Social CRM to Reduce Perceived Risks in Online Purchase Behavior

The technological developments and the recent pandemic accelerated a behavior change, boosting online purchases and demanding a fast adaptation from companies to survive this new environment. However, online purchases come with perceived risks that customers consider before buying a product or service. Social CRM combines social media as a channel to interact with customers and improve company- consumer relationships. The knowledge and processes from implementing an integrated Social CRM support companies to detect demands and understand customer behavior. In this sense, this study examines the existing literature on perceived risks in online purchases, post-pandemic behavioral changes and Social CRM to identify how these risks are associated with the different tasks in the process level of the Social CRM framework. The study also indicates how Social CRM can support companies in minimizing the perceived risks, influencing positive behavior from customers.