Social media and corporate performance: their interactionFor the past ten years, the searching on title, abstract, and keywords of the paper for Scopus.com is concentrated on socials media". Following a limited result based on document type: article, source type: journal, and language: English, there are 79 papers obtained from this search. After reading every paper, 38 articles reference SMEs, be antecedent, moderating, mediating, and
responding in past research. Though this study has not explored the several interactions in a chart or table, an attempt has been made to build a framework based on observations in the framework of past studies, as illustrated in Figure 1.Technology, organizational, and environmental aspects define the elements impacting social media acceptance (Ahmad et al., 2019; Qalati, Yuan, et al., 2021). Relative advantage, cost-effectiveness, compatibility,
interaction, and visibility—Qalati, Yuan, et al., 2021—are among the technological constructions. Relative advantage is the way social media's use offers more advantages than those of other media (Ah Ahmad et al., 2019). The degree of social media use's increased efficiency and value relative to its cost is known as cost-effectiveness. Al, Yuan, and Qalati, 2021 The degree to which social media use is appropriate with regard to technical
Identity infrastructure work practices
and organizational culture is known as compatibility (Chatterjee & Kumar Kar, 2020). Interactivities that is, the degree of SMEs' social media platform interaction—are what define them (Qalati et al., 2020). Visibility is the presence of SMEs on social media or conventional media (Qalati, Yuan, et al., 2021). Top management support is organizational construct. It is related with the internal traits of the company (Ahmad et al., 2019).Competitive intensity,
competitive pressure, and the Bandzag effect—researchers are still seeking for a relationshipare the components of environmental constructions. the most suitable within the framework of social media and performance and other factors engaged in the relationship performance; social media in the abstract but do not address the usage of social media
andThe construct of social media in the previous research used the word social media, social media adoption, social media engagement, social media business network, social media capabilities, the social media network, social media practices, social media usage, social network usage, social media network. Also three studies concentrated on social media
Brand marketing shows also particular
social media variables such artificial intelligence-assisted social media marketing, social media promotion strategy, Facebook ads, and Facebook Usage. Moreover, in their publications, fourteen research references social media metrics. The past studies also highlighted social media adoption's component as well as social media technologies. Social media indicators are measures of how an organization makes use of social media, its
advantages, and its intended application. In the past studies, performance was described as business performance, firm performance, influence on business, performance, performance benefit, and SMEs performance. Fourteen studies have revealed their performance-measuring standards. Both financial and non-financial factors determined the success
generally. Still, most of the studies evaluate corporate performance from a financial perspective. Moreover, one can separate the evaluation of corporate success into financial, marketing, and organizational aspects. Previous studies similarly separate company performance into growth and profitability aspects (Tajvidi & Karami, 2021).
Shows powerful several studies center
on particular performance indicators including financial, branding, marketing, organizational, and creative performance.Results of the fourteen past investigations revealed favorable correlations between social media usage and performance. Thirteen studies directly show favorable results; one study indirectly affects social media usage and performance. One
study, meanwhile, cannot establish the influence of social media consumption and performance. It occurs since most of the companies in the sample (65.3%) can be regarded as new adopters of social media (using social media less than 2 years) as Nair (2011) suggested that social media use is an experimental process. The organization should not
evaluate social media usage right away. Table 3 shows the fine aspects of social media usage and performance. It suggests that social media plays a major part in corporate success in relation to many facets of finance, marketing, branding, innovation, and customer relations.Additionally included in the past studies on social media and corporate performance
Conclusion
were fifty-six constructs. Table 2 shows how varying SMEs performance influences the constructions of social media as antecedents and mediating factors. Some of them also turn into moderating factors. Innovation, however, becomes a mediating variable (Alhaimer, 2021; Tajvidi & Karami, 2021) and a moderating factor in the other research (Fan et al., 2021) so influencing SMEs success. Thus, 41 papers published between 2015 and 2021 provide the
basis of this literature evaluation and represent significant research. Table 1 shows the yearly distribution of the documents. No Scopus indexed journal published social media and SMEs performance papers between 2011–2014. But in 2020 and 2021 the volume of published articles on social media and SMEs performance grew enormous. The prominence of social
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