Investigating the effect of technical, organizational, and environmental factors on financial performance with the mediating role of social media in Toos Industrial Zone companies in Mashhad

Subject Areas : Corporate Finance

Seyed Morteza Ghayour Baghbani ¹ , Ahmad Nategh Golestan ² , Fatemeh Golsorkh Abadi ³ , Naser Zeinabi ⁴

1 - Department of Management and Accounting, Imam Reza International University (AS), Mashhad, Iran.
2 - Department of Management, Islamic Azad University, Mashhad Branch, Iran.
3 - Department of Management, Imam Reza International University (AS), Mashhad, Iran.
4 - Department of Accounting, Islamic Azad University, Ghaenat Branch, Iran.

Received: 2022-07-13 Accepted : 2022-11-22 Published : 2022-11-22

Keywords: Organizational Factors, Financial Performance, Environmental factor, social media, technical factors,

Abstract :

Purpose: The purpose of this research is to investigate the effect of technical, organizational and environmental factors on financial performance with the mediating role of using social media in the companies of Mashhad Tos Industrial Estate.Methodology: This research is applied and of the type of causal and descriptive research. The statistical population of the research included the CEOs of phase one companies of Mashhad Tos Industrial Town with 450 people, according to Morgan's table, 208 people were determined as the sample size. The data collection tool was a localized questionnaire based on the research of Tajuddin et al. (2018), which used convergent and divergent validity and confirmatory factor analysis to check validity, and combined reliability and Cronbach's alpha were used to calculate reliability. Structural equation method and SmartPLS software have been used to check the hypotheses.Findings: The findings of the research showed that technical factors and organizational factors have a positive and significant effect on the use of social media, but the effect of the environmental factor on the use of social media was not confirmed. Also, the results showed that the use of social media has an effect on improving the financial performance of companies, and it also plays a mediating role in the effect of organizational and technical factors on the financial performance of companies. But the mediating role of using social media in the effect of environmental factors on financial performance was not confirmed.Originality / Value: Reforming the structure of the banking system, formulating efficient monetary and financial policies and regulations, and effective supervision of the country's banks can transfer uncertainties to the banks with less severity, and only in this situation can banks develop their performance with long-term planning.

References:

آینه، معصومه؛ حسین‌پور، مهدی. (1400). بررسی تأثیر عوامل مؤثر در استفاده از رسانه‌های اجتماعی بر ارتقای سطح سواد سلامت الکترونیک شهروندان در بحران‌ها. مجله انفورماتیک سلامت و زیست پزشکی، ۸(۱)، ۹۳-84.

جلالیان لرکی، رضا؛ باورصاد، بلقیس؛ علیزاده، صابر. (1400). بررسی رابطه مدیریت سبز و عملکرد پایداری (عملکرد اقتصادی، عملکرد زیست محیطی و عملکرد اجتماعی): مورد مطالعه شرکت های فعال در صنعت پتروشیمی. پیشرفت‌های مالی و سرمایه‌گذاری، 2(4)، 32-1.

جوادی نیا، سید علیرضا؛ عرفانیان، مرتضی؛ عابدینی، محمدرضا؛ بیجاری، بیتا. (1391). تأثیر استفاده از شبکه‌های اجتماعی مجازی بر عملکرد تحصیلی دانشجویان دانشگاه علوم پزشکی بیرجند. مجله ایرانی آموزش در علوم پزشکی. 12(۸)، 606-598.

خانیکی، هادی؛ کیاء، علی اصغر؛ میر، صمد. (1395). نقش تبلیغات شبکه اجتماعی تلگرام در جلب اعتماد مخاطبان به خرید کالا. مجله علوم خبری، ۵(۱۸)، 58-11.

دانایی، ابوالفضل؛ معین، مسلم. (1396). بررسی تأثیر استراتژی رسانه‌های اجتماعی بر استراتژی بازاریابی رسانه‌های اجتماعی و عملکرد سازمانی فروشگاه‌های زنجیره‌ای. پژوهش‌های مدیریت راهبردی، 23(66)، 141-111.

دهقانی سلطانی، مهدی؛ شیری، اردشیر؛ نثاری، طاهره؛ رئوفی، مصطفی. (1397). نقش رسانه‌های اجتماعی، شفافیت و مسئولیت اجتماعی در ارتقای عملکرد تجاری شرکت‌های خدمات مسافرتی و گردشگری. مطالعات مدیریت گردشگری، 13(43)، 169-141.

رام پهلوانلو، محمد جعفر. (۱۳۹۶). بررسی نقش فرآیندهای کسب اطلاعات ارتباطی و رسانه‌های اجتماعی بر عملکرد ارتباط با مشتری (مطالعه موردی شعب بانک‌های ملی، تجارت و صادرات). پایان‌نامه کارشناسی ارشد، ، دانشگاه محقق اردبیلی.

