THR IMPACT OF SOCIAL MEDIA MANAGEMENT ON

ORGNIZATIONAL PERFORMANCE AND SUSTANIBILITY: CASE

OF THAWANI TECHNOLOGIES LLC, OMAN
Author Name: HAJIR NASSER ALI AL HARRASI

ABSTRAC

Managing social media platforms is the main motive that contributes to the development of
the organizational performance and sustainability of the company. Managing social media
platforms has become an important matter in developing the company's performance and
establishing its brand. The most active companies on the communication platforms are the
most profitable by attracting a greater number of customers. Linking the company's strategies
to the obligation to manage social media platforms in the required manner contributes to
maintaining and developing organizational performance and the company's sustainability.
One of the most important factors affecting the management of social media platforms is the
rapid development of modern technology, which may change the company according to the
level of technology. There are many information technology tools, and the company must
choose the best and closest tool to achieve its goals. The start of Thawani Company on social
media platforms and the use of modern technology led to its remarkable success in the Omani
market. The aim of conducting the study is to study the relationship between the management
of social media platforms and the extent of the impact of organizational performance and the
sustainability of Thawani Company. Data on this study were obtained through a
questionnaire that included a sample of Thawani Company. The positive relationship of
managing social media platforms and its impact on the development of organizational
performance and company sustainability emerged.
Keywords: Impact, Social Media Management, Organizational Performance, Sustainability,
Thawani Technlogies LLC, Sultanate of Oman
 CHAPTER 1
INTRODUCTION

1.1. Background of the Study

Managing social media platforms means the process of creating content for the products and
services provided by the company.  Managing social media platforms includes managing
programming, community, reputation, developing team members, advertisements, and others.
(Parveen & Ainin, 2016). Companies in the United States of America and Britain focus on
managing social media platforms to survive in the competitive market.  Moreover, business
in the United States of America seeks to achieve the best management of social platforms in
order to improve the organization's performance and its sustainability in the market.  The
United States of America companies enjoy great success and achieve huge profits, due to the
business’s inspection of promotion and marketing operations on social media platforms and
facilitating purchases for customers.  In the recent period, businesses in the Gulf countries
have rushed to pay attention to managing social media platforms, including Saudi Arabia, the
United Arab Emirates and Qatar, because the world has found a great benefit from the
effectiveness of managing social media platforms on organizational performance and
sustainability in business. Since networks and websites began to develop during the
nineteenth century AD, they have not stopped until now.  The beginning of the history of
social media on the Facebook program, then LinkedIn, and then Instagram, Twitter, and
Snapchat, until today reached the Tik Tok program, which enjoyed rapid growth in the
history of social communication.  Also, contemporary with the modern world, most
businesses have started to pay attention to the world of social communication and its
management, because of its benefit in the marketing and promotion of the company.  Most
companies neglected to manage social media platforms and were doomed to disappear from
the market.  Managing social media platforms is not easy, but it requires leaders and officials
with creative ideas to present the company's services and products.  More than that, Brands
expand through customer satisfaction on social media platforms as a result of the company's
keenness to correct problems and provide services as required (Daowd & Dey, 2021).
Thawani Technologes was founded in 2016. It is an Imani company that specialises in
providing advanced payment solutions based on financial technology (Thawani, 2022). The
Thawani Company started its investment in social media platforms, in or der to intelligently
target the audience that is present in a large number on the platforms.  In addition, Thawani
has exploited it to develop applications that facilitate customers' payment and purchase
operations, and has been able to achieve wide growth since its inception.  Despite the
presence of the public on social media platforms, most Omani companies are not concerned
about managing social media platforms using smart methods.  Thawani Company is still
based on improving its organizational performance and sustainability in the Omani market by
providing its applications to many Omani government institutions (Al Rawahi & Tan, 2023).

1.2. Statement of the Research Problem

Companies investing on social media platforms are the most profitable and growing in the
world, because understanding customers from platforms is easier for companies. The problem
of the study is the lack of awareness of the importance of effective management of social
media platforms by many companies, which leads to poor organizational performance in the
market and thus the lack of sustainability of the company.  Greater use by customers of social
media platforms forces companies to manage platforms effectively to improve performance
and company sustainability in the market.  Companies far from social media platforms
experienced a decline in their performance, and then their disappearance from the market
competitive advantage.  Managing social media platforms is not an easy task for the
organization because it may cost, but its importance is greater by targeting the audience and
establishing the brand by measuring the extent of the impact of managing social media
platforms on the organizational performance and sustainability of the company.  This
research will investigate the impact of managing social media platforms by Thawani.  The
company is still developing its management of social media platforms and providing what
customers request in order to prove its brand step by step.  Thawani is expected to become
successful at the local and even global levels after a period of time if it strategically takes
advantage of the professional management of social media platforms as required.  
1.3. Aims and Objectives of the Study
1.3.1. Aims
The primary aim of this project is to conduct a study on the management of platforms for
social communication and its impact on business performance and sustainability in Thawani
Company.  More than that, the main goal is to improve the company's organizational
performance and its continuity in the market through effective management of social media
platforms.  Factors affecting the management of social media platforms in Thawani
Company, which in turn helped the company in growth and sustainability in the market.  
Additionally, to learning about the techniques of managing social media platforms that help
Thawani Company to manage social media platforms professionally and their impact on
organizational performance and sustainability for a longer term.

1.3.2. Objectives
1. To investigate the impact of the social media management on organizational performance
and sustainability in Thawani company.

2. To evaluate the effectiveness of social media strategies in achieving organizational goals

and objectives in Thawani company.

3. To identify the key factors that influence social media management in Thawani company.

4. To recommend an IT tool which will enhance social media management of the company
to ensure sustainability and improved organizational performance.

Research Questions
1. What is the impact of social media management on organizational performance and
sustainability in Thawani company?
2. What is the effectiveness of social media strategies in achieving organizational goals and
objectives in Thawani company?
3. What are the key factors that influence social media management in Thawani company?
4. Which IT tool will enhance social media management to ensure sustainability and
improved organizational performance of the company?
1.5. Research Hypothesis
The hypothesis intended is given under: -

Research Hypothesis

H1 Social Media Management has positive impacts on

organizational performance
H2 Social Media Management has positive impacts on
sustainably
H3 There is a significant impact of managing social media
platforms on organizational performance and
sustainability

Table 1.1Research Hypothesis

The research hypothesis will include three things, which is the positive relationship that
results from the impact of managing social media platforms on the organizational
performance of the company. In addition, the management of social media platforms has a
strong positive relationship with the company's survival in the competitive market. Moreover,
there is a strong positive relationship when managing social media platforms on the
sustainability and organizational performance of the company.

1.6. Scope of the Study

The scope of the research will focus on the impact of social media management and thus its
impact on the performance and sustainability of the organization in the market.  In addition,
companies that do not care about the value of managing social media platforms in developing
the organization's performance and sustainability benefit from the study.  More than that, the
research will enrich how a company benefits from managing social media platforms to
provide preference to customers and then raise the level of the brand.  Moreover, the research
presents the relationship of managing social media platforms with organizational
performance and the sustainability of Thawani Company. In addition to Thawani Company
exploiting the great negligence by most Omani companies and institutions in managing social
media platforms in order to reach customers and consolidate the brand.  The scope of the
research will be about Thawani Company, which is headquartered in Muscat Governorate,
Sultan Qaboos City, and it will include information from previous research on the importance
of managing social media platforms on corporate sustainability.
1.7. Significance of the Study
This study is useful on how to manage social media platforms in effective ways and integrate
them with the company's business strategies.  This study enriches companies in how to
manage social communication and the continuous exploitation of the presence of customers,
thus trying to address complaints in order to improve the company's performance and
sustainability.  This research will reveal modern social media management technology tools
that can Thawani company add to their strategies.  Most companies that are ignorant of
managing social media platforms are disappearing day by day and the reason is that most of
the world's population is constantly focusing on the platforms.  Marketing and promotional
methods are becoming more and more popular on social media platforms, so Thawani spends
huge sums of money to continue the path of sustainability and success.

Moreover, different categories will benefit from the study which are;

The company- The importance of the research will certainly be reflected on the issue of
managing social media platforms and its impact on the sustainability and growth of Thawani
Company.  The company can go towards developing the management of social media
platforms through the recommendations presented in the research.

The industry- Industries specialized in managing social media platforms can enrich the goals
of the project.  Industries are still far from managing social media platforms because they are
expensive and need qualified staff.  In the recent period, industries have been racing to keep
up with social media platforms to search for their audience and promote and market products
and services.

Oman society- The study includes an Omani company that has become interested in
managing social media platforms and started its journey through it.  The emerging Omani
community will trust in building businesses the importance of following up on the customers’
website, keeping abreast of developments in social media programs, and managing them in a
way that calls for sustainability and growth.

Academic - Academic researchers can benefit from the research topic, which will include
rich information about social media management and its relationship to sustainability and
organizational performance.  The study will cover the various objectives related to managing
social media platforms and modern technologies that help companies to manage these
platforms well.
1.8. Limitation of the Study

This research aims to study the impact of social media management on organizational
performance and sustainability in Thawani Company.  The study may not include other
companies and industries, as its focus is on Thawani Company in the Sultanate of Oman,
specifically the authority concerned with managing social media.  In addition, the researcher
will maintain the privacy of the company, as the strategies used to manage social media.  The
researcher will focus on analysing the final results accurately in order to obtain better results.
The research sample will include employees specialized in social media management at
Thawani Company.  The scope of the study is limited and it is preferable to include
technology companies to study the impact of social media management and its relationship to
the company's performance and sustainability.  The research is associated with a specific
time, which is from March to June, and this short period may not include comprehensive
details on the subject of the research. The researcher will also manage the time to prepare an
accurate and integrated research that includes the basic research objectives and can be
approved by other companies.

1.9. Operational Definition of Terms

Organizational performance: It is the measurement of the company's performance against
achieving its goal and objectives.  It includes real results and outputs and focuses on financial
performance, market performance and shareholder value.  Performance, as a single word,
means the process of performing a task or a job, and it is measured by the extent of success.
Organizational refers to individuals in the organization who carry out formulated
performance towards certain goals (Oyewobi   & Jimoh,, 2021).
Sustainability: It means the ability to maintain a specific process and thus support it
continuously.  In business, sustainability means the company's ability to complete its journey
by adopting new successful policies that help it survive for the long term (Sharma & Syan,
2021)
Social media management: It is the process of scheduling and creating content in order to
nurture the audience on communication platforms.  Social media management includes many
things, including programming and community management, online reputation management,
team member development management, and others (Ernst & Voigt, 2014).
Technology companies: It is a company whose function is to provide services entirely on the
Internet.  The function of these companies is also diverse in several matters, including
 information transfer, distribution, processing, activities related to artificial intelligence, and
facilitating services on communication networks (Ernst  & Voigt, 2014).

Technological tool: It is a digital, electronic or physical tool that has the ability to expand the
human ability to produce and tasks in an easier way that exceeds human ability.  Among the
most prominent works of this tool may be programs for designing, editing, processing,
formatting, or converting audio to video and and others (Ernst  & Voigt, 2014).
Customer satisfaction: It is a measure that determines customer satisfaction with the
company's products or services.  Customer surveys help a company change and improve what
it offers.  The goal of every institution is customer satisfaction, without which the objectives
of the institutions are not achieved and they do not continue to grow (Oyewobi   & Jimoh,
2021).

1.10. Structure of the Research

Structure of the Research

The first chapter of the research it’s very important includes a

Chapter 1 – Introduction
background on the topic of the research.  More than that, this
chapter includes the problem of the research topic, other sub-
goals, the importance of the research, and important concepts that
will be used in the study. Also, the chapter include the limitation
of the study which will be in the specified company.

