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Review

Exploring Social Media and Organisational Sustainability Performance Goals: Themes, Functional Areas, and Practices Learning from the Preceding Decade

by
Fayez Nahedh Alsehani
1,2,
Ainuddin Wahid Bin Abdul Wahab
3 and
Liyana Shuib
1,*
1
Department of Information Systems, Faculty of Computer Science & Information Technology, University of Malaya, Kuala Lumpur 50603, Malaysia
2
Department of Mathematics, Faculty of Science and Humanities, Shaqra University, Shaqra 11911, Saudi Arabia
3
Department of Computer Science & Technology, Faculty of Computer Science & Information Technology, University of Malaya, Kuala Lumpur 50603, Malaysia
*
Author to whom correspondence should be addressed.
Sustainability 2023, 15(3), 2115; https://doi.org/10.3390/su15032115
Submission received: 5 December 2022 / Revised: 13 January 2023 / Accepted: 16 January 2023 / Published: 22 January 2023
(This article belongs to the Special Issue Digital Marketing and Business Sustainability)
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Abstract

:
Enterprises have increased their involvement in sustainability because of social and ecological trends and quickly changing settings. The large-scale environmental influence in attaining sustainability is a serious problem for organisations. Organisations are coping with various negative environmental challenges, and social media is one of the driving forces involved in dealing with this difficulty owing to the enormous number of users of social media. Organisations embrace social media to accomplish various goals, such as information sharing, connection building, brand development, boosting awareness, and gathering customer insights. In addition, social media is a critical factor in influencing organisational sustainability performance on an individual and group level. This paper aimed to examine social media and organisational sustainability performance goals, namely themes, functional areas, and practices in the age of social networking. Identifying the goals and themes provided us with the limitations of the research areas. The PRISMA statement 2020 was adopted to include and exclude results and extract the data from three renowned databases: Scopus, Web of Science, and Google Scholar. The major themes were established using the VOSviewer software by using the occurrences of key terms and content analysis. Three major literature themes were identified: organisations and sustainability, corporate social responsibility, and social media. The results indicated that few researchers have contributed to the areas of social media and organisational sustainability performance in the past decade. However, due to the importance of social media in achieving good organisational sustainability performance, organisations have been encouraging the adoption of the use of social media for sustainable development. In addition, Twitter is a social media platform that is widely used by organisations to promote sustainability practices. This study investigated the novel concept of social media to achieve sustainability in organisations, and the results of the study showed that limited research has been conducted, and this could be further explored by researchers in future work.

