Skip to main content
Search for Articles:
Journal of Digital Marketing and Communication
Share

Open Access Review

The Role of Social Media in Enhancing Communication and Collaboration in Business

by Ifeanyi Okonkwo 1 , Hisham Abubaker Awad 2
1 College of Humanities and Social Sciences, Abia State University Uturu, Abia, Nigeria
2 School of Management Studies, University of Khartoum, Sudan

SUBMITTED: 18 April 2023; ACCEPTED: 22 May 2023; PUBLISHED: 25 May 2023

Submission to final decision takes 34 days.


Get rights and content
Creative Commons Attribution 4.0 International License

Abstract

Abstract

The study aimed to highlight the importance of effective communication and collaboration in modern business, and how social media can be used as a vital tool to connect with customers, employees, and other stakeholders in new and innovative ways. Effective communication and collaboration are essential to the success of any business, particularly in the modern era, where competition is intense and innovation is required to stay competitive. To accomplish their goals, businesses must be able to communicate ideas, feedback, and information efficiently and effectively. Social media has become an indispensable instrument for connecting with customers, employees, and other stakeholders in novel and creative ways, resulting in increased innovation, enhanced productivity, and a more engaged and motivated workforce. Businesses can improve their knowledge transfer processes and foster a culture of continuous learning and innovation by leveraging social media platforms. Favourable network externalities in social media refer to the favourable effects that result from an increase in social media platform usage. This allows businesses to reach a larger audience and increase brand recognition. Social media can also provide valuable insights into customer behaviour and preferences, allowing businesses to tailor their marketing strategies and products to suit their customers' needs. Social media monitoring is essential for the growth of business capital because it enables businesses to measure their online reputation and respond promptly to any negative comments or feedback. However, social media has been linked to melancholy, anxiety, and addiction. Therefore, businesses must take steps to mitigate the negative effects of social media on the mental health of their employees, such as providing mental health support services and promoting healthy social media usage.

Keywords: Effective communication; knowledge transfer; network externalities; business growth

Creative Commons Attribution 4.0 International (CC BY 4.0) License
© 2023 Ifeanyi Okonkwo, Hisham Abubaker Awad. This is an open access article distributed under the Creative Commons Attribution 4.0 International (CC BY 4.0) License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Share and Cite

ACS Styles
APA Styles
Okonkwo, I., & Awad, H. A. . (2023). The Role of Social Media in Enhancing Communication and Collaboration in Business. Journal of Digital Marketing and Communication, 3(1), 19–27. https://doi.org/10.53623/jdmc.v3i1.247
MLA Styles
Find Other Styles

Malik, S.; Taqi, M.; Martins, J.M.; Mata, M.N.; Pereira, J.M.; Abreu, A. (2021). Exploring the Relationship between Communication and Success of Construction Projects: The Mediating Role of Conflict. Sustainability, 13, 4513. https://doi.org/10.3390/su13084513.

Puriwat, W.; Tripopsakul, S. (2021). Explaining Social Media Adoption for a Business Purpose: An Application of the UTAUT Model. Sustainability, 13, 2082. https://doi.org/10.3390/su13042082.

Veldeman, C.; Van Praet, E.; Mechant, P. (2017). Social Media Adoption in Business-to-Business: IT and Industrial Companies Compared. International Journal of Business Communication, 54, 283–305. https://doi.org/10.1177/2329488415572785.

Oncioiu, I.; Căpușneanu, S.; Topor, D.I.; Tamaș, A.S.; Solomon, A.-G.; Dănescu, T. (2021). Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations. Journal of Theoretical and Applied Electronic Commerce Research, 16, 1702‒1717. https://doi.org/10.3390/jtaer16050096.

Gupta, S.; Nawaz, N.; Alfalah, A.A.; Naveed, R.T.; Muneer, S.; Ahmad, N. (2021). The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration. Journal of Theoretical and Applied Electronic Commerce Research, 16, 1217‒1230. https://doi.org/10.3390/jtaer16050068.

