Designing a Business Survival Model Based on Social Media Agility and Dynamic Capabilities

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Shojaeian Pari; Ansari Azarnoush; Mohammad Shafiee Majid

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Journal Paper

Paper Information

Journal: Journal of Business Management Year:2024 | Volume:17 | Issue:3 Page(s): 102-151

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Information Journal Paper

Title

Designing a Business Survival Model Based on Social Media Agility and Dynamic Capabilities

Author(s)

Shojaeian Pari | Ansari Azarnoush | Mohammad Shafiee Majid | Issue Writer Certificate

Keywords

Firm Size

Business survival

Social media agility

firm age

Dynamic capability

Abstract

Objective This study aims to design a Business survival model based on Social media agility and dynamic capabilities. It investigates and analyzes the relationships among Social media agility, dynamic capabilities, company characteristics, and Business survival. Furthermore, the research explores the interconnections between the indicators of dynamic capabilities and Social media agility in promoting Business survival. Methodology This research is applied in nature and utilizes a descriptive correlational design for data collection. The statistical population comprises employees and managers from companies affiliated with the Shiraz Chamber of Commerce. Using convenience sampling, 351 valid questionnaires were collected. The data were analyzed employing SPSS 21 and SmartPLS 3 software. Findings This study evaluated the impact of Social media agility on Business survival. In addition, it examined the mediating effect of Dynamic capability on the impact of Social media agility on Business survival, investigated the relationships between Social media agility indicators and Dynamic capability, and determined the importance of each indicator. The age and size of the company are other important factors in this study that play a significant role in the survival of businesses. Older companies tend to possess more resources such as established external relationships, accumulated knowledge, and sufficient capital to build strong social networks-compared to younger companies. These advantages can foster greater innovative activity and, ultimately, enhance the company’s chances of survival. Smaller companies tend to be more innovative than larger companies. The survival of both large and small companies is increasingly influenced by the technological environment. In this context, it is posited that company age and size-two key organizational characteristics examined in this study-indirectly impact Business survival. Therefore, understanding the relationships between these factors and the value they generate in sustaining a competitive advantage is both significant and valuable for long-term business success. Conclusion The study revealed that Social media agility has a direct and significant impact on Business survival, and it also indirectly affects Business survival through the mediation of Dynamic capability and the moderation of company characteristics. The benefits that companies gain from Social media agility depend on the company's size. Smaller companies are more likely to benefit from Social media agility than larger companies. Social media agility can help internal organizational processes and innovation performance. Through social media engagement in the workplace, a company’s capacity to acquire, differentiate, and assimilate external knowledge is significantly impacted. Agile social media can strengthen a company's adaptability and adaptability. Dynamic capability, as one of the competence strategies investigated in this study, can be described as dynamic empowerment, learning how to learn, strategic foresight, and other skills, which are inimitable and alternative resources that are highly effective in gaining a competitive advantage.

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