The Impact of Social CRM on Brand Image: The Intermediary Role of Engagement and Experience in FMCGs

DOI

10.2991/978-94-6463-892-9_25How to use a DOI?

Keywords

Social CRM; Brand engagement; Brand image; Brand experience; FMCG

Abstract

In the context of the modern digital world, it is becoming increasingly difficult for food companies to maintain authentic and meaningful relationships with their customers. Social customer relationship management (CRM) is more than just a technical tool; it has become a strategic lever that makes interactions more personal, establishes emotional connections, and fosters trust. This study aims to understand how these interactions affect brand image, focusing on two main aspects: customer engagement and brand experience. This study is based on detailed interviews conducted with Moroccans who use social media and digital marketing experts. The results show that social CRM works well because the responses are quick, clear, and sincere. The participants said that it is important to communicate with care, understanding, and respect for culture. Customers are more likely to engage with a company when they feel that their opinions are taken into account and recognized. This results in deeper and more satisfying interactions with the brand. As a result, these experiences contribute to the development of more robust and coherent brand identities.

The aim of this research is to propose a simplified conceptual model for the fast-moving consumer goods (FMCG) sector, characterized by the convergence of relational intensity, emotional experience, and image development. This study proves that people’s perceptions of a brand are influenced not only by advertising but also by emotional resonance. That’s why it is easier to understand how SCRM can enhance the human aspect of the brand in highly competitive sectors.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Rania Nassaf
AU  - Chakib Hamadi
PY  - 2025
DA  - 2025/11/17
TI  - The Impact of Social CRM on Brand Image: The Intermediary Role of Engagement and Experience in FMCGs
BT  - Proceedings of the International Conference on Multidisciplinary Research in Management and Economics (ICMRME 2025)
PB  - Atlantis Press
SP  - 453
EP  - 464
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-892-9_25
DO  - 10.2991/978-94-6463-892-9_25
ID  - Nassaf2025
ER  -