Research on the Influence Mechanism of WeChat Technology Usage and Marketing Strategy on Social Customer Relationship Management Capability and Firm Performance in the Context of Mobile Big Data

In the era of mobile big data, more and more enterprises begin to choose to use mobile social media technology for marketing and customer relationship management. This study focuses on the influence mechanism of WeChat technology usage and marketing strategy on the SCRM capability in mobile social media. The objective data of the WeChat platform data and financial statements of 22 listed liquor companies in four quarters of 2017 were collected. Based on topic discovery and text mining, a new algorithm for mining marketing strategy was proposed, SCRM capability was synthetically measured by the stochastic frontier estimation (SFE) model, and the research framework was established. The research found that both the WeChat technology use and marketing strategy have a significant positive effect on the SCRM capability; and the interaction of these two resources has a significant positive impact on the SCRM capability. Finally, SCRM capability have a significant positive effect on firm performance and WeChat technology usage playing a morderating role in this proceesion. This research not only contributes to expand the related theory of mobile social media technology and SCRM capability, but also provides guidance for enterprises to apply WeChat technology correctly and efficiently in the process of customer relationship management and marketing.