Date of Award
Joseph F. Hair, Jr., Ph.D.
Widespread usage of social media has led some executives to embrace social media usage at work. However, there are still many companies that do not value social media, and its capabilities to strengthen the firm-customer relationship. This study aims to explore the perception of employees toward social media usage for work-related purposes. Additionally, this study explores the impact of social media usage on Customer Relationship Management (CRM) and ultimately on customer relationship performance. This research advances the understanding of social media usage at work by employing resource advantage theory and technology acceptance model. This study concludes with several recommendations for future work-related social media usage research.
Mossaei, Neda, "Impact of Social Media Usage by Employees on Customer Relationship Performance" (2021). Theses and Dissertations. 6.