Author(s): Sultan Alshourah, Ibraheem Jodeh, Issa Swiety, Abdalrhman Ismail
Social media use is becoming Widespread, and SMEs need to administer this method to realize their strategic objectives. SMEs find it imperative to adjust their approach to the management of customer relationship and to improve new Administrative and marketing capabilities to refinement SMEs performance. The aim of this research is to explore how the use of social media can help SMEs build new social CRM capabilities and Optimizing Marketing Strategies and SMEs performance. Thus, this study proposes that social CRM capabilities are very important when SMEs incorporate social media use into their strategies of marketing to enhancement SME performance. Survey data were collected from 129 managers of SMEs in Jordan, and regression analysis used. This research contributes to prior researches by confirming a novel form of social CRM capabilities using resource-based view theory frameworks, and by asserting that social media use plays a moderating role by maximizing the significant impact of social CRM capabilities on SME performance.