This research examines the impact of CRM capabilities and marketing effectiveness and the role of intervening variables Interactive Marketing Implementation (IMI) as mediator, in the context of wireless telecommunication industry in Indonesia. Differ from prior research that often see CRM capability in technological perspective per se, this research uses a holistic perspective toward CRM capabilities that comprises three dimensions of capability that is complementary to each other: (1) technological capability, as a data processing instrument to support marketing activities; (2) operational capability, to support firms collecting past customer transaction information, demographics, psychographics, media and channel preferences; and (3) strategic capability, to embrace the implementation of relationship management strategies throughout the whole organization. To cover phenomena in the digital economy, this study deploys a three-part typology of interactive marketing, according to ways of interacting with new media; (1) relational-based, (2) content-based, and (3) interface-based.

This research deals about the phenomenon of crowd-funding as an interesting way of interactive marketing where consumers are involved in co-creation value. Our research objective is to evaluate the impact of the type of rewards (financial vs. symbolic) on consumer level of investment. We propose an experimental design with a real case study in order to evaluate the impact of the type of rewards (financial vs. symbolic) towards the intention of investing in the project. The results indicate that the financial reward brings higher level of investment than the symbolic one. Moreover, in the case of a financial reward, attitude towards investment into the project is significantly higher than for symbolic reward. This research illustrates the key role playing by the value-marketing proposition in this particular context of collaborative investment where consumers as investors are more sensitive to a financial reward than a symbolic one.