The Role of Social Media on Customer Relationship Management and Business Resilience among Agriculture Entrepreneurs

Eley Suzana Kasim, Hazlina Mohd Padil, Norlaila Md. Zin, Dalila Daud, Sharifah Norzehan Syed Yusuf, Mamun Habib and Saad Hasan
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Eley Suzana Kasim: Accounting Research Institute, Universiti Teknologi MARA, Shah Alam, Selangor, Malaysia Faculty of Accountancy, Universiti Teknologi MARA Cawangan Negeri Sembilan, Kampus Seremban, Seremban, Negeri Sembilan, Malaysia
Hazlina Mohd Padil: Faculty of Law, Universiti Teknologi MARA Cawangan Negeri Sembilan, Kampus Seremban, Seremban, Negeri Sembilan, Malaysia
Norlaila Md. Zin: Faculty of Accountancy, Universiti Teknologi MARA Cawangan Negeri Sembilan, Kampus Seremban, Seremban, Negeri Sembilan, Malaysia
Dalila Daud: Accounting Research Institute, Universiti Teknologi MARA, Shah Alam, Selangor, Malaysia Faculty of Accountancy, Universiti Teknologi MARA Cawangan Negeri Sembilan, Kampus Seremban, Seremban, Negeri Sembilan, Malaysia
Sharifah Norzehan Syed Yusuf: Accounting Research Institute, Universiti Teknologi MARA, Shah Alam, Selangor, Malaysia
Mamun Habib: School of Business & Entrepreneurship, Independent University, Bangladesh
Saad Hasan: School of Business & Economics, United International University, Bangladesh

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 12, 3970-3984

Abstract: This paper investigates the intricate interplay between Customer Relationship Management (CRM) strategies, business resilience (BR), and the moderating influence of social media (SM) platforms within the context of agriculture entrepreneurship. A survey was conducted among 92 respondents who are agricultural entrepreneurs. The data was analysed statistically using Partial Least Squares-Structural Equation Modelling (PLS-SEM) facilitated by SmartPLS 4 software to estimate the hypothesised model. The findings support the contention that CRM promotes business resilience. However, SM does not significantly lead to business resilience among agriculture micro-entrepreneurs and also did not moderate the relationship between CRM and BR. This means that agriculture micro-entrepreneurs would prefer to do business within their limited circles rather than establishing new channels for bigger impact for their business which can be inferred that they only liaise with whom they know and trust. This study confirms that social media did not influence business resilience of agriculture entrepreneurs. Our findings offer valuable implications for policymakers, industry practitioners, and agriculture entrepreneurs in enhancing their adaptive capacities and the ability to withstand and recover from adversities.

Date: 2024
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