Using social media as a marketing strategy: An approach to improving performance with an emphasis on digital agility and control

Faryabi, Mohammad; Nikkhah, Younes

doi:10.22054/natm.2026.86887.1029

Using social media as a marketing strategy: An approach to improving performance with an emphasis on digital agility and control

Articles in Press

Document Type : Original Article

Authors

Mohammad Faryabi ¹

Younes Nikkhah ²

¹ Associate Professor, Department of Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran.

² Ph.D. Candidate of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

10.22054/natm.2026.86887.1029

Abstract

The purpose of this research is to investigate the mediating role of firm agility and the moderating role of digital control in the effect of social media strategy on the digital performance of creative firms. The statistical population of the present study includes Iranian creative firms. Research data were collected using a standard questionnaire with a Likert scale. Also, 216 analyzable questionnaires were received, and the relationship between the variables was investigated. Data analysis was performed using the structural equation modeling method. Research findings show that the social media use strategy directly affects the firm agility and digital performance. Also, company agility has a positive effect on digital performance. On the other hand, the mediating role of firm agility in the relationship between social media use strategy and digital performance was found to be significant. Finally, the relationship between social media use strategy and digital performance is positively and significantly moderated by digital control. Overall, this research, in addition to presenting a new conceptual model, discovering new relationships among variables and investigating the existing gap, helps to increase the subject literature and has provided suggestions for use in the statistical community.

Keywords

Social Media Use Strategy

Firm Agility

Digital Control

Digital Performance