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Analyzing the Functional Model of Social Media in Fulfilling Social Responsibilities of Organizations: Case Study of Keshavarzi Bank

 

Bagher SAROOKHANI1*, Taher Roshandel ARBATANI1, Shahnaz GHOLIZADEH2

1 Professor, Department of Business Administration, Faculty of Management, University of Tehran, Tehran, Iran.

2 Ph.D. Student in Media Management, Aras International Campus, Tehran University, Tehran, Iran.


ABSTRACT

Nowadays, social media is used extensively by people. Different organizations need to make good use of these new tools to survive in their industries. One of the important issues in organizations providing public services is their social responsibilities. Identifying, implementing, and reporting the social responsibility subset activities in service organizations of a community is essential in building trust within the community. Banks also play a key role in this regard due to their work nature. In this regard, this study analyzes a model for the fulfillment of social responsibilities of Keshavarzi Bank using social media. The model has been validated using a structural equation approach and data of a questionnaire.

Keywords: social responsibility, social media, banks, structural equations.


INTRODUCTION

In today's world, the Internet as one of the communication, information and entertainment tools has a special status in people’s lives (Jothi et al., 2011, p. 234). Communication devices change in line with technological development. Nowadays, the number of online social networks is rapidly increasing. Most teenagers and adults use social media, including Facebook, Myspace, YouTube, blogs, and so on to identify others and introduce themselves and share their photos and videos (Murat and Chakir, 2010, p. 131). Social media is broadly connected to human communities and defined by different motivations that are more than one type of communication (Quoted in Vidal et al., 2011, p. 188). These media empower people to share their ideas and increase communication around the world (Quoted in Ashraf, 2012, p. 14).  Also, today's world conditions and new business environments require managers of large organizations and companies that play an active and effective role in global markets or in globalizing markets to make their efforts on creating value for their stakeholders and create a balance among the social, economic, and environmental sectors of their business and institutionalize ethical standards and criteria such as politeness, fairness, mutual respect, avoidance of inappropriate thoughts and deeds, and so on to achieve an excellence. Organizations should feel that community problems are part of their problems and should strive to resolve them. As the most influential member of the community, they should be aware of the long-term needs and desires of the community and make their efforts to resolve their problems.

Nowadays, sustainable business for the organization is not limited merely to providing products and services without endangering the environment and customer satisfaction, but it should be done in line with social responsibility. The pressure for this work arises from customers, consumers, governments, communities and the public people. Also, prudent organizational leaders know that sustained success incredible business practices are achieved through preventing activities such as fraud in accounts and labor exploitation. As social responsibility was introduced by Howard, the identification of factors affecting the level of social responsibility was also considered.  The earliest arguments on the factors affecting the organization's tendency or non-tendency towards social responsibility may be found in the arguments of proponents of the stakeholder management perspective. Nowadays, the concepts of organizational responsibility are very broad and include a set of business practices and behaviors in the areas of employees, consumers, environmental protection, human rights, ethical and behavioral standards, obedience, social activities, and benevolence of the organization. The development and implementation of the strategies of these areas constitute the key dimensions of an organization's social responsibility (Brickson, 2015: 89).

Public organizations play a major role in the development of culture and influencing the thoughts and behavior of others concerning two global problems of sustainable development and environmental protection via communicating with customers, employees, NGOs and other stakeholders, and can play the role of a leader in institutionalizing social responsibilities in other companies in the country. Additionally, the mass media can monitor the micro and macro behaviors of public organizations well due to their functions and tools available to them. Nowadays, the media is considered as one of the important social factors influencing the behavior of public organizations. Nowadays, online social networks provide simple ways for users to build and maintain relationships with others and disseminate information on the social network. Hence, information on organizations such as human resources, productivity, scarcity of resources, quality of services, and environmental issues resulting from their activities can be easily disseminated on social networks and draw the attention of people at different periods.  Also, media plays a key role in the development of public perceptions and thoughts, so that no area can be developed and improved without considering the role of media. Developed media paves the way for people to become more aware of their surrounding world and provides the conditions for the desired change in all components of community with creating complementary roles such as informing, cohesion, environment monitoring, and avoiding biased roles. Hence, this study investigates the functions of social media in the fulfillment and development of social responsibilities in the bank organization and examines the problem hypotheses through field studies.