سلیمانی، محتشم. (۱۳۹۵). برسی تأثیر استفاده از رسانه‌های اجتماعی بر بهبود عملکرد مدیریت ارتباط با مشتری. پایان نامه کارشناسی ارشد، مؤسسه آموزش عالی مهر آستان.

شریف، علیرضا. (۱۳۹۵). نقش رسانه‌های اجتماعی بر عملکرد شغلی کارکنان حوزه ستادی وزارت صنعت، معدن و تجارت. پایان‌نامه کارشناسی ارشد، دانشگاه آزاد اسلامی واحد الکترونیکی.

شمس، غلامرضا؛ پرداختچی، محمد حسن؛ ملکی، حاتم. (1393). بررسی تأثیر سازمان یادگیرنده بر عملکرد سازمانی با واسطه یادگیری سازمانی: مطالعه موردی. اندیشه های نوین تربیتی، 10(3)، 28-9.

صادق‌پور، فرشته؛ حسینی معصوم، محمدرضا؛ سعیدی، هادی. (1401). اثر تعاملی هزینه‌های تحقیق و توسعه بر رابطه بین عملکرد زیست‌محیطی و عملکرد مالی شرکت‌های بورس اوراق بهادار تهران. پیشرفت‌های مالی و سرمایه‌گذاری، 3(7)، 22-1.

عسگری، ناصر؛ جهانی، بهنام. (۱۳۹۵). نقش میانجی سرمایه اجتماعی در تأثیر رسانه‌های اجتماعی بر کیفیت دانش سازمانی و عملکرد نوآورانه. مجله مدیریت فناوری اطلاعات، ۸(۴)، 770-751.

کارگران، ساناز. (۱۳۹۵). تأثیر قابلیت‌های رسانه‌های اجتماعی بر عملکرد مدیریت دانش مشتری. پایان‌نامه کارشناسی ارشد، دانشگاه حضرت معصومه(س).

واحدی‌فرد، سعید. (1394). شبکه‌های اجتماعی: قابلیت‌ها و تهدیدها. فصلنامه ره‌آورد نور، (۴۲)، 12-6.

یعقوبی، محسن. (۱۳۹۶). رابطه بین استفاده از فنّاوری رسانه‌های اجتماعی و عملکرد رابطه مشتری: بررسی بر اساس قابلیت‌های CRM (مورد مطالعه: شرکت ایران‌خودرو). پایان‌نامه کارشناسی ارشد، دانشگاه آزاد اسلامی واحد شاهرود.

Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Mohd Shuib, N. L. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management + Data Systems, 115(3), 570–588.

Asgari, N., & Jahani, B. (2016). Studying the Intervening Role of Social Capital in the Effect on Corporate Social Media on Quality of Knowledge and Innovational Performance. Journal of Information Technology Management, 8(4), 751-770. [In Persian]

Ayeneh, M,. Hosseinpour, M. (2021). Investigating the Influence of Factors Effective in Using Social Media on Improving E-Health Literacy of Citizens in Crisis. jhbmi; 8(1) :84-93. [In Persian]

Danaei, A., Moeen, M. (2017). Analysis of the Effect of Social Media Strategy on Social Media Marketing Strategy and Organizational Performance of Chain Supermarkets. Strategic Management Researches, 23(66), 111-141. [In Persian]

Dehghani Soltani, M., Shiri, A., Nesari, T., & Raoufi, M. (2018). The Role of Social Media, Transparency and Social Responsibility in Promoting Business Performance of Travel and Tourism Services Companies. Tourism Management Studies, 13(43), 141-169. [In Persian]

Dutta, N., & Bhat, A. (2016). Exploring the effect of store characteristics and interpersonal trust on purchase intention in the context of online social media marketing. Journal of Internet Commerce, 15(3), 239–273.

El-Gohary, H. (2012). Factors affecting E-Marketing adoption and implementation in tourism firms: An empirical investigation of Egyptian small tourism organisations. Tourism Management, 33(5), 1256–1269.

Fujino, M., Li, Y., Sawabe, N., & Horii, S. (2014). Performance Measurement Systems for Managing Exploration/Exploitation Tensions within and between Organizational Levels. SSRN Electronic Journal.

Gavrea, C., Ilies, L., & Stegerean, R. (2011). Determinants of organizational performance: The case of Romania. Management & Marketing, 6(2), 285-300.

Hong, W., & Zhu, K. (2006). Migrating to internet-based e-commerce: Factors affecting e-commerce adoption and migration at the firm level. Information & Management, 43(2), 204–221.

Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246–259.