The second chapter of the project includes a literature review that

Chapter 2 – Literature Review explains the objectivise of the research through the use of
secondary and primary data.  In addition, this research will cover
the research gap through evidence and conclusion from the
authors, and so on.

Chapter 3 – Research Methodology
This chapter includes the design of the research procedure and the
methods chosen by the researcher to obtain information.  Also,
the techniques used for sampling, analysis and data collection
tools, and the size of the sample, with mention of the population
for the study.

Chapter 4 – Results, Discussion, and This chapter represents one of the most important aspects of the
Data Analysis study because it has access to the results of the goals and
objectives of the research.  In this chapter, the research will
present the results of the analysis, merging the results of the
primary data with the secondary ones, and then analysing and
interpreting them.
Chapter 5 – Summary of Findings,
Conclusions, and Recommendations
This fifth and final chapter includes the final comprehensive view
and the final conclusions of the study.  The researcher will
present his vision towards the results of the study and then make
recommendations for the company that can be use it to improve
and sustain.

1.11. Summary

This chapter discusses the background on the subject of the study, which is the impact of
social media management on the organizational performance and sustainability of Thawani
Company.  The main objective of conducting this research, the sub-objectives, the research
problem and the gap it suffers from, which still exists in many institutions, were discussed.
In addition, this research dealt with a limited scope about the management of social media
platforms in Thawani Company and its impact on performance and sustainability. The basic
terms were also discussed in the study.  The results of the research will be disclosed by
publishing it to take advantage of modern techniques, strategies and tools for managing social
media platforms, which in turn help companies improve organizational performance and
sustainability in the market.  Also, the parts of the project will be discussed gradually in order
to obtain future results and recommendations that work to manage social media platforms in a
professional manner.  In addition, addressing the shortcomings experienced by companies
that neglect the aspect of social media platforms, managing them and not exploiting them in
the marketing aspect of the company.  In the second chapter, which is the literature review,
the aims and title of the research will be discussed in more detail.

CHAPTER 2
LITERATURE REVIEW

2.1 Introduction
This chapter reviews the literature social media management, the main factors affecting
social media influence, social media strategies, impact of social media management,
information technology tool that enhances social media management. The research
hypotheses, research gap and overall framework of the study is also provided. In addition, the
literature review helps to disclose the objectives of the research and in return the reader
benefits in understanding the terms and research questions because this part of the research
covers the largest part of the Report.

2.2 Social Media Management

According to Kumar et al (2016) social media consists of networks on the internet that have
become mobile in abundance and formed a social network, which impacts brands and
consumers. Davis (2012) says social media is a group that includes interactive applications of
Internet networks that facilitate and organize collective or individual creation.  Social media
platforms include Facebook, Wikipedia, Friendster, Twitter, Instagram, and the video-sharing
platform YouTube.  Platforms differ in social communication according to their standards
and structure in terms of use. Social media management is the process of designing published
content, analysis, and timing on social media to meet business goals. Magro (2012) stated
that social media management is a process in which web platforms are used to achieve
business organizational goals.  The major international trading companies were quick to use
the platforms in advertising marketing for the company's products and services. Social media
platforms play an important role in achieving business brand goals.  Some companies spend
advertising marketing through social media platforms as a way to enhance access to
customers to achieve positive results. The development of digital technologies and the
Internet made each of the social media platforms grow in a rapid development.  More than
half of the world's population uses the internet on approximately 2.77 billion or 71% of social
media platforms (Statista, 2019)

According to Benthaus & Beck (2016) recently, social media has gained great importance in
the success and growth of businesses.  Some people think that managing social media
platforms is about answering customer inquiries, but there are more difficult tasks than that.
Businesses worldwide suffer from the difficulty of managing social media, which requires
developing accounts with the requirements of what the company offers so that it is suitable
for customers.  In addition, planning for the promotion needs time from the company to think
about what is targeting customers properly.  Moreover, interaction with the public is
important in managing platforms and measuring results requires careful analysis to improve
the company's performance and thus its continuity in the competitive market.  By properly
managing social media platforms, some companies have managed to reduce effort and time,
increase sales and sustainability.

2.2.1 Social Media Management in the Global Context

Business practices are active through social media platforms, such as YouTube, Facebook,
and blogs, where nearly 80% of companies around the world use social media platforms to
market their products.  Good management of social media platforms has resulted in 53% of
companies around the world benefiting greatly by improving the level of organizational
performance and sustainability.  Social media platforms have contributed to improving the
efficiency of the companies that manage them at the required level by reshaping resources
and realizing business opportunities.  The operational level of the global business has
benefited from developing its relationships with customers so that it offers a product with a
desirable brand (Braojos et al., 2015) Given the importance of social media in improving the
job performance of companies, in Malaysia, governments and businesses are working on
using platforms as the main factor that activates marketing. Studies revealed that East Asian
countries, including the Philippines and Thailand, attract customers from the platforms,
which helps businesses improve and develop the company's performance and what it offers
through consumer comments. The importance of social media platforms has been recognised.
For instance, companies in Malaysia have appointed a special department for social media
platforms as this is seen as the main factor at the present time that contributes to the
development of performance and business sustainability. Managing social media platforms is
still based on development so that it is more accessible as part of human life (Parveen &
Ainin 2015) businesses in the United States of America and European countries excel in the
good ability to manage social media platforms and benefit from them to show the brand,
market products, and ensure sustainability in the competitive market.

2.2.2 Social Media Management in GCC Countries

According to Reyaee and Ahmed (2015) social media platforms have dominated human life
and have become a common thing used by all ages and genders. The Arab Gulf countries
such as Bahrain, Qatar and Saudi Arabia use social media platforms on the business side to
track the growth of the enterprise through Twitter, Facebook and YouTube. Facebook ranks
high for management by businesses in the United Arab Emirates, unlike other platforms.
Business in the Gulf countries achieved a higher level of organizational performance and
maintaining survival in the market. There are Gulf companies that rely entirely on managing
social media platforms at a high level to upgrade the brand and gain as many as possible.
Despite the many obstacles to managing social media platforms, there are still technological
tools that make it easier for business. The United Arab Emirates is a Gulf country that is
trying to keep pace with the latest methods of managing social media platforms by engaging
in electronic networks with competitive advantages.

2.2.3 Social Media Management in Oman (Thawani company)

Tracking businesses in the Sultanate of Oman on social media platforms in terms of good
management. Some organizations have risen due to their great focus on social media
platforms and attention to customers, their inquiries and requirements. Some companies are
still interested in social media platforms to improve their organizational performance and
sustainability in the market. Thawani Technologies Company is one of the most prominent
Omani companies that started in social media platforms, despite the difficulty of working on
communication platforms and the huge sums of money. Thawani Company achieved good
organizational performance and continued to achieve the company's objectives at the required
level.

2.3 Organizational Performance

According to Conţu (2020) Organizational performance depends on mastering the
organization's work and the ability to manage departments effectively. Organizational
performance is defined as the degree that the organization places in the business market with
human, financial and informational resources. Individual performance affects the
organization's performance in the long, medium or short term, either positively or negatively.
To determine the company's performance, it is necessary to focus on financial indicators that
reflect the company's economic goals and achieve them. Financial indicators for each
company are linked to the market through excess and book value and others. Competitiveness
is linked to the performance of the organization and is achieved by measuring the level of
productivity and effectiveness with the strength of the company's presence in the competitive
market. The organizational performance includes the results and outputs of the organization.
Upgrading the company's organizational performance makes it a higher level in the market.
Some define organizational performance in business as evaluating the company's ability to
achieve the goals and objectives set within the strategies. The types of organizational
performance of the company are divided into financial performance, which includes revenue
and profits, product market performance, which includes market share and sales, and
shareholder performance, which includes economic value and total consumer return (Shahzad
& Shabbir, 2012)

2.3.1 Importance of Business Organizational Performance

Conţu (2020) points out that business organizational performance helps increase the ability to
provide good value to consumers. The organizational reputation of institutions is related to
financial measures such as total return and profit growth. Productivity in business is related to
organizational performance, as it is the total output of services and goods. The company’s
performance objectives are design for improvement, measurement and analysis over a
specific period of time. Organizations interest in organizational performance helps in
increasing productivity and profits. Quality of work appears when companies focus on
efficiency and quality in order to satisfy customers. Corporate reputation is measured by its
organizational performance in all aspects, such as quality, customer loyalty, and financial
return. The company has well-planned strategies that help employees to pass them better.

2.3.2 The Relationship Between Social Media Management and

Organizational Performance
At the global level, social media has changed business environments and thus affected the
organizational performance of companies. Considering that social media platforms were used
by businesses to communicate with customers, provide services, and develop content.
Although social media platforms have appeared recently, most businesses have tried to use
them extensively in order to achieve their goals. The relationship of managing social media
platforms with organizational performance appeared in Malaysia. It was found that managing
social media platforms had a positive impact on organizational performance by improving the
relationship with customers and reducing costs. Social media platforms also influence
entrepreneurship through decision making by managers (Parveen &Ainin ,2016)

2.4 Sustainability
Sustainability in business refers to an organization's strategy to minimize the negative
impacts of a particular market. It involves the social, environmental and governance metrics
by which sustainability practices are analysed. Planet Earth is facing changes and risks that
must be taken into account by businesses. Mio & Panfilo (2022) have argued that business
sustainability is represented in the deployment of infrastructure that reduces gas emissions,
eliminates waste, and preserves water resources. Sustainability is defined as the good work of
all future or current stakeholders in a way that ensures the continuity and efficiency of work in
the long term. Sustainability is related to the social, economic and environmental aspects.
Businesses that focus on sustainability are concerned with current and future impacts in order to
maintain continuous growth.

2.4.1 Importance of Business Sustainability

Huang & Fatima, (2022) says organizations make a decision for a sustainability policy
strategy where companies integrate the concept of sustainability into decision-making
processes and social and environmental benefits. The benefits of environmental sustainability
are represented in preserving the environment and protecting it from risks, while social
sustainability is providing what satisfies customers. At the present time, companies maintain
the concept of sustainability in order to gain purchasing power in the competitive market. The
term sustainability has become a priority for organizations at the present time, because of the
continuous success of corporate business. Moreover, business sustainability is important for
the survival of the business as it is necessary and must be the core of the strategies and
objectives of all businesses. The most prominent focus in business sustainability is the
climate where companies are held accountable by the International Labor Organization.
Sustainability plans preserve the operational resources of the business so that the organization
has a clear and realistic vision. Business sustainability is achieved by the success of the
individual's performance in the organization and the ability to manage the business as
required. The financial sustainability of each company is linked to organizational
performance and the ability of leaders to address problems and risks that come suddenly.

2.4.2 The Relationship Between Social Media Management and

business sustainability
Recently, social media platforms have helped companies improve organizational performance
and at the same time sustain institutions in a competitive market. Managing social media
platforms in professional ways contributed to providing services and products to companies
at a better level, which led to customer satisfaction and raising the brand. Managing social
media platforms is related to understanding the business and the ability to make it sustainable
for a long period of time. The more the company achieves success through managing social
media platforms, a level of accuracy and great attention, it obtains valuable quality and thus
increases customer loyalty to the company. In addition, the more professional the
management of communication platforms by companies, the more the company will have a
good financial return and thus be sustainable in the market (Huang & Fatima, 2022).

2.5 Importance of Social Media Management

The management of social media platforms contributes to benefiting from the great
popularity of social media platforms, through branding, creating and supervising campaigns,
and marketing operations. Brand awareness is important for a business and social media
platforms are the best place to connect with audiences. Social media platforms represent the
broad base of users at the present time, approximately 3.5 billion people around the world use
various social media platforms (Ewing & O’Neil, 2019) business contributes to spending
huge amounts of money to manage social media platforms and achieve record sales rates.
Business marketers are proficient in attracting customers on specific platforms. Relationships
built on social media platforms can target the largest number of audiences and thus develop
relationships on networks.

