Forecasting social CRM adoption in SMEs: A combined SEM-neural network method

• Main Authors: Ahani, A., Rahim, N. Z. A., Nilashi, M.
• Format: Article
• Published: Elsevier Ltd 2017
• Subjects: QA75 Electronic computers. Computer science
• Online Access: http://eprints.utm.my/id/eprint/75955/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85020262089&doi=10.1016%2fj.chb.2017.05.032&partnerID=40&md5=8c120e7966bd1e4180631346a09ee632
• Institution: Universiti Teknologi Malaysia

The growth of social media usage questions the old-style idea of customer relationship management (CRM). Social CRM strategy is a novel version of CRM empowered by social media technology that offers a new way of managing relationships with customers effectively. This study aims to forecast the pred...