The usage of social media technology and customer relationship management in increasing innovation performance within the firm

Abstract

This study discus the use of social media technology and it is contributes on improving the innovation performance for employees through the firm using social customer relationship management (CRM). Based on the literature in the strategic of management, marketing management, and information systems, the first main goal of this study is investigating and summarizing the capabilities of social media technology and customer relationship management. The second main goal is studying how the capabilities of CRM are affected by using social media technologies. This research chose the using of social media technology because of its effects on increasing and improving the capabilities and performance for employees in the case of the positive relation between developing the firm performance and the usage of customer relationship management performance. This study has been collected information and data from 15 organizations in Jordan by using the structural equation modelling approach.