Managing social media platforms helps companies manage many social accounts very
quickly, which contributes to not missing comments and interaction by the public. It is
extremely important to manage social media platforms, to enhance managers understanding
of the services and products provided by the company and to know the sales operations in
order to effectively respond to questions that relate to consumers. Platform marketing helps
increase the number of visitors to web pages to learn about the quality and services of the
company. Advertising and promotional tools contribute to the development of content.
Despite the huge data, the management of social media platforms must pay attention to
analysing them in order to modify, monitor and correct strategies.

2.6 Challenges of Social Media Management

Businesses face challenges in managing social media platforms in terms of time management.
Creating attractive content takes time and effort. Regardless, network administrators must be
on top of messages and notifications from the systems they manage. In the event that the
brand is present on many platforms, the publication is intersectional, and therefore keeping
up with the notifications takes time (Maiz & Fdez,  2016) companies need to come up with
new and creative contents, as it is difficult to manage social media platforms in offering new
and professional contents. Companies cannot repeat the contents, so that each company puts a
unique competitive advantage in front of the public. In addition to, coming up with a correct
content strategy, it is difficult for a communication platform expert to reach the brand.
Keeping abreast of the latest developments and trends makes the plan difficult to manage
social media platforms for marketing operations. Achieving a successful strategy on
communication platforms requires a large budget.

2.7 Factors that influence social media management

Businesses have become overly interested in managing social media platforms as a result of
reaching target customers. Companies have gained significant influence by managing
platforms and gaining a significant competitive advantage. The management of social media
platforms contributed to a positive reflection through the organizational improvement of the
company's performance. Companies that put social media platforms into consideration reaped
huge profits that helped companies get a continuous financial return. Since the emergence of
the Internet and social media platforms, it can be seen that each platform differs from the
other in their goals, so companies hasten to follow the marketing through them. Managing
social media platforms requires companies to participate in electronic networks to facilitate
data collection and analysis to understand customers' needs and preferences. Despite the cost
of managing social media platforms, most medium and small companies spend money to be
able to manage them. Organizational performance is linked to the company's ability to
manage and analyse customer comments and consider their inquiries (Maiz & Fdez,  2016)

2.7.1 Social Media Platforms: Social media platforms have diversified since the
advent of the Internet and are still evolving. Not all social media platforms target customers
and activate marketing operations. Companies study appropriate platforms for the content
provide in order to improve functionality. Some social media platforms have a higher value
in terms of customer loyalty and brand desirability. The Instagram program helps display
media and ads, unlike the YouTube program, which activates the video publishing service.
Companies are subject to studying the platforms that customers use on a daily basis, in order
to exploit their presence on that platform to display the company's content. Customer
inquiries and complaints on communication platforms help corporate leaders to improve
work (Magro, 2012).

2.7.2 Planning Strategy: Corporate planning varies according to the required needs,
which are related to the company's basic objectives. Strategies developed by companies help
improve the level of the brand after the process of understanding and analysing the data.
According to the development of performance, the company maintains its strategies.
Strategies for managing social media platforms must be on the verge of change to enable the
company to cope with changes and new platforms.

2.7.3 Platform Management Team: Team management of social media

platforms has a significant impact on the factors affecting the platforms and their interaction.
When the team has high efficiency and the management’s understanding of the platforms,
this will further activate the critical importance that the platforms produce through customer
interaction and analysis of their observations, so that the company will come out with a good
job performance level to enable the company to stabilize in the competitive market.

2.7.4 Goals and objectives: The company's goals are an influencing factor for the
effects of social media platforms by targeting the audience and the primary goal of managing
specific platforms. The company's goals are considered one of the sensitive matters that are
of great importance to companies, but they are involved in the management of social media
platforms, so platform managers seek to take them into account when managing, taking into
account the basic goals and objectives, and not getting involved away from them (Magro,
2012).

2.8 Effectiveness of social media strategies in achieving

organizational goals and objectives

The effectiveness of social media strategies means the process of delivering specific content
by targeting a specific audience to display the brand using social media platforms such as
Facebook, google, Instagram, Twitter, and others. Strategies contribute to achieving the
company’s organizational goals and objectives. The methods used by companies differ
according to the company’s endeavour. Companies may not follow certain strategies, and this
leads to difficulty in managing social media platforms (Reyaee & Ahmed, 2015) companies
rush to make their presence felt on social media platforms in order to increase in sales and
target the largest audience. Reports indicated that the number of marketers on social media
platforms have reached 92%. Increasing tracking of social media platforms in the recent
period has contributed positively by 80%, so that every institution has a presence on social
media platforms in order to market its services and products. Companies employ creativity in
the strategies used to overcome the management of social media platforms at a time when
business and marketing operations have become a great competition.

2.8.1 Identifying The Target Audience: companies must have a

comprehensive idea about the target audience in order to create the appropriate content. This
strategy facilitates the identification of the audience preference, needs, and interest are
studied, and this help in providing content based on the audience’s request. Every company
tries to understand its audience; this helps raise the brands reputation.

2.8.2 Defining Goals and Objectives: This is a successful strategy for

companies that set goals before starting work. Corporate goals are based on the company’s
desire for self and customers. The main goal of each company is to provide a unique brand
and high quality products in order to obtain a strong market competitive advantage. The
management of social media platforms differs in its goals in terms of technology and the
ability of the operational staff to achieve the goals through the profits.

2.8.3 Developing A Content Plan: Companies must develop their content

offering from time, based on the development of social media platforms. Customers desires
and needs vary from time to time, which requires companies to develop products according to
customer’s desires. The success of developing content plans depends on understanding
customer’s interaction and changing behaviour (Parveen & Ainin, 2015).

2.9 Impact of the social media management on organizational

performance
Parveen et al (2015) says the use of social media platforms has a significant positive impact
on the organizational performance of companies, by facilitating relationships with customers,
facilitating access to information, and reducing costs. Companies maintain the use and
management of social media platforms for the promotion of products and services and try to
absorb customer responses by advising them about product quality and the extent of
satisfaction with what the company offers. The growth of sales volume through the
management of social media platforms encouraged companies to exploit the benefit of using
social media platforms in promotion, which improved the performance of companies that
were at a poor level.

Understanding the management of social media platforms reflects on the practical effects of
the company, which is the organizational performance. The presence of the Internet has made
it easier for companies to reach millions of customers on social media platforms.
Communication platforms have become a priority for all companies at the present time,
which stimulates organizational performance to develop in the interest of the company.
Companies far from managing social media platforms get profitability and financial returns,
but not at the level of companies active on social media platforms. Despite the cost of
managing platforms, smallest and medium companies take a great initiative to engage in
internet marketing. The strategy built for the company can change according to the indication
of social media platforms towards the positive thing that improves its performance in the
market and the reputation of the brand (Parveen et al ,2015)

Social media platforms have evolved and become an essential component of most modern
institutions. Social media platforms have received great attention in order to improve
organizational behaviour. The use of social media platforms within the limits of companies'
work has become innumerable, as it is the essence of companies reaching a large financial
return by improving the company's behaviour. Companies are opening websites to collect
employee and management ideas for social media platforms on improving company
strategies. The organizational performance of any company changes on the development of
internet networks and social media platforms.

2.10 Impact of social media management on sustainability

The concept of business sustainability has spread in the recent period, which has drawn the
attention of businesses. Sustainability in business is related to the company's performance and
the extent to which it uses modern technology (Benthaus & Beck, 2016) most companies far
from social media platforms make acceptable profits, and some have left the competition
market. The future and current outlook for companies is important for their stability in the
competitive market without threats. Professional management of communication platforms
reflected positively on the stability and sustainability of companies in the competitive market.
Some businesses are still ignorant of the term sustainability, so they do not take it into
consideration.
Companies investing on social media platforms have been able to sustain themselves and
have gained competitive market power. More than 3.5 billion users of social media platforms
around the world spend long hours. Contemporary companies have taken advantage of the
development of the Internet and platforms to explore customers and determine their trends by
publishing various contents across platforms. Companies' awareness of the public's comments
and view of the brand through their loyalty towards the company. Major international
companies in light of the Covid-19 pandemic, their profits are increasing abnormally, because
they contain previous publications and content on social media platforms. The facilities
through the platforms have enabled the companies to succeed and sustain the companies
investing online (Benthaus & Beck, 2016)
The past decade has seen a significant increase in the importance of the term sustainability,
which has led to the establishment of the concept and is indispensable. A theory was obtained
for the concept of sustainability in business in terms of social, environmental and economic
responsibility for business (Davis, 2012) the audience represents the social aspect in social
media platforms, where the sustainability of the audience means that the company has
maintained the social aspect of sustainability. The economic perspective of sustainability is
represented in the financial return through managing social media platforms and the extent of
the company's success and sustainability in the competitive market. Some social media
platforms maintain business sustainability through great interaction by the audience, such as
Instagram, Snapchat, and Twitter. Businesses that follow the development of technology and
electronic programs are more sustainable in the market than others. Social media platforms
are still in the emergence and great development, which worries companies in terms of
management and the trend towards them. Efficiency and brand reputation are related to the
company's sustainability and the business's ability to manage well the platforms. Customer
behaviours are of great importance to the company's sustainability in achieving goals and
objectives.

2.11 IT tool which will enhance social media management

Social media management software helps to publish content and link accounts from one side.
Promotion and marketing managers can publish the organization's content to many accounts
such as Instagram, TikTok, Facebook, Twitter, and others. Social media management
software features such as awareness campaign tools, analytics tools, and marketing tools.
Managing social media platforms and determining the tool used is difficult for companies,
due to the multiplicity of social media programs(Maiz & Fdez,  2016) the best way to choose
a suitable tool for the company is to clarify the goals and objectives of the company related to
social media. Companies focus when choosing a tool that will help the company attract
customers and stimulate interaction, and thus the ability to develop organizational
performance and the company's sustainability in the market.

2.11.1 Content evaluation tool: This tool helps companies evaluate visual content
in order to plan publications on platforms for a specific period of time. The tool saves effort
and time, organizes the company's marketing plans, and creates consistency when publishing.
Planning through this tool will be determined by the company for a month, a week, or even a
year.

2.11.2 Reporting and analytics tools: Analytics tools are critical to

determining the strategy of platforms that are not working in social media. Reports help the
company to update and change the tools to be able to reach the target audience of the
company.

2.11.3 Platform Integration Tool: It is important for companies to keep up with

programs such as Twitter, TikTok, Instagram, Facebook and other and new social media
sites. When the company chooses social media programs, it must be ensured that the
company's social media management team has the ability to manage them well. The
management of the system with a single dashboard for all platforms will be beneficial
improve the brand and customer loyalty to continue the improvement and sustainability of the
company.

2.11.4 Post scheduling and post optimization tool: One of the most
prominent features of this tool is managing platforms in a good way, by setting a specific
period. Posts are scheduled once in order to make it easier for managers of social media
platforms. The good effect of the company publishing great content when it has an ideal
audience on the communication platforms. The audience is the most important part for
determining the comments of publications and improving them in the coming times. The
organizational performance of companies is enhanced when the management of the platforms
focuses on the fact that something needs to be changed to improve the performance and
sustainability of the company (Davis, 2012).
2.12 Research gap
Businesses will benefit from managing social media platforms and effective programs that
may help companies manage platforms. Networks and websites have been made available to
manage social media platforms in order for companies to compete in the global market. The
social media platform management model is an important and new topic that many studies
have looked at and it is still based on disclosure due to its impact on improving organizational
performance and business sustainability in recent years. Most of the Earth's population is on
social media platforms, which forced businesses to establish a professional department
specialized in social media platforms. However, the current literature reveals many gaps in
achieving good management of social media platforms, because it is not easy. Business
success at the present time depends on its ability to achieve good management of social
media platforms and achieve the goals and objectives of the company. However, it is difficult
for any company to manage social media platforms without a specialized study and
management team specialized in platform management practices. Despite the widespread
management of social media platforms at the present time, there are companies that still face
difficulty, whether from the financial side or the organizational competence of the company.
As a result, the study concluded that it is necessary to identify special tools for managing
social media platforms that may benefit the achievement of the company's goals, and
mentioned many tools that Thawani Technologies can benefit from applying them in
improving organizational performance and sustainability in the competitive market.

