Dataset 'The Role of Technology Acceptance in the Implementation of Social Customer Relationship Management in Brazilian Micro and Small Enterprises'"

The data were used in an article that aimed to investigate the extent to which Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) predict the intensity of Social Customer Relationship Management (SCRM) usage. A quantitative study was conducted using a survey questionnaire (N = 121). The data were analyzed through Structural Equation Modeling using Partial Least Squares (PLS-SEM). The dataset contains the scores of each participant for each item corresponding to its respective construct. Data related to sociodemographic characteristics were not disclosed in order to preserve participant anonymity, in accordance with the ethical procedures adopted in the study. The study tested three hypotheses: H1(+): Higher levels of PEOU in micro and small enterprises (MSEs) are associated with higher levels of PU. H2(+): Higher levels of PEOU in MSEs are associated with greater use of SCRM processes. H3(+): Higher levels of PU in MSEs are associated with greater use of SCRM processes. The results indicate that PEOU positively influences SCRM usage and that greater use of SCRM is associated with superior performance in MSEs, highlighting its strategic value. However, limited managerial familiarity with these tools may constrain effective implementation.