THEORETICAL FOUNDATIONS AND REVIEW OF LITERATURE

Social Media

Media refers to any means of communication. Media is both carrier and interface of a message. Accordingly, it both gives meaning and plays the role of the interface (Brown, 1999: 124). In the social science encyclopedia, mass media is defined in this way: Social media forms a social entity that generates and distributes knowledge beyond the scope of words and has significant characteristics such as the relative use of advanced technology in production and distribution of message (Dorina, 2012: 959). The mass media has many different types and categories. Choi et al. have divided the mass media into four categories, including print media, broadcast media, computer media, and street media (Chen et al., 2015). However, the concept of social media is extensively used by various scientific and applied communities. Social media is a type of media that emerged after mass media and enabled the producer of the message and the recipient of it to interact with each other. It means that the audience or the receptor of the message is not passive, but he or she actively and dynamically interact with the message, sender, sending process, and receiving and context of the message. It makes it possible to bring changes in the sent message and enables other people to mix the message with their ideas and though teachings. Statistics suggest that social media is growing and expanding rapidly. The common feature of many types of social media is the audience-centered nature of them and generating the content by individuals using it. Accordingly, in social media, each person shares the content that he or she has generated or selected from a social network with other people. According to statistics of the Alexa database, Facebook and YouTube database, along with Google's search engine, has been the most visited sites in the world. Social media has different functions. A review of various articles has provided 6 functions for social media, including monitoring, informing, educational, persuasive, advertising, and cohesion functions. This study focuses on all these six functions.

Social Responsibility

Social responsibility means being responsive, being able to perform the duties, being trustworthy, reliable, and having the ability to make ethical decisions, competence, and using rational thinking. Social responsibility is the commitment of decision-makers to actions that, in addition to meeting their interests, improve the well-being of the community.  Institutions are responsible for avoiding environmental pollution, discriminating in employment affairs, neglecting in meeting the needs of their employees, producing harmful products, and so on, which are harmful to the health of the community. By allocating financial resources, organizations should make their efforts to improve the social well-being of people, develop the culture of the country and help cultural institutions and improve the quality of life in general. Different models and views have been proposed at different times in the area of ​​social responsibility, the most important of which are shown in the table below.

Table 1- Organizational social responsibility views (Reference: Lantos, 2001)

Author

View

Role and function of Business in the community

Albert Carr

Net economic profitability view

The business has ethical standards towards community and has no social responsibility other than compliance with the law

Milton Friedman

Definite economic profitability view

Businesses should maximize shareholder assets, comply with the law and be ethical (avoid fraud)

R.Edward Freeman

Ethical- social awareness view

The business must be alert to the potential losses of its operations on various stakeholder groups

Archie Carroll

Philanthropy social service view

Businesses must use their broader interests to serve the community

 

The most important models of social responsibility at the level of various papers and studies are Carroll and ISO 26000 models. In the Carroll model, social responsibility consists of four categories, including economic responsibility, legal responsibility, ethical responsibility, and national and philanthropy responsibility. They are classified into five dimensions of community and country, environment, market and industry environment, work environment, and leadership and inter-organizational processes. In ISO 26000 standard, seven general principles of accountability, transparency, ethical behavior, respect for the interests of shareholders, respect for the law, respect for international norms, and respect for human rights have been outlined.

Conceptual Model

The conceptual model of the study was derived by examining both Carroll's social responsibility and ISO 26000 standard models and experts’ opinions in the area of the banking organization. Its media functions have also been stated by IT experts and bank organization experts. The conceptual model of the study is shown below.

 

Figure 1: Research conceptual model

As stated before, the conceptual model of the study was identified through extensive interviews and holding focus group meetings with experts. The social responsibilities in the model are presented in seven dimensions of philanthropy, economic, legal, ethical, science and technology, environmental and enterprise governance, and in the social media section, six functions, including monitoring, informing, educational, cohesion, advertising and persuasive were identified.

