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

Francesca Di Virgilio (), Mohammad Soliman () and Muhammad Anwar ul Haq ()
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Francesca Di Virgilio: University of Molise
Mohammad Soliman: University of Technology and Applied Sciences
Muhammad Anwar ul Haq: University of Gujrat

Chapter Chapter 2 in HR Analytics and Digital HR Practices, 2022, pp 25-50 from Springer

Abstract: 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.

Keywords: Social media usage; Top management orientation; Performance; Bed and breakfast (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-16-7099-2_2

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DOI: 10.1007/978-981-16-7099-2_2

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