Social Media Use, Organizational Performance and Sustainability: Insights from Small and Medium Enterprises in the Philippines

Alexander A. Hernandez, Victor James C. Escolano, Ronaldo Juanatas, Ma. Divina E. Elvambuena
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引用次数: 3

Abstract

Social media is a platform that allows users to create content, and share ideas, and information in an internet based form of communication. Social media is gaining attention to support small and medium enterprises in conducting business. However, studies on social media use and its impact on organizational performance and sustainability remain underexplored in the Philippines. This study explores the use of social media and its impact on organizational performance and sustainability. This study applies a qualitative study through interviews with SMEs in the Philippines, a developing country perspective. Results show collaboration, information sharing, customer relations and service, and competitors’ accessibility. While social media impact includes brand visibility, productivity, revenue generation, and sustainability. Furthermore, SMEs identified conversation, sharing, presence, and reputation are key features that contribute to SMEs (productivity, brand visibility, and revenue generation) performance. On the other hand, SMEs identified social media with the provision to enhance brand awareness, identity, interactions, lead generation, conversion, customer service, and insights reporting are found highly important criteria in the selection of social media for business. Hence, this study confirms the positive role and impacts of social media on SMEs’ business activities and sustainability. This work suggests some practical and theoretical implications.
社交媒体使用、组织绩效和可持续性:来自菲律宾中小企业的见解
社交媒体是一个平台,允许用户以基于互联网的交流形式创建内容、分享想法和信息。为了帮助中小企业开展业务,社会媒体正在受到关注。然而,关于社交媒体使用及其对组织绩效和可持续性影响的研究在菲律宾仍未得到充分探索。本研究探讨了社交媒体的使用及其对组织绩效和可持续性的影响。本研究从发展中国家的角度,通过对菲律宾中小企业的访谈进行定性研究。结果显示协作、信息共享、客户关系和服务以及竞争对手的可访问性。而社交媒体的影响包括品牌知名度、生产力、创收和可持续性。此外,中小企业认为对话、分享、存在和声誉是促进中小企业(生产力、品牌知名度和创收)绩效的关键特征。另一方面,中小企业认为社交媒体可以提高品牌知名度、身份、互动、潜在客户产生、转化、客户服务和见解报告,这些都是选择社交媒体进行商业活动的重要标准。因此,本研究证实了社交媒体对中小企业经营活动和可持续性的积极作用和影响。这项工作提出了一些实际和理论意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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