The Effectiveness of Social Media Customer Relationship Management (CRM) in Building Brand Communities Among Gen Z Consumers

Abstract

As digital natives, Gen Z exhibits unique behaviors and preferences when it comes to brand engagement, especially on social media platforms. Social media Customer Relationship Management (CRM) offers a powerful tool for fostering stronger relationships between brands and consumers by creating personalized experiences, increasing interaction, and enhancing brand loyalty. This research aims to explore how social media CRM strategies can be leveraged to cultivate brand communities that resonate with Gen Z. The study utilizes a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather data from Gen Z consumers. The survey focuses on social media engagement, brand perception, and community involvement, while the interviews provide deeper insights into the motivations behind Gen Z's brand loyalty and engagement patterns. The results indicate that Gen Z consumers are highly receptive to brands that engage with them authentically and involve them in brand-related conversations. Key factors that influence brand community building include the use of personalized content, social responsibility initiatives, and interactive features such as live streams and user-generated content. Furthermore, Gen Z places a strong emphasis on trust and transparency, with brands that maintain consistent communication and deliver on their promises being more likely to build lasting brand communities. The findings suggest that brands should prioritize transparency, personalization, and social responsibility within their social media CRM strategies.