Resiliência Organizacional de Micro e Pequenas Empresas Brasileiras no Período Pandêmico: Uma Abordagem a Partir do Uso de Mídias Sociais, Social-CRM e Aceitação Tecnológica

Abstract

The main objective of this research was to identify the existence of moderation in the manager's technological acceptance (supported by Davis (1985)) and the use of social media (supported by Matikiti, Mpinganjira and Roberts-Lombard (2018)) in the relationship between the intensity of use of Social-CRM (supported by Marolt, Zimmermann and Pucihar (2018)) and organizational resilience (supported by Kantur and Say (2015)) of Brazilian micro and small companies, in the context of Covid-19. In order to achieve this purpose, a quantitative research was carried out, through the use of Structural Equation Modeling, Partial Least Squares method. Data were collected from 100 managers of micro and small companies in a capital in the Brazilian Midwest region through a previously validated test. The analysis of the sample was divided into three stages: the descriptive analysis of the control variables, in a general context and by the magnitude of the billing (clusters), the statistical procedures for the verification of the structural model and the analysis of the averages of the coordinators of the constructs, filtered by the operational state of the business. The results of this investigation indicate the non-existence of the moderating effect of the manager's technological acceptance and the use of social media between the intensity of Social-CRM use and organizational resilience of micro and small companies, suggesting that the manager's particular predisposition to technology and the previous use of social media is not able to intensify or weaken the impact of Social-CRM on organizational resilience. In addition, it was found that the sampled companies that survived the challenges caused by the pandemic crisis experienced organizational resilience compared to the organizations that perished, mainly in terms of robustness and agility. In general, the average coordinators of the Perceived Ease of Use (PEU) constructs and the Social-CRM dimensions point out that managers of micro and small companies have difficulties in taking advantage of and implementing managerial measures through social media due to lack of experience and knowledge. technique, suggesting the importance of public policies that defended theoretical and informational reinforcements, in order to fill this gap. Based on the results, guidelines are offered for the development of organizational resilience in micro and small businesses using social media, through the adoption and improvement of processes such as sharing of success stories, dissemination of the brand through two-way interaction, among others. Beyond the theoretical-empirical results, a measure of social impact through a public policy is proposed.