This project is a dissertation proposal investigating the influence of social media marketing on customer relationship management (CRM), specifically focusing on AIA Malaysia. The research aims to understand how social media analytics (SMA) affects customer engagement, brand perception, and overall business performance within AIA Malaysia. The study explores the benefits and challenges of implementing SMA, including factors influencing business and IT alignment. It provides an overview of the research methodology, including the research questions, objectives, and rationale. The project delves into the literature review, covering social media analytics, customer relationship management, and relevant theories. The research methodology includes data collection methods, sampling techniques, and data analysis approaches to assess the impact of social media marketing on customer relations. The findings are presented through qualitative and quantitative analyses, supported by case studies and recommendations for AIA Malaysia to optimize its social media marketing strategies and enhance its customer relationship management.
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