The Analysis Causal Model of Social Media Management Strategies on Organizational Performance of Small listed Enterprises in China with Customer Engagement as a Mediator
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In the context of the rapid development of social media in today's era，This paper primarily examines the impact of social media management strategies on organizational performance in small listed enterprises in China through the mediating role of customer engagement. The research employs a mixed-methods approach, combining quantitative and qualitative methods. First, in the quantitative research, data from 400 survey questionnaires were collected from 34 small listed enterprises across five regions in China (East China, South China, West China, and North China). The researchers used SPSS 26.0 and Amos 24.0 software to conduct reliability and validity analyses, which included data preprocessing, descriptive statistical analysis, reliability analysis, structural validity analysis, convergent validity analysis and correlation analysis, then constructed a Structural Equation Model (SEM). The hypothesis testing through the model revealed the following findings: 1) Social media management strategies have a positive indirect effect on organizational performance through customer engagement (0.946); 2) Customer engagement has a moderate direct effect on organizational performance (0.366); 3) Social media management strategies have a positive direct effect on organizational performance (0.649). Secondly, in the qualitative research, in-depth interviews were conducted with executives from 10 listed enterprises in five regions of China, and the interview results further validated the conclusions of the qualitative analysis. The findings provide new insights for small listed enterprises in China to enhance organizational performance and customer engagement, and offer new ideas for other enterprises to formulate social media management strategies in the future.
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