2.13 Conceptual Framework

The conceptual framework is as follows:

Figure 2.1 Conceptual Framework

The research focuses on three concepts, which are the management of social media platforms
and their relationship to sustainability and the organizational performance of the company.
The literature review reflects the extent of the impact of managing social media platforms on
the two terms or variables that the research measures the impact that the management of
social media platforms has on these two terms on the company.

2.14 Summary
This chapter discusses the management of social media platforms, the importance of
managing social media platforms for organizational performance, the relationship between
managing social media platforms and organizational performance, the concept of
sustainability and the relationship of managing social media platforms to sustainability, the
importance of managing social media platforms, the challenges of managing social media
platforms, the factors affecting Managing social media platforms, effective strategies for
managing social media platforms, the impact of managing social media platforms on
organizational performance, the impact of managing social media platforms on sustainability,
and information technology tools that help in managing social media platforms. In the third
chapter, the research methodology will be discussed.

CHAPTER 3
RESEARCH METHODLOGY

3.1 Introduction
This chapter will discuss research methodology, including research design, research tools,
sample size, sampling techniques, reliability and validity testing, data analysis techniques,
data collection techniques, legal, social and ethical considerations, and a summary of the
entire chapter with an introduction to the next chapter. Research methodology is writing an
outline or strategies required to collect data for the study. The techniques used in collecting
and analysing the data for the study will be supported as justifying the approach of this
chapter.

3.2 Research Design

(Jamieson & Pownall, 2022) research design is the procedures for compilation, interpretation
and analysis. The research design determines that the quantitative and qualitative which is
mixed approach the research design will be aligned to complete this project. Quantitative
research requires the use of tools such as rating scales, questionnaires, and surveys to obtain
the required data. The research design describes the uses of the researcher during the
collection of information. The research design includes a statement of the exact purpose of
the research, which is to measure the impact of managing social media platforms on
organizational performance and sustainability. Also, includes the methods that will be used to
implement the research. Qualitative data included an analysis of open questions and a review
of the literature included in the research. Moreover, qualitative and quantitative data were
used to draw accurate conclusions. Descriptive data will be included in this research through
the use of analysis tools and tests in the SPSS program. The researcher aligns with the
descriptive data so as to obtain predictable and clear results and analysis.

3.2.1 Quantitative Research Design

The quantitative research methodology will be used in this research through a questionnaire
that targets research questions about the impact of managing social media platforms. The
quantitative data it will include in the questionnaire part which is in closed questions.
Quantitative research helps to conduct advanced, better and faster design processes and
reduces expected errors in the future. Quantitative research has become the most common
way to draw accurate results. This method will disclose the opinions of employees
specialized in managing social media platforms about the impact of the platforms on the
success and growth of the company (Jamieson & Pownall, 2022).

3.2.2 Reasons for choosing quantitative approach

 Quantitative data enables the researcher to measure and see, as it is easy to control and
impose the viewpoints that the researcher sees.
 Quantitative research highlights to the researcher the exploratory qualities of the study.
The researcher proceeds to verify the validity of the data.

 The quantitative scope focuses on presenting the data obtained for the investigations, and
the researcher adheres to a strict methodology of accuracy and efficiency in information.

 Speed and accuracy are among the advantages of quantitative data, through computing
techniques that include survey tools, surveys, and so on (Jamieson & Pownall, 2022).

3.2.3 Qualitative Research Design

Qualitative data is data that are not expressed in numbers and can be obtained from reviewing
literature, photos or videos. Qualitative data may include charts, concepts, graphs, timelines,
etc. The use of qualitative data was added to enrich the research and obtain a variety of
results that help reach the goals that the researcher seeks to achieve. Moreover, the qualitative
data of what is common can be obtained through the interviews that the researcher conducts
for the organization. In this research, the researcher unable to conduct an interview with an
employee of Thawani Company because of their association with other important works and
the literature review, observation and existing data that using in the research.

3.2.4 Reasons for choosing qualitative approach

 Qualitative data collection is used because it is characterized by attracting faster results

and includes quality and confidence of information.

 It provides opportunities to develop specific insights through the data finding out to solve
research problems.

 Qualitative research is not bound by the limitations of quantitative research, as it involves

more disclosure and interpretation about the data.

 Qualitative methods allow conducting an investigation in the useful areas in which the
researcher feels deeply contemplative in order to reach the required results (Jamieson &
Pownall, 2022).
3.2.5 Research Methods – Descriptive Research

Research methods is a process of collecting and analysing data and is part of the research
design that included both qualitative and quantitative data. The research will include
descriptive research aimed at producing a systematic and accurate research. Frequencies,
categories, and directions will be used. Descriptive research relies on quantitative research
and sometimes uses qualitative data. Surveys allow describing averages and patterns in this
research. In addition to collecting data and monitoring models that can be studied and
described.

3.2.6 Conceptual Research Framework

The conceptual research framework given under:

Figure 3.1 Conceptual Framework

The conceptual research framework includes three basic concepts in this research, which are
managing social media platforms, organizational performance, and sustainability. The
research will revolve around three different concepts in terms of studying the relationship
between them and how these concepts affect Thawani Company.

3.3 Population of the Study

The study population is a group of people who are considered in taking information for a
statistical study. An effective study community that enriches research on accurate information
must be identified. The term study population refers to a specific group of entities and
individuals who may have similar characteristics. The study population refers to the target
group of people. Management of social media platforms The impact on the organizational
performance and sustainability of Thawani LLC was established, where the target population
in the study are employees of Thawani Company. The research benefits society as a whole,
especially businesses that neglect the side of managing social media platforms at the present
time. The researcher may not be able to afford the cost of testing all the people in the
organization. However, the matter differs in the company specified in this study. Thawani is a
company of medium and small projects that appeared in the Omani market recently, with an
estimated population of 52 employees, all of whom work in social media platforms. The
study questionnaire will be targeted to all Thawani company employees, who are estimated to
be 52 employees.

3.4 Sampling Technique and Sample Size

3.4.1 Sampling Technique
Rahman & Rahaman, (2022) sampling is a technique for selecting a subset of a population or
individual members in order to make statistical inferences and to estimate the characteristics
of the population as a whole. In this research, probability samples will be taken. Probability
samples are taken when the study needs results that reflect the entire population. For the
sampling method to be representative of the population, it is better to take more samples. The
random sample includes 52 employees of Thawani Company.

3.4.2 Sample Size

The sample size is part of the population that will respond to the research questionnaire,
which includes employees of Thawani Company specialized in managing social media
platforms, and their number is estimated at about 52 employees. Moreover, sample size
should be 10 percent of the population of company.

3.4.3 Inclusion Criteria

The inclusion criteria for this study should be:

 The respondents to this research should be Thawani employees specialized in managing
social media platforms.
 Persons over the age of 18 years are the ones who participate in the study that includes
the impact of social media management on organizational performance and sustainability
in Thawani LLC.

3.4.4 Exclusion Criteria

The exclusion criteria for this study should be:

 Respondents who are outside Thawani and not related to the management of social
media platforms are excluded.
 Persons under the age of 18 are not allowed to respond to research questions.

3.5 Research Instruments and Validity and Reliability Testing

3.5.1 Research Instruments
Research tools are used in many operations, including analysis, collection and measurement
of research-related data. The researcher must choose appropriate tools for the research needs
for data accuracy and enhancing research efficiency. Primary research tools, including
interrogation, surveys and observations, will be used to enrich the research. The researcher
relies on certain tools in order to reach research results with high efficiency and accuracy.

3.5.1.1 Questionnaires and Surveys

Questionnaires are among the most popular research tools that help the researcher to succeed
in the study by formulating questions that help solve the research problem. The type of
questionnaire in this study is known as the restricted questionnaire in the sense that the
questions are directed to a specific category and not in general to all. The questionnaire is
distributed via e-mail or WhatsApp. The research defines the questionnaire as a set of
questions that motivate the target group to discuss and then reach the results. Questionnaires
may be open or closed. Some people neglect to solve the questionnaires because of work
pressures, lack of knowledge about the topics of the questions, or they take the matter to a
lesser extent.

3.5.1.2 Observations
Observation is a method of collecting data by observing events, characteristics, or people.
Observations are among the important research techniques that help the researcher to observe
something during the work. The researcher may identify the impact of managing social media
platforms on the company's organizational performance and sustainability by monitoring
their inquiries and customers' comments on the communication platforms. The notes may be
hidden, meaning that they do not know that they are being monitored, and they may be public
that they are aware of.

3.5.1.3 Existing Data

It means the existing data, that is, based on the secondary sources of the previous study. The
process of using prior information is known as secondary research, which may be available
on the Internet and easy to access. Secondary data may save the researcher effort, money and
time. The researcher must review the data before actually using it. Data is available on
websites, magazines, articles and books, whether on the Internet or in libraries. It requires the
researcher to review the credibility of the information before confirming it to come up with a
highly efficient research. Thawani Company may not disclose the detailed steps for managing
social media platforms, but there must be information on the subject that helps the company
to be sustainable in the market.

3.5.2 Validity and Reliability Testing

The validity and reliability of the research is represented by the repetition of the same study
and the emergence of the same results, which makes the research more valid and efficient.
The relationship between the impact of managing social media platforms and its relationship
to organizational performance and company sustainability will be validated through the
responses of the respondents to the questionnaire questions related to the study. The validity
of the research is related to when the results are realistic and repeated. It is expected that the
relationship between the impact of managing social media platforms and organizational
performance is positive. Research that loses realism and validity is useless and this is shown
by repeated results. The same study results were sanctified and obtained in one of the articles
related to social media platforms and organizational performance. The quality and efficiency
of research related to the validity and reliability of the information. Analysing data obtained
from Google Forms using descriptive search using SPSS software tools. There are often tools
in this program that measure the validity and reliability of research results, and the researcher
will use this tool. The research hypothesis includes the relationship between the management
of social media platforms on organizational performance and sustainability, and it will appear
after obtaining the responses to the questionnaire addressed to Thawani Company, the section
on managing social media platforms. The closed and open questions included questions that
include the research objectives related to hypotheses.

3.5.3 Pilot Test

A pilot test is a type of test that validates the research workflow correctly. This research is
characterized by the effectiveness and efficiency of the research data to be accurate. The
researcher discussed the questionnaire with the subject supervisor, and a plan was developed
for the experimental test of the questions posed, but there is a lack of time to complete the
tasks on the required time. The experimental test includes phases, including research survey,
survey and development. The research survey has been modified by the researcher to suit the
study and the level of the employees to whom the survey is directed. The second stage is the
survey, which is about repeating the survey for the test again, and the last stage is the stage of
development and the development of the survey based on what suits the study and the
sample. Approximately 9 experimental questions were presented to a simple group to ensure
interaction and observation on the understanding of the research topic, which is related to the
management of social media platforms and its importance to organizational performance and
sustainability in Thawani Company.

