‘Impact of Social Media Influence on Customer Relationship Management’

ABSTRACT The quick development of digital technologies has completely changed how businesses deal with clients and maintain long-term partnerships. Because social media platforms facilitate direct communication, participation, and feedback between organizations and consumers, they have become indispensable tools for Customer Relationship Management (CRM). This study looks at how social media interactions affect Gomti Nagar, Lucknow inhabitants' customer relationship management. A descriptive and analytical research design was employed. A structured questionnaire disseminated via Google Forms was used to gather primary data from 100 respondents. The data was analyzed using a variety of statistical techniques, including graphical interpretation and percentage analysis. The results show that brand loyalty, buying decisions, and customer engagement are all greatly impacted by social media. Consumers are more satisfied and trusting when they engage with brands on social media. The study highlights how crucial social media tactics are to enhancing client interactions and preserving enduring brand loyalty in the online marketplace. Keywords: digital communication, customer engagement, social media marketing, customer relationship management, and brand loyalty.