The Impact of Employees Work-Related Social Media Engagement on Customer-Firm Relationships

This research examines factors influencing employees' use of social media for work-related purposes and its impact on customer relationship performance. The design extends the Technology Acceptance Model (TAM) by integrating employee orientation as a key organizational cultural factor. Using a quantitative methodology, the findings indicate perceived usefulness and perceived ease of use are significant drivers of social media engagement, while employee orientation enhances the effect of perceived usefulness. Results also show work-related social media usage positively impacts customer relationship outcomes. Practical implications including targeted training, clear communication of benefits, and comprehensive social media policies, provide insights regarding how to maximize engagement and mitigate risks.