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Social networks have played an important role in people’s lives, and have also become notable in business. Thus, this study aims to investigate the impact of social network use on business performance. To achieve the proposed objective, data were collected through a structured questionnaire between December 2023 and April 2024, which resulted in a sample of 171 Portuguese companies. The data obtained were analyzed using Smart PLS 4, and a Partial Least Squares Structural Equation Modeling (PLS-SEM) model was employed to test the proposed hypotheses. The results indicate that the adoption of social networks has a significant impact on business performance. In turn, the use of social networks is influenced by organizational characteristics, primarily by social recognition, which is strengthened by customer feedback.

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Social Networks, Organizational Characteristics, and Social Recognition as Key Drivers of Business Performance

  • 会议论文

  • 发表日期：

    2026年

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  • Adriana Roxo,
  • Beatriz Lopes Cancela,
  • Maria Elisabete Duarte Neves,
  • António Carlos Gomes Dias

摘要

Social networks have played an important role in people’s lives, and have also become notable in business. Thus, this study aims to investigate the impact of social network use on business performance. To achieve the proposed objective, data were collected through a structured questionnaire between December 2023 and April 2024, which resulted in a sample of 171 Portuguese companies. The data obtained were analyzed using Smart PLS 4, and a Partial Least Squares Structural Equation Modeling (PLS-SEM) model was employed to test the proposed hypotheses. The results indicate that the adoption of social networks has a significant impact on business performance. In turn, the use of social networks is influenced by organizational characteristics, primarily by social recognition, which is strengthened by customer feedback.