3.6 Data Collection Techniques

According to Sharma & Kumar, (2022) data collection techniques refer to the methods used
to collect data from various sources. Data collection techniques include interviews,
observations, questionnaires etc. Data collection techniques enhance the credibility of the
results and the interpretation of the data. Using quantitative data, such as data that includes
numbers and tables, to reach research results. The study questionnaire will be published
online for Thawani employees using the Google Forms. The Google Forms is characterized
by distributing and analysing surveys without the researcher facing difficulty or cost in effort
and money. Google Forms is a tool that manages the researcher's questionnaire in a free,
web-based form. Google Forms exports spreadsheets, websites, graphics, and presentations.
Google Forms includes the feature of modifying data smoothly.

3.6.1 Primary and Secondary Data

Primary data is data generated by the researcher, such as interviews, experiments, and
surveys, and includes solving and understanding the research problem. While secondary data
is data created by institutions and academics such as articles, books, magazines, etc.

3.6.2 Primary Data:

Primary data is information obtained directly from various sources. Primary data requires
researcher effort, unlike secondary data. To make the study effective, the researcher uses both
primary and secondary data. One of the most prominent primary data used in the research is
the questionnaire as a primary source and it will be available via the Internet. The primary
data has advantages, including that the primary data is characterized by being credible,
reliable and flexible. In addition, the raw data is more recent and is collected in real time.
Primary data contains accuracy unlike secondary data. Despite the advantages of primary
data, there are disadvantages, including that it takes time to obtain data and it contains a
higher cost than secondary data (Sharma & Kumar, 2022). In this research, questionnaire use
as a primary data and its sharing for company employees online. This research not
conducting interview because all the employees in Thwani company busy in specific mission
even the researcher try to make it online but there is no time for the company employees and
the time very limited for researcher to done the work.

3.6.3 Secondary Data:

Secondary data is data that has been disclosed by companies and academics and is available
online. As it is a large-scale data that the researcher can obtain at any time and without any
effort or cost. Secondary data has the advantages that it is available and easy to obtain
without cost, as it is free. Secondary data takes a shorter time than primary data, as it is
available. Despite the advantages of secondary data, there are disadvantages, including that
the data may not be as reliable or credible as the primary data (Sharma & Kumar, 2022) The
researcher, when taking a specific piece of information from the secondary data, requires
verification of its validity from other sites. The secondary data may question the researcher in
terms of the quality of the information. The researcher uses secondary data in this research
from different types like journals articles, websites, books and so on.

3.7 Data Analysis Technique

(Eaves, 2021) data analysis technique is a technique that includes multiple activities such as
the process of collecting, organizing, cleaning and arranging data. Data analysis technique it
will be by using various data analysis software, statistical data analysis techniques will be
used for the research results. The main reason for this step is to identify the direction of the
massive data included in the research. Analysing the data that which is from Google Forms
and then using SPSS program in order to reach the data results by using statistical and
diagnostic tests like mean, mode, standard deviation. The research will include the use of the
following statistical methods: data tables, tables, and graphic analysis. This technique will
reveal the relationship between managing social media platforms on organizational
performance and sustainability through the apparent results.

3.8 Legal, Ethical and Social Considerations

The researcher bears several responsibilities when conducting research, including ethical,
social and legal

3.8.1 Legal Consideration

Legal issues are among the things that the researcher must take into account in order to
maintain the privacy of the data used. Legal considerations are developed within authorities
and governments in order to solve legal problems through established principles and rules.
Legal rules and principles are taken into account when conducting any research to maintain
the confidentiality and privacy of the company's information. Sometimes the study is adapted
from another study, and the data presented to the public is different from the original
research. An explicit and official approval must be obtained before publication, in order to
include it in the research ethics. It requires researchers to identify the information used in the
research to protect the privacy of the respondents, whether the information is from books, on
the system, or the Internet. The Research Ethical Council does not need investigations if the
information does not include identity data, meaning that researchers cannot obtain it.
Sometimes the privacy of secondary data may cause harm to researchers in terms of
recovering consent to use. The researcher is required to follow all legal procedures, including
them, so as not to be exposed to the dangers of publication, reputation, and privacy.

3.8.2 Ethical Consideration

Ethical considerations are concerned with good and bad behaviours, as the respondents were
chosen for the study equally without discrimination in order to obtain explicit and accurate
information that reflects the morals of people in terms of the value of the responses obtained
by the researcher. The ethical consideration reflects the principles, values and morals of the
researcher and takes into account what must be done when conducting the research. Also, in
order to preserve the ethics of the research, the researcher obtained a signed letter from the
company in order to preserve the privacy and confidentiality of the company.

3.8.3 Social Consideration

Social considerations focus on the decisions of others, as the research will be published on
various sites that institutions and the community can benefit from in identifying the
management of social media platforms and their importance in improving the company's
performance and stability in the market. The process of concealing identity during data
collection is confusing by hiding names, phone numbers, addresses, and messages. The study
will benefit the Omani industry, which is far from managing social media platforms. The
researcher requires an understanding of communicating with individuals in situations.

3.8.4 Confidentiality
Maintaining the confidentiality of information related to people is something that must be
taken into consideration by the researcher. All participants in responding to research
questions must be aware that the information obtained by the researcher is confidential and
kept without mentioning their names. In contrast, anonymity of the participants presented a
challenge in the study design. Upon obtaining the research questionnaire responses, the
confidentiality of security, storage, encryption and disclosure is preserved.

3.8.5 Research Misconduct

Research misconduct is represented in distorting some information by the researcher,
manipulating numbers in increasing or decreasing the results. Research misconduct is one of
the serious ethical problems that affect the reputation of research organizations and science.
The researcher may deliberately discredit an organization, which may expose the research to
a legal issue. The bad behaviour that the researcher may commit is an academic trick that will
affect the thinking of the reader and academic researchers.

3.9 Summary
In this chapter, the research methodology and related points are disclosed, which are
sampling techniques, the study population, data collection techniques, reliability and validity
testing, research tools, study design, and social, legal and ethical considerations. The
researcher discussed in this chapter the tools and methods used to show efficient research that
may benefit institutions, academics and researchers on the issue of the impact of managing
social media platforms on organizational performance and sustainability. In the fourth chapter
of the research, there is a discussion about data analysis and interpretation of the research
results to be collected through the use of Google Form.

CHAPTER 4
DATA ANALYSIS

4.1 Introduction
In this chapter, the results and interpretations of responses from respondents collected by
Google Forms will be discussed. The researcher relies on the circular and tabular analysis of
the results. Discuss the results on the number of responses, which are 45 respondents. The
demographic questions will first be analysed and then the closed questions. The questionnaire
used an analysis using tables and graphs to obtain the information required to cover the
research objectives.

4.2 Data Collection

The size of the population is the 52 employees of Thawani Company, all of whom work in
the scope of managing social media platforms. Both quantitative and qualitative data
collection was used in this research for rich the project. Data was collected from a sample
size of 45 respondents. The data was collected using Google forms, and the questions are
divided into demographic and closed opened questions, results for 45 respondents within a
population size of 52 were entered into SPSS program.

Figure: Number of Responses

4.3 Results Analysis of Demographic Questions

The results of the 45 respondents will be analysed by entering data into SPSS program and
analysing it using tables, figures and graphs. The sample size of Thawani Company will
determine the requirements for evaluating the research and obtaining accurate information in
order to cover the research questions.
 Figure 4.1: Gender of respondents

Table 4.1: Gender of respondents

The results showed that the number of male participants in solving the questionnaire
represented 6.7%, while the percentage of females reached 93.3%, as the number of females
exceeds the number of males, and this indicates that the number of female employees is
higher in Thawani Company than the number of males. The theory includes both females and
males regardless of the outcome shown on the questionnaire. There is no missing number in
solving this question, as 45 employees, including females and males, answered the question.
The recurrence rate shows the same proportions for females and males.

Figure 4.2: Age of respondents

Table 4.2: Age of respondents

The graph shows the ages of the participants who answered the questionnaire, where 77.8%,
aged between 18-25 years, include the largest number, representing 35 females and males,
which is the most responsive category. While 17.8% is the age group between 26-35 years,
which is the second highest category, and they number 8 people, including both males and
females. The age group 36-50 years represented 4.4%, there is 0% in the age group between
51-65 and 65 and over. The results show that there is no missing number of 45 people who
answered the question. The ages that Thawani includes are between 18 to 25, and this
category is active in the world of information technology. They have innovations and ideas
that are better than other ages because of their contemporary technology.

Figure 4.3: Level of education of respondents

Table 4.3: Level of education of respondents

The results indicated that the largest percentage of employees hold a bachelor's degree, at a
rate of 64.4%, diplomas at a rate of 15.6%, and doctoral qualifications at 6.4%, while master's
degrees at a rate of 4.4%. In addition, there are employees who have a lower secondary
school grade of 2.2%. Moreover, the large percentage of the qualifications possessed by the
employees of Thawani Company holds a bachelor's degree, at a rate of 64.4%. In addition to
the employees who possess technical or professional certificates, their percentage reached
6.7%. The recurrence rates are similar, there is no fabrication, and there is no missing
number. The results indicate the diversity of certificates in Thawani Company between
various graduate and intermediate studies, in order to introduce different experiences for
various levels of employees to highlight talents and come up with what is expected of
customers.

Figure 4.4: Nationality of respondents

Table 4.4: Nationality of respondents

The results show that the percentage of Omanis who respond to Thawani Company is higher
than the percentage of foreign workers, as the percentage of Omanis reached 91.1%, while
the percentage of non-Omanis reached 8.9%. In addition, through the ratio, it indicates the
superiority of the number of Omani employees in the company due to the application of
Omanization and thus giving the priority of employment to Omanis over foreigners. It is
good for the company to contain employees from the same country, due to the comprehensive
knowledge that the employees include of the requirements and needs of customers in the
country and their view of the company’s products and services.

Figure 4.5: Work experience of respondents

Table 4.5: Work experience of respondents

Most of the participants have practical experience ranging from one to two years, and this
amounted to 72.3%, or their number is 33, while the percentage of employees who have
practical experience from two to five years’ ranges from 13.3%. In addition to the percentage
of employees with work experience from five to ten years and more than 25 years, 4.4%. The
results also indicate that the percentage of employees who have work experience from ten to
20 years is 2.2%, while employees who have work experience of more than 25 years 6.7%.
The respondents answered the question, who numbered 45 employees, and there is no
missing number, and the recurrence rates are similar to the original and valid ones. The
results showed that most of them are employees with work experience ranging from one to
two years and up to five years.

4.4 Open Ended Questions

Table 4.6: Reliability Statistics of respondents

Cronbach's alpha coefficient refers to the reliability and validity of the research in terms of
the apparent average of 0.9. Despite the size of the sample, there is accuracy and validity in
obtaining information required to cover the objectives and research gap. Cronbach's alpha
scale is used to verify the validity of the results included in the research. The scale includes
digits, so when obtaining 0.9 or more, the reliability of the research is excellent, unlike
numbers less than 0.9, as there are doubts about the accuracy and validity of the research, and
the researcher is required to review the data. The great importance that the reliability of the
research includes is the adoption of the research and its results and work with it by
researchers on the same subject.
 Figure 4.6: Histogram for results obj1.1

Table 4.6: results for obj1.1

The response to the question one part A, “Social media management helps the company to
communicate with the new target audience” the results show that the mean is 3.7, and this
indicates a high percentage of those who agree on the issue that managing social media
platforms really helps companies to target new audiences. The arithmetic mean of 3.67
appears, it indicates that social media helps Thawani Company to reach a new target
audience, as the standard deviation reached 0.707 and there is a remarkable agreement
between the mean and standard deviation, and the sum of those who agree and agree strongly
44, which shows the strength and credibility of the relationship in terms of employee
responses and their agreement that social media platforms do indeed make the company
target new audiences. In addition, the ratio of the median is 4 and its mean meets the mean at
the same point, and the mode is 4 and that means most of response strongly agree with this
effect from social media management, which is the most frequent value of the respondents.
The highest value is 4 and it means strongly agree and the lowest value is 0 which mean
strongly disagree. The results prove that the management of social media platforms has a
positive impact on the company's attraction of new audiences, which helps in the stability of
the company and improve its organizational performance on customer requirements (Huang
& Fatima, 2022) nowadays, the importance of managing social media platforms for
companies cannot be overstated, as it helps to showcase the company's products and services
which helps in improving organizational productivity and sustainability. The question
received a weak percentage of unsupportive responses regarding the impact of managing
social media platforms and its positive relationship. This question represents evidence to
prove the positive impact reflected by Thawani Company's interest in managing social media
platforms through customer management towards the services and quality provided by the
company (Li & Leonidou,2021) moreover, companies far from communication platforms and
their management suffer from the difficulty of displaying the products and services provided,
which lose customers because of their presence The largest at the present time on platforms
through various programs such as Twitter, Instagram, Facebook, etc.

