Contribution of Social Media towards Corporate Financial Performance: Mediating Role of CSR Communication Factors

Abstract

CSR, or corporate social responsibility, is a passionately contested issue in academic and business circles due to its potential influence on a company's public image and financial performance. CSR communication is more than simply good manners, which is critical to the success of the telecommunications business. To fully grasp the significance of CSR communication elements, it is vital to realize that CSR must be included in any new company items or services. The study is conducted to examine the role of social media on CSR communication factors and to investigate the role of CSR communication factors on corporate financial performance. The analysis is confined to Pakistan's telecommunications industry. Pakistan's telecom business is dominated by four main companies: PTCL/Ufone, Jazz, Telenor, and Zong. Employees from the CSR department were chosen for the research. This study's conclusions advocate for online organizations that use social media. This research contributes to online discussion forums, which is essential since it demonstrates how some communication components rely on these platforms. The findings of this study recommend online groups that utilize social media.