1. Introduction

Organisations respond to increased pressure to address social and environmental challenges [1]. Enterprises have increased their involvement in sustainability because of social and ecological trends and quickly changing settings [2]. Sustainable development has increased the worldwide awareness of environmental, economic, and social crises as threats to human advancement [3]. More precisely, “sustainable” relates etymologically to anything that can be perpetuated throughout time. It also refers to something that can be sustained, maintained, or proven throughout time and be expressed confidently. It is about building on the present without jeopardising the future [4]. In addition, phenomena are frequently presented in three dimensions: economic, environmental, and cultural. The “triple bottom line” idea presents a picture of sustainability that links social, environmental, and economic factors [5]. However, scholars have widely discussed sustainable development in relation to companies aiming to attain sustainability goals [6]. According to Almeida et al. [7], in practice, the speed of progress toward organisations becoming more sustainable appears to be excruciatingly slow, and there are urgent calls for additional investment and initiatives from organisations, academic facilities, and government agencies to implement innovative multidisciplinary approaches to addressing our existing and pressing sustainability challenges. Addressing the inadequacies in the appropriateness of organisational structures, the existing sources are insufficient for achieving organisational sustainability in terms of message delivery and communication development within and beyond the organisational networks [8].
Although organisational sustainability is a long process, digitalisation is a driving force that is involved in attaining long-term success in organisations [9]. The recent worldwide surge in social media platform users has substantially impacted the operations and procedures of organisations [10]. Organisations often embrace social media to accomplish various goals, such as information sharing, connection building, brand development, boosting awareness, and gathering customer insights [11]. In addition, the engagement of social media platforms within firms affects organisational decision-making processes and job skills. According to Rauniar et al. [12], organisations are keen to engage with social media sites such as Twitter, Facebook, Google+, and LinkedIn, which is critical in building future understanding and implementing these new technologies for organisational sustainability. Businesses frequently communicate about sustainability via various social media channels, and simply creating a linked social media account indicates a company’s involvement in the global sustainability goal. Sustainability reporting demonstrates an organisation’s desire to discuss social challenges, which helps it maintain a positive connection with its stakeholders [13]. A comprehensive sustainability agenda is also important for policymakers in public organisations. Indeed, many public agencies’ missions deal directly with sustainability issues, ranging from environmental preservation (the European Environment Agency) to health (the United States Department of Health and Human Services) and to workplace conditions (the United Nations International Labour Organization) [14].
These organisations also have several stakeholders, e.g., citizens, workers, activists, and the public, who hold them accountable in terms of their sustainable performance. Civic and political participation are connected favourably with social media use, and social media information from firms believed to be socially responsible is more likely to be shared [15]. In addition, social media is a critical factor in influencing an organisation’s sustainability performance on an individual and group level [16]. However, the findings of Alsamhi et al. [17] suggested that an organisation’s sustainability performance is a complicated and a mixed consequence of the influence of various forces, such as social media. These factors influence an organisation’s sustainability performance based on their life cycle, which amplifies their impact on the organisations’ sustainability performance. According to Qalati et al. [18] in terms of organisational sustainability, there are undoubtedly significant challenges connected to an organisation’s social media adaptation, such as the organisational environment, the external environment, stakeholder participation, and government laws.
In the era of social media, the current study investigated the relationship between social media and organisational sustainability performance goals, including themes, functional domains, and practices. Identifying goals and topics revealed the study areas’ constraints in attaining organisational sustainability using social media. Additionally, this study evaluated the published literature on social media’s influence on organisational sustainability to identify gaps and provide a future research agenda. The research question for this study was:
RQ: Is social media capable of achieving organisational sustainability performance goals in the following areas: themes, functional domains, and practices?
To achieve the research objectives, well-known databases in the academic world, namely Scopus, Web of Science, and Google Scholar, were employed. The PRISMA statement 2020, a well-researched methodological technique, was used to document the inclusion and exclusion criteria
In addition, the VOSviewer software was utilised to identify themes. Information such as sources, subjects, and the year of release of records details were identified from the selected databases. The last section included occurrences of key phrases as an intermediate term connected to social media and organisational sustainability. This was also important for identifying themes and categorising outcomes from the literature. In the final section, the results and the present study’s conclusions, future research, and limits are summarised.

2. Research Methodology

2.1. Materials and Methods

The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework was used to screen the records, as suggested by Moher et al. [19] and the framework is shown in Figure 1. However, this study used the PRISMA statement 2020 for better reporting for records and relevant reports associated with the literature. The search terms “social media” AND “organisational sustainability” AND “performance goals” were used. In the beginning, 90 records were retrieved. For the subjects of the articles, social sciences, computer sciences, engineering, business management, accounting, economics, econometrics, finance, and multidisciplinary articles were included. After the filtration of the subjects, the results were narrowed down to 80 records. Then, the filtration was conducted based on type: only articles, reviews, and book chapters were used. This shrank the number of documents to 53. Furthermore, only published records and records in the English language were included. This step reduced the number of records to 50.
Removing irrelevant and missing documents and duplicate information was the next step. A comprehensive selection was made for each record for this study. Only 44 publications were chosen to be included in the assessment. Figure 1 depicts the complete PRISMA statement selection and rejection procedure conducted by the researchers.

2.2. Studies Included in Qualitative Synthesis

Following the selection of the 44 papers that were chosen, a process comprising two successive steps was used. Initially, the metadata was exported into Microsoft Excel to effectively analyse the relevant social media and organisational sustainability literature, such as the segment and settings of the work conducted in the literature. In the following stage, the content analysis was accepted to categorise and analyse key probe streams, report the recent studies across various themes, and stress the potential concerns and opportunities for the upcoming examinations. Content analysis is a scientific research method used to analyse papers and articles that aims to explain and quantify the apparent content of the correspondence about groups. It follows a systematic approach, and replicated and valid consequences from texts are allowed.

