Abstract
Due to the rapid spread of COVID-19 worldwide, businesses that have been impacted by the pandemic are relying more on digital technologies to adapt to the current situation, where contactless interactions are becoming more common. With the decrease in face-to-face interactions, customers are using social media more frequently, and companies are utilizing social CRM(sCRM) to maintain relationships with customers through social media. Thus, This study aims to examine the intention of employees to use sCRM in a pandemic situation among small and medium-sized enterprises(SMEs) by utilizing the Technology Acceptance Model(TAM), which includes perceived ease of use and perceived usefulness, as well as four additional factors: cost reduction, compatibility, awareness of COVID-19, and digital transformation. Data were collected from employees who had experience in sCRM, and analyzed using structural equation models. As a result of the study, the four factors positively impacted the perceived usefulness and ease of use of sCRM, which significantly influenced employees’ intention to use sCRM. This finding is particularly relevant in the current COVID-19 era, where there is a preference for non-face-to-face communication and digital transformation is rapidly accelerating.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: The Journal of Internet Electronic Commerce Resarch
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
