Customers Relationship Management in the Social Media Age: Study of the Bon Bread and Love Dooshima Controversy

Abstract

Social media has reinvented Customer Relationship Management (CRM) by allowing people to post their experiences, opinions, and complaints about products and services in an open forum. BON Bread's dispute with social media influencer Love Dooshima offers a compelling example of how businesses can manage customer relationships in the digital landscape. The crisis began when Love Dooshima shared a viral video in which she expressed concern about a loaf of bread that was said to remain fresh for an unusually long time without spoiling. No brand had been mentioned, but BON Bread identified itself as the manufacturer of the bread and filed a defamation action for N50 million. The controversy sparked public debate on consumer rights, food safety, corporate communication and crisis management. Subsequent investigations by regulatory authorities, such as the National Agency for Food and Drug Administration and Control (NAFDAC), confirmed the safety of BON Bread for consumption and its compliance with food safety standards. This case is a reminder of the value of forward-looking communication, stakeholder engagement, transparency, and complaint handling in keeping customers happy. In the social media era, organisations need to focus on building relationships and engaging in dialogue rather than confrontation with consumers during communication crises, as communication flows between Customer Relationship Management (CRM) and Public Relations (PR) strategies are vital to this process. The role of social media in crises shows that customers' perceptions can significantly impact a company's reputation, and that effective Customer Relationship Management (CRM) practices are vital to the company's sustainability.