مجلة الإقتصاد الجديد
Volume 16, Numéro 1, Pages 219-234
2025-01-01

Impact Of Social Media Use On Customer Relationship Management: Case Study Of A Group Of Microenterprises In Algeria



Authors : Fersaoui Abdelmadjid . Benaoula Hakim .

Abstract

This study explores the impact of social media use on customer relationship management (CRM) practices, particularly in microenterprises and small businesses in Algeria. Data was gathered through a 217 confirmed questionary from 262 distributed for small shops and stores owners in Algiers (the capital city of Algeria). The partial least square regression analysis revealed that business owners who extensively used social media for customer relationship management (CRM) were more likely to express greater satisfaction with their business performance. Additionally, analyses of moderating effects confirmed a positive relationship between the intensity of social media use for CRM and business performance.

Keywords

Social Media Platforms ; CRM ; Microenterprises ; Social competency

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