3. Descriptive Analysis

The multidisciplinary research question highlighted the different disciplines’ contributions to social media and organisational sustainability. The most-contributing field was social science, which contributed 30% of the studies included in this review; business management and accounting contributed 20%; economics, econometrics, and finance contributed 18%; the engineering field contributed 11 % of the studies, computer science contributed 14% of the studies, and, finally, multidisciplinary studies contributed 6%. Figure 2 shows the percentage contribution by subject.
In addition, records from 2013 to 2022 were chosen for the study, as depicted in Figure 3. A significant number of articles were included from 2021 due to the recent increase in online and working-from-home situations, which showed a rise in social media use in organisations. The other significant contribution was from 2020, with eight documents being contributed in this year, and five records were contributed in 2019 in the current study. The years of publication of the other chosen articles are illustrated in Figure 3 below.
Furthermore, the source-based results are depicted in Table 1, including the citation details and the percentage of citations from each journal. A significant contribution of articles was recorded from the Sustainability journal, with nine records, three hundred and seven citations in total, and 42% citations on average recorded. Another significant contribution to the social media and organisational sustainability context was from the Journal of cleaner production, which contributed three records, one hundred and sixty-five citations, and a 22% citation average from the source. In addition, another significant contribution was recorded from the Industrial marketing management journal, with four records, 95 citations, and 13 percent average citations. The other source title numbers, citations, and percentages of citations are illustrated in Table 1 below.
Moreover, to identify the most significant themes in the given literature, an analysis of the occurrences of critical terms was employed. The data were analysed using the VOSviewer application, emphasising the number of keywords and phrases used in the published articles. Forty-four selected papers investigated critical occurrence, with forty-four essential terms appearing more than twice. The three significant themes allocated during the investigation of the occurrence of key terms occurrence were corporate social responsibility, organisation, and sustainability, and social media. We also presented the relevancy score for each keyword and their average score. Table 2 shows the details of the significant keyword classification.
Furthermore, the papers were subjected to a content analysis to identify the study’s main classifications. The VOSviewer software was used to analyse the content data clusters formed within the text to similar group concepts in the published literature. This study established that the researchers and journals indexed keywords that were equally accurate for the bibliometric analysis that meant to discover the structures of the examining field. As a result, we used both kinds of keywords in the co-occurrence analysis within the study area of social media and organisational sustainability. The investigation included 44 records, and the data provided 71 keywords. Only forty-four keywords were selected, with the justification that they were repeated in at least two documents. The findings of the content analysis are depicted in Figure 4. The orange cluster represents blockchain, blockchain technology, and performance. The blue set is generally associated with sustainability, vision, and responsiveness. The red cluster represents organisations, mediums, and social media adoption. Finally, the yellow cluster represents businesses, stakeholders, and Facebook. Each cluster was further examined in the next section.

4. Classification of the Literature

The retrieved data were sorted into three categories to comprehend the literature’s themes, settings, and segmentation. The procedure was carried out to evaluate the direction of the research and the author’s findings and recommendations regarding social media and organisational sustainability performance. This study identified important categories within the literature such as organisations and sustainability, corporate social responsibility, and social media.

