Embedding social media strategies for organisational change and sustainability: evidence from developing nations

Social media strategies (SMS) play an important role in driving organisational change (OC) and promoting organisational sustainability (OS) by fostering transparent communication, engaging stakeholders, and building an innovative culture. This study attempts to explore the nexus among SMS, organisational change, and organisational sustainability from China based on the technology acceptance model (TAM). The outcomes were obtained by applying structural equation modelling using SmartPLS. First, a positive connection between SMS and change management was observed. Likewise, the study confirmed a positive correlation between SMS and organisational sustainability. The study provides insights into SMS and how these SMS can dynamically bring change and optimise organisational sustainability.