TITLE:
Contributions of Social Networks to Employee Socialization and Performance in Cameroonian SMEs during the Covid-19 Pandemic
AUTHORS:
Jean Robert Kala Kamdjoug
KEYWORDS:
Theory of Socialization, Theory of Performance, Theory of Connectivism, TAM, Social Networks for SME Operations during Covid-19, Cameroon
JOURNAL NAME:
Theoretical Economics Letters,
Vol.13 No.1,
February
3,
2023
ABSTRACT: The rapid evolution of the internet has given birth to social networks,
which are a dedicated website or other application that enables users to
communicate by posting information, comments, messages, images, etc. Generally,
the utilization of social networks tends towards entertainment; however, they
are also used for professional purposes. In the context of the Covid-19
pandemic, this study aims to respond to the following
question: What factors favor the adoption of social networks as tools to
maintain operating activities in Cameroonian SMEs, and what is the impact of
this utilization during the Covid-19 pandemic? At the centre of this study
is a research model design based on four
conceptual elements: TAM, the theory of socialization, the theory of connectivism, and the theory of performance.
Data collected from 271 employees in Cameroon constitutes the dataset to
test the model using the PLS-SEM approach. The results prove that TAM and the
theory of connectivism are relevant to identifying the factors driving
employees’ behavioural decisions to use social networks during the Covid-19
pandemic. Furthermore, the study confirms the adequacy of both theories
(performance and socialization) as conceptual frameworks by which to explain
the impacts of the utilization of social networks.