6533b7ddfe1ef96bd12740c6

RESEARCH PRODUCT

Social Determinants of Success: Social Media, Corporate Governance and Revenue

Jordi PaniaguaRafael RivellesJuan Sapena

subject

social medialcsh:TJ807-830TwitterGeography Planning and Developmentlcsh:Renewable energy sourcesAccountingManagement Monitoring Policy and Law:CIENCIAS ECONÓMICAS [UNESCO]board of directorsStructural equation modelingboard memberscorporate government0502 economics and businessRevenueSocial mediaSocial determinants of healthlcsh:Environmental scienceslcsh:GE1-350Financial performanceRenewable Energy Sustainability and the Environmentbusiness.industrylcsh:Environmental effects of industries and plantsCorporate governance05 social sciencesturnoverUNESCO::CIENCIAS ECONÓMICASlcsh:TD194-195twitter050211 marketingBusiness050203 business & management

description

This study examined how social media (Twitter and LinkedIn) relates to the operating revenue by investigating the effect of the use of social media by the board of directors. To tackle this question, we analyzed the mediating and moderating relationship of social media on the effect of board size in operating revenue (turnover). We studied the implications of the use of social media by the board members by using structural equation modeling (SEM). The data consisted of a random sample of 100 companies listed on the NASDAQ. The study makes two main contributions. First, it shows interesting differences in the use of social media for the operating revenue. Our results suggest that while Twitter mediated and inhibited the negative effect of board size on revenue, LinkedIn moderated and re-enforced this effect. Second, it offers marketers and managers some useful hints about the relationship between social media and financial performance.

yearjournalcountryeditionlanguage
2019-09-20Sustainability
https://doi.org/10.3390/su11195164