, Paul Hopkinson, Aishwarya Singhal, Marcello M. Mariani

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)
26 Downloads (Pure)


Contemporary perspectives on customer relationship management and the parent concept of customer management gathered momentum in the mid-1980 s and early 1990s. The advent of digital technologies, especially social media, have prompted a further evolution of the concept. As a result, today’s CRM systems must consider new measures, such as customer engagement and advocacy. Consequently, organisations’ social CRM activities and investments have consistently increased in part underpinned by the increased usage of these technologies by consumers. Through a systematic literature review and bibliometric analysis, we identify three main themes in which research in this area has focused on: (1) CRM and impact on performance, (2) social media capabilities and CRM, and (3) CRM processes and strategic use. We also identify future research avenues in the field derived from our analysis of the literature, emphasising the implications for consumer research.
Original languageEnglish
Pages (from-to)1-16
Number of pages16
JournalJournal of Business Research
Early online date29 Jun 2022
Publication statusPublished - Nov 2022


  • Bibliometric analysis
  • CRM
  • Literature review
  • Social CRM

ASJC Scopus subject areas

  • Marketing


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