The Mediating Effect of Organizational Memory on Social Media and Hotel Reputation in Jordan

Abstract

Purpose: This study analyzed the mediating effect of organizational memory on the relationship between social media and hotel reputation in Jordan. Theoretical framework: The study employed the theory of organizational memory to clarify the mediating effect of organizational memory on social media and hotel reputation. It is a theoretical construct that explains how knowledge production, preservation, distribution, and application occur across time in an organization and how the cumulative impact affects the organization's current as well as its planned actions and decisions. Design/methodology/approach: The study surveyed 600 participants from hotels in Amman. They were selected randomly according to Westland’s sampling criteria. They were asked to rate their responses on a seven-point Likert scale. Moreover, the (PLS-SEM) is adopted in this research to analyze the collected data. Findings: The result reflected that the social media significantly influences hotel reputation in Jordan. Besides, social media positively impacts organizational memory and organizational memory positively impacts hotel reputation. It is also noted that organizational memory partially affects the relationship between social media and hotel reputation in Jordan. Research, Practical & Social implications: The results of this study will be a policy recommendation between the department of human resources, regulators, researchers and policy makers. Originality/value: This is the first research in Jordan to address the mediating effect of organizational memory on the relationship between social media and hotel reputation.