4.1. Organisations and Sustainability

Organisational sustainability is receiving proper attention and gaining relevance, since it provides a competitive edge and adds value to businesses, stakeholders, and society [20]. Some academics feel that a significant barrier to operationalising sustainability in enterprises is a lack of sustainable value creation along the value chain because some of these activities, such as the supply chain, are outside the control of organisations [21]. Others contend that the lack of feasible frameworks and models prevents organisational actors from (holistically) addressing sustainability in decisions. According to Wan et al. [22], very few studies in the literature have attempted to exploit organisational sustainability best practices. These studies, however, have limited scope and significance due to their research focus and design restrictions. However, organisations are increasingly focusing on employee skill development to adapt to new business conditions (for many organisations, sustainability is at the top of the list of in-demand talents [23]). However, even if training has been beneficial, employing more personnel or implementing traditional learning programmes to meet this demand may be impossible [24]. Locally tailored sustainability practices might spread through social networks as an alternative or supplement recruiting and training. Social capital has been found to increase creativity in the setting of inter-organisational networks to a degree (Žemaitaitienė and Tiškutė, 2016) [25]. Table 3 shows the details of the authors, total citations, segments, and settings of the articles examined.
Many firms are employing advanced tools and methods to adjust their current sustainability practices. They also engage with trained personnel to employ advanced technology in their human resource departments [31]. According to Maiorescu et al. [28], implementing new technology frequently leads to lower costs and decreased risks of potential lawsuits and negative publicity, making firms more economically viable in the long run. With their unique impacts and unknown results, these technical developments and their associated applications and solutions drive marketers ahead of the knowledge curve. In addition, sustainability practices in organisational plans have been a top priority in recent years, with managers and supervisors leading the charge in implementing these processes [29]. They are responsible for initiatives such as environmental protection measures, the promotion of renewable energy usage, carbon footprint reduction, and other endeavours [27]. Despite the current technological advancements and social media impacts among individuals and companies, the knowledge of sustainable practices is much higher, and firms are following trends in order to attain sustainability within and outside their organisations [32]. According to Bagozzi et al. [33], companies that produce products and services from a sustainable organisational context may create a sense of benevolence, achievement, pride, and affiliation with their customers. It makes the customer feel like a socially responsible citizen and allows them to advertise on social media to spread the message of a socially responsible organisation.
Moreover, organisations may control their internal procedures to manage their sustainability, but some external stakeholders, such as suppliers, supply chain channels, and other intermediary entities, need help to govern their sustainability [30]. However, integrating processes and companies is crucial for achieving organisational sustainability. The importance of the corporate social responsibility of enterprises must be promoted using social media platforms to improve their sustainable development and performance.

4.2. Corporate Social Responsibility (CSR)

The advancement of communication technology has compelled organisations to employ new communication methods to send vital messages to many stakeholders, including customers. With the advent of social media in today’s digital era, research has long proven that traditional communication channels and techniques need to be improved [34]. As a result, companies have been forced to participate in customer discourse via social media. Organisations may use social media to share their CSR messages and stories with various stakeholders [35]. Scholars such as Abbas et al. [36] often divide CSR practices into three categories: external, internal, and environmental. The internal duties of businesses examine the appropriate actions connected to employee health, safety, and general well-being to improve their life quality. Examples include employee training, employee involvement, educational development programmes, a good working environment, work–life balance, corporate governance standards, and independent audits. In addition, previous research has shown that use of the internet benefits commercial businesses in various ways, and corporations are utilising technology tools to improve their CSR practices [37]. The application of social media marketing experts helps businesses to achieve long-term success through export marketing, revenue generation, lowered marketing activity costs, managerial and decision-making efficiency, cost reduction, enhancing and improving innovative business processes, reducing marketing activity costs, improving the business firm’s image, cultivating consumer relationships, and gaining a competitive advantage [38].
Furthermore, the usage of social media by an organisation is also significant for communicating its corporate social responsibility (CSR) operations. Various studies have emphasised the necessity of using social media for successful CSR communication, since communication through different social media platforms is regarded as binge more transparent and may better affect customer behaviour in supporting an organisation’s sustainability aims [39,40]. According to the findings of Giacomini et al. [37], firms may more readily relate to the majority of their stakeholders through social media, thus obtaining real-time feedback on their CSR efforts and engaging in meaningful dialogue. The findings of Chae and Park [41] suggest that Twitter is seen as a channel for communicating with stakeholders; practitioners are advised to develop a comprehensive strategic plan for a CSR communication strategy, including how to connect with stakeholders on social media platforms. In addition, the findings of Reilly and Larya [42] also show that most corporations use a Twitter-based communication strategy, in which they publish sustainability information but do not reply to inquiries. This one-way approach hampers corporations’ capacity to discuss their sustainability ambitions. Table 4 illustrates the details of the authors, citations, segments, and settings of the articles examined.
Social media is participatory; a firm’s stakeholders may respond positively or adversely to its corporate CSR messaging. Moreover, companies may use social media to communicate with their stakeholders and generate a discussion. Social media platforms encourage participation and dialogue techniques based on CSR efforts in certain circumstances. Furthermore, social media communication encourages stakeholders to participate in the material that firms produce on such platforms. As a result of their interactions with stakeholders, businesses earn credibility and a competitive edge [43].