Figure 4.6: Histogram for results obj1.2

 Table 4.6: results for obj1.2

In response to the question two part A, “The social media team in Thawani had a positive
impact on organizational performance and sustainability,” with an average of 3.5 this result
show the mean is very high relation with question whenever smart and expert in
measurement, this helps measure customer behaviour on platforms and understand the
requirements and needs of the company to improve the performance of the products or
services it provides in order to maintain the company in the competitive market. The
arithmetic mean is 3.53, which indicates that the social media team has an impact on Thawani
Company in improving the level of performance and sustainability. The management team of
social media platforms had a valuable value, as they are the ones who decide the fate of the
company. Therefore, the total number of respondents to the question appeared on the one
hand corresponding to 17 and strongly agreeing 27 That is, the total agreement is 44 people,
which means that the relationship is positive and interdependent. It shows a standard
deviation of 0.726, which indicates significant agreement between the mean and the standard
deviation, and the trend is that survey respondents agree that the social media team has a role
in helping target audiences and improving company productivity and market sustainability.
The mean appears at a value of 4, which means that most of the responses were in strong
agreement with the topic. The median represents a rate of 4, where it is equal to and meets the
arithmetic mean, and this means that the relationship is indeed positive and correlated. The
standard deviation and the arithmetic mean are close. This shows that the relationship of the
social media platforms management team has the ability to determine the efficiency,
productivity and sustainability of the company. The significant impact of Thawani’s
sustainability on success in the market since its presence in the Omani Market it is due to the
selection of the team that is able to manage the platforms in smart ways so that the company
can obtain a brand with a good reputation. The work team certainly affects the improvement
of the company's performance by deducing customers' inquiries and desires, which achieves
various services from the company according to the customers' desire and this is what is
settled Thawani Company achieved its achievement in the Omani market, which is to provide
easy payment programs for the customer without the need to bring a bank card, etc. The
appearance of average 3 indicates the positive relationship reflected by the employees’
responses to the issue of the work team and its relationship and its impact on improving the
company’s performance level and its sustainability in the competitive market (Huang &
Fatima, 2022).

Figure 4.6: Histogram for results obj1.3

 Table 4.6: results for obj1.3

In response to question three part A, social media management helps an organization stay
competitive in the market. The results indicate that the mean is 3.4, meaning that most of the
respondents strongly agreed. The standard deviation shows a value of 1.053, which indicates
a good agreement between the arithmetic mean and the standard deviation, so that the
respondents agree that social media has a role in maintaining competitiveness in the market
by continuing to pay attention to social media platforms, knowing customer behaviour and
implementing their requirements. The highest value appears in the table, 4, which represents
strongly agree, and the lowest value is zero, which represents strongly disagree. Arithmetic
mean of 4 is also shown, which represents a value that strongly agrees with the effect
produced by managing social media platforms. The table indicates the number of strongly
disagreed 2, neutral 4, disagreed 1, and strongly agreed 30. The total number of participants
who solved the questionnaire and strongly agreed are the most numerous on the agreement
effect. Managing social media platforms really helps companies to maintain their
competitiveness in the market, through customer opinions by monitoring their behaviours and
inquiries across different platform (Zuhdi, & Shankar ,2019) in the recent period, the
importance of managing social media platforms for companies has become clear, by
comparing companies that are far from the platforms. The advertisements that the company
publishes on different platforms activate the matter among competitors, and the more the
company excels in managing social media platforms in an exploitative and intelligent way
that helps it secure its position in the competitive market. Customers constantly use social
media platforms, as the world depends on electronic networks, in order to obtain products and
services from companies, so competition nowadays has become marketing and advertising
through various Internet platforms.

Figure 4.6: Histogram results obj1.4

Table 4.6: results for obj1.4

In response to the question, “Management of social media platforms helps the company with
sustainability in the market,” the histogram shows 4 is high number and it means strongly
agree and then number three is the high and the option mean agree. As the responses were
strongly agreed upon, with an average of 3.5. The standard deviation is 0.735. This indicates
that the relationship is positive in that the management of social media platforms contributes
to the sustainability of the company. The arithmetic mean is 4 and indicates the number of
strongly agreeing with the question. The number of strongly agreeing was 31, 11 agreeing, 1
neutral and 2 disagreeing. The highest value represents 4, which is strongly agree, and the
lowest value, zero, indicates strongly disagree. The responses indicate the positive
relationship of the impact of managing social media platforms on the sustainability of the
company. Managing social media platforms makes it easier to meet customer needs, which
helps the company connect with the public and sustain itself in the market. Most of the
companies active on social media platforms are steadfast in their competition in the market
due to the development of technology and the focus of people on using the platforms. It is not
like before, companies work hard to reach a reasonable number of customers, but within a
second, companies can attract thousands of targeted customers.

Figure 4.6: Histogram results obj2.1

 Table 4.6: results for obj2.1

In response to this question, strategies affect the management of social media platforms and
organizational performance, with an average of 1.5, and the responses indicate that there is
indeed an impact on corporate strategies, which reflects the aspect of organizational
performance. The standard deviation is 0.499 and the arithmetic mean is 1.58. This indicates
that the relationship is semi-acceptable in that the strategies affect the management of social
media platforms. The arithmetic mean is 2 and refers to the number of respondents who chose
an average effect on the question. A higher value of 2 represents a medium effect, and a
lower value of 1 indicates a lower effect. Through the results, the responses showed that there
is no total impact of the strategies that the company sets on managing social media platforms.
Whenever the company is interested in providing good content to target the audience, it
includes it as one of the basic strategies that support a company to improve services and build
its brand in the competitive market. In addition, the strategies and goals of the company are
among the reasons for the interest in managing the platforms, as some companies neglect the
aspect of managing the platforms and their great importance to the company. The company's
success is really related to the company's strategy, and this is what Thawani has included
since its appearance in the market. It displays the contents and services it provides through
various platforms, which made the beginning of its career successful and received loyalty to
its brand. The responses included a large impact and a medium impact, and this indicates an
influence in terms of strategies followed by the company.

Figure 4.6: Histogram results obj2.3

 Table 4.6: results for obj2.3

In response to the question “Payment sites affiliated with Thawani Company contribute to the
development of managing social media platforms and employee performance,” the average
response of respondents is 3. 3 This means that most of the responses strongly agree with the
question. Payment programs to facilitate customer services operations to develop
management of social media platforms and employee performance. The standard deviation is
0.905, the arithmetic mean is 3.3, and this indicates that the relationship is positive and
interrelated that modern payment sites contribute to the development of managing social
media platforms and the performance of employees in Thawani Company. The arithmetic
mean is 4 and indicates the value of strongly agreeing. The highest value is 4 strongly agree
and 0 is the strongly disagree value. Through the results, the responses showed that the
number of those who strongly agree is 24, 15 agree, 4 are neutral, 1 do not agree, and 1
strongly disagree. This was proven through the results through the opinion of the employees
regarding customer services. Not only are the payment sites established by Thawani
Company to facilitate payment, operations that contribute to the development of employee
performance, but rather they are a reason and support for discovering and inventing what
benefits customers and the company as a whole. Moreover, innovative technology helps to
develop applications that facilitate the company's customer operations and improve
organizational performance, thus contributing to the company's stability and market success
(Sutherland, 2020). 
 Figure 4.6: Histogram results obj2.4

Table 4.6: results for obj2.4

In response to this question, "Effective communication platforms help achieve organizational

goals in the company," as the results showed that the arithmetic mean is 3.6, meaning that
most of the responses strongly agree. The standard deviation is 0.576, the arithmetic mean is
3.6, and this indicates that the relationship is positive and interrelated, that the management
of social media platforms helps to achieve organizational goals in Thawani Company. The
arithmetic mean is 4 and indicates the value of strongly agreeing. The highest value is 4
strongly agree and 2 is the strongly disagree value. Through the results, the responses showed
that the number of those who strongly agree is 30, 13 agree and 2 are neutral. The results
indicate that social media platforms have a major role in achieving the company's goals
through profit and the company's continued development of its services. Social media
platforms help measure customer loyalty to the brand. (De Oliveira Santini & Babin, 2020)
the company has become in need to include the management of social media platforms,
because the world has become using the platforms on a daily basis and for long hours, which
may make the company provide its products and services through different platforms to
achieve the success and goals of the company and its institutions continuity in the
competitive market. In the recent period, companies tend to put social media platforms as one
of their first goals, due to the importance of exploiting social media platforms in achieving
the organizational goals of companies, as huge sums of money are spent in order to manage
the platforms and gain the largest number of customers.

Figure 4.6: Histogram results obj2.5

Table 4.6: results for obj2.5

In response to a question, sustainability is achieved through the implementation of effective
strategies in managing the company's social media platforms, the standard deviation is 0.908,
the arithmetic mean is 3.3, and this indicates that the relationship is positive and interrelated,
that sustainability is achieved through the management of social media platforms. The
number of strongly agreeing was 24, agreeing 17, neutral 1, disagreeing 2, and strongly
disagreeing 1. The highest value showing 4 means they strongly agree with the relationship
of sustainability to the management of social media platforms. The employees indicated that
companies need to develop effective strategies for managing social media platforms, by
analysing customer responses and inquiries, and the company using platforms that help them
achieve profits and attract customers towards the brand in order to establish its reputation in
the competitive market ( Enke & Borchers, 2021).

Figure 4.6: Histogram results obj3.1

 Table 4.6: results for obj3.1

In response to a question, the management of social media platforms depends on the annual
budget of the company. The standard deviation is 0.857, the arithmetic mean is 3.3, and this
indicates that the relationship is positive and interrelated that the management of social media
platforms is linked to the company's annual budget and its ability to purchase platforms and
so on. The number of those who strongly agreed was 23 and those who agreed were 18. The
highest value showing 4 means they strongly agree with the relationship of the budget to the
management of social media platforms. Including this question for the company's employees,
as there are discussions by major companies that social media platforms need a lot of money
to manage platforms and networks on the Internet, as it is not easy to buy platforms, networks
and websites to display the products and services provided by the company (Muninger, &
Hammedi, 2022) indeed, without money, companies cannot enter into major competitions,
but communication platforms need huge funds to manage them, and this is what makes it
difficult for some companies to manage social media platforms effectively .
 Figure 4.6: Histogram results obj3.2

Table 4.6: results for obj3.2

In response to a question about the effect of changing the content of applications on social
media platforms on achieving organizational goals, the standard deviation is 1.105, the
arithmetic mean is 3.18, and this indicates that the relationship is positive and correlated, as
the more the company updates the applications and ads on social media platforms so that they
are attractive and targeted to customers according to their needs and change their ideas about
the services and products provided by the companies. The highest value showing 4 means
strongly agree with the effect of changing the content of applications on social media
platforms on achieving organizational goals. The success of companies and the achievement
of organizational goals is related to changing the content on the platforms so that it is
contemporary with the ideas of customers.

