Alavi, Shirin, Vandana Ahuja, and Y. Medury. "ECRM using online communities." IUP Journal of Marketing Management 10.1 (2011): 35.

This paper explores the pivotal role of online communities in executing two crucial CRM functions: fostering trust and augmenting perceived value among consumers. It delves into the specific characteristics of online communities that contribute to their effectiveness in delivering and enhancing value within organizations. Features such as co-presence, reciprocity, and conviviality are examined for their contributions to building customer relationships and advancing the CRM objectives of the organization.