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An Evaluation Of Methodologies Used in Scholarly Articles On Social Media’s Impact On Customer Relations

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Social Media is generally utilized by organizations to accomplish a decent association with their clients in recent years. This pattern allured numerous researchers to lead investigates on how social media impacts customer relationship management in business. This investigation targets to look at the methodologies used in scholarly investigations on social media’s have an impact on the customer relationship management. Qualitative and Quantitative methodologies are used to conduct this process of the research. The researchers used data collection sheets and online data base as tools to gather data followed by content evaluation strategy to analyze the information. The foremost discoveries of this research are, initially, both qualitative and quantitative analysis techniques are used. Besides, a poll of questionnaire is a decent tool used for data accumulation. Moreover, face-to-face and on-line survey was selected to depend on sample size and bought exceptional response rate eventually. For further research, it is recommended greater range of information can be accrued and investigated depending on the outcome of this research. At the point of questionnaire, the approach of online and face-to-face is selected by sample size and response rate required.

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The business tradition has been changed from a product-centric to a customer-centric that results amazing growth in researches on Customer Relation Management (Giannakis-Bompolis & Boutsouki, 2014). Organizations have tendency to practice social media to construct a nearer bond with customers, from the time it is broadly used as a communication approach. The organizations make a through use of social media to obtain customers’ acceptance, recognition, and information (Heller Baird & Parasnis, 2011). Consequently, the influence of social media on Customer Relation Management is one of the predominant attribute considered by both researchers and business individuals. Numerous researchers have deliberated this subject from distinct points. Some researchers recommend vendors ought to render online service to extend customer satisfaction in Business to Customer (B2C) domain (Hung, 2014), whilst some others investigation demonstrates that social media obliquely effects clients responsiveness which positively impacts customer relationship management in Business-to-Business (B2B) domain (Agnihotri, 2016).

Around the world, the superior organizations like Starbucks, the social media can be used for gathering contender’s records, cautioning probable dangers, and enhancing tone of voice (Gallaugher & Ransbotham, 2010). Simultaneously, small organizations, can benefit in expanding the brands vulnerability, gain more incomes with finite revenue and improve their status (Schaupp & Bélanger, 2005) Despite the fact that researches have been conducted in precise territory regarding the influence of social media on Customer Relationship Management, none of them has mentioned the methodologies utilized in these scholarly articles. The purpose of this research is to analyze the methodologies used in scholarly researches on social media’s effect on Customer Relationship Management. Firstly, methodologies used in the research are demonstrated followed by particular results. Lastly, the research closes up with a review of main findings and implications for future researchers.


As the research objective is to study the methodologies utilized in scholar articles that are published about Social Media’s impact on Customer Service Management, a qualitative technique and document analysis methods are used to record and analyze the gathered data. The researcher uses ProQuest, an online database, to pursuit and gather the aimed articles. “Social Media” with quotation marks and “Customer Relationship Management” without quotation marks are used as keywords are initially entered in ProQuest database search bar. The outcome recorded for the search is 83,542 results. The logic behind “Customer Relationship Management” used to be searched without quoted was that Customer Relationship Management consists of further sub-research areas and the researcher wished for the results covering all numerous possible sub-areas. At that point, the outcomes were strained by means of selecting only scholarly journals, which exhibited 11,784 results. Further, this was reduced by constraining “date of publication” (2008-2018), “Language” (English), and “Full text”.

Then the outcome came down to 10,043 results. In spite of the fact, that the volume of the results is huge, the researcher did not go for further filtering in case that the topics of the scholarly articles had been very particular keep up the diversity of the methodologies that are used in these articles. After a skim study, the abstracts with a non-probability sampling method (judgmental sampling), 10 scholarly journal articles, at last were taken for further investigation. A document analysis is followed by the qualitative research technique. The chosen articles were assigned with numbers from one to ten and studied completely to extricate the methodological data. A data collection sheet is used for recording all the raw data from the articles. This sheet includes three sections for recording descriptions, methodological contents and conclusion of the articles. The details in the data collection sheet had been additionally investigated by frequency analysis method.


The clear examination of these ten articles are outlined in Table 1. Firstly, it is transparent that all the ten articles on social media’s impact on Customer Relationship Management were broadcasted after 2010, which elucidates this topic is an upcoming strategy, which commenced to gain researchers concern in recent years. Secondly, half of the research articles that are examined were composed by United States writers while the other articles had been completed by analysts from Asia and Europe. It is very well expected that this topic overall enchant researchers from various nations. Thirdly, three writers on an average were engaged with the chosen researches, and these articles comprises around 15 pages on average of their posted journals.

Regarding methodological details manifested in Table 2, both quantitative and qualitative strategies were utilized for these chosen articles. These ten articles uses quantitative methodology which includes eight surveys and two experiments. The experiment conducted on Article no. 7 was a genuine analysis, comprises of two groups having contrary unbiased variables. Another experiment methodology that is used in Article no. 8 was a quasi-experiment which kept over a half year. The remaining eight articles utilized judgmental sampling approach which is ranked as the best, compared to other sampling methods like Snowball sampling, stratified sampling, Convenience sampling, and Simple random sampling. At last, on average, sample size was 414 and the response rate was 57. 61% apart from the two case studies and other two which has no clear response rate.

In two case studies, hermeneutic phenomenology was predominant statistical technology. Apart from this, the other four methods were applied to analyze data in various articles. Ultimately, many research studies used multi-methods for analyzing the data which made more authentic results. Table 5Data analysis methods used in articles Just a single article did not mention limitations. Almost all the researches referred to their sample size or geography of specific research could be enhanced to accomplish additional persuading outcomes. A few authors, understood that they neglected initiating an ideal research model in this particular area and further studies could make the advancement. Lastly, as appeared in figure 1 below, half of the articles provided recommendations to both future research/researchers and business/management practice. Followed by 40% of the articles recommended future research, researchers whereas remaining 10% to business/management practice.


The purpose of this paper is to observe the research techniques used in published scholarly articles on Social Media’s impact on Customer Relationship Management. One of the key findings is that, this subject is an internationally concerned topic, considering the fact that the social media is used all over now-a-days and a considerable measure of researches concentrated on this topic in modern decade. In addition, a range of methodologies had been used in analyzing this topic, indicated by means of quantitative and qualitative methods in this research. Eventually, this research report shows that the questionnaire is appropriate instrument for accumulating data on this topic. The limitation of this study is that sample size is very small and conflicting. Ten articles cannot contain a wide range of methodologies used in scholarly articles on social media’s impact on customer relationship management. It is difficult to make a generalized outcomes as the articles used in this research are selected using judgmental sampling. However, this research initially summarized methodologies that are applied for article analyzation.

The document analysis method gives the methodological help to assist further researchers who consider conducting researches on this topic. Another implication of this research prospect researchers could pick suitable questionnaire depending on sample size. It is notably endorsed that the future researchers conducting researches in methodologies on this topic should comply with the research methodology with prolonged sample size to attain higher results. Additionally, researches can acquire data from distinct nations, a range of organizations, and diverse sized businesses to evaluate the results. Researchers, who would utilize questionnaire as an instrument in their researches, depending on the sample size, more or less than 300, the researchers could deliver their questionnaire online or in person.


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