A Parsimonious Model of Social CRM and Reciprocal Social Media Behaviors Among Colombian Consumers

Authors

Ainsworth Anthony Bailey PhD, University of ToledoFollow
Carolyn M. Bonifield PhD, University of VermontFollow
Juliana Villegas PhD, Universidad EAFITFollow
Alejandro Arias PhD, Universidad EIAFollow

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

The current study explored Colombian consumers interactions and engagement with marketers on social media and the outcome of those interactions and engagement. In particular, the study explored the impact of marketers' support for social media interactions on perceived social customer relationship marketing (SCRM) commitment and consumer satisfaction, as well as their impact on eWOM and consumer social media engagement. The study's model had social exchange theory, commitment-trust theory of relationship marketing, and the S-O-R framework as theoretical underpinnings. Data to test the model's nine (9) hypotheses were collected by survey from among Colombian consumers. Analysis showed support for eight of the nine hypotheses.

Recommended Citation

Bailey, Ainsworth Anthony PhD; Bonifield, Carolyn M. PhD; Villegas, Juliana PhD; and Arias, Alejandro PhD, "A Parsimonious Model of Social CRM and Reciprocal Social Media Behaviors Among Colombian Consumers" (2026). AMTP Proceedings 2026. 6.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2026/6