Investigating the effect of technical, organizational, and environmental factors on financial performance with the mediating role of social media in Toos Industrial Zone companies in Mashhad

The purpose of this research is to investigate the effect of technical, organizational and environmental factors on financial performance with the mediating role of using social media in the companies of Mashhad Tos Industrial Estate.

This research is applied and of the type of causal and descriptive research. The statistical population of the research included the CEOs of phase one companies of Mashhad Tos Industrial Town with 450 people, according to Morgan's table, 208 people were determined as the sample size. The data collection tool was a localized questionnaire based on the research of Tajuddin et al. (2018), which used convergent and divergent validity and confirmatory factor analysis to check validity, and combined reliability and Cronbach's alpha were used to calculate reliability. Structural equation method and SmartPLS software have been used to check the hypotheses.

The findings of the research showed that technical factors and organizational factors have a positive and significant effect on the use of social media, but the effect of the environmental factor on the use of social media was not confirmed. Also, the results showed that the use of social media has an effect on improving the financial performance of companies, and it also plays a mediating role in the effect of organizational and technical factors on the financial performance of companies. But the mediating role of using social media in the effect of environmental factors on financial performance was not confirmed.

Originality / Value:

 Reforming the structure of the banking system, formulating efficient monetary and financial policies and regulations, and effective supervision of the country's banks can transfer uncertainties to the banks with less severity, and only in this situation can banks develop their performance with long-term planning.