Dr Anshu Rani
@reva.edu.in
Associate Professor, REVA Business School
REVA University
RESEARCH INTERESTS
Online consumer behavior, SEM, Scale development
Scopus Publications
Scopus Publications
Ruchika Sharma, Anshu Rani, Megha Kumar, and Shiffu Abrol
IGI Global
Customer relationship management (CRM) has evolved significantly in recent years, from a strategy that focused exclusively on developing financial links with clients to one that fosters both transactional and interactional interactions. As a result, a new type of CRM called social customer relationship management (SCRM) or CRM 2.0 has emerged. This research presents and builds a conceptual model to address the connections between customer relationship management, social media technologies, customer engagement, positive word of mouth, and brand loyalty. Adding to the conventional relevance of customer relationship management, this study presents how Social CRM has become the need of the hour. This research would be helpful to both service and product-based organisation. A conceptual model has been developed to show how social media technologies lead to both positive word of mouth and brand loyalty. SCRM (social customer relationship management) is a new paradigm that influences customer-organization relationships by allowing customers to govern the connection via social media.
Anshu Rani, Mercy Toni, and H. N. Shivaprasad
Amity University Madhya Pradesh Gwalior
In the digital age, electronic word-of-mouth (eWOM) communication has grown to be the most powerful influence on customer behaviour. However, the growing body of evidence raises concerns about credibility and eWOM quality. Various factors related to the source, message, medium and receiver of eWOM were collected by an extensive literature review. Aiming to synthesise existing research, this study seeks to determine the factors that contribute to eWOM's success as a wholesome construct. It also operationalises eWOM's measure. The research design of this study is quantitative and uses a structured questionnaire to collect data from eWOM givers and seekers in the online environment. The scale items were gathered from previous research and tested for dimensionality using „Factor Analysis‟ to validate the eWOM construct. There is evidence to show that eWOM effectiveness can be measured to determine purchase intention. E-commerce has developed rapidly, and it is time to take advantage of this growth by measuring the eWOM construct comprehensively from a customer‟s perspective.
Anshu Rani, Ruchika Sharma, Pavithra S., and Raghvendra Kumar Singh
IGI Global
User-generated content (UGC) has grown in popularity in recent times. The researchers have examined the significance of UGC on consumer behaviour in the era of Industry 4.0. Therefore, measuring UGC in eWOM communication will allow stakeholders to evaluate their effectiveness on the internet and amplify the digital process needed to perform modern marketing. A comprehensive literature review has been conducted to piece together the disparate pieces of knowledge to comprehend the entire conceptual framework of UGC. Several research papers have been classified into seven categories, each of which could elaborate on the concepts of UGC, eWOM, UGC/eWOM effect, factors of source credibility, factors of content credibility, receiver's behaviour, and platform credibility in order to conceptualize the concept under consideration. The goal is to connect ideas available in the literature and offer a comprehensive picture of UGC by focusing on the future research perspective. UGC and eWOM will let firms strategize their resources and effort.
Anshu Rani and Shivaprasad H. N.
IGI Global
Customer engagement in e-commerce (CEE) is paramount to success and CEE can be achieved by engaging customers in eWOM. However, every customer perceives the eWOM message from their perspective. There is a limited number of studies conducted on Receiver’s characteristics of eWOM and hence, the purpose of this research is to analyse the different personal characteristics of the Receivers of eWOM and their influence on eWOM communication’s effectiveness. The quantitative research is carried out with the help of existing scales items from relevant literature. The final analysis included 503 responses. Further, EFA, CFA and Structural Equation Modelling techniques are used to determine the empirical relationships among variables. Five major characteristics of Receivers were identified to understand their relationship with purchase intention, attitude change and brand image. The paper found a significant relationship between hypothesized variables. This study will contribute to the likelihood of profiling receivers and significantly improve the impact of eWOM on e-engagement.