[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-31593":3,"doc-seo-31593":27},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":4,"category_id":11,"category_name":12,"doc_title":13,"doc_description":14,"file_id":15,"file_url":16,"file_type":17,"file_size":18,"view_count":4,"is_deleted":4,"is_public":19,"is_downloadable":19,"audit_status":19,"page_count":20,"language":21,"language_code":22,"table_of_contents":23,"faqs":24,"seo_title":13,"seo_description":14,"update_tm":25,"read_time":26},31593,13056703019662,"Evangeline","https://ap-avatar.wpscdn.com/avatar/be000253a8e92610077?_k=1778726343310543188",8,"Research & Report","Social CRM and reciprocal behaviour among Latin American consumers","The study evaluates a relationship investment model for Social Customer Relation Marketing (CRM) in Latin America. Social media platform characteristics shape consumer perceptions of retailers’ relationship commitment, which then drives perceived relationship quality and consumer engagement. Survey evidence from Colombia and Peru (n=722) shows three platform characteristics influence relationship commitment. Commitment and relationship quality mediate effects on social media participation and eWOM, with participation also affecting eWOM.","cbCaim0eFlOh2D0y","https://ap.wps.com/l/cbCaim0eFlOh2D0y","pdf",618667,1,17,"English","en","# Abstract\n## Purpose\n## Methodology\n## Findings\n## Research limitations/implications\n## Practical implications\n## Keywords\n# Introduction\n## Social media and engagement\n## Social CRM strategy\n## Research gap and rationale","[{\"question\":\"What relationship investment model does the paper use to explain social CRM in Latin America?\",\"answer\":\"The model traces how relationship inputs lead to relationship outcomes, framing how social media-driven inputs shape commitment and subsequent engagement outcomes.\"},{\"question\":\"What do the findings show about the role of relationship commitment?\",\"answer\":\"Three social media characteristics affect relationship commitment, and relationship commitment significantly influences relationship quality, social media participation, and eWOM, with mediational effects.\"},{\"question\":\"Which social media outcomes are influenced in the study?\",\"answer\":\"The study links relationship quality to social media participation and eWOM, and it further shows that social media participation impacts eWOM. \"}]",1779743044,43,{"code":4,"msg":28,"data":29},"ok",{"site_id":30,"language":22,"slug":31,"title":13,"keywords":32,"description":14,"schema_data":33,"social_meta":84,"head_meta":86,"extra_data":88,"updated_unix":25},105,"social-crm-and-reciprocal-behaviour-among-latin-american-consumers","",{"@graph":34,"@context":83},[35,52,66],{"@type":36,"itemListElement":37},"BreadcrumbList",[38,42,46,49],{"item":39,"name":40,"@type":41,"position":19},"https://docshare.wps.com","Home","ListItem",{"item":43,"name":44,"@type":41,"position":45},"https://docshare.wps.com/document/","Document",2,{"item":47,"name":12,"@type":41,"position":48},"https://docshare.wps.com/document/research-report/",3,{"item":50,"name":13,"@type":41,"position":51},"https://docshare.wps.com/document/social-crm-and-reciprocal-behaviour-among-latin-american-consumers/31593/",4,{"url":50,"name":13,"@type":53,"author":54,"headline":13,"publisher":56,"fileFormat":59,"description":14,"dateModified":60,"datePublished":60,"encodingFormat":59,"isAccessibleForFree":61,"interactionStatistic":62},"DigitalDocument",{"name":9,"@type":55},"Person",{"url":39,"name":57,"@type":58},"DocShare","Organization","application/pdf","2026-05-25",true,{"@type":63,"interactionType":64,"userInteractionCount":4},"InteractionCounter",{"@type":65},"ViewAction",{"@type":67,"mainEntity":68},"FAQPage",[69,75,79],{"name":70,"@type":71,"acceptedAnswer":72},"What relationship investment model does the paper use to explain social CRM in Latin America?","Question",{"text":73,"@type":74},"The model traces how relationship inputs lead to relationship outcomes, framing how social media-driven inputs shape commitment and subsequent engagement outcomes.","Answer",{"name":76,"@type":71,"acceptedAnswer":77},"What do the findings show about the role of relationship commitment?",{"text":78,"@type":74},"Three social media characteristics affect relationship commitment, and relationship commitment significantly influences relationship quality, social media participation, and eWOM, with mediational effects.",{"name":80,"@type":71,"acceptedAnswer":81},"Which social media outcomes are influenced in the study?",{"text":82,"@type":74},"The study links relationship quality to social media participation and eWOM, and it further shows that social media participation impacts eWOM.","https://schema.org",{"og:url":50,"og:type":85,"og:title":13,"og:site_name":57,"og:description":14},"article",{"robots":87,"canonical":50},"index,follow",{"doc_id":7,"site_id":30}]