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The Influence of Social Media Usage on Firm Performance During the COVID-19 Era: An Empirical Study

In: HR Analytics and Digital HR Practices

Author

Listed:
  • Francesca Di Virgilio

    (University of Molise)

  • Mohammad Soliman

    (University of Technology and Applied Sciences
    Fayoum University)

  • Muhammad Anwar ul Haq

    (University of Gujrat)

Abstract

This research assesses the influence of social media usage (SMU) on the performance of the bed and breakfast (B&Bs) sector in terms of profitability during the COVID-19 Era. In addition, it tests the mediating role of owner-managers’ orientation toward social media policy implementation on the link between SMU and performance. A quantitative approach is implemented using an online questionnaire to gather the primary data from respondents in Southern Italy. The results illustrated that SMU has a positive and significant impact on top management orientation toward social media policy implementation and B&Bs performance. Moreover, it is revealed that top management orientation partially mediates the association between SMU and performance. The current study adds to knowledge within the tourism and hospitality domain by indicating the role of using social media in enhancing the performance of B&Bs sector. It also provides clear guidelines on how to benefit from social media networks in the operations of tourism and hospitality enterprises.

Suggested Citation

  • Francesca Di Virgilio & Mohammad Soliman & Muhammad Anwar ul Haq, 2022. "The Influence of Social Media Usage on Firm Performance During the COVID-19 Era: An Empirical Study," Springer Books, in: Subhra R Mondal & Francesca Di Virgilio & Subhankar Das (ed.), HR Analytics and Digital HR Practices, chapter 0, pages 25-50, Springer.
    • Handle: RePEc:spr:sprchp:978-981-16-7099-2_2
    DOI: 10.1007/978-981-16-7099-2_2
    as

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