Social networks and sustainable knowledge management: insights from Hajj organisations

This study analyses the potential role of Social Media to support Sustainable Knowledge Management. The case study is Hajj, one of the world’s largest and most complex mass gatherings. By adopting a qualitative research approach, we conducted 25 semi-structured interviews with Hajj operations professionals. AI-driven topic modeling has provided a further analysis support to develop and validate a comprehensive framework aimed at understanding the critical role of modern online Social Networks within Knowledge Management. Our synthesis reveals Social Networks operating across four interconnected dimensions: co-ordination (i.e. enabling multi-agency collaboration and synchronized real-time operations), sensing (collecting environmental signals and stakeholder feedback), adapting (fostering organisational learning and responsive change), and communication (supporting knowledge sharing and stakeholder engagement). The validated framework reflects the fact that these interdependent aspects need to be always considered together to shift from a traditional hierarchical management into dynamic, networked knowledge ecosystems that enhance service delivery, crisis response, and the quality of experience for pilgrims. More holistically, this study contributes to advance Knowledge Management by (i) positioning online Social Networks as multifunctional socio-technical enablers, rather than merely a communication tool; (ii) expanding online Social Networks theoretical and practical role in organisational knowledge processes; (iii) validating the four identified interconnected functional dimensions operating as an integrated ecosystem. The framework is intrinsically designed looking at a broad understanding of sustainability, including environmental, social, economic, and systemic aspects to fully align with pertinent UN Sustainable Development Goals.