What Is the Effect of Social Media and CSR Strategy On Social Sustainable Performance?

عبد الله عبد العزيز الحميدان; أحمد حسني عاقل; هادي صالح عطية; زكيه محمود عريقات; سالم وليد ابو الحج

Article Details

What Is the Effect of Social Media and CSR Strategy On Social Sustainable Performance?

Authors:

عبد الله عبد العزيز الحميدان | أحمد حسني عاقل | هادي صالح عطية | زكيه محمود عريقات | سالم وليد ابو الحج

Publisher:

Centre Universitaire de Barika

Journal:

مجلة طبنـــة للدراسات العلمية الأكاديمية Vol.8 Issue 1, pp.864-877

Document Type:

Article

Publication Date:

6/2025

Document Language:

English

Document ID (Org No.):

2001612039

pISSN:

2716-8883

Keywords:

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.

Article Details

What Is the Effect of Social Media and CSR Strategy On Social Sustainable Performance?

Authors: عبد الله عبد العزيز الحميدان | أحمد حسني عاقل | هادي صالح عطية | زكيه محمود عريقات | سالم وليد ابو الحج

Publisher: Centre Universitaire de Barika

Journal: مجلة طبنـــة للدراسات العلمية الأكاديمية Vol.8 Issue 1, pp.864-877

Document Type: Article

Publication Date: 6/2025

Document Language: English

Document ID (Org No.): 2001612039

pISSN: 2716-8883

Social media

CSR strategy

sustainable performance

UGT

SME

Issues

Authors:

عبد الله عبد العزيز الحميدان | أحمد حسني عاقل | هادي صالح عطية | زكيه محمود عريقات | سالم وليد ابو الحج

Publisher:

Centre Universitaire de Barika

Journal:

مجلة طبنـــة للدراسات العلمية الأكاديمية Vol.8 Issue 1, pp.864-877

Document Type:

Article

Publication Date:

6/2025

Document Language:

English

Document ID (Org No.):

2001612039

pISSN:

2716-8883