Model of acceptance and use of social customer relationship management in micro and small enterprises

Cristiana De Muylder; Jefferson Lopes La Falce; João Ricardo Lage Guerra; Júlio A. Viana; Olaf Reinhold

doi:10.5585/2025.27096

Authors

Cristiana De Muylder Universidade Fundação Mineira de Educação e Cultura, Belo Horizonte, MG, Brasil https://orcid.org/0000-0002-0813-0999
Jefferson Lopes La Falce Fundação Oswaldo Cruz, Centro de Pesquisas René Rachou, Rio de Janeiro, RJ, Brasil / Universidade Fundação Mineira de Educação e Cultura, Belo Horizonte, MG, Brasil https://orcid.org/0000-0002-3293-2908
João Ricardo Lage Guerra Universidade Fundação Mineira de Educação e Cultura, Belo Horizonte, MG, Brasil https://orcid.org/0000-0003-3831-7380
Júlio A. Viana Social CRM Research Center, Leipzig, Alemanha https://orcid.org/0000-0003-4786-0385
Olaf Reinhold University of Cooperative Education Saxony, Alemanha https://orcid.org/0000-0003-1977-1641

DOI:

https://doi.org/10.5585/2025.27096

Keywords:

social CRM, acceptance and use of technology, structural equation model, micro and small companies, social media

Abstract

Objective of the study: The article aims to propose and test a Social Customer Relationship Management Acceptance and Usage Model that considers antecedent factors in micro and small enterprises. Methodology/approach: A survey analyzed through structural equation modeling was conducted with managers of micro and small Brazilian companies.

Originality/Relevance: The use of social networks as a source of the process of monitoring, analysis and content generation for business strategy is recent and very relevant for the sustainability of micro and small businesses.

Main results: Although some hypotheses were not validated, the study fills important gaps in empirical research on micro and small businesses. Replicating this study in different cultural contexts could offer further insights.

Theoretical/methodological contributions: The positive results indicate that, despite some hypotheses being rejected, the study confirms the relevance of "Customer Information Processing Capacity" and its influence on the "Use of Social CRM," highlighting the importance of social interactions and engagement capacity for value co-creation in micro and small businesses.

Socia /management contributions: Managers can leverage the relationship between the “Ability to Engage the Customer Via Social Media” and “Social Influence” to enhance their social media strategies and improve customer engagement.

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Author Biographies

Cristiana De Muylder, Universidade Fundação Mineira de Educação e Cultura, Belo Horizonte, MG, Brasil

Professor and Researcher with PhD in Applied Economics (UFV - 2005), Master’s in Economics (UFV - 2001), MBA in Information Systems and Strategic Planning (PUCMinas - 1994) and Bachelor in Computer Science (PUCMinas - 1992). Interest in research: innovation, intelligence, social innovation, innovation in consumption, Social CRM, innovation in health systems, performance, and entrepreneurship.

Jefferson Lopes La Falce, Fundação Oswaldo Cruz, Centro de Pesquisas René Rachou, Rio de Janeiro, RJ, Brasil / Universidade Fundação Mineira de Educação e Cultura, Belo Horizonte, MG, Brasil

Professor and Researcher with PhD in Business Administration (FUMEC - 2015) with doctoral period at VTT Finland. Works for Fiocruz at Rio de Janeiro. Interest in research: innovation, entrepreneurship, Organizational Behavior and Mental Health.

João Ricardo Lage Guerra, Universidade Fundação Mineira de Educação e Cultura, Belo Horizonte, MG, Brasil

PhD Business Program (PDMA) at FUMEC University with a doctoral period at SCRC Leipzig/Germany, Master and Bachelor degrees in Business Administration and Law at Centro Universitário UNA. More than 12 years of experience in companies with strategic business management, administrative contract management, supply chain, development of indicators, performance evaluation, corporate governance, and coordination of special projects. Worked in companies such as: MMX Mineração e Metálicos, Anglo American and Nexa Resources. Professor at MBAs courses at Centro Universitário UNA and UNI-BH (disciplines of Knowledge Management, Innovation, Entrepreneurship, Business Models, KPIs and Corporate Governance).

Júlio A. Viana, Social CRM Research Center, Leipzig, Alemanha

Researcher and Business Development Specialist at the Social CRM Research Center. He has a degree in Marketing and Communications, an MBA in SME development and a PhD in Innovation Economics. He focuses on the integration of Social CRM tools and techniques into marketing activities, as well as the impact of such integration on business performance, especially startups.

Olaf Reinhold, University of Cooperative Education Saxony, Alemanha

Professor at the University of Cooperative Education Saxony and board member of the Social CRM Research Center. Previously, he worked as a project manager and consultant in industry and academia. He received his PhD in 2019 at Leipzig University and is guest lecturer at Leipzig University and CBS International Business School. His research interest is in the field of customer relationship management, with a particular emphasis on the impact of social media, application systems, and data analytics.

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