The Role of Social Media, Transparency and Social Responsibility in Promoting Business Performance of Travel and Tourism Services Companies

Nowadays, social media has revolutionized business. Not only in the virtual world these media have attracted many customers and have given new impetus to industries and products, but also they are a place for corporate relationships and marketing activities. On the other hand, corporate social responsibility has evolved in recent years, along with social, political, and business development and has been considered by companies. The internal function of social responsibility can improve the company's position and, ultimately, increase profitability and lead to long-term survival. Therefore, the purpose of this research is to study the impact of social media, transparency and social responsibility on performance by explaining the intermediary role of brand sustainability. The statistical population of this study is managers of travel and tourism services companies in Tehran. To obtain sample size, simple random sampling method and Cochran formula have been used. In this research, library and field methods are used to collect information. In terms of the purpose this is an applied research and in terms of data collection method, this is of descriptive and correlational research type. Confirmatory factor analysis and structural equation modeling were used to analyze the data. The results of the research show that social media, transparency and social responsibility through brand sustainability have a significant effect on business performance. Also, the results showed that the intermediary effect of the sustainable brand was significant.