4.3. Social Media

Nowadays, social media is an essential tool for many organisations because it attracts clients and urges them to act. Using social media to unite individuals around a shared interest is a tremendous opportunity [44]. Most businesses’ strategies now include social media and Web 2.0 apps that drastically alter how hotels and airlines, for example, create value for their consumers by giving them online access to reservation information and product/service reviews [45]. In addition, growing social awareness about sustainability has increased social media coverage of the efforts made by various actors [46]. Sustainability issues are increasingly a tacit or explicit standard for governments and different economic sectors, including higher education [47].
On the other hand, organisations are focused on hiring employees and managers capable of promoting their message of corporate sustainability on social media [48]. According to the findings of Hysa et al. [49], social media platforms were initially mainly utilised for marketing, sales, customer support, and customer relationship management. However, over time, they came to be used for sustainable development and corporate social responsibility messaging [50]. Sharing information on social media is more spontaneous and is typically more reputable than reviewing an organisation’s material. Social media data is more valuable than survey data because it can include various pieces of information, such as words, symbols, and photographs, among other things [51]. Table 5 shows the authors’ details, citations, segments, and research settings of the articles examined.
The study by Naeem and Khan [54], revealed that social media applications such as Twitter, Facebook, YouTube, and WhatsApp are the most-often-used apps in the selected institutions to develop relationships and encourage communication about the sustainability performance of organisations.
However, groups have embraced Twitter, a widely used social media platform, to promote their sustainability, and every organisation has a Twitter account [53]. Researchers think that firms’ corporate Twitter accounts are widely visible among users and impact the user’s impressions of the organisations [55]. In addition to the corporate social media accounts and policies, employees may actively publish information on social media to promote the virality of their businesses’ central CSR messages while also integrating their social media experience into their companies’ actual CSR efforts and co-constructing the significance of the firm’s sustainability performance [56]. These findings suggest that organisations tend to focus on corporate and individual staff accounts to communicate information about the firm’s operations and sustainability efforts. Due to the increase in the number of users on these platforms, the function of social media is becoming increasingly crucial for both large and small businesses [52].

