Improving the Financial Stability of IT Companies through Social Media Marketing

Mitchuk, Olha and Sydorenko, Natalya and Holik, Oksana and Diahovchenko, Liliia and Havryliuk, Inna and Myronets, Nina (2022) Improving the Financial Stability of IT Companies through Social Media Marketing Wseas transactions on business and economics (19). pp. 1621-1632. ISSN 2224-2899

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Abstract

In the context of the COVID19 pandemic, many companies face the problem of declining financial stability. IT companies are unique in this aspect, because their field of activity is entirely based on digital platforms and does not require direct contact with customers. Besides, social media marketing is becoming increasingly popular. The study of the impact of social media marketing on improving the financial stability of IT companies becomes urgent under the conditions of fierce competition, when it is necessary to ensure high rates of financial stability. The aim of the study is to determine the impact of social media marketing on improving the financial stability of IT companies. The sample of the study includes the 20 largest IT outsourcing companies in Ukraine in 2020. The study was conducted using linear regression models, which were tested by the least squares method. The impact of social media marketing was introduced into the model through the use of a dummy variable. The results of the study showed that social media marketing has a positive statistically significant impact on Profitability of Cash, Profitability of Cash Outflow, Profitability of Cash Inflow, Profitability of Net Cash Flow. The obtained results can be used to assess the impact of social media marketing on cash flow indicators and financial stability of IT companies. The study opens up new areas for further research, in particular the impact of the established brand of the IT company in social media on its financial stability.

Item Type:	Article
Uncontrolled Keywords:	Cash Flow; Financial Stability; IT Companies; Marketing Effect; Social Media Marketing (SMM)
Subjects:	Це архівна тематика Київського університету імені Бориса Грінченка > Статті у наукометричних базах > Scopus
Divisions:	Це архівні підрозділи Київського університету імені Бориса Грінченка > Факультет журналістики > Кафедра журналістика та нових медіа
Depositing User:	Ольга Андріївна Мітчук
Date Deposited:	05 Dec 2022 05:06
Last Modified:	05 Dec 2022 05:06
URI:	https://elibrary.kubg.edu.ua/id/eprint/43161

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