The Role of Social Media, Transparency and Social Responsibility in Promoting Business Performance of Travel and Tourism Services Companies
Nowadays, social media has revolutionized business. Not only in the virtual world these media have attracted many customers and have given new impetus to industries and products, but also they are a place for corporate relationships and marketing activities. On the other hand, corporate social respo...
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| Format: | Article |
| Language: | fas |
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Allameh Tabataba'i University Press
2018-09-01
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| Series: | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| Subjects: | |
| Online Access: | https://tms.atu.ac.ir/article_9450_6b3c2e39ca27608a37fc3edb13f6920b.pdf |
| _version_ | 1797377336021090304 |
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| author | Mahdi Dehghani Soltani Ardeshir Shiri Tahereh Nesari Mostafa Raoufi |
| author_facet | Mahdi Dehghani Soltani Ardeshir Shiri Tahereh Nesari Mostafa Raoufi |
| author_sort | Mahdi Dehghani Soltani |
| collection | DOAJ |
| description | Nowadays, social media has revolutionized business. Not only in the virtual world these media have attracted many customers and have given new impetus to industries and products, but also they are a place for corporate relationships and marketing activities. On the other hand, corporate social responsibility has evolved in recent years, along with social, political, and business development and has been considered by companies. The internal function of social responsibility can improve the company's position and, ultimately, increase profitability and lead to long-term survival. Therefore, the purpose of this research is to study the impact of social media, transparency and social responsibility on performance by explaining the intermediary role of brand sustainability. The statistical population of this study is managers of travel and tourism services companies in Tehran. To obtain sample size, simple random sampling method and Cochran formula have been used. In this research, library and field methods are used to collect information. In terms of the purpose this is an applied research and in terms of data collection method, this is of descriptive and correlational research type. Confirmatory factor analysis and structural equation modeling were used to analyze the data. The results of the research show that social media, transparency and social responsibility through brand sustainability have a significant effect on business performance. Also, the results showed that the intermediary effect of the sustainable brand was significant. |
| first_indexed | 2024-03-08T19:51:08Z |
| format | Article |
| id | doaj.art-4a9d1479588e4371a28cb0e6627e28b9 |
| institution | Directory Open Access Journal |
| issn | 2322-3294 2476-597X |
| language | fas |
| last_indexed | 2024-03-08T19:51:08Z |
| publishDate | 2018-09-01 |
| publisher | Allameh Tabataba'i University Press |
| record_format | Article |
| series | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| spelling | doaj.art-4a9d1479588e4371a28cb0e6627e28b92023-12-24T07:41:37ZfasAllameh Tabataba'i University PressMuṭāli̒āt-i Mudīriyyat-i Gardishgarī2322-32942476-597X2018-09-01134314116910.22054/tms.2018.94509450The Role of Social Media, Transparency and Social Responsibility in Promoting Business Performance of Travel and Tourism Services CompaniesMahdi Dehghani Soltani0Ardeshir Shiri1Tahereh Nesari2Mostafa Raoufi3Assistant Professor of Management, Faculty of Economics and Administrative Sciences and, Vali-e-Asr University of Rafsanjan, Rafsanjan, IranAssociate Professor of Management, Faculty of Literature and Humanities Sciences, University of Ilam, Ilam.Ph.D. Student of Business Administration - Marketing, Islamic Azad University, Kermanshah Branch, KermanshahDeputy of Research and Technology Expert of Semnan University, SemnanNowadays, social media has revolutionized business. Not only in the virtual world these media have attracted many customers and have given new impetus to industries and products, but also they are a place for corporate relationships and marketing activities. On the other hand, corporate social responsibility has evolved in recent years, along with social, political, and business development and has been considered by companies. The internal function of social responsibility can improve the company's position and, ultimately, increase profitability and lead to long-term survival. Therefore, the purpose of this research is to study the impact of social media, transparency and social responsibility on performance by explaining the intermediary role of brand sustainability. The statistical population of this study is managers of travel and tourism services companies in Tehran. To obtain sample size, simple random sampling method and Cochran formula have been used. In this research, library and field methods are used to collect information. In terms of the purpose this is an applied research and in terms of data collection method, this is of descriptive and correlational research type. Confirmatory factor analysis and structural equation modeling were used to analyze the data. The results of the research show that social media, transparency and social responsibility through brand sustainability have a significant effect on business performance. Also, the results showed that the intermediary effect of the sustainable brand was significant.https://tms.atu.ac.ir/article_9450_6b3c2e39ca27608a37fc3edb13f6920b.pdfsustainable brandsocial mediatransparencysocial responsibilitytravel and tourism services companies |
| spellingShingle | Mahdi Dehghani Soltani Ardeshir Shiri Tahereh Nesari Mostafa Raoufi The Role of Social Media, Transparency and Social Responsibility in Promoting Business Performance of Travel and Tourism Services Companies Muṭāli̒āt-i Mudīriyyat-i Gardishgarī sustainable brand social media transparency social responsibility travel and tourism services companies |
| title | The Role of Social Media, Transparency and Social Responsibility in Promoting Business Performance of Travel and Tourism Services Companies |
| title_full | The Role of Social Media, Transparency and Social Responsibility in Promoting Business Performance of Travel and Tourism Services Companies |
| title_fullStr | The Role of Social Media, Transparency and Social Responsibility in Promoting Business Performance of Travel and Tourism Services Companies |
| title_full_unstemmed | The Role of Social Media, Transparency and Social Responsibility in Promoting Business Performance of Travel and Tourism Services Companies |
| title_short | The Role of Social Media, Transparency and Social Responsibility in Promoting Business Performance of Travel and Tourism Services Companies |
| title_sort | role of social media transparency and social responsibility in promoting business performance of travel and tourism services companies |
| topic | sustainable brand social media transparency social responsibility travel and tourism services companies |
| url | https://tms.atu.ac.ir/article_9450_6b3c2e39ca27608a37fc3edb13f6920b.pdf |
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