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Over the past few decades, cross-border business has experienced unparalleled growth. This growth is due to advances in communication and information technologies, privatization and deregulation in emerging economies, and emergence of the global consumer. As the era of globalization continues to manifest through the emergence of global companies, the importance of customer relationship management (CRM) in these companies has become increasingly significant. Global CRM (GCRM) is the strategic application of the processes and practices of CRM by firms operating in multiple countries or by firms serving customers who span multiple countries, which incorporates relevant differences in business practices, competition, regulatory characteristics, country characteristics, and consumer characteristics to CRM strategies to maximize customer value across the global customer portfolio of the firm. In this article, the authors present an overview of the GCRM environment and the challenges in formulation and implementation of CRM across national boundaries as a source of sustained advantage. The authors also provide a conceptual framework for GCRM and recommendations for future research in Global CRM.

AbstractDrawing from uses and gratifications theory, the current research demonstrates that users' trust in social media advertising is differentially influenced by the users' online motivation. We focus on three specific motivation types that previous research has shown are particularly relevant to internet use: (1) information motivation, using the internet to learn about current events and to do research; (2) social‐interaction motivation, using the internet to socialize with friends, family, and other individuals; and (3) entertainment motivation, using the internet to pass time and engage in enjoyable activities. Using one survey and two experiments, we show that when users have an informational motivation, trust in social media advertising is lower than when they have an entertainment or social motivation. Congruency between the content of the social media advertisement and the online motivation can mitigate the negative effect on trust associated with an informational motive, while incongruency increases involvement and privacy concerns along with distrust. These findings provide helpful guidance to managers as they implement social media advertising campaigns.