5. Results and Discussions

Any organisation’s objective is to survive. Competitiveness emerges from a limited resource environment, as does the hunt for innovative organisational sustainability solutions [57]. In addition, this may lead to more opportunities because of government and consumer backing. This way, organisational sustainability may allow businesses to remain competitive [58]. The advent of social media has provided an opportunity for companies to fulfil their sustainability goals in more acceptable ways. The current study’s primary purpose was to evaluate organisational sustainability performance using social media.
The major themes in the literature are related to functional areas and learning from various practices. We used the PRISMA statement 2020 to include and exclude records, which is a widely accepted tool for evaluating records among scholars in the social sciences [59]. We employed the Scopus, Web of Science, and Google Scholar databases for improved record collection, with an initial 90 records being included for the quality synthesis. This research focused mainly on the social sciences, computer sciences, business management and accounting, engineering, environmental sciences, economics, econometrics, and finance subjects. This study included articles, book chapters, reviews, and records that were only in the English language. Aside from this, the literature search was cleared of duplicate and irrelevant records and records that were missing author information. The final 44 records were included in the research.
Furthermore, the VOSviewer software was used for key term extraction and content analysis for the final selected articles. This study examined 44 relevant vital phrases that appeared at least three times in the data. Similarly, a content analysis of significant critical words was employed to identify the literature’s central themes. With the aid of VOSviewer, we found three important themes related to social media and organisational sustainability. The themes were identified by authors’ input, keyword occurrences, and content analysis. The major themes identified from the content analysis were organisation and sustainability, corporate social responsibility, and social media. Therefore, the primary topics were examined to determine the researchers’ directions on sustainability adaptation in companies via social media platforms during the previous decade.
Moreover, sustainability in organisations has been highlighted in very few studies in the last decade; only a few researchers have focused on this area [22]. The findings showed that firms tend to use sustainability methods in limited numbers and that employees’ and managers’ skills and competencies are essential hurdles in applying sustainability practices in organisations. However, with the penetration of digital mediums and social media platforms, organisations are keen to know about sustainability practices [31]. The results [3,19,21,27,28,29,43,45,52,54,59] showed that organisational sustainability practices have been a top priority in recent years, with managers and supervisors leading the charge in implementing these processes. On the other hand, Collier and Sarkis [30] suggested that organisations may control internal procedures to manage sustainability. Still, external stakeholders, such as suppliers, supply chain channels, and other intermediary entities, need help in governing their sustainability practices.
However, Bauer and Lim [34] suggested that the evolution of communication technology has driven organisations to use new communication channels to convey critical messages to various stakeholders, including customers. To achieve their sustainability goals, organisations share their CSR messages and stories with various stakeholders using social media, connecting all the stakeholders (suppliers, retailers, supply chain channels) and customers. In addition, several studies have emphasised the importance of using social media for successful CSR communication, since communication via various social media platforms is considered to be more transparent and may better influence consumer behaviour to support an organisation’s sustainability goals [39,40]. In addition, the findings of [53], showed that an organisation’s social media presence increases the likelihood of its stocks being purchased, increases the intensity of such purchases, and results in better trading gains. Furthermore, these purchases are opportunistic and do not follow any regular patterns.
To answer the research question “can social media achieve organisational sustainability performance goals in the following areas: themes, functional domains, and practices?”, the outcomes illustrated that three significant themes were identified during the classification of the literature. The results indicated that organisations are keen to use social media platforms for sustainability. However, according to Sima et al. [31], several organisations are using cutting-edge technologies and strategies to improve their current sustainability practices. They also tend to hire qualified employees to use social media sources in their human resources divisions. The second theme was related to corporate social responsibility. The results suggested that an organisation’s use of social media is also essential for publicising its corporate social responsibility (CSR) operations [7]. In addition, the importance of leveraging social media for effective CSR communication, since communication via various social media platforms is considered to be more open. Social media may better influence consumer behaviour to support an organisation’s sustainability goals [54]. In addition, the third central theme emphasised social media useability. Organisations tend to focus on attracting managers and employees who can spread the message of business sustainability through social media [48]).
Regarding the objective of functional areas and social media practices for organisational sustainability., according to [10], the influence of participatory social media suggests that positioning technology to construct networked organisations that foster innovative collaboration among stakeholders, including workers, consumers, and partners, is connected to sustainability. In addition, social media platforms enable managers to serve their customers by listening, developing, and providing assistance, without the need for physical infrastructure while also allowing managers to monitor trends across the domains of sustainability.
Furthermore, the results indicated that social media significantly improves an organisation’s sustainability goals. The findings of Giacomini et al. [32], showed that firms may more readily relate to most of their stakeholders through social media, obtaining real-time feedback on their CSR efforts and perhaps engaging in meaningful dialogue. Nonetheless, organisations have adopted Twitter, a popular social media platform, to promote their sustainability, and every organisation has a Twitter account. The results of Jung et al. [55] showed that researchers think that firms’ corporate Twitter accounts are widely visible among users and impact their impression of the organisations. Figure 5 illustrates the social media and organisational outcomes model.

