مجلة طبنـــة للدراسات العلمية الأكاديمية
Volume 8, Numéro 1, Pages 864-877
2025-06-01
What Is The Effect Of Social Media And Csr Strategy On Social Sustainable Performance?
Authors : Abdullah Abdulaziz Alhumaidan . Ahmad Husni Aqel . Hadi Saleh Atiyat . Zakieh Mahmoud Arikat . Salem Waleed Abu Al -haj .
Abstract
Social media usage has gotten attention recently due to its crucial role on organizations’ plans, activities performance etc. However, studies have found positive relationships between social media and a firm performance, we do not know much of how this relationship can be explained. Further, literature has yet provided how these factors might be mediated by enterprises CSR strategy; in particular, across exporter businesses. Besides, many of studies have been conducted in developed economies, and are not examined deeply in emerging economies. Since there is no single theory that explains this relationship, the study has adopted two theories: Uses and Gratifications Theory ( UGT) and Social Media Engagement Theory ( SME) . Building on (UGT), it has been assumed that consumers have an active role in using and integrating media in their lives while (SME) theory was originally based on interaction between customers and organisations . A mixed approach of (UGT) and ( SME) theories is used to explore corporate environment responsibility (CER) and environmental sustainable performance due to seniors’ beliefs affect their behaviour to help the managers of export business to build CSR strategy .The study data has been collected by questionnaires that are distributed to CEOs of exporter manufacturers in Tunisia, and random probability method has been used. SPSS and PLS have been applied for analysing 53 questionnaires. The study has that CSR strategy mediates social media and social sustainable performance, and social outcomes are impacted by moral strategy and social media usage when the relationships are tested directly. Those findings have enriched sustainability, social media and CSR strategy fields. Further, managers will be aware of the variables that affect their enterprises outcomes. Besides, they can reflect the usage of social media into firms’ strategies. The research ends by highlighting several future research directions.
Keywords
Social media, CSR strategy, sustainable performance, UGT , SME
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