The Effect of Using Social Networking on Customer Relationship Management Performance (Case Study: Businesses in Qazvin Cosmetics Guild)

The rise of social media has brought together clients and business owners. The purpose of this study was to investigate the impact of using social networks on customer relationship management performance and also to investigate the factors affecting the use of social networks. This study is descriptive and correlational in terms of purpose, and in terms of data collection, it is based on structural equation modeling. In terms of research methodology, it is a survey. A standard questionnaire was used to collect data. The statistical population of the study was the business owners of Qazvin province's cosmetics trade network Purposive non-random sampling was used. The sample size was calculated using the Cochran formula of 318 persons. Of the 350 questionnaires distributed, a total of 318 completed questionnaires were analyzed. The obtained data were analyzed by the structural equation method using SMARTPLS2 software. The results showed that factors such as adaptability, cost-effectiveness and interaction have an impact on social network use but trust factors did not have a significant effect on social network use. Also, using social networks has a direct and significant effect on customer relationship management. The result of this study is to present appropriate strategies for effective and optimal use of social networks on customer relationship management and its effect on achieving the goals of business owners and increasing their sales.