The Impact of Video Clip Instruction on Understanding Customer Relationship Management (CRM) Software for Brand Management

Abstract: The purpose of this research is to understand whether video clip instructions have an impact on understanding the usefulness of customer relationship management (CRM) software for brand management. In our study, one group of students watched video clips that explain the purpose and features of Microsoft Dynamics Customer Relationship Management (CRM) software, and after the students finished watching the video clips, they accessed the Microsoft Dynamics CRM software. The other group of students directly accessed Microsoft Dynamics CRM software without watching video clips or any other instructions. Both groups were asked how useful CRM is for brand management. A total of more than 336 students from two universities were involved in this experiment.