Role of Knowledge Management in Emerging Markets, with the Mediating Role of Social Media; A study of Sustainability in Technology-Driven Businesses

Abstract

Sustainability is a fundamental principle for human resource management worldwide. This study aimed to examine the effect of knowledge management components on the sustainability of technology-driven businesses mediated by social media in emerging markets. This descriptive correlational study was conducted in April 2022. The statistical population comprised 537 businesses, and the sample size (estimated using Cochran's formula) was 224 research and development employees. A 25-item questionnaire scored on a 5-point Likert scale was administered to collect data, which were analyzed in SmartPLS 3. The findings showed that for technology-driven businesses to be in a sustainable environment, knowledge management components must be applied in all parts of the company. The application of knowledge management creates value and a sustainable competitive advantage in a dynamic environment. Furthermore, effective participation in the organizational social network can activate knowledge management and create value. Thus, knowledge acquisition through social media optimizes learning and ideation, and for technology-driven companies that lack resources, this acquisition enables development and sustainability in a dynamic environment.