20.500.12556/DKUM-92016 Exploring social customer relationship management adoption in micro, small and medium-sized enterprises With the emergence of social media, customer relationship management has undergone noticeable changes and gained a great deal of attention from researchers and practitioners in recent years. In this paper, we provide additional insights into how intensively business-to-customer micro, small and medium-sized enterprises adopt social customer relationship management. Based on the literature review and insights from interviews with six micro, small and medium-sized enterprise owners/managers, we developed a conceptual research model that integrates the antecedents, intensity of social customer relationship management adoption, and performance outcomes. For the intensity of social customer relationship management adoption, we applied process-based conceptualization consisting of the customer engagement process and customer data management process. Then we empirically tested a conceptual research model by using data collected in a survey of 119 micro, small and medium-sized enterprises in Slovenia. We found that not all antecedents are equally relevant to both processes of the intensity of social customer relationship management adoption. Additionally, we found that the intensity of social customer relationship management adoption has a positive effect on customer relationship performance. Based on these findings, we provide recommendations for further research and offer practical implications for micro, small and medium-sized enterprises considering social customer relationship management adoption. social customer relationship management adoption adoption intensity antecedent performance micro small and medium-sized enterprises družbeno upravljanje odnosov s strankami obseg sprejetosti izvedba uspešnost mikro mala in srednje velika podjetja true false true Universidad de Talca, MDPI Angleški jezik Slovenski jezik Znanstveno delo 2025-03-11 13:11:06 2025-03-11 13:26:10 2025-03-12 03:12:43 0000-00-00 00:00:00 2019 0 0 Str. 38-58 št. 2 Letn. 15 2019 0000-00-00 Zaloznikova Objavljeno NiDoloceno 2018-12-05 2019-06-23 0000-00-00 005.2 8126995 10.4067/S0718-18762020000200104 0718-1876 Marolt-2020-Exploring_Social_Customer_Relation.pdf Marolt-2020-Exploring_Social_Customer_Relation.pdf 1 206BCE2D2933DAEEA3530FF3AEAE93CD 970d2ada0c6b025d03900acc843eeabbdb8bb5bce34e2cc494b20abdd58b227c c10085c1-fe73-11ef-b15e-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=189169 http://dx.doi.org/10.4067/S0718-18762020000200104 0 e8e299cc-fe71-11ef-b15e-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=189166 Fakulteta za organizacijske vede 0 0 0