Cheng, G.; Cherian, J.; Sial, M.S.; Mentel, G.; Wan, P.; Álvarez-Otero, S.; Saleem, U. (2021). The Relationship between CSR Communication on Social Media, Purchase Intention, and E-WOM in the Banking Sector of an Emerging Economy. Journal of Theoretical and Applied Electronic Commerce Research, 16, 1025‒1041. https://doi.org/10.3390/jtaer16040058.

Pilgrim, K.; Bohnet-Joschko, S. (2022). Corporate Social Responsibility on Twitter: A Review of Topics and Digital Communication Strategies’ Success Factors. Sustainability, 14, 16769. https://doi.org/10.3390/su142416769.

Liang, X.; Hua, N.; Martin, J.; Dellapiana, E.; Coscia, C.; Zhang, Y. (2022). Social Media as a Medium to Promote Local Perception Expression in China’s World Heritage Sites. Land, 11, 841. https://doi.org/10.3390/land11060841.

Del Río Fernández, J.; Gomáriz Castro, S.; Olivé i Duran, J.; Mànuel Làzaro, A. (2022). Knowledge Transfer in Higher Education Institutions Focused on Entrepreneurial Activities of Electronic Instrumentation. Knowledge, 2, 587-617. https://doi.org/10.3390/knowledge2040035.

Davidavičienė, V.; Al Majzoub, K.; Meidute-Kavaliauskiene, I. (2020). Factors Affecting Knowledge Sharing in Virtual Teams. Sustainability, 12, 6917. https://doi.org/10.3390/su12176917.

Venkatraman, S.; Venkatraman, R. (2018). Communities of Practice Approach for Knowledge Management Systems. Systems, 6, 36. https://doi.org/10.3390/systems6040036.

Ihsaniyati, H.; Sarwoprasodjo, S.; Muljono, P.; Gandasari, D. (2023). The Use of Social Media for Development Communication and Social Change: A Review. Sustainability, 15, 2283. https://doi.org/10.3390/su15032283.

Nyblom, P.; Wangen, G.; Gkioulos, V. (2020). Risk Perceptions on Social Media Use in Norway. Future Internet, 12, 211. https://doi.org/10.3390/fi12120211.

Azman, N.F.; Zamri, N.A.K. (2022). Conscious or Unconscious: The Intention of Hate Speech in Cyberworld—A Conceptual Paper. Proceedings, 82, 29. https://doi.org/10.3390/proceedings2022082029.

Abbas, J.; Aman, J.; Nurunnabi, M.; Bano, S. (2019). The Impact of Social Media on Learning Behavior for Sustainable Education: Evidence of Students from Selected Universities in Pakistan. Sustainability, 11, 1683. https://doi.org/10.3390/su11061683.

Beyari, H. (2023). The Relationship between Social Media and the Increase in Mental Health Problems. International Journal of Environment Research and Public Health, 20, 2383. https://doi.org/10.3390/ijerph20032383.

Liao, F.; Wei, Q.; Li, A.; Yang, J. (2023). Link Virtual Community Interaction and Citizenship Behavior of Fitness Club Customers: The Role of Psychological Empowerment and Sense of Community. Sustainability, 15, 2455. https://doi.org/10.3390/su15032455.

Chuang, Y.-W. (2020). Promoting Consumer Engagement in Online Communities through Virtual Experience and Social Identity. Sustainability, 12, 855. https://doi.org/10.3390/su12030855.

Latifah, L.; Setiawan, D.; Aryani, Y.A.; Sadalia, I.; Al Arif, M.N.R. (2022). Human Capital and Open Innovation: Do Social Media Networking and Knowledge Sharing Matter? Journal of Open Innovation: Technology, Market, and Complexity, 8, 116. https://doi.org/10.3390/joitmc8030116.

