The Moderating Effect of Market Turbulence on The Relationship between Social Media Usage and Organizational Performance

Abstract

Social media usage affects the Company's decision to adopt social media as a marketing and communication tool. This leads the banking industry to face new serious challenges. On the other hand, this instantly offers many opportunities. In this regard, managers need to create and define new methods to adapt their organizations to new changes, to communicate and interact with customers, which can best be done through Social Media. This study aims to analyze the effect of social media use on organizational performance and the effect of market turbulence as a moderating variable. In this study, 108 employees of the banking employees in the LQ45 list were selected as samples. The data were analyzed using the structural equation modeling-partial least squares (SEM-PLS) test. The results show that Social Media Usage significantly affects Organizational Performance, while Market Turbulence does not moderate the effect of social media usage on organizational performance.