Jalalianlarki, R., Bavarsad, B., & Alizadeh, S. (2021). Investigating the relationship between green management and economic performance, environmental performance and social performance (a study of companies active in the petrochemical industry). Advances in Finance and Investment, 2(4), 1-32. [In Persian]

Javadinia, S A,. Erfanian, M,. Abedini, M,. Bijari, B,. (2012) The Effects of Social Networks on Academic Achievement of Students, a Study in Birjand University of Medical Sciences. Iranian Journal of Medical Education; 12(8), 598-606. [In Persian] 

John, E. J., Obono, O. N., Michael, I. G., & Iyamba, E. E. (2018). Food handling/serving and hygiene practices: The perception of food vendors operating in Obubra local government area of Cross river state, Nigeria.‏ International Journal of Food Science and Nutrition. 3(6), 250-256.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! the Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59–68.

Karamat, A U. (2013). Impact of Leadership on Organizational Performance. A Case Study of D&R Cambric Communication.  www.theseus.fi.

Kargaran, S. (2015). The effect of social media capabilities on customer knowledge management performance. Master's thesis, Hazrat Masoumeh University. [In Persian]

Khaniki, H; Kia, A; Mir, S. (2015). The role of Telegram social network advertising in gaining the trust of the audience to buy goods. News Science Journal, 5(18), 11-58. [In Persian]

Kietzmann, J., & Canhoto, A. (2013). Bittersweet! Understanding and Managing Electronic Word of Mouth. Journal of Public Affairs, 13(2), 146–159.

‌Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318–332.

Lee, Y., & Kozar, K. A. (2009). Designing usable online stores: A landscape preference perspective. Information & Management, 46(1), 31–41.

Lee, Y.-K., Kim, S.-H., Seo, M.-K., & Hight, S. K. (2015). Market orientation and business performance: Evidence from franchising industry. International Journal of Hospitality Management, 44, 28–37.

‌Martini, A., Massa, S., & Testa, S. (2014). Customer co-creation projects and social media: The case of Barilla of Italy. Business Horizons, 57(3), 425–434.

‌Mayfield, A. (2008). What is social media? Retrieved 12th July, 2011, from www.icrossing.co.uk.

Odom, A. L., Barrow, L. H., & Romine, W. L. (2017). Teaching Osmosis to Biology Students. The American Biology Teacher, 79(6), 473–479.

Ram Pahlevanlu, M.J.  (2017). Investigating the role of communication information acquisition processes and social media on customer relationship performance (case study of national, trade and export bank branches). Master's thesis, Mohaghegh Ardabili University. [In Persian]

Sadeghpour, F., Hoseinimasoom, M., & Saeidi, H. (2022). The moderating effect of research and development costs on the relationship between environmental performance and financial performance Tehran Stock Exchange companies. Advances in Finance and Investment, 3(7), 1-22. [In Persian]

Schniederjans, D., Cao, E. S., & Schniederjans, M. (2013). Enhancing financial performance with social media: An impression management perspective. Decision Support Systems, 55(4), 911–918.

Shams, G., Pardakhtchi, M. H., & Maleki, H. (2014). A Case Study on the Impact of Learning Organization on Organizational Performance through the Mediating Effect of Organizational Learning. The Journal of New Thoughts on Education, 10(3), 9-28. [In Persian]

Sharif, A. (2015). The role of social media on the job performance of employees of the headquarters of the Ministry of Industry, Mines and Trade. Master's thesis, Islamic Azad University, electronic department. [In Persian]

Soleimani, Mohtsham. (2016). Investigating the effect of using social media on improving customer relationship management performance. Master's thesis, Mehr Astan Institute of Higher Education. [In Persian]

‌Tajudeen, F. P., Jaafar, N. I., & Ainin, S. (2018). Understanding the impact of social media usage among organizations. Information & Management, 55(3), 308–321.

Vahedi Fared, S. (2014). Social networks: capabilities and threats. Rahvard Noor Quarterly, (42), 6-12. [In Persian]

Vanpoucke, E., Vereecke, A., & Wetzels, M. (2014). Developing supplier integration capabilities for sustainable competitive advantage: A dynamic capabilities approach. Journal of Operations Management, 32(7-8), 446–461.

Wang, C., & Zhang, P. (2012). The Evolution of Social Commerce: The People, Management, Technology, and Information Dimensions. Communications of the Association for Information Systems, 31(5).

Wang, Y.-M., Wang, Y.-S., & Yang, Y.-F. (2010). Understanding the determinants of RFID adoption in the manufacturing industry. Technological Forecasting and Social Change, 77(5), 803–815.

Wetzels, Odekerken-Schröder, & van Oppen. (2009). Using PLS Path Modeling for Assessing Hierarchical Construct Models: Guidelines and Empirical Illustration. MIS Quarterly, 33(1), 177.

Yaqubi, Mohsen. (2017). The relationship between the use of social media technology and customer relationship performance: an investigation based on CRM capabilities (case study: Iran Khodro Company). Master's thesis, Islamic Azad University, Shahrood branch. [In Persian]