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 em ployees 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.
KeywordsTheory of SocializationTheory of PerformanceTheory of ConnectivismTAMSocial Networks for SME Operations during Covid-19Cameroon
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