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This research aims to investigate the effect of the social customer relationship management (CRM) process on achieving superior levels of costumers and financial performance. The object of this research is the Iraqi firms at the Iraqi environment market, while the subject is more than 200 respondents. Six variables from the research data were gathered through an instrument model invalid form that structured to be measured through reliable questionnaires. Statistical Analysis of the research data used partial least squares structural equation modeling with the significance in accordance with the output of SPSS 22.0. The findings indicate that the social CRM technologies of the firms improve the innovation activities on Both (services and products). This has a positive effect on the ability to achieve high performance through building customer-linking capabilities by adopting innovations, resulting in higher levels of efficiency. In exchange, higher levels of consumer contribution lead to having positive levels of customer and financial performance.

Online reviews play a significant role in supporting consumers to make purchase decisions across provided platforms. Many studies examine the characteristics of online reviews and their impacts, nevertheless, only a few studies examine the perceived value from online reviews. This study provides the integration view by utilizing the systematic approach to synthesize 36 academic papers out of 661 searched papers between January 1st, 2011, and December 22nd, 2019.  The contribution of researchers in studying the perceived value is increasing significantly and continuously since 2018.  There are two main types of online reviews regardless of online platforms: Expert-written reviews and customer-written reviews. Perceived values can be derived from online review and be transmitted to online review simultaneously upon the content of studies. The framing of questions for a review focus on five key questions and to illustrate by providing the mind mapping of perceived value to reveal components and relationship among them. The finding emphasizes the research contents of existing research and research allocation, analysis of techniques used, theories, methodologies used, implications in different industrial sectors to enhance the understanding of this relevant information, ambiguous meanings, and development of areas that lack attention in the past decade. Besides, the indication of studies could identify the importance of perceived values that has a greater impact on consumers in the pre-stage of purchase decision.   

The use of Facebook as a social media platform has been cited to revolutionize the performance of different brand and firms globally.  The performance of the products and brands has been attributed to the creation of Facebook media brand communities, whose level of engagement influences consumer product outcomes. This study attempted to establish to what extend Facebook social media brand communities and brand engagement on brand trust. The study established that the three attributes of Facebook brand communities positively influenced consumer brand engagement (shared consciousness (?=1.52, p=0.001), shared rituals (?=1.44, p=0.001), obligations to society (?=2.11, p=0.001). The study further established that social media brand engagement positively influenced brand trust. The study recommends that firms should effectively increase their product and brand promotion and engagement through Facebook.

  South Africa is one of the most popular tourist destinations on the African continent, with timeshares—vacation properties shared by multiple owners—being an important feature of the tourism industry as it contributes significant growth and sustainability of tourist destinations. After its introduction in the 1960s, timeshare gained popularity through its capability to provide luxury holiday affordability and security in South Africa. Since then, timeshare businesses have used traditional public relations, marketing, advertising strategies and tactics to increase brand awareness and reach sales targets. During the difficult COVID-19 period, global tourism declined drastically due to travel restrictions, extreme lockdowns and tight regulations, forcing businesses to adapt their marketing strategies to cope with unprecedented challenges and the loss of customers. Before the pandemic’s culmination, travel agencies and timeshares thus utilized digital marketing and social media to effectively strategise and publicly engage with their audiences online. Drawing upon McGuire’s (1969) theory of information processing, and Echtner and Ritchie’s (1993) destination image branding, a content and thematic analysis of two South African timeshare companies and their Facebook page content was studied to investigate the public relations tactics and marketing strategies implemented during the COVID-19 pandemic. Key findings reveal that timeshares engaged publicly with customers through posts which stimulated online participation, which included the sharing of images, information, updates, competitions and discounts, thus maximising the potential of social media to engage with stakeholders on a short to long term basis.

  South Africa is one of the most popular tourist destinations on the African continent, with timeshares—vacation properties shared by multiple owners—being an important feature of the tourism industry as it contributes significant growth and sustainability of tourist destinations. After its introduction in the 1960s, timeshare gained popularity through its capability to provide luxury holiday affordability and security in South Africa. Since then, timeshare businesses have used traditional public relations, marketing, advertising strategies and tactics to increase brand awareness and reach sales targets. During the difficult COVID-19 period, global tourism declined drastically due to travel restrictions, extreme lockdowns and tight regulations, forcing businesses to adapt their marketing strategies to cope with unprecedented challenges and the loss of customers. Before the pandemic’s culmination, travel agencies and timeshares thus utilized digital marketing and social media to effectively strategise and publicly engage with their audiences online. Drawing upon McGuire’s (1969) theory of information processing, and Echtner and Ritchie’s (1993) destination image branding, a content and thematic analysis of two South African timeshare companies and their Facebook page content was studied to investigate the public relations tactics and marketing strategies implemented during the COVID-19 pandemic. Key findings reveal that timeshares engaged publicly with customers through posts which stimulated online participation, which included the sharing of images, information, updates, competitions and discounts, thus maximising the potential of social media to engage with stakeholders on a short to long term basis.

Online reviews play a significant role in supporting consumers to make purchase decisions across provided platforms. Many studies examine the characteristics of online reviews and their impacts, nevertheless, only a few studies examine the perceived value from online reviews. This study provides the integration view by utilizing the systematic approach to synthesize 36 academic papers out of 661 searched papers between January 1st, 2011, and December 22nd, 2019.  The contribution of researchers in studying the perceived value is increasing significantly and continuously since 2018.  There are two main types of online reviews regardless of online platforms: Expert-written reviews and customer-written reviews. Perceived values can be derived from online review and be transmitted to online review simultaneously upon the content of studies. The framing of questions for a review focus on five key questions and to illustrate by providing the mind mapping of perceived value to reveal components and relationship among them. The finding emphasizes the research contents of existing research and research allocation, analysis of techniques used, theories, methodologies used, implications in different industrial sectors to enhance the understanding of this relevant information, ambiguous meanings, and development of areas that lack attention in the past decade. Besides, the indication of studies could identify the importance of perceived values that has a greater impact on consumers in the pre-stage of purchase decision.   

This research aims to investigate the effect of the social customer relationship management (CRM) process on achieving superior levels of costumers and financial performance. The object of this research is the Iraqi firms at the Iraqi environment market, while the subject is more than 200 respondents. Six variables from the research data were gathered through an instrument model invalid form that structured to be measured through reliable questionnaires. Statistical Analysis of the research data used partial least squares structural equation modeling with the significance in accordance with the output of SPSS 22.0. The findings indicate that the social CRM technologies of the firms improve the innovation activities on Both (services and products). This has a positive effect on the ability to achieve high performance through building customer-linking capabilities by adopting innovations, resulting in higher levels of efficiency. In exchange, higher levels of consumer contribution lead to having positive levels of customer and financial performance.

The use of Facebook as a social media platform has been cited to revolutionize the performance of different brand and firms globally.  The performance of the products and brands has been attributed to the creation of Facebook media brand communities, whose level of engagement influences consumer product outcomes. This study attempted to establish to what extend Facebook social media brand communities and brand engagement on brand trust. The study established that the three attributes of Facebook brand communities positively influenced consumer brand engagement (shared consciousness (?=1.52, p=0.001), shared rituals (?=1.44, p=0.001), obligations to society (?=2.11, p=0.001). The study further established that social media brand engagement positively influenced brand trust. The study recommends that firms should effectively increase their product and brand promotion and engagement through Facebook.