 

Solution Method

The present study is a descriptive-exploratory study. It is also an applied study in terms of objective and quantitative-qualitative study in terms of data collection and analysis. Therefore, library studies and interviews with experts were used in the first step to identify the components and dimensions of the model. Then, to validate the research model, the structural equation approach was used, and the required data were collected through a questionnaire. The validity of the questionnaire was assessed through the CVR index. It was provided to 15 experts and its value was obtained 0.64, so the data of this section have good validity. The reliability of the questionnaire was also calculated through Cronbach's alpha. The statistical population of the study included 500 people and the statistical sample was obtained 217 people through Cochran formula. They were selected by a simple sampling method. The research subjects consisted of 45% of females and 55% males. Also, in terms of the level of education, 47% had a bachelor's degree, 40% had a master's degree, and 13% had a Ph.D. degree. 30% of the samples were under 30 years old, 50% were 31-40 years old, 13% were 41-50 years old, and 7% were over 51% years old.

DISCUSSION

As mentioned, the Kolmogorov-Smirnov test was used to check the normality of the data. According to SPSS software output, all data follow a normal distribution. The conceptual model of the study was assessed using the structural equation approach. The model consists of 9 latent variables and 56 observed variables. The latent variables included 7 dimensions of social responsibility, including philanthropy, legal, ethical, economic, environmental, enterprise governance, economic, science and technology variables, and social responsibility, and social media. The observed variables included 50 components of the subset of social responsibility and 6 social media functions. To evaluate the validity of the model, the measurement and structural models should be fitted.

 

Fitness of the Measurement Models

The model outlined in the Smart PLS software is as follows.

Figure 2: Factor load and path coefficient of the measurement model

One of the indices examined in fitting the measurement model is the factor load. The strength of the relationship between the factor (latent variable) and the observed variable is represented by the factor load. The factor load is a value between zero and one. If the factor load is less than 0.3, the relationship is considered weak and it is ignored. A factor between 0.3 and 0.6 is acceptable, and if it is greater than 0.6, it is highly desirable. Thus, the relationships that have a factor load of less than 0.3 are excluded from the model. The above figure and table below show that all variables have a factor load of more than 0.3.

 

 

Row

Latent variable

Observed variable

Hidden coefficient

1

Social media

Advertising

0.806

2

 

Informing

0.855

3

 

Cohesion

0.914

4

 

Education

0.888

5

 

Persuasive

0.934

6

 

Monitoring

0.871

7

Philanthropy dimension

Recruiting native staff

0.863

8

 

Grant scholarships to qualified people

0.666

9

 

Cooperating with charity communities and associations

0.828

10

 

Development and promotion of public knowledge and culture of community

0.872

11

 

Charity donations

0.889

12

 

Solving social problems

0.653

13

 

Development of community

0.863

14

 

Preserving resources for future generations

0.731

15

 

Helping to public education on environmental protection

0.715

16

Legal dimension

Improving productivity

0.885

17

 

Observing work standards

0.955

18

 

Observing staff rights

0.766

19

 

Respect for contractual obligations

0.850

20

 

Observing legal requirements

0.994

21

Ethical dimension

Considering the conditions of vulnerable staff

0.839

22

 

Providing real information for staff

0.584

23

 

Protecting staff information and privacy

0.734

24

 

Respect for the staff

0.545

25

 

Combating against corruption and bribery

0.899

26

 

Creating equal opportunities and avoiding discrimination

0.796

27

 

Observing occupational health and safety

0.923

28

 

Implementation of crime policies

0.701

29

 

Responsibility

0.742

30

 

Respect for values and norms

0.823

31

Science and technology dimension

Paying attention to creating new user ideas

0.681

32

 

Creating a culture of innovation

0.630

33

 

Creating new technology at the regional level (Asia-Middle East)

0.866

34

 

Level of commercialization of science and technology

0.721

35

 

Establishing a knowledge-based economy

0.893

36

 

Transforming knowledge into applied research

0.866

37

Environmental dimension

Avoid harming the environment

0.887

38

 

Energy saving

0.845

39

 