Khan, M.A.; Alhathal, F.; Alam, S.; Minhaj, S.M. (2023). Importance of Social Networking Sites and Determining Its Impact on Brand Image and Online Shopping: An Empirical Study. Sustainability, 15, 5129. https://doi.org/10.3390/su15065129;

Ali Taha, V.; Pencarelli, T.; Škerháková, V.; Fedorko, R.; Košíková, M. (2021). The Use of Social Media and Its Impact on Shopping Behavior of Slovak and Italian Consumers during COVID-19 Pandemic. Sustainability, 13, 1710. https://doi.org/10.3390/su13041710;

Aydin, G.; Uray, N.; Silahtaroglu, G. (2021). How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market. Journal of Theoretical and Applied Electronic Commerce Research, 16, 768‒790. https://doi.org/10.3390/jtaer16040044;

Alalawneh, A.A.; Al-Omar, S.Y.S.; Alkhatib, S. (2022). The Complexity of Interaction between Social Media Platforms and Organizational Performance. ournal of Open Innovation: Technology, Market, and Complexity, 8, 169. https://doi.org/10.3390/joitmc8040169;

Wibowo, A.; Chen, S.-C.; Wiangin, U.; Ma, Y.; Ruangkanjanases, A. (2021). Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Sustainability, 13, 189. https://doi.org/10.3390/su13010189;

Marolt, M.; Zimmermann, H.-D.; Pucihar, A. (2022). Social Media Use and Business Performance in SMEs: The Mediating Roles of Relational Social Commerce Capability and Competitive Advantage. Sustainability, 14, 15029. https://doi.org/10.3390/su142215029;

Arbabi, F.; Khansari, S.M.; Salamzadeh, A.; Gholampour, A.; Ebrahimi, P.; Fekete-Farkas, M. (2022). Social Networks Marketing, Value Co-Creation, and Consumer Purchase Behavior: Combining PLS-SEM and NCA. Journal of Risk and Financial Management, 15, 440. https://doi.org/10.3390/jrfm15100440;

Dantas, R.M.; Aftab, H.; Aslam, S.; Majeed, M.U.; Correia, A.B.; Qureshi, H.A.; Lucas, J.L. (2022). Empirical Investigation of Work-Related Social Media Usage and Social-Related Social Media Usage on Employees’ Work Performance. Behavioral Sciences, 12, 297. https://doi.org/10.3390/bs12080297;

Althuwaini, S. (2022). The Effect of Social Media Activities on Brand Loyalty for Banks: The Role of Brand Trust. Administrative Sciences, 12, 148. https://doi.org/10.3390/admsci12040148.

Lopez, B.E.; Magliocca, N.R.; Crooks, A.T. (2019). Challenges and Opportunities of Social Media Data for Socio-Environmental Systems Research. Land, 8, 107. https://doi.org/10.3390/land8070107.

Susanto, H.; Fang Yie, L.; Mohiddin, F.; Rahman Setiawan, A.A.; Haghi, P.K.; Setiana, D. (2021). Revealing Social Media Phenomenon in Time of COVID-19 Pandemic for Boosting Start-Up Businesses through Digital Ecosystem. Applied System Innovation, 4, 6. https://doi.org/10.3390/asi4010006.

Kwon, J.-H.; Kim, S.; Lee, Y.-K.; Ryu, K. (2021). Characteristics of Social Media Content and Their Effects on Restaurant Patrons. Sustainability, 13, 907. https://doi.org/10.3390/su13020907.

Draženović, M.; Vukušić Rukavina, T.; Machala Poplašen, L. (2023). Impact of Social Media Use on Mental Health within Adolescent and Student Populations during COVID-19 Pandemic: Review. Int. J. Environ. Res. Public Health, 20, 3392; https://doi.org/10.3390/ijerph20043392.

Baptista, J.P.; Gradim, A. (2020). Understanding Fake News Consumption: A Review. Social Sciences, 9, 185. https://doi.org/10.3390/socsci9100185.

Lee, M.H.L.; Kaur, M.; Shaker, V.; Yee, A.; Sham, R.; Siau, C.S. (2023). Cyberbullying, Social Media Addiction and Associations with Depression, Anxiety, and Stress among Medical Students in Malaysia. International Journal of Environment Research and Public Health, 20, 3136. https://doi.org/10.3390/ijerph20043136.

Mavrodieva, A.V.; Rachman, O.K.; Harahap, V.B.; Shaw, R. (2019). Role of Social Media as a Soft Power Tool in Raising Public Awareness and Engagement in Addressing Climate Change. Climate, 7, 122. https://doi.org/10.3390/cli7100122.

Article Metrics

For more information on the journal statistics, click here.