Younes Nikkhah - Master of Business Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran.
Seyed Samad Hosseini - Assistant Professor, Department of Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran
Mohammad Faryabi - Associate Professor, Department of Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran

Customer relationship management is a management strategy that increases the profits of businesses and helps them to establish ongoing relationships with customers and improve sales. On the other hand, many businesses use new technologies to gain more presence and market share, which is one of the necessities of economic activity in the present era. In this regard, digital marketing uses the latest technologies in order to achieve the latest ways of interacting with customers and provides the possibility of selling as many products and services as possible at the lowest cost. Therefore, the purpose of this study is to investigate the effect of digital marketing capabilities on customer relationship management. This study is one of the quantitative studies that has been examined using the data obtained from the questionnaire. In this study, structural equation modeling method is used and the data are analyzed by SPSS۲۳ and Amos۲۳ tools. The results show that digital marketing capabilities (content marketing, online advertisement, usage of social media) among businesses operating on Instagram have a positive effect on customer relationship management.

Digital Marketing, Content Marketing, Online Advertisement, Usage of Social Media, Customer Relationship Management.