Preventing air pollution

0.454

40

 

Recycling reducing wastes

0.861

41

 

Protecting and improving the green space inside and outside the bank

0.829

42

 

Using clean energy

0.901

43

 

Sustainable Development

0.827

44

 

Preserving resources for future generations

0.796

45

Enterprise  governance dimension

Transparency

0.877

46

 

Board effectiveness

0.911

47

 

Shareholder rights

0.626

48

 

Quality of earnings

0.845

49

Economic dimension

Financial responsibility

0.493

50

 

Paying attention to the economic resources of the community

0.709

51

 

Reducing community costs and compensating the costs imposed on the community

0.740

52

 

Paying attention to the economic development of community

0.881

53

 

Paying attention to the common interest within the community

0.903

54

 

Earnings  profit

0.694

55

 

Paying attention to stakeholders

0.764

56

 

Providing the conditions for an economic boom during an economic crisis

0.838

 

Cronbach's alpha coefficient and composite reliability coefficient were also used to measure the model reliability. Also, the convergent validity of the model was used to extract the average variance index. In this section, the reliability of the questionnaire data was also assessed. These values are shown in the following table.

Table 2. Cronbach's alpha coefficients, composite reliability, and average variance extracted (AVE)

Title in model

Latent variable

Cronbach's alpha coefficients

α≥0.7

Composite  reliability

α≥0.7

average variance extracted

AVE≥0.5

Behavioral

Behavioral dimension

0.920

0.933

0.588

Economy

Economic dimension

0.895

0.915

0.581

Enterprise Governance

Enterprise governance dimension

0.844

0.891

0.676

Environmental

Environmental dimension

0.920

0.935

0.650

Legal

Legal dimension

0.927

0.945

0.775

Media

Media dimension

0.942

0.953

0.773

Philanthropy

Philanthropy dimension

0.926

0.937

0.627

Science& Technology

Science& Technology dimension

0.845

0.874

0.586

Divergent validity is another criterion that is used in evaluating the fitness of measurement models. Divergent validity reveals wither latent variables interact more with their indices or other indices of latent variables. Fornell and Larcker's method was used in this regard. One of the PLS software outputs is the Fornell and Larcker tables. In this table, if the values of the primary diameter are greater than the values of left and bottom cells, the divergent validity of the model is proved. The Fornell and Larcker table of the research model is given below.

Table 3: Larnell and Fornell table

Science& Technology dimension

Philanthropy dimension

Legal dimension

Environmental dimension

Enterprise governance dimension

Economic dimension

Behavioral dimension

Structures

---

---

---

---

---

---

0.976

Behavioral dimension

---

---

---

---

---

0.967

0.934

Economic dimension

---

---

---

---

0.922

0.916

0.912

Enterprise governance dimension

---

---

---

0.917

0.916

0.905

0.903

Environmental dimension

---

---

0.904

0.880

0.899

0.809

0.890

Legal dimension

---

0.892

0.859

0.862

0.816

0.803

0.870

Philanthropy dimension

0.865

0.813

0.800

0.816

0.817

0.842

0.813

Science& Technology dimension

As shown in the table above, the values of the primary diameter are greater than the values of left and bottom cells, meaning that the structures or model latent variables interact more with their indices than with other structures. In other words, the divergence validity of the model is at an appropriate level.

Fitness of Structural Model

T-test and R2 criterion is used to check the fitness of the structural model. The software outputs for the z-statistic test are shown below.

Figure 3

The model of this study was tested at 95% confidence level. In the t-test, values should be greater than 1.96; otherwise, the test will be rejected. As shown in the following table and figure above, the z-statistic test for all variables is greater than 1.96.

