L’impact de l'utilisation des réseaux sociaux sur la performance commerciale des entreprises marocaines

Abstract

Our study aims to investigate the relationship between the use of social networks and the business performance of Moroccan companies. We adopted a hypothetical-deductive approach for this research. An online questionnaire was distributed to Moroccan companies; the results of 250 completed questionnaires were analyzed by applying structural equation modeling (PLS) provided by the Smart PLS4 software. The literature review showed a strong relationship between the use of social networks and business performance. The use of these networks in the sales process contributes to the creation of competitive and commercial advantages at the same time.

The results of our study show the existence of a positive and significant relationship between the use of social networks and business performance as well as business competitiveness and business performance. Our study has shown that the use of social networks has a positive impact on the sales performance of Moroccan companies. In the same way, the competitiveness of the company plays a significant role in the evolution and improvement of sales performance. However, we can conclude that social networks have a direct effect on financial performance, and that their use as a tool for collecting, analyzing and sharing information can improve the competitive intelligence within Moroccan companies and consequently their business performance. 

Our study is only interested in the effect of the use of social networks on the commercial performance of Moroccan companies and does not take into consideration other variables that can impact performance directly or indirectly such as the reputation and internal communication of companies.

Keywords: Social Networks, Business Competitiveness, Business Performance.

JEL Classification: M31.

Paper type: Empirical research.