6. Conclusions

To implement organisational sustainability, a company’s management must reinvent how effectively its products, services, and technology are employed in its operations [60]. As a result of this necessity, firms have become increasingly interested in applying sustainability to their day-to-day operations and revealing their efforts to their stakeholders via sustainability reports. According to the study’s findings, social media is an essential component of achieving organisational sustainability performance, and organisations have encouraged the use of social media to adopt sustainability practices for sustainable development. Furthermore, firms are engaging specialised personnel to engage a broader audience via social media accounts to improve the organisation’s sustainability performance. The current study’s findings demonstrated that managers and supervisors use a social media approach to promote their efforts for organisational sustainability performance. Employees also use social media identities to promote their organisation’s environmental activities. Furthermore, the CEOs of influential organisations play an essential role in a sustainability context by utilising social media handles to disseminate their message of sustainability at the business level. In addition, they can understand the importance of social media at the organisational level.
However, while enterprises may regulate their internal environment regarding their sustainability performance, external stakeholders such as consumers, suppliers, supply chain channels, and other critical stakeholders are difficult to monitor. Although social media can help a firm to improve its reputation and performance, some argue that exposure to social media intensifies WOM and that the reactions of consumers exposed to sustainability issues on social media are more damaging than those exposed to sustainability issues through traditional media. It has been observed that social media exposure has the potential to harm companies, since customers can discuss unfavourable brand experiences and other difficulties. Similarly, others claim that social media has the power to either enhance or destroy a company.
Moreover, the current study’s significant contribution was connected to identifying Twitter as a social media platform that is more important for organisational sustainability than other social media platforms. Furthermore, according to the present study’s findings, only a few academics have researched the potential of social media and organisational sustainability, and we explored multiple databases to identify the relevant results. We noticed that Twitter is a popular social media platform for businesses to debate policy and environmental initiatives. Furthermore, corporate Twitter accounts are widely available to consumers and impact their opinions of organisations. However, because many other social media sites (Facebook, TikTok, WhatsApp) have millions of users and followers, organisations need to use these platforms to enhance their sustainability performance initiatives, and future researchers must perform their research in this setting.
This study was confined to the past decade, and future researchers can widen the scope of their research and incorporate fresh discoveries regarding social media and organisational sustainability. Furthermore, future studies should concentrate on social media sites such as Facebook, TikTok, Instagram, and Twitter within a sustainability context. Again, social media’s function in terms of behaviour is critical for an organisational context. In addition, there is a link between social media and organisational sustainability performance objectives in terms of themes, functional domains, and practices, and future academics could undertake a quantitative study on these links.

Author Contributions

Conceptualization, F.N.A. and A.W.B.A.W.; methodology A.W.B.A.W.; software, L.S.; validation, F.N.A. resources, F.N.A.; writing—original draft preparation, L.S.; writing—review and editing, A.W.B.A.W. All authors have read and agreed to the published version of the manuscript.

Funding

This research was supported by Universiti Malaya Grant (ST084-2022). We thank the reviewers and associate editor for their comments which improved this manuscript.

Conflicts of Interest

The authors declare no conflict of interest.