Figure 4.6: Histogram results obj3.3

Table 4.6: results for obj3.3

In response to question, effective management of social media platforms has a positive
impact on organizational performance the results show positive relationship. The standard
deviation is 1.205, the arithmetic mean is 3.16, and this indicates that the relationship is
positive and correlated. The more the company is active in managing social media platforms,
the matter helps in providing what satisfies customers and improves the brand (Phengsuwan
& Ranjan ,2021) social media platforms facilitate obtaining information from customers from
different countries of the world, which makes them provide interesting products and services
that make customers associated with the brand and provide loyalty to each product or service
provided. The mode is 4 and means the strongly agree from the responses. The strongly agree
is 24, agree 13, strongly disagree 3, disagree 3, natural 2. The average of agreeing on this
question is 37 out of 45 and this consider as a good approve.

Figure 4.6: Histogram results obj3.4

 Table 4.6: results for obj3.4

In response to a question, does managing social media platforms improve customer service in
organizations, employee responses were 15 agree, 25 strongly agree, 2 strongly disagree, 2
neutrals, and 1 disagree. The standard deviation is 1, the arithmetic mean is 3.3, and this
indicates that the relationship is positive and correlated certainly companies can, by
managing social media platforms, improve customer service in organizations by observing
and analysing their responses. In addition, the companies should respond to customer
inquiries and focus on their satisfaction with the product or service provided by the company.
Exploiting the various media on the Internet and the sites where customers are located helps
the company to attract their opinions on the product or service that the company provides.

Figure 4.6: Histogram results obj3.5

 Table 4.6: results for obj3.5

In response to question social media platforms help increase awareness of the company’s
brand, the employees’ responses were 25 strongly agree, 14 agree, 2 neutrals ,3 disagree, and
1strongly disagree. The standard deviation is 1, the arithmetic mean is 3.3, and this indicates
that the relationship is positive and correlated certainly companies can, by managing social
media platforms, improve customer service in organizations by observing and analysing their
responses The highest percentage included strongly agreeing and agreeing, and this shows the
importance of managing social media platforms in increasing brand awareness. Customers
obtain information about the product or service through social media platforms, especially at
the present time due to the concentration of people and their great use of the platforms.
Customers may not know a company, but when social media platforms appear, it is easy for
companies to display their services and products on the platforms, in order to increase
awareness of the brand for customers (Reyaee & Ahmed, 2015)
 Figure 4.6: Histogram results obj4.1

Table 4.6: results for obj4.1

In response to question providing the latest technology tools to manage social media
platforms enhances the growth and sustainability of the company. The standard deviation is
841, the arithmetic mean is 3.4, and this indicates that the relationship is positive and
interrelated, providing the latest technology tools to manage social media platforms enhances
the growth and sustainability. The result indicates that the use of modern tools to manage
social media platforms helps in the sustainability of the company (Muninger &
Hammedi,2022) most companies are trying to go towards modern tools and technology to
display the products and services they provide in order to reach target customers around the
world. Some companies may not renew the tools in use and keep old tools, which threatens
their competition in the market.

Figure 4.6: Histogram results obj4.2

Table 4.6: results for obj4.2

The graph shows that the mean of this question is 3.4 and the standard deviation is 0.809. In
response to a question, information technology tools play a major role in managing social
media platforms, and this in turn enhances organizational performance. The number of
strongly agreeing was 24, agreeing 17, neutral 3, disagreeing 0, and strongly disagreeing 1.
Need to use what suits the objectives and content of the company in order to enhance the
organizational performance of the company. In the recent period, the tools are renewed,
which makes companies study the appropriate tools for the work and goals of the company to
reach the target audience and improve the company's organizational performance and
sustainability.

Figure 4.6: results for obj4.3

The responses about the best technology tools for managing social media platforms are
Hootset, which is used by Thawani Company, as it is the largest tool for managing social
media platforms and is used by international companies (Maiz & Fdez,  2016) the Hootsuite
tool is distinguished by its multi-capabilities system for measuring social metrics, running
ads, and scheduling content. In addition, the multiplicity of technology tools for managing
social media platforms according to the needs of the organization, and there are more
common tools in use, which are Sprout social, Buffer, and HubSport, as these tools provide
scheduling, publishing, and analytics features to social listening in order to manage customer
interaction. Moreover, technology management tools help expand your social media
presence, save time, and enhance customer engagement (Davis, 2012) Companies must
evaluate the features of each tool and determine the most appropriate according to the
company's needs and goals. Twitter and Instagram are among the active platforms that the
company must use the most appropriate tool to manage it well. The responses indicate that
Thawani uses Hootsuite because it is the best for the company's requirements and is the latest
in the market despite the presence of Facebook, which has been widely used by major
international companies for a long period of time.
 Figure 4.6: results for obj4.4

The employees' responses to this question indicated that information technology tools
contribute to improving organizational performance and sustainability in Thawani Company
through improving automation, efficiency, collaboration, and customer participation in their
inquiries and data analysis. In addition, technology tools effectively assist in implementing
and monitoring campaigns on various communication platforms. Information technology is
currently working on entrepreneurship in successful ways, which makes the company settle
on remarkable success and growth in the competitive market (Khuntia & Sambamurthy,
2018) moreover, technology tools contribute to the implementation of new innovations for
the products and services provided by the company and thus enhance the level of the
company's offerings. Contemporary modern tools work to raise the level of the company at
the local and global levels, so that its strategies become of speed, effectiveness and accuracy
of operations. Technology tools specialized in managing social media platforms also
contribute to improving relations and enhancing diversification and coordination of the
company, which makes it stable in the market. Systems launched by companies using modern
tools contribute to enhancing the productivity and administrative capacity of the company.
Currently, information technology is seen as an important factor in economic and social
development. The world is in progress in terms of information technology and is one of the
important investments of the company in order to increase the gross domestic product of the
economy (Khuntia & Sambamurthy, 2018)
T-Test

Table: T-Test

The t values for all closed questions are high and the sample difference is less than 0.050 in
all questions. The t-test shows that the questions related to the four goals have a high
arithmetic mean, and the sample difference appears to be 0.000 less than 0.05, which means
that the test has been proven correct through the agreement of the responses from Thawani
Technologies Company to the questionnaire. Questions linked to hypotheses, which are the
positive relationship between managing social media platforms and organizational
performance, and the relationship of managing social media platforms and sustainability
through influence. The hypotheses were linked to four different research objectives, which
are the influence, factors, strategies, and technology tools affecting the management of social
media platforms for organizational performance and sustainability. It has already appeared
that the management of social media platforms is positive for the company's performance in
terms of productivity, improving efficiency, and introducing modern systems and
technologies that contribute to the organization's survival on successful sustainability.

Summary
This chapter discusses the results of the data obtained by the researcher from the employees
of Thawani Omani Company by answer the survey. The hypotheses of this study are
expected, as through the emergence of positive results that are consistent with the hypotheses
of the study, which are related to the positive relationship of managing social media
platforms on organizational performance and sustainability. The researcher discussed tables
and graphs to reach and prove the results. In addition to supporting data from the literature
review to show the justification and validity of the findings. The fifth chapter of the research
is the last chapter and it will include recommendations, conclusion, future research and
conclusions from the research.
 CHAPTER 5
SUMMARY OF FINDINGS, CONCLUSION AND
RECOMMENDATIONS

5.1 Introduction
In this chapter, the results of data analysis will be discussed, as the results indicated that there
is a positive relationship between the management of social media platforms, organizational
performance, and the sustainability of the success of Thawani in the competitive market. This
part of the research will also include a comprehensive conclusion about the impact of
managing social media platforms on organizational performance and sustainability in
Thawani Technologies LLC. In addition to the results that the researcher will work through to
come up with recommendations for the project, limitations and future research, the inference
of the fourth chapter is made through the research survey. In addition, it will be a conclusion
that includes the most important points related to the project.

5.2 Summary of Findings

The results revealed the compatibility of the research objectives with the responses of 45
respondents to 17 questions, including closed and open questions. Most of the questions
included the choice of strongly agreeable, and the results indicated that the management of
social media platforms has an impact on the organizational performance and sustainability of
Thawani Company. Respondents stated the importance of effective strategies for social media
platforms in achieving the organizational goals and objectives of Thawani Company.
Moreover, through the research questions, the factors affecting the management of social
media platforms in the company were discovered. The relationship between managing social
media platforms, organizational performance, and sustainability is a positive relationship that
is reflected in helping the company improve the quality of services provided to customers and
achieve customer satisfaction by analysing their posts through various platforms.
The research discussed several objectives, including the first objective, which includes the
impact of managing social media platforms on business sustainability and organizational
performance in Thawani Technologies LLC. The second objective is to address effective
strategies for managing social media platforms and contribute to achieving organizational
goals and objectives in Thawani Company. The third objective included the factors that affect
the management of social media platforms in Thawani Company. The fourth and final
objective is to address recommendations for technology tools that enhance the management
of the company's social media platforms to ensure sustainability and improve organizational
performance. The study proved the existence of a significant positive relationship from the
management of social media platforms, which worked to improve organizational
performance and Sustainability of Thawani in success and continuity in the Omani market.
The problem with managing social media platforms is that companies do not have effective
strategies for managing platforms that enhance organizational performance, as it turned out
that Thawani started its strategies with great interest in managing social media platforms to
gain more customers.
The results of the research revealed several issues through testing the validity and reliability
of the results, including:
1. Managing social media platforms is one of the basics of companies' success at the present
time and contributes to improving the company's performance and sustainability in the
market, which is represented in providing good quality and providing what satisfies
customers, and this is what the results indicated for Thawani Company.

2. The strategies that the company sets are related to achieving the goals of managing social
media platforms, as the companies’ strategies are clear from the outset towards managing
social media platforms and employing a work team that is able to know things that
contribute to the success and growth of the company.

3. Managing social media platforms is a method used by Thawani Technologies by virtue of

centralizing customers largely across platforms by displaying the company's contents and
trying to understand customer requirements, which works to enhance job performance in
the company.

4. Developing the management of social media platforms is not an easy matter that requires
training and qualifying employees in managing modern technology and adapting with
tools related to management in order to succeed in displaying and publishing content and
observing customer responses through various platforms.
5. The results appear on the impact of social media platforms, to which most of the
respondents responded with strong attitudes. It is clear that the management of social
media platforms is related to the quality of the brand and survival in the market
competition in the market.
6. The results revealed that one of the factors affecting the management of social media
platforms is the company's budget, as managing social media platforms requires huge
amounts of money to purchase networks and management tools, so some companies
neglect managing platforms. In addition, Thawani Company, which was included in its
strategy, is the interest in managing social media platforms, which made it, although it is
new in the competition market, but gained many customers by providing programs that
facilitate electronic payment services.

7. The results revealed that Thawani uses the Hootsuite tool to easily obtain publications
and scheduling work through social media platforms in one place, even at one time. In
addition, it is not the best tool, but it is used at the present time in the company
(Muninger& Hammedi, 2022)

5.3 Conclusion
In conclusion, the results of the study reflected the fundamental view of the management of
social media platforms and their impact on the organizational performance and sustainability
of the company. The interest in managing social media platforms by companies and its
importance is under discussion and research. The results showed that Thawani Company's
interest in managing social media platforms improves its performance and continuity in the
competitive market. Although Thawani is new in the market until it has provided a lot to
customers and there is great loyalty to the brand through advertisements and the relationship
of social media platforms in guiding the company to the desire of the consumer. This study
showed the positive relationship between managing social media platforms and improving
the level of organizational performance and sustainability of the company. Thawani has been
interested in managing social media platforms since its inception. This research supports the
importance of considering the concept of managing social media platforms due to renewable
technology and consumers staying on platforms for more than half of the day. Statistics show
that the relationship is linked to attracting customers from the platforms and that high-level
companies are looking for customers from the platforms by trying to interpret their comments
and questions through the different platforms. The study linked the concept of managing
social media platforms to sustainability, and this helps the platforms to analyse and provide
what satisfies the customer to establish their local and even global status in the future. The
great expectation is that Thawani will become a global company due to its prominent interest
in managing social media platforms and using modern techniques and technology to facilitate
customer services.

