Contributions of Social Networks to Employee Socialization and Performance in Cameroonian SMEs during the Covid-19 Pandemic

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.