Taylor's FSLM Journals
Antecedents of Facebook e-purchasing site and Social CRM: A Structural Equation Modeling from the customers’ perspectives

@ SEARCH Journal of Media and Communication Research

Online ISSN: 2672-7080

*Chinedu Eugenia Anumudu, Felix Chuks Ogbomeh, Megat Al Imran Yasin


Social Customer Relationship Management (Social CRM) is gaining ground globally, especially in this era that demands cashless transactions for promoting social commerce and reducing the spread of COVID-19. However, in some emerging nations like Nigeria, Social CRM via Facebook from the customer’s perspective has not been researched widely. Therefore, this study aims to evaluate the antecedents of Facebook e-purchasing site and Social CRM from the perspective of customers.
To realise the purpose of this study , we explored the Technology Acceptance Model (TAM) via a quantitative approach because of the descriptive and inferential requirements.

Keywords: Facebook e-purchasing site antecedents, social commerce, ease of use mediation, Social CRM, trustworthiness