5.4 Recommendations
There are special recommendations for Thawani Technologies Company after conducting a
research on the impact of managing social media platforms on organizational performance
and sustainability in the company, including:

 Paying attention to training employees and equipping them with modern technology
changes and tools for managing social media platforms, in order to continue the process
of organizational improvement and sustainability of the company.
 The need to develop interest strategies in addition to managing social media platforms in
order to follow up on consumers and use them as a basic means to communicate with
customers and monitor the quality of services provided by the company.
 Emphasis on the company's staff to deal and adapt to dealing with the management of
social media platforms and the operation of an integrated special team that has the ability
to discover the needs of the marketing side of the company.
 Renewing the use of technical tools, lack of stability on an old technology tool, and
considering what achieves success and bringing profits to the company, and this is
represented by moving towards technology and modern tools and preparing employees
for change.
 Trying to follow effective strategies that achieve the organizational goals of the company
through its experience in discovering the company's mistakes, the efficiency of the
services provided, and customer satisfaction towards what the company offers, and then
adopting the best strategy.
 Fighting the factors that impede the management of social media platforms, which are
represented in the rapid growth and change of technology, the price of the cost required to
manage the platforms, and others.
 This research achieved the detection of the positive relationship through the impact of
managing social media platforms on the organizational performance and sustainability of
Thawani Company, where if attention and management procedures are implemented in
 the required manner, the matter works on customer satisfaction and the continued success
of the company.
 The responses indicated that the company used the Hootsuite tool to manage social media
platforms because it is the best and helps the company to schedule publications across
different platforms at one time, as the company sees the tool used as working to improve
the management of platforms at the present time (Hilary & Dumebi, 2021).
 The responses also indicated the use of the Zoho tool, with its many uses and in one
place, to schedule publications across platforms.

5.5 Limitations
This study included limits on Thawani Company in the Sultanate of Oman, and the size of the
research sample consisted of 45 respondents. The research topic can be studied by other
companies to prove reliability and verify the results of this research. There are many
limitations to the researcher's interface when preparing the research, including obtaining a
large sample size within a short period of time to solve the research questionnaire. In addition
to the extreme difficulty in the company's recognition of the specific strategy for managing
social media platforms, and it was the reason for the success and continuity of the company
since the beginning of its appearance on the Omani market.

5.6 Future Research

The researcher looks forward that companies in the contemporary time are in great need to
manage social media platforms by virtue of the fact that the platforms are developing day by
day and technology is changing to make it easier for companies to reach customers through
these platforms and thus improve their organizational performance according to the desires of
consumers and thus the continuity of the company in the competition market. Where the
research explained the role of social media platforms in improving the level of performance
of organizations and their sustainability in the market. Future researchers should consider this
field, which is the role of managing social media platforms in advancing the level of the
organization and continuing success in achieving profits. This research was conducted for
Thawani Technologies Company, which is one of the small and medium companies in the
Sultanate of Oman. If the research topic is repeated on other companies, the matter will find
useful and substantial results that illustrate the positive relationship that links the
management of social media platforms with the organizational performance and sustainability
of companies.
 References
Al Rawahi, M. M. K., Eaw, H. C., & Tan, G. W. H. (2023). What is Stopping You from Using
Mobile Payment in Oman?. In Proceedings of the 2nd International Conference on
Emerging Technologies and Intelligent Systems: ICETIS 2022 Volume 1 (pp. 24-39).
Cham: Springer International Publishing.
Benthaus, J., Risius, M., & Beck, R. (2016). Social media management strategies for organizational
impression management and their effect on public perception. The Journal of Strategic
Information Systems, 25(2), 127-139. https://doi.org/10.1016/j.jsis.2015.12.001

Braojos-Gomez, J., Benitez-Amado, J., & Llorens-Montes, F. J. (2015). How do small firms learn to
develop a social media competence?. International Journal of Information Management,
35(4), 443-458. https://doi.org/10.1016/j.ijinfomgt.2015.04.003

Conţu, E. G. (2020). Organizational performance–theoretical and practical approaches; study on

students’ perceptions. In Proceedings of the International Conference on Business
Excellence (Vol. 14, No. 1, pp. 398-406).  https://doi.org/10.2478/picbe-2020-0038

Daowd, A., Kamal, M.M., Eldabi, T., Hasan, R., Missi, F. and Dey, B.L. (2021). The impact of

social media on the performance of microfinance institutions in developing countries: a
quantitative approach", Information Technology & People, Vol. 34 No. 1, pp. 25-49
Davis, J. L. (2012). Social media and experiential ambivalence. Future Internet, 4(4), 955-970.
https://doi:10.1002/9781118541555.wbiepc004

Eaves, Y. D. (2021). A synthesis technique for grounded theory data analysis. Journal of advanced
nursing, 35(5), 654-663.  https://doi.org/10.1046/j.1365-2648.2001.01897.x

Ernst, M., Brem, A. and Voigt, K.-I. (2014)."Innovation Management, Lead-Users, and Social

Media — Introduction of a Conceptual Framework for Integrating Social Media Tools in
Lead-User Management", Social Media in Strategic Management (Advanced Series in
Management, Vol. 11), Emerald Group Publishing Limited, Bingley, pp. 169-195. 
Hilary, I. O., & Dumebi, O. O. (2021). Social media as a tool for misinformation and disinformation
management. Linguistics and Culture Review, 5(S1), 496-505.
https://doi.org/10.21744/lingcure.v5nS1.1435

Huang, H., Chau, K. Y., Iqbal, W., & Fatima, A. (2022). Assessing the role of financing in
sustainable business environment. Environmental Science and Pollution Research, 1-18.
https://doi.org/10.1007/s11356-021-16118-0
Huang, H., Chau, K. Y., Iqbal, W., & Fatima, A. (2022). Assessing the role of financing in
sustainable business environment. Environmental Science and Pollution Research, 1-18.
https://doi.org/10.1007/s11356-021-16118-0

Jamieson, M. K., Govaart, G. H., & Pownall, M. (2022). Reflexivity in quantitative research: A
rationale and beginner's guide. Social and Personality Psychology Compass, e12735.
https://doi.org/10.1111/spc3.12735
Khuntia, J., Saldanha, T. J., Mithas, S., & Sambamurthy, V. (2018). Information technology and
sustainability: Evidence from an emerging economy. Production and Operations
Management, 27(4), 756-773. https://doi.org/10.1111/poms.12822
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. and Kannan, P. (2016). ‘From social to sale:
the effects of firm-generated content in social media on customer behavior’, Journal of
Marketing, 80, (1) ,7–25. https:// doi: 10.1509/jm.14.0249

Magro, M. J. (2012). A review of social media use in e-government. Administrative Sciences, 2(2),
148-161. https://doi.org/10.1016/j.ijinfomgt.2015.04.003

Maiz, A., Arranz, N. and Fdez. de Arroyabe, J.C. (2016), "Factors affecting social interaction on

social network sites: the Facebook case", Journal of Enterprise Information Management,
Vol. 29 No. 5, pp. 630-649.  https://doi.org/10.1108/JEIM-10-2014-0105
Mio, C., Costantini, A., & Panfilo, S. (2022). Performance measurement tools for sustainable
business: A systematic literature review on the sustainability balanced scorecard
use. Corporate social responsibility and environmental management, 29(2), 367-384.
https://doi.org/10.1007/s11356-022-19081-6
Muninger, M. I., Mahr, D., & Hammedi, W. (2022). Social media use: A review of innovation
management practices. Journal of Business Research, 143, 140-156.
https://doi.org/10.1016/j.jbusres.2022.01.039

Oyewobi, L.O., Adedayo, O.F., Olorunyomi, S.O. and Jimoh, R. (2021). "Social media adoption

and business performance: the mediating role of organizational learning capability
(OLC)", Journal of Facilities Management, Vol. 19 No. 4, pp. 413-436.

Parveen, F., Jaafar, N. I., & Ainin, S. (2015). Social media usage and organizational performance:
Reflections of Malaysian social media managers. Telematics and informatics, 32(1), 67-78.
https://doi.org/10.1016/j.tele.2014.03.001

Parveen, F., Jaafar, N.I. and Ainin, S. (2016). "Social media’s impact on organizational performance

and entrepreneurial orientation in organizations", Management Decision, Vol. 54 No. 9, pp.
2208-2234. https://doi.org/10.1108/MD-08-2015-0336
Rahman, M. M., Tabash, M. I., Salamzadeh, A., Abduli, S., & Rahaman, M. S. (2022). Sampling
techniques (probability) for quantitative social science researchers: a conceptual guidelines
with examples. Seeu Review, 17(1), 42-51. DOI: https://doi.org/10.2478/seeur-2022-0023
Reyaee, S., & Ahmed, A. (2015). Growth pattern of social media usage in Arab Gulf states: an
analytical study. Social Networking, 4(02), 23.
Shahzad, F., Luqman, R. A., Khan, A. R., & Shabbir, L. (2012). Impact of organizational culture on
organizational performance: An overview. Interdisciplinary journal of contemporary
research in business.

Sharma, D., & Kumar, N. (2022). Instruments Used in the Collection of Data in Research. Available
at SSRN 4138751. https://dx.doi.org/10.2139/ssrn.4138751

Sharma, R.R., Kaur, T. and Syan, A.S. (2021). "Sustainability and Business

Environments", Sustainability Marketing, Emerald Publishing Limited, Bingley, pp. 193-
209. 
Statista (2019). Number of Social Media Users Worldwide from 2010 to 2021 (in Billions) https://
doi 10.1504/IJBEM.2019.102654

Thawani. (2022). About us. https://thawani.om/about-us/

De Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J.
(2020). Customer engagement in social media: a framework and meta-analysis. Journal of
the Academy of Marketing Science, 48, 1211-1228. Customer engagement in social media: a
framework and meta-analysis | SpringerLink

Zuhdi, S., Daud, A., Hanif, R., Nguyen, P. T., & Shankar, K. (2019). Role of social media marketing
in the successful implementation of business management. International Journal of Recent
Technology and Engineering, 8(2), 3841-3844. International Journal of Engineering &
Advanced Technology (IJEAT) (researchgate.net)

Phengsuwan, J., Shah, T., Thekkummal, N. B., Wen, Z., Sun, R., Pullarkatt, D., ... & Ranjan, R.
(2021). Use of social media data in disaster management: a survey. Future Internet, 13(2),
46.  https://doi.org/10.3390/fi13020046

Enke, N., & Borchers, N. S. (2021). Social media influencers in strategic communication: A
conceptual framework for strategic social media influencer communication. In Social Media
Influencers in Strategic Communication (pp. 7-23). Routledge.
Social Media Influencers in Strategic Communication

Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of
Marketing Science, 49, 51-70. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda | SpringerLink

Ewing, M., Men, L. R., & O’Neil, J. (2019). Using social media to engage employees: Insights from
internal communication managers. International Journal of Strategic Communication, 13(2),
110-132. https://doi.org/10.1080/1553118X.2019.1575830

Sutherland, K. E. (2020). Strategic social media management: Theory and practice. Springer Nature.
Strategic Social Media Management: Theory and Practice | SpringerLink