IJBMC Volume 2, Issue 1, 2022
The influence of social media on customer relationship management (CRM) in Beijing : The issues and challenges
Wu Mengting, Chok Nyen Vui, Rana Altounjy
ABSTRACT
The aim of this conceptual paper is to highlight the influence of social media on customer relationship management (CRM) through digital marketing strategy, in Beijing, China and to explain the significance of the digital marketing tools on the customer relationship marketing where the outcome could be accurately quantified. The findings of this paper has been based on literature evidences which found that the use of social media is having a significant relationship with customer relationship management and further enhanced through the digital marketing strategy undertaken by the companies. The findings that have been established is based on the current usage of the social media among the Chinese population in their daily lives leading to the optimal exposure and impact that the companies are able to obtain from the use of the social media as a component of the digital marketing strategy by the companies.
Keywords: Social media, customer relationship management (CRM), digital technology, China, digital marketing strategy
Bibliography
Mengting, W., Vui, C., & Altounjy, R. (2022). The influence of social media on customer relationship management (CRM) in Beijing : The issues and challenges. International Journal of Business, Marketing and Communication, 2(1), 1–10.
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Factors affecting customer’s purchase intention towards global luxury brands: A case of China
Zou Yunyun, Chok Nyen Vui, Ridzuan Masri
ABSTRACT
The global luxury consumption among the consumers in the market has seen an increase as a form of interest and attraction towards the offerings and values that are being provided by the global luxury brands in the market. Such values which have been developed by the global luxury brands has further pushed the values and consumer perception towards the products that are being offered leading to the capabilities in influencing their consumer purchase intentions. Therefore, the purpose of this study is to determine the factors affecting customer’s purchase intention towards global luxury brands. The methodology used in this research is the primary data where the questionnaire administration is being used as a quantitative research method to collect the data from the respondents in this research. The findings of this study has been expected to study the factors which are brand equity, brand storytelling, social media richness, and shopping experience on the customer’s purchase intention among the consumers in the market. Thus, the consumers who have purchase any forms of luxury brand such as fashion and automobiles are being focused on this research. Furthermore, this research has been focused on the factors that are being studied such as brand equity and brand storytelling while being mediated by the shopping experience and moderated by the social media richness. Thus, this research is being limited to such factors only.
Keywords : luxury brand, purchase intention, brand equity, brand story-telling, social media
Bibliography
Yunyun, Z., Nyen Vui, C., & Masri, R. (2022). Factors affecting customer’s purchase intention towards global luxury brands: A case of China. International Journal of Business, Marketing and Communication, 2(1), 1–9.
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Post-pandemic travel intention to heritage tourism in Henan, China
Jiaojiao, Zhao, Nyen Vui, Chok, Siti Haryani Mat Yusoff
ABSTRACT
This conceptual paper aims to explore the travel intention for travelers in Henan province, China, and the complex relationships among destination images, destination marketing, the role of emotion and the policy guide against the background of COVID-19 and the post-pandemic period. Since the outbreak of COVID-19 in 2020, numerous studies have focuses on the lives of citizens and specifically on the travel and tourism industry. This study plans to adopt a survey research strategy using a combination of descriptive and analytic survey method. The findings will be revolved around the emotion of the travelers and the rebuilding of trust involving the China government and the tourism industry. It helps the policy makers in the creation of marketing campaigns due to the tourist experiences against the current social background needs to be recovered properly. In the meanwhile, it is beneficial for the agency and stakeholder to better in delighting and managing the expectancy of tourist during their travel.
Keywords: travel intention, destination strategy; destination image; emotion; policy guide
Bibliography
Zhao, J., Nyen Vui, C., & Siti Haryani, M. Y. (2022). Post-pandemic travel intention to heritage tourism in Henan, China. International Journal of Business, Marketing and Communication, 2(1), 1–9.
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