Table 4: The z-statistic of the observed variables

Row

Latent variable

Observed variable

Statistic  Z

1

Social media

Advertising

18.439

2

 

Informing

48.597

3

 

Cohesion

75.899

4

 

Education

29.864

5

 

Persuasive

49.548

6

 

Monitoring

26.915

7

Philanthropy dimension

Recruiting native staff

43.895

8

 

Granting scholarships to eligible people

3.717

9

 

Cooperating with charity communities and associations

30.669

10

 

Development and promotion of public knowledge and culture of community

39.774

11

 

Charity donations

67.932

12

 

Solving social problems

8.417

13

 

Development of community

43.982

14

 

Preserving resources for future generations

12.610

15

 

Helping to public education on environmental protection

11.653

16

Legal dimension

Improving productivity

34.435

17

 

Observing work standards

184.504

18

 

Observing staff rights

16.320

19

 

Respect for contractual obligations

27.778

20

 

Observing legal requirements

88.674

21

Ethical dimension

Considering the conditions of vulnerable staff

34.450

22

 

Providing real information for staff

7.983

23

 

Protecting staff information and privacy

16.655

24

 

Respect for the staff

6.764

25

 

Combating  against corruption and bribery

49.188

26

 

Creating equal opportunities and avoiding discrimination

19.448

27

 

Observing occupational health and safety

74.604

28

 

Implementation of crime policies

13.012

29

 

Responsibility

15.403

30

 

Respect for values and norms

30.980

31

Science and technology dimension

Paying attention to creating new user ideas

4.393

32

 

Creating a culture of innovation

4.151

33

 

Creating new technology at the regional level (Asia-Middle East)

9.668

34

 

Level of commercialization of science and technology

3.807

35

 

Establishing a knowledge-based economy

10.522

36

 

Transforming knowledge into applied research

9.668

37

Environmental dimension

Avoid harming the environment

39.772

38

 

Energy saving

28.878

39

 

Preventing air pollution

5.373

40

 

Recycling reducing wastes

35.738

41

 

Protecting and improving the green space inside and outside the bank

17.554

42

 

Using clean energy

72.906

43

 

Sustainable Development

24.965

44

 

Preserving resources for future generations

12.170

45

Enterprise governance dimension

Transparency

33.524

46

 

Board effectiveness

78.365

47

 

Shareholder rights

11.158

48

 

Quality of earnings

35.415

49

Economic dimension

Financial responsibility

6.094

50

 

Paying attention to the economic resources of the community

14.882

51

 

Reducing community costs and compensating the costs imposed on the community

11.762

52

 

Paying attention to the economic development of community

30.721

53

 

Paying attention to the common interest within the community

65.184

54

 

Earnings  profit

10.080

55

 

Paying attention to stakeholders

13.142

56

 

Providing the conditions for an economic boom during the economic crisis

33.774

In structural equation modeling, the R2 criterion is related to the endogenous (dependent) latent variables of the model. R2 is a criterion indicating the effect of an exogenous variable on an endogenous variable and three values of 0.19, 0.33 and 0.67, respectively, are considered as the criterion value for weak, moderate, and strong values of R2. The following table shows the R2 values for the model-dependent variables.

Table 5: R2 Criteria for variables

Latent variable

value R2

Behavioral dimension

0.548

Economic dimension

0.616

Enterprise governance dimension

0.726

Environmental dimension

0.480

Legal dimension

0.410

Philanthropy dimension

0.518

Science and technology dimension

0.112

Behavioral dimension

0.340

 

This section also shows that the R2 criterion has a standard and desirable level, so it is valid.

General fitness of the model

To test the general fitness of the model, two basic hypotheses, including the t-statistic test and the path coefficient test hypotheses were examined. They were separately examined during investigating the fitness of the measurement model and the structural model. In this model, several statistical hypotheses were investigated. First, the effect of different dimensions of social responsibility in Keshavarzi Bank on the variable of social responsibility was examined. Then, the effect of social media functions on fulfilling the social responsibilities of the organization was examined.  The following table examines the hypotheses concerning the Z-statistic and path coefficient.

Table 6: Summary of the examined hypotheses

Hypothesis

Path coefficient

T statistic

Result

The philanthropy dimension has a significant effect on social responsibility.

0.720

18.017

Accepted

The legal dimension has a significant effect on social responsibility.

0.640

10.370

Accepted

The ethical dimension has a significant effect on social responsibility.

0.740

17.678

Accepted

The science and technology dimension has a significant effect on social responsibility.

