The Role Played by Social Media Usage in Enhancing Financial Performance in the Egyptian Market
Tarek, Y., El Kady, S. (2025). The Role Played by Social Media Usage in Enhancing Financial Performance in the Egyptian Market. EKB Journal Management System, 16(2), 146-185. doi: 10.21608/jces.2025.435038
Yasmeen Tarek; Salwa El Kady. "The Role Played by Social Media Usage in Enhancing Financial Performance in the Egyptian Market". EKB Journal Management System, 16, 2, 2025, 146-185. doi: 10.21608/jces.2025.435038
Tarek, Y., El Kady, S. (2025). 'The Role Played by Social Media Usage in Enhancing Financial Performance in the Egyptian Market', EKB Journal Management System, 16(2), pp. 146-185. doi: 10.21608/jces.2025.435038
Tarek, Y., El Kady, S. The Role Played by Social Media Usage in Enhancing Financial Performance in the Egyptian Market. EKB Journal Management System, 2025; 16(2): 146-185. doi: 10.21608/jces.2025.435038

The Role Played by Social Media Usage in Enhancing Financial Performance in the Egyptian Market

المجلة العلمية للدراسات التجارية والبيئية
Volume 16, Issue 2, April 2025, Page 146-185  XML PDF (648.39 K)
Document Type: المقالة الأصلية
DOI: 10.21608/jces.2025.435038
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Authors
Yasmeen Tarek* 1; Salwa El Kady* 2
1Ph.D. (Finance), Suez Canal University, Faculty of Commerce. Lecturer of Finance, Faculty of Management, MTI University, Cairo, Egypt
2Ph.D. (Management), Cairo University, Faculty of Commerce. Lecturer of Marketing, Faculty of Management, MTI University, Cairo, Egypt
Abstract
Despite growing global research interest in the area of social media usage, few studies have examined the impact of social media usage on the financial performance of Egyptian companies, particularly regarding liquidity as a financial performance indicator. Therefore, our research will try to fill this gap by examining how the use of social media by firms affects their value and financial performance in the Egyptian market. The study scrutinized the financial performance of Egyptian companies specifically the top thirty interactive companies on the Egyptian stock exchange market registered in EGX30 through monitoring social media interaction by manually gathering shares, likes, and comments, then investigates the impact of these interaction on sales growth and profitability, calculating ROA and ROE and examining the firm's liquidity.
 Additionally, the study utilized a questionnaire to gauge the impact of social media usage on sales volume, profitability, and liquidity, all of which serve as key indicators of a firm's financial performance. Findings showed that social media usage notably enhances sales growth, profitability, liquidity, and overall financial performance.
 
Keywords
Sales Growth; Profitability; Liquidity; Facebook; Instagram; Twitter
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