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Sustainability 15 02115 g001 550
Figure 1. PRISMA statement 2020 inclusion and exclusion criteria.
Figure 1. PRISMA statement 2020 inclusion and exclusion criteria.
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Figure 2. Distribution of subjects included in the study.
Figure 2. Distribution of subjects included in the study.
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Figure 3. The distribution of the year of publication of records included.
Figure 3. The distribution of the year of publication of records included.
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Figure 4. The classification of the literature using the VOSviewer.
Figure 4. The classification of the literature using the VOSviewer.
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Figure 5. Social media and organisational sustainability outcomes.
Figure 5. Social media and organisational sustainability outcomes.
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Table
Table 1. Distribution of source title, number of times cited by, and percentage of citations.
Table 1. Distribution of source title, number of times cited by, and percentage of citations.
Source TitleNumbers Cited byPercentage
Communicating corporate social responsibility: perspectives and practice1142%
Corporate governance—the international journal of business in society141%
Corporate social responsibility and environmental management2274%
Economics and sociology271%
Education and information technologies381%
Environmental communication—a journal of nature and culture3162%
Global sustainability2436%
Handbook of research on leveraging consumer psychology for effective customer engagement251%
Industrial marketing management39513%
Information technology and people351%
International journal of accounting and information management3172%
International journal of productivity and performance management271%
International journal of public sector management341%
Journal of cleaner production316522%
Organisation and environment241%
Supply chain management in the significant data era261%
Sustainability930742%
Table
Table 2. Key term occurrences, terms selected, and relevance score.
Table 2. Key term occurrences, terms selected, and relevance score.
Classification TermOccurrencesRelevance Score
Corporate social responsibility book20.796
entrepreneur20.9302
evidence20.9452
examination21.0389
green human resource management22.467
movement30.4651
norm21.2683
practice40.734
research60.6021
response31.6684
stakeholder engagement21.3127
universal health coverage20.5768
vision20.5849
way20.7524
year20.7963
Organisation and sustainabilitycase study20.8591
discussion20.9016
finding21.0845
importance21.2022
leader30.6057
legitimacy31.2683
manager30.5844
organisation20.6304
organisations21.5597
reflection20.7135
relation40.7425
sustainability30.6338
sustainable development goal70.6033
usage31.0592
Social media adoption20.7387
enabler23.9396
Facebook21.2011
higher education20.5762
individual30.7496
link21.8489
medium510.103
online20.8659
platform40.7382
social media20.7615
social media adoption40.6226
social media marketing30.6122
social media platform21.9932
social media user31.0035
social networking20.8591
Table
Table 3. Authors, citations, segments, and settings.
Table 3. Authors, citations, segments, and settings.
AuthorsCited bySegments Settings
Czinkota et al. [20]95Corporate and supply chain branding Interrelating companies
Wan et al. [22]23Business ecosystemsSustainable business models
Giacomini et al. [26]9Sustainable developmentEnvironmental issues and stakeholders
Sarkis et al. [24]8Greening of industry networksOrganisational and economic development changes
Mandliya et al. [27]7Social and environmental accountability Environmentally sustainable products
Maiorescu et al. [28]6Marketing strategiesSMEs and large enterprises
Puron-Cid et al. [29]4e-governmentOnline financial transparency
Reddy et al. [23]4Sustainability practicesOrganisational learning
Collier and Sarkis [30]4Sustainable food consumption and developmentEcologic, social, economic, and health perspectives
Table
Table 4. Authors, citations, segments, and settings.
Table 4. Authors, citations, segments, and settings.
AuthorsCited bySegments Settings
Abbas et al. [36]42Social media marketingSustainable performance
Ahmad et al. [35]19 Organisational-related outcomesConsumer behaviour
Chae and Park [41]19Social media platformTwitter
M.I. Qureshi et al. [39]18Business enterprise Social media and CSR realisation
Reilly and Larya [13]16Twitter and Facebook social media
Monfort et al. [43]9 Twitter users and companiesInsurance companies
Han and Rhee [37]8Behavioural intentionsIndependent food blogs
Bauer and Lim [34]4Volunteering Organisation identification and volunteer intention
Giacomini et al. [32]4COVID-19 Organisational legitimacy
Table
Table 5. Authors, citations, segments, and settings.
Table 5. Authors, citations, segments, and settings.
AuthorsCited bySegments Settings
Motteram et al. [52]58Websitessustainability policies
Ballew et al. [46]39Communication and organisationSocial Networking Sites (SNSs)
Creutzig et al. [51]37Climate change science in citiescomparability and scalability
Alonso-Cañadas et al. [50]23Tourism sectorovercrowding destinations
Jurado et al. [53]22Information and communication technologiesbusiness efficiency
Correia et al. [48]17Marketing and communicationssocial networks and mobile technologies
Hysa et al. [49]13Sustainable tourismplanning a tourist
Patel et al. [45]6Customer information searching and experiencehospitality firm’s decision
Bayas Aldaz et al. [47]4Sustainability and universities declinedsustainable development, higher education institutions
Naeem and Khan [54]5Dynamic business environmentknowledge sharing
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Alsehani, F.N.; Wahab, A.W.B.A.; Shuib, L. Exploring Social Media and Organisational Sustainability Performance Goals: Themes, Functional Areas, and Practices Learning from the Preceding Decade. Sustainability 2023, 15, 2115. https://doi.org/10.3390/su15032115

AMA Style

Alsehani FN, Wahab AWBA, Shuib L. Exploring Social Media and Organisational Sustainability Performance Goals: Themes, Functional Areas, and Practices Learning from the Preceding Decade. Sustainability. 2023; 15(3):2115. https://doi.org/10.3390/su15032115

Chicago/Turabian Style

Alsehani, Fayez Nahedh, Ainuddin Wahid Bin Abdul Wahab, and Liyana Shuib. 2023. "Exploring Social Media and Organisational Sustainability Performance Goals: Themes, Functional Areas, and Practices Learning from the Preceding Decade" Sustainability 15, no. 3: 2115. https://doi.org/10.3390/su15032115

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