0.335

4.768

Accepted

The environmental dimension has a significant effect on social responsibility.

0.692

14.534

Accepted

The enterprise governance dimension has a significant effect on social responsibility.

0.852

40.351

Accepted

The economic dimension has a significant effect on social responsibility.

0.785

24.871

Accepted

Advertising function has a significant effect on social media functions

0.806

18.439

Accepted

Informing function has a significant effect on social media functions

0.855

48.597

Accepted

Cohesion function has a significant effect on social media functions

0.914

75.899

Accepted

Education function has a significant effect on social media functions

0.888

29.864

Accepted

The persuasive function has a significant effect on social media functions

0.934

49.548

Accepted

Monitoring function has a significant effect on social media functions

0.871

26.915

Accepted

Social media has a significant effect on the fulfillment of the Keshavarzi Bank social responsibility

0.583

11.161

Accepted

As seen, the first hypothesis test examines the effect of social responsibility dimensions on the variable of social responsibility in the Keshavarzi Bank. The test results indicated that the hypothesis was accepted. Then, the hypothesis about the effect of social media functions on the general function of social media was tested and all of the above-mentioned tests were confirmed. Finally, the most important hypothesis examined in this study (the effect of social media function on the fulfillment of social responsibility) was accepted.

 

 

RESULT

Organizational social responsibility as a new topic in the current competitive market has a significant role in customer satisfaction and trust. It leads to long term customer relationships with the organization and profitability of the organization and finally the reputation of the organization. A good reputation is one of the characteristics that gives superiority over others in the individual, social, or business areas. It is a topic that has gained popularity among academic and market communities, and in recent years, due to the increasing importance of a good business reputation among managers, organizations have tried to build a reputation system for their organization. This study examines an approach to investigate the effect of social media functions on the fulfillment of social responsibilities. In other words, it examines to know how social media fulfills the social responsibilities in the Keshavarzi Bank. The research results showed that social media is effective in fulfilling the social responsibilities. According to a study conducted by Amani (2017), the components of social responsibility have the highest effect on, respectively, services, financial performance, work environment, social and environmental responsibility, core image and perspective, and leadership of branches. In other words, the social responsibility of an organization is a form of management that includes ethical relationships and clear and transparent treatment of the company with all of its stakeholders. Based on what was stated above, it is expected from banks to fulfill their social duties and responsibilities within the legal requirements, in addition to fulfilling their economic duties. Economic responsibility involves generating return on investment and profitability for owners and shareholders, fair and transparent payment, promoting new technologies. Philanthropy responsibilities include recruiting native staff, granting scholarships to qualified people, cooperation with charity communities, associations and organizations, developing and promoting the knowledge and culture of community, charity donations, solving social problems, community development, preserving the resources for future generations and helping to educate the public people on environmental protection. Legal responsibilities include enhancing productivity, observing work standards, observing contractual obligations, and observing legal requirements. Ethical responsibilities include considering the conditions of vulnerable staff, providing accurate information for staff, protecting staff information and privacy, respect for employees, combating with corruption and bribery, creating equal opportunities and avoiding discrimination, observing occupational health and safety of staff.  Science and technology responsibilities include paying attention to the creation of new ideas of users, creating a culture of innovation, generating new technology at the regional level (Asia-Middle East), commercialization of knowledge and technology, the establishment of a knowledge-based economy, and transforming of knowledge into applied research. Environmental responsibilities include saving energy, preventing air pollution, protecting and improving green space inside and outside the bank, using clean energy, sustainable development, and preserving resources for the next generations.  The mentioned dimensions and components directly affect the core image (or the emotional appeal) that represents to what extent a business is liked and favored by its stakeholders. They also affect the perceived quality, innovation, value and credibility of products and services of bank branches and their financial performance, including profitability, opportunities and risks, vision, and leadership of the branches, indicating that to what extent a bank provides strong leadership and a clear vision. The work environment of branches indicates how well a company is managed and what it does for the welfare of its employees. Finally, the social and environmental responsibility of the branches of banks indicates how well a business pays attention to a good citizen in his